Brand Specialist - Marketing Division

Job Description

Business Overview

The Marketing Division leads branding, creative, marketing, and membership as a cross-group organization with a mission to expand Rakuten Group's membership value and ecosystem of over 70 services.

Department Overview

The mission of the Brand & UX Management Department is to establish and implement consistent brand and user experience, built upon Rakuten's brand value and "Rakuten-ness," allowing users to confidently rely on our offerings. We continuously manage and guarantee the quality and trust of these experiences under a unified policy and governance framework across the entire group.

Based on brand strategies (hypotheses), this team aims to formulate messages that contribute to strengthening the corporate brand and develop various communication assets, drive the design and execution of these communications, and carry out verification.

The team also supports the branding activities of each service.

In addition to these activities, we promote internal branding, including e-learning and various brand training programs for all employees, so that more than 70 services share a common understanding of the Rakuten brand.

Why We Hire

We are seeking individuals who are eager to take on the challenge of branding for the major corporate brand "Rakuten".

In this position, you will gain experience in a wide range of tasks, including overall corporate branding and communication for Rakuten, as well as branding support for more than 70 diverse services. You will be able to handle everything end to end, from brand strategy planning and brand communication execution to effectiveness verification.

This role offers the opportunity to experience everything from planning to implementation and operation of a wide range of branding activities, allowing you to feel the excitement of dynamically driving the growth of the Rakuten brand.

Position Details

We will discuss and adjust the work to strengthen the Rakuten brand (corporate), taking into account your experience and preferences.

1) Brand Research and Corporate Brand Strategy Planning

• Identify brand issues and opportunities.

• Formulate the corporate brand strategy and KPIs through discussions with executives and stakeholders.

2) Brand Communication Planning and Execution

• Translate brand issues and strategy into clear messages (what to say), and design them.

• Plan and deliver communication initiatives with related departments, and drive verification and improvement.

3) Corporate Brand Asset Development and Support for Business Units

• Develop and share brand assets that each business can use (e.g., tagline, copy, video, key visuals, toolkits), including collaboration with in-house design teams and external production companies.

• Support consistent brand expression for each business brand (support for defining brand identity).

4) Internal Branding

• Plan and implement initiatives that help employees and executives understand the brand direction and embody it in their own work and communication (e.g., e-learning, training for new graduates).

*Note: The weighting of tasks 1) to 4) will be adjusted based on timing, and your preferences and experience.

Mandatory Qualifications

• Experience in branding, marketing, PR, or communication roles

• Experience driving brand initiatives from planning through execution

• Logical thinking

• Excellent communication skills (oral and written)

• Ability to coordinate with internal and external stakeholders, including executives, and move projects forward

• Ability to multi-task and adapt flexibly in a fast-paced environment

• Microsoft Office knowledge

Desired Qualifications

• Experience in brand strategy planning, brand research, or designing and operating brand KPIs

• Qualitative and quantitative data analysis skills (e.g., brand research, effectiveness measurement)

• Planning, proposal, and execution skills for initiatives

• Experience managing creative production (working with agencies and designers)

• Experience in internal branding or internal communications

• Experience in global branding

• Experience in the IT/digital industry

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Languages

English (Overall - 2 - Intermediate), Japanese (Overall - 4 - Fluent)