Digital Marketing Specialist, Rakuten Kobo

• A high-energy candidate with a passion for digital marketing, strong SEM skills and an eagerness to test new ideas will succeed on this team
• Required: 2-3 years in performance-based digital marketing with a primary focus on paid search, on either the client or agency side
• Has managed multi-country or multi-region budgets with clear KPI goals and strong pacing controls
• Can independently diagnose performance issues across query mix, match types, auctions, feed health, landing pages, and measurement, and translate findings into clear optimization actions
• Comfortable with value-based bidding and automated strategies (e.g., tROAS, tCPA), including knowing when to constrain, guide, or override automation based on business goals and data quality
• Well-versed in performance marketing, conversion, and customer acquisition
• Hands-on experience with Google Ads, Bing Ads, Google Ads Editor, Google Analytics platforms, Yahoo/Oath and bid management/PPC tools (Kenshoo, WordStream, Acquisio, etc.)
• Proven track record of managing and optimizing performance-based SEM/Shopping campaigns based on different conversions (acquisition, retention, e-comm sales, trials, sign-up, etc.)
• Expertise in leveraging AI-powered features within Google Ads (e.g., Performance Max, automated bidding, dynamic creative optimization), coupled with a deep understanding of how to integrate and utilize external AI/ML tools to refine strategies and maximize campaign efficiency and ROI
• Skilled in developing and executing robust budget forecasts and allocation strategies to maximize investment across campaigns
• Experience with a variety of ad formats, ad extensions and campaign types, including shopping ads, re-marketing, bidding strategies, landing page and A/B testing, and universal app campaigns
• Proficient knowledge of online measurement and key performance indicators, ability to analyze campaign data, discern insights, apply optimizations and share findings with key stakeholders
• Comprehensive understanding of PPC digital marketing channels, audience
• Segmentation, targeting, creating custom audiences, attribution and how it ties into the marketing mix
• Experience in managing Google Merchant Center accounts, including product feed optimization for Google Ads, to drive product visibility and sales
• Experience working with partners, clients, product managers and cross-functional teams

Desirable

• Rakuten Kobo Inc. is looking for a highly creative and performance-oriented Digital Marketing Specialist, Paid Search to join our Digital Marketing Team!
• Growth marketing efforts at Kobo advance at an incredible pace and we pride ourselves on using the latest digital strategies to deliver ongoing value for the organization
• Our team’s core objectives are to drive eReader, subscriptions, and eBook and Audiobook sales through the Kobo website and apps
• Reporting to the Senior Manager, Performance Marketing, the Digital Marketing Specialist, Paid Search plays a vital role in driving growth by managing the Search Engine Marketing (SEM) program for a global, rapidly expanding eBook, Audiobook, and eReader business
• Working across English and non-English regions, they will be responsible for carrying out day-to-day management of accounts, launching, monitoring and optimizing campaigns, analyzing search
• Intent, conducting keyword research, managing budgets and bids, and writing ad copy with a focus on new customer acquisition and subscription growth
• Managing the day-to-day search marketing activities across multiple search engines, including campaign development, implementation, budget management, and performance reporting
• Owning Google Merchant Center operations and product feed health, including feed diagnostics and troubleshooting; resolving disapprovals (e.g., GTIN/identifier issues), setting up and maintaining promotions, and ensuring accurate shipping/tax and product data across markets
• Partnering cross-functionally to improve Shopping and Performance Max performance, including collaborating with internal stakeholders on feed enhancements, landing page considerations, and measurement inputs that support automated bidding and campaign optimization
• Trafficking large sets of ads regularly
• Building scalable workflows for campaign trafficking and maintenance, leveraging
• Google Ads Editor and bulk management approaches to efficiently launch and iterate across large sets of ads, keywords, and product groups
• On-going monitoring, tracking and optimizing campaigns’ performance
• Managing large global budgets across multiple countries, campaigns and targets to accurately invest in KPI growth
• Constantly identifying opportunities for A/B testing, testing new ad formats, new ad product features and strategies
• Using Google Analytics, Tableau and other measurement tools to report on performance metrics
• Running app install search initiatives, including but not limited to Google Universal App Campaigns
• Actively contributing to the Digital Marketing Team in a collaborative and meaningful way that helps support and inspire cross-channel initiatives
• Acting as our resident expert in paid search for the eReader, eBooks, and audiobooks industry, the Kobo business, culture and customer, and using that knowledge to create effective strategies