📌 Core Information
🔹 Job Title: Senior Specialist, CRM Marketing
🔹 Company: Rakuten Viki
🔹 Location: San Mateo, California
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: May 8, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Hybrid (San Mateo, CA)
🚀 Job Overview
Key aspects of this role include:
- Developing and executing data-driven retention and lifecycle marketing initiatives
- Collaborating with analytics and marketing teams to design and optimize multi-channel campaigns
- Driving engagement, reducing churn, and maximizing lifetime value of Viki subscribers
- Working with CRM platforms and automation tools to implement sophisticated campaigns
- Building strong partnerships with internal stakeholders and external partners
ASSUMPTION: This role requires a balance of strategic thinking, data analysis, and hands-on campaign execution. The ideal candidate will have a strong background in CRM/Lifecycle marketing and a passion for Asian entertainment.
📋 Key Responsibilities
✅ Own the global strategy, testing, and execution for CRM/Lifecycle campaigns that deliver measurable business impact
✅ Design, launch, and optimize multi-channel retention campaigns across email, in-app messaging, push notifications, and content cards
✅ Partner with analytics teams to segment users based on behavior, develop targeted retention strategies for different cohorts, and measure impact
✅ Collaborate with brand and integrated marketing teams to promote new shows and enhance content discoverability for users
✅ Drive creative strategy and A/B testing across CRM channels and customer journeys
✅ Support the company's global expansion and localization objectives by identifying scalable CRM workflows and collaborating with the team to evaluate automated solutions
✅ Build strong partnerships with internal stakeholders and external partners
ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication skills to work effectively with various teams and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 5+ years of hands-on experience developing and executing CRM/Lifecycle marketing campaigns in a B2C industry
Required Skills:
- Proven expertise in CRM platforms and automation tools (Braze, Movable Ink, or similar)
- Strong analytical skills and experience using data visualization tools such as Looker, Amplitude
- Ability to thrive in a fast-paced and dynamic environment, managing multiple projects while delivering results on time
- Familiarity with Asian entertainment
Preferred Skills:
- Experience with entertainment or subscription services
- Fluency in multiple languages
ASSUMPTION: Given the global nature of Rakuten Viki, proficiency in multiple languages could be beneficial but is not strictly required.
💰 Compensation & Benefits
Salary Range: USD $78,651.00 - $135,216.00 annually
Benefits:
- Health Insurance
- Vision Insurance
- Dental Insurance
- 401k Matching
- PTO
- Volunteer Time Off (VTO)
Working Hours: Full-time, hybrid work arrangement in San Mateo, CA
ASSUMPTION: The salary range provided is an estimate based on market research for similar roles in the San Mateo, CA area. Actual compensation may vary based on individual qualifications and business needs.
📌 Applicant Insights
🔍 Company Context
Industry: Rakuten Viki operates in the entertainment streaming industry, focusing on Asian content. The company competes with global players like Netflix, Amazon Prime Video, and Hulu.
Company Size: Rakuten Viki is a mid-sized company with 51-200 employees, offering a dynamic and collaborative work environment.
Founded: Rakuten Viki was founded in 2010 and is headquartered in San Mateo, California, with additional offices in Singapore, Seoul, and Shanghai.
Company Description:
- Rakuten Viki is a global entertainment streaming platform that specializes in Asian content, offering primetime shows and movies subtitled in over 200 languages.
- The company is part of the Rakuten Group, a leading global e-commerce company with over 1.3 billion registered users worldwide.
- Rakuten Viki reaches more than 40 million fans in 190-plus countries and includes a K-entertainment community, Soompi.
Company Specialties:
- Streaming Video
- Entertainment
- Content
- Dramas
Company Website: http://www.viki.com
ASSUMPTION: Rakuten Viki's focus on Asian entertainment sets it apart from other streaming services, offering unique opportunities for cultural exchange and global engagement.
📊 Role Analysis
Career Level: This role is a senior specialist position, offering opportunities for growth and leadership within the CRM marketing team.
Reporting Structure: The senior specialist reports directly to the CRM marketing manager and works closely with analytics, brand, and integrated marketing teams.
Work Arrangement: This is a hybrid role, requiring the candidate to work on-site in San Mateo, CA, with flexibility for remote work.
Growth Opportunities:
- Expanding skills in data analysis and CRM platform management
- Developing leadership skills through team collaboration and mentorship
- Gaining experience in global marketing and localization strategies
ASSUMPTION: This role offers significant growth potential, as Rakuten Viki continues to expand its global presence and user base.
🌍 Location & Work Environment
Office Type: Rakuten Viki's San Mateo office is a modern, collaborative workspace designed to foster creativity and productivity.
