Women at Rakuten: Chika

Chika
Senior Manager
Rakuten Beauty Department, Marketing Section
Commerce & Marketing Company
Rakuten Group, Inc.

Connecting services and users to accelerate business growth

I currently lead marketing operations focused on user acquisition within the Marketing Section of Rakuten Beauty. My mission is to oversee the entire user journey, from building brand awareness to acquiring new users and encouraging repeat usage by leveraging the vast assets of the Rakuten Ecosystem.

One of the most rewarding aspects of my role is planning initiatives that utilize the Group’s unique strengths, such as Rakuten Point campaigns and collaborations with services like Rakuten Mobile. Being able to grow a service in the beauty sector – an industry so closely tied to people’s daily lives –through the power of the Rakuten Ecosystem is incredibly fulfilling.

Fostering autonomy and value creation

As a manager, I focus on helping my team members develop the ability to think for themselves. In a fast-paced environment, I believe it is essential to be proactive—creating results through one’s own initiative rather than simply waiting for instructions.

To encourage this, I assign tasks in terms of “missions” rather than small to-do lists, leaving room for members to find their own path. I believe that by grasping the essence of a problem and deriving a solution independently, both the individual and the team grow stronger. This philosophy is rooted in my previous experience at a consulting firm, where I was constantly challenged to define the specific value I could bring to a project.

Leading through ambiguity: The Group-wide promotion project

One of the most challenging but significant projects I’ve led was a large-scale, group-wide promotion. I served as the user acquisition lead for a critical initiative that spanned 16 different business units.

Starting nearly from scratch, my team had to build a strategy for area-specific measures. My responsibilities were broad: creating materials, presenting to executives, coordinating with various marketing departments, and securing budgets. Because so many stakeholders were involved, the project’s direction was initially unclear, which led to some frustration within the team.

To break the deadlock, I focused on three things:

Repeated Communication: Holding frequent discussions with the team to stay aligned.
Parallel Execution: Running multiple measures at once to see what worked.
Data-Driven Logic: Using facts to drive conversations with stakeholders.

One of our “offline” initiatives was a stamp rally at the Rakuten Eagles’ home stadium. A follow-up survey showed that brand recognition among participating departments jumped from 10% to 18%. Beyond the numbers, this project established a foundation for how we collaborate across the Group. The feedback I received from executives during this time was a major catalyst for my professional growth.

Looking Ahead: Two Ambitions

I have two primary goals for the future. I want Rakuten Beauty to be the first name people think of when they look for a salon. By refining our service value and deepening our integration with the Rakuten Ecosystem, we can make this a reality.

At the same time, I want to create a team where members feel their “market value” increases by working here. In an era of career autonomy, I aim to provide an environment where everyone can take on challenges and stay ahead of marketing trends.

Work-Life balance: “Don’t aim for perfection”

Balancing career and childcare is a challenge with no “perfect” answer. I’ve learned to prioritize by focusing on what is most impactful at any given moment. Because my time is limited, I constantly ask myself: Is this cost-effective? Does this directly contribute to business growth? Working backward from KPIs helps me achieve results in the shortest possible time.

On the home front, I focus on providing an environment tailored to my children’s individual needs. I believe that as long as I provide consistent love and attention, it will resonate with them even during busy periods. I’ve stopped aiming for perfection and started embracing the importance of asking for help and building a support system.

My goal is to be a role model for other women balancing careers and family. Having looked for such a role model myself in the past, I want to lead a team where everyone can maximize their potential at any stage of life.

*The content and affiliation presented in this article are accurate as of the time of the interview.

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