Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. 


Jessica Joines

Job title and company:

Chief Marketing Officer, Rakuten Marketing

In one sentence, how would you describe what the company does?

Rakuten Marketing simplifies today’s complex digital marketing world by providing advertisers and marketers an integrated digital ad tech solution, backed by powerful technology and services across multiple channels including, display, mobile, affiliate, retargeting, search and loyalty.

What are the company’s unique selling points?

Rakuten Marketing is a one-stop solution for today’s digital marketers that need powerful technology that’s simple to use.

Let’s face it – today’s digital marketers are grappling with having to manage multiple marketing channels all built using different technologies. Recognising this, we simplify digital marketing and empower clients to focus less on technical complexities and more on actual marketing.

Within the last six months/year, what stands out as the company’s major milestones?

Five significant milestones for the company are:

The formation of Rakuten Marketing, which resulted from our parent company, Rakuten, unifying its multi-year investments in digital marketing product development, global expansion, staffing, and acquisitions.

The introduction of our omni-channel optimisation product Cadence, which provides a single, consistent point of entry into real-time performance across all marketing channels.

The acquisition of PopShops, which is well known for providing online advertisers and publishers with a data analytics engine for intelligent product feeds.

Our continued global expansion as we launched our affiliate network in Australia and introduced our display/retargeting offerings to Brazil, Japan, the UK and Australia.

In an independent industry survey of online advertisers, publishers and agencies, our affiliate network was named number one for the third year in a row.

Duration in current role:

I joined the company in January 2014.

Where are you based?

New York City.

Previous performance marketing-related Co’s you have worked at:

Before joining Rakuten Marketing, I was the co-founder of Digital Media Review (DMR). DMR cuts through the noise of the crowded digital marketing industry to help clients determine the best strategies and tools that will enable them to reach their business goals.

Prior to DMR, I held several senior roles at some of the world’s leading advertising agencies including Universal McCann, DDB and OMD.

What are your main job responsibilities?

I’m responsible for global marketing and public relations. This includes strategy, messaging, branding, positioning, media buying, media relations, client relations, and staff development.

Take us through what you get up to on a typical working Monday:

Mondays are typically about meetings, from our leadership team meeting to connecting with various regions to strategise on different marketing efforts.

What top three websites can you be found browsing during your lunch hour?

Advertising Age, The New York Times, and PerformanceIN.

What are your top three tips for someone looking to get their hands on a job like yours?

  • Always focus on doing what you love, first and foremost
  • Take chances, don’t shy away from risk
  • Push yourself beyond the limits you think are possible

Career-wise, where do you see yourself in three years time?

At Rakuten Marketing driving continued growth in the US and globally.

Tell us one thing people at work don’t know about you?

I played soccer from ages 5 – 18.


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