B2B Marketing Manager

Job Description:

Rakuten International is a division of Rakuten Group, Inc., a Japanese global technology leader in services that empower individuals, communities, businesses and society. Headquartered in San Mateo, California with more than 4,000 employees worldwide, the Rakuten International business portfolio includes market leaders in e-commerce, digital marketing, advertising, communications and entertainment. We create products and services that provide exceptional value by aligning members and the businesses that want to engage them in a shared community.

Rakuten is the most rewarding way to shop, giving millions of members Cash Back when they buy from their favorite brands. As a leading shopping platform, Rakuten partners with thousands of top brands across apparel, beauty and wellness, grocery, travel, on-demand services, subscriptions, and dining, helping members save on everyday purchases. Since 1999, Rakuten members have earned more than $4.6 billion in Cash Back, making it the largest Cash Back platform of its kind. Learn more at Rakuten.com.

• Plan and execute integrated B2B campaigns to generate and accelerate pipeline (email nurtures, paid media, webinars/events, partner marketing, ABM).
• Own marketing funnel performance from lead capture through MQL/SQL and opportunity influence; optimize conversion across lifecycle stages.
• Manage marketing operations workflows (segmentation, nurture, lead scoring, automation) and ensure tight alignment with SFDC for routing, attribution, and reporting.
• Partner with Sales Enablement by creating and maintaining sales-ready materials in Seismic (pitch decks, one-pagers, case studies, battlecards) and supporting sales plays.
• Develop positioning and messaging tailored to retailer personas and buying committees (e.g., eCommerce, digital marketing, merchandising, media/monetization, loyalty/CRM).
• Support go-to-market efforts for new product features, partner launches, and retailer-focused solutions; coordinate cross-functionally with Product, GTM and Sales.
• Build and manage retailer-focused content (customer stories, benchmarks, ROI tools, webinar programming) to support acquisition and expansion.
• Track, analyze, and report results using dashboards and campaign analytics; share insights and recommendations with leadership and stakeholders.
• Manage budget and vendor relationships (agencies, freelancers, paid media partners, webinar/event platforms) to deliver on KPIs.

• Experience marketing to retailers (enterprise or multi-location brands) and familiarity with retailer KPIs (ROAS, incremental revenue, CAC/LTV, basket size, loyalty, omnichannel).
• Experience with partner/affiliate ecosystems, publisher networks, or retail media (or adjacent ad platforms).
• Experience running ABM programs and/or verticalized campaigns by retail segment.
• Comfort with reporting concepts such as multi-touch attribution, cohort performance, and funnel velocity.

• 4+ years of B2B marketing experience (demand gen, growth, or integrated marketing), preferably in advertising services, affiliate marketing, performance marketing, MarTech, or retail tech.
• Demonstrated success driving measurable pipeline impact (lead volume, conversion rates, influenced revenue, CAC/ROAS).
• Hands-on experience with: HubSpot, Salesforce and Seismic.
• Strong understanding of B2B buying journeys and multi-stakeholder sales cycles (mid-market/enterprise a plus).
• Excellent cross-functional communication, project management, and execution skills.