Brand Specialist - Marketing Division

Job Description:

Business Overview

The Marketing Division leads branding, brand asset creation, 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.

The Brand Management Team is responsible for the development of the brand concept for the Rakuten brand and various services, and the production and management of various brand assets, including the visual identity, under the Rakuten Group brand concept "Unique, yet Unified".

The Planning Team defines the ideal brand image for Rakuten, designs and manages relevant KPIs. Based on brand strategies (hypotheses), we formulate messages that contribute to strengthening the corporate brand, develop various communication assets, and drive the design and execution of these communications. Additionally, the team provides support for the branding activities of each service.

In addition to these activities, we designed a brand community of more than 70 services that share a common understanding of the Rakuten brand and work together to nurture the brand, and we organize regular community meetings. Furthermore, we promote inner branding through e-learning and various training programs on the brand for all employees.

Why We Hire

We are seeking individuals who are eager to take on the challenge of branding and management for the prominent 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 and management for over 70 diverse services. You will be able to handle everything from brand strategy formulation, brand communication execution, brand governance, to the effectiveness verification of brand KPIs, all in an end-to-end manner. 
 

This role offers the opportunity to experience the entire process from planning to implementation and operation of various branding activities, allowing you to feel the excitement of dynamically driving the growth of the Rakuten brand. 

Position Details

1) Strengthen Corporate Brand & Support Service Branding 

- Planning, execution, and measurement of corporate communication initiatives aimed at improving brand perception. 

- Production management of various brand assets for corporate communications (including collaboration with in-house design teams and external production companies). 

- Driving the cycle of effectiveness verification and improvement consideration for various communication initiatives. 

- Support for solving branding challenges for existing services (define brand identity and visual identity). 

2) Brand Management Operations 

- Develop, update, and communicate brand guidelines based on the Rakuten Group’s brand strategy 

- Support the establishment of brand identity for new services and manage to create various brand assets (in collaboration with the in-house design team). 

- Build a group-wide brand governance structure and establish related policies. 

- Plan and execute implementation of e-learning and briefing sessions for inner branding, and design and planning of brand communities. 

Note: The weighting of tasks between 1) and 2) will be adjusted based on your preferences and experience. 

Work Environment

We provide flexible hours and the ability to work from home one day per week.

When you come to the office, you will work either at the Futako-Tamagawa Rise office.

Futako Tamagawa Rise Office

https://corp.rakuten.co.jp/about/map/crimsonhouse/

Mandatory Qualifications:

-Experience in branding or marketing roles (2-3+ years)

- Experience in project management roles (2‐3 years or more).

- Logical thinking

- Excellent communication skills (oral and written)

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

- Microsoft Office knowledge

Desired Qualifications:

- Experience in communication design and implementation (2-3+ years)

- Qualitative and quantitative data analysis skills

- Planning, proposal, and execution skills for initiatives

- Experience in global branding.

- Experience in the IT/digital industry

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