Office Location(s): 800 Concar Dr, San Mateo, California 94402, US
Geographic Context:
- San Mateo is located in the San Francisco Bay Area, offering a mix of urban and suburban living with easy access to Silicon Valley and San Francisco.
- The area is known for its diverse culture, vibrant food scene, and numerous outdoor activities.
- San Mateo has a Mediterranean climate, with mild winters and warm, dry summers.
Work Schedule: Full-time, with a hybrid work arrangement requiring on-site presence in San Mateo, CA
ASSUMPTION: The San Mateo office provides a dynamic and engaging work environment, with opportunities for collaboration and professional growth.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-depth interview with the CRM marketing team
- Final interview with the CRM marketing manager
Key Assessment Areas:
- CRM/Lifecycle marketing expertise
- Data analysis and visualization skills
- Campaign strategy and execution
- Cross-functional collaboration and communication
Application Tips:
- Highlight relevant CRM/Lifecycle marketing experience and achievements
- Tailor your resume to emphasize skills and experience related to the job description
- Prepare for behavioral interview questions focusing on problem-solving, teamwork, and adaptability
- Demonstrate a genuine interest in Asian entertainment and culture
ATS Keywords: CRM Marketing, Lifecycle Marketing, Data Analysis, Retention Strategies, Email Campaigns, In-app Messaging, Push Notifications, Content Promotion, A/B Testing, CRM Platforms, Automation Tools, User Segmentation, Collaboration, Creative Strategy, Fast-paced Environment, Asian Entertainment
ASSUMPTION: Rakuten Viki's application process is designed to assess both technical skills and cultural fit, with a focus on finding candidates who can thrive in a dynamic, global environment.
🛠️ Tools & Technologies
- CRM platforms (e.g., Braze, Movable Ink)
- Data visualization tools (e.g., Looker, Amplitude)
- Email marketing platforms (e.g., Mailchimp, Campaign Monitor)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with these tools is not strictly required but would be beneficial for candidates looking to hit the ground running in this role.
👔 Cultural Fit Considerations
Company Values:
- Always improve, always advance
- Passionately professional
- Hypothesize - Practice - Validate - Shikumika
- Maximize customer satisfaction
- Speed!! Speed!! Speed!!
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and responsive to change
Self-Assessment Questions:
- Do you have a proven track record of driving measurable business impact through CRM/Lifecycle marketing campaigns?
- Are you comfortable working in a fast-paced, dynamic environment and managing multiple projects simultaneously?
- Do you share Rakuten Viki's passion for connecting the world to Asian entertainment?
ASSUMPTION: Rakuten Viki values candidates who are passionate about their work, committed to continuous improvement, and eager to contribute to the company's mission.
⚠️ Potential Challenges
- Managing multiple projects and deadlines in a fast-paced environment
- Working with diverse teams and stakeholders across different time zones
- Adapting to a hybrid work arrangement and balancing on-site and remote work
- Staying up-to-date with the latest trends and best practices in CRM/Lifecycle marketing
ASSUMPTION: These challenges can be overcome with strong organizational skills, effective communication, and a commitment to continuous learning and improvement.
📈 Similar Roles Comparison
- This role differs from related positions in its focus on Asian entertainment and the need for language proficiency in multiple languages
- Industry-specific context: The entertainment streaming industry is highly competitive, with a strong emphasis on content acquisition, user engagement, and retention
- Career path comparison: This role offers opportunities for growth into leadership positions within the CRM marketing team or broader roles within Rakuten Viki
ASSUMPTION: Candidates should consider their long-term career goals and how this role aligns with their desired path in CRM/Lifecycle marketing.
📝 Sample Projects
- Developing and executing a targeted email campaign to re-engage inactive subscribers
- Optimizing in-app messaging to improve user retention and increase time spent on the platform
- Collaborating with the analytics team to segment users based on behavior and create tailored retention strategies
ASSUMPTION: These sample projects illustrate the hands-on, data-driven nature of the role and the importance of cross-functional collaboration.
❓ Key Questions to Ask During Interview
- How does this role support Rakuten Viki's global expansion and localization objectives?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Rakuten Viki foster a culture of continuous improvement and innovation?
- What opportunities are there for growth and development within the CRM marketing team and broader organization?
- How does Rakuten Viki approach work-life balance, particularly for hybrid roles like this one?
ASSUMPTION: These questions demonstrate a proactive and engaged approach to the role, signaling the candidate's interest in and commitment to the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume to highlight relevant CRM/Lifecycle marketing experience and skills
- Prepare a cover letter that demonstrates your passion for Asian entertainment and cultural exchange
- If applicable, include examples of your work or portfolio pieces that showcase your CRM/Lifecycle marketing expertise
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
