Senior Manager, Performance Marketing

The Role:

We are seeking a Senior Manager, Performance Marketing to lead marketing measurement and performance optimization across Kobo's global marketing organization.
This is a highly strategic and hands-on role responsible for support our performance marketing strategy and how this strategy is measured, understood, and optimized across acquisition, retention, CRM, ecommerce, subscriptions, and lifecycle marketing.
The ideal candidate combines deep performance marketing and analytical expertise with strong commercial acumen, translating complex data into actionable marketing decisions that improve customer acquisition efficiency, retention, conversion, and lifetime value.

Key Responsibilities
Lead Marketing Measurement Strategy

• Own the end-to-end marketing measurement framework across the customer lifecycle, from acquisition through retention and re-engagement
• Develop and evolve attribution models to better understand channel contribution and optimize investment allocation
• Partner with the Senior Director on media mix modeling, incrementality testing, experimentation frameworks, and marketing performance diagnostics
• Establish marketing KPI frameworks across paid acquisition, CRM, ecommerce conversion, subscription health, retention, churn, customer lifetime value, and ROAS

Drive Performance Optimization

• Partner closely with media, CRM and ecommerce teams to identify performance gaps and growth opportunities
• Analyze funnel performance across paid media, site conversion, checkout, onboarding, subscription flows, and retention journeys
• Support budget allocation, scenario planning, forecasting, and performance investment decisions

Insight Delivery

• Deliver clear, executive-ready dashboards, reporting, and performance storytelling
• Translate complex data into concise recommendations for leadership and crossfunctional stakeholders
• Proactively surface trends, opportunities, and risks
• Build a culture of data-driven decision making across the marketing organization

Cross-Functional Leadership

• Partner with product, data engineering, BI, finance, growth, and executive leadership to align business metrics and measurement frameworks
• Work with technical teams to ensure analytics implementation, tagging integrity, attribution quality, and data governance
• Champion consistency in measurement across channels, teams, and regions

Skills & Experience
Required Experience

• 8+ years in marketing analytics, growth analytics, performance marketing analytics, ecommerce analytics, or related roles
• Proven experience leading marketing measurement strategy in a digital consumer business
• Deep expertise in acquisition, retention, ecommerce conversion and lifecycle performance
• Experience working across subscription, ecommerce, or high-growth digital business models

Technical Expertise

• Hands-on experience with:
• Google Analytics 4
• Google Tag Manager
• Paid media platforms (Google Ads, Meta, DSP/programmatic platforms)
• Attribution and measurement tools (including SuperMetrics)
• CRM and lifecycle marketing platforms
• Experimentation / A/B testing platforms
• BI / visualization platforms (Looker, Tableau, Power BI, or equivalent)
• SQL and advanced data analysis
• Subscription, ecommerce, and cohort analytics tools

Strong understanding of:

• Multi-touch attribution
• Media mix modeling
• Incrementality testing
• Customer lifetime value modeling
• Cohort analysis
• Churn analysis
• Funnel optimization
• Marketing forecasting and scenario modeling

Leadership & Soft Skills

• Strong executive communication and storytelling skills
• Ability to influence senior stakeholders through insight and commercial thinking
• Strategic mindset with strong business acumen
• Highly collaborative cross-functional leadership style
• Comfortable moving between strategy and execution
• Strong problem-solving orientation with a bias for action

Why This Role Matters
This role will be critical to helping Kobo scale efficiently by improving how we
measure performance, understand customer behavior, allocate investment, and
optimize the full customer lifecycle. Success in this role will directly impact
acquisition efficiency, retention performance, customer lifetime value, and overall business growth.

The Perks:

• Flexible hours and hybrid remote working environment
• Subsidized in-office lunches
• Four extended long weekends in the summer
• Full benefits starting from your first day
• Paid Volunteer days, unlimited sick days, and 3% RRSP matching
• Work From Anywhere Program for up to 3 months (90 days)
• Lifestyle spending account
• Talent and development training budget
• Free Kobo device + free weekly e-book or audiobook
• Weekly Kobo Spark sessions
• Maternity/paternity leave top up
• Dog friendly office

At the time of posting, Rakuten expects the Compensation (base salary + discretionary bonus) for this role to be within the range shown below. Individual compensation will vary based on job-related factors, including the skills, qualifications, and experience of the successful candidate as well as business need and geographic location. The successful applicant for this role will be eligible for stock options, health, vision, dental insurance, RRSP matching, Personal Time Off (PTO), Volunteer Time Off (VTO), and other employee benefits as the company implements.

CAD $97,020.00 - 147,020.00 annually