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Rakuten Officially Forms Marketing Division, Appoints CMO

Posted on 1.29.2014

Digital marketing is evolving and Rakuten doesn't plan to be left behind.

Today, the online marketplace announced an investment in digital marketing product development, global expansion, staffing and acquisitions under its new Rakuten Marketing division. Today’s announcement formalizes a new structural alignment of the company’s digital marketing offerings, which include display, mobile, search, affiliate, retargeting, lead generation and automated product feeds.


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Jessica Joines was appointed to the newly created position of chief marketing officer and will be responsible for Rakuten Marketing’s global marketing and public relations efforts.

As part of the announcement, Rakuten Marketing is also introducing an omni-channel technology platform called "Cadence," which will provide a single, consistent point of entry into real-time performance across all marketing channels.

“With a long-term vision for how digital marketing would evolve to meet the needs of today’s shopper, who may be anywhere in the world and using a variety of devices, we are proud to formally announce Rakuten Marketing,” said Yaz Iida, chief executive officer, Rakuten Marketing. “In an increasingly complex digital marketing world, Rakuten Marketing’s fully integrated analytical insight, tools, and consumer e-commerce expertise saves marketers time so they can more effectively determine the strategy and actions that will yield the strongest results.”

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