Performance marketing

The CMO’s New M.O. – How Dana Marineau Is Building A Culture Of “optimism” At Rakuten – Forbes

Summary

Dana Marineau, CMO of Rakuten Rewards

Courtesy of Rakuten

As a casual sports fan, you may have noticed the word “Rakuten” imprinted on the left shoulder of Steph Curry’s uniform, and may have wondered “what is that?” It might surprise you to learn that Rakuten is one of the world’s largest online shopping malls, with over 3500 store brands and almost 100 million monthly page views.

This month I sat down with Dana Marineau, CM…….

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Dana Marineau, CMO of Rakuten Rewards

Courtesy of Rakuten

As a casual sports fan, you may have noticed the word “Rakuten” imprinted on the left shoulder of Steph Curry’s uniform, and may have wondered “what is that?” It might surprise you to learn that Rakuten is one of the world’s largest online shopping malls, with over 3500 store brands and almost 100 million monthly page views.

This month I sat down with Dana Marineau, CMO of Rakuten Rewards, to better understand how her company is spreading “optimism” by helping retailers reward consumers for doing what they do best, shop.

Soon Yu: How have you responded to all the changes and transitions over the past year and a half — in your communities, with your consumers, and with your business partners?

Dana Marineau: It has certainly been a fascinating 18 months in our industry, hasn’t it? The pandemic propelled the need for smarter and easier shopping. People weren’t going into stores; their wallets were strapped. Our goal from the beginning was to help provide an easy, seamless online shopping destination where they could find everything they needed, plus discover new brands. 

We’ve worked hard to help make the online shopping experience more dynamic. It’s a common experience to go to a store with a single purchase in mind and leave with 20 different items. That’s the kind of discovery experience we aim to provide in a digital format. For example, we hope people shopping at Macy’s through Rakuten will also discover that we have high Cash Back rates at Nike, and then find their favorite wine at wine.com, which also offers Cash Back. We are very proud to provide this sense of discovery, both for our members and our merchant partners.

We recently introduced a new feature called Personalized Rewards that allows our merchants to pair their customer data with our first-party data to create targeted, hyper-personalized Cash Back offers. The affiliate marketing expertise of our sister company, Rakuten Advertising, makes this experience frictionless for both the consumer and our partners. 

On a personal level, the most important part of these last 18 months has been the care and development of our team. There are days when I feel that, on top of my Marketing responsibilities, I have also taken on the role of Chief Culture Officer. We’ve made it a priority to continue cultivating Rakuten’s incredible team culture. We are working to inspire and motivate our teams to come back to the office when they feel safe and comfortable and to create a sense of community for those who choose to remain remote. It has certainly been a very interesting couple of months, navigating these priorities and figuring out how to balance team spirit with remote work.

Yu: How have you dealt with the social issues we’re facing today, and how have you handled them …….

Source: https://www.forbes.com/sites/soonyu/2021/11/23/the-cmos-new-mo–how-dana-marineau-is-building-a-culture-of-optimism-at-rakuten/

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