Director, Consumer Communications

Rakuten Rewards•San Francisco, CA

5d•$113,157 - $211,032•Onsite

About The Position

Rakuten is seeking a Director of Consumer Communications to lead the development and execution of a global, integrated communications strategy that increases brand awareness, builds trust with consumers, and drives long-term brand loyalty. This role plays a critical leadership function in managing communications across key international markets—including the U.S., Canada, and the U.K.—ensuring a consistent global narrative while tailoring strategies to local audiences. You will position Rakuten as the #1 shopping destination for earning rewards on everyday purchases, while overseeing agency partners and cross-regional execution to deliver measurable business impact. Reporting directly to the Senior Vice President of Brand, Creative and Communications, this role is both strategic and hands-on, with significant visibility across senior leadership.

Requirements

Proven experience leading global communications programs and managing multiple external PR agencies, with a hands-on, “lead from the front” approach.
Strong experience overseeing agency strategy, performance, and relationships—driving accountability, creativity, and measurable business impact.
Strong business acumen and deep understanding of the retail, ecommerce, and media landscapes.
Experience partnering with performance marketing, growth, or partnerships teams, with a clear understanding of how communications drives acquisition and retention.
Highly creative storyteller with a track record of generating newsworthy ideas and securing impactful media coverage.
Strong analytical mindset with the ability to measure performance and continuously optimize strategies.
Comfortable operating in fast-paced, matrixed organizations with evolving priorities.
Exceptional written, verbal, and interpersonal communication skills.
Strong project management skills, with the ability to manage multiple initiatives simultaneously.
Experience with both traditional and digital communications tools and platforms.

Nice To Haves

10–15 years of relevant experience, ideally across both agency and in-house roles at high-growth companies.
Demonstrated experience managing global or multi-regional communications programs.
Experience in fashion, retail, ecommerce, or consumer technology strongly preferred.

Responsibilities

Serve as a senior communications advisor to internal stakeholders and executive leadership, providing a strong point of view, clear recommendations, and data-driven counsel in a fast-paced environment.
Lead the development and execution of a cohesive global consumer communications strategy across the U.S., Canada, and the U.K., ensuring alignment across regions while allowing for local market nuance; oversee and manage external PR agencies in each market, driving strategic integration, fostering bold thinking, and holding partners accountable to performance metrics and business outcomes.
Partner with cross-functional leaders to refine Rakuten’s messaging and narrative framework, aligning communications with broader brand and business priorities.
Identify innovative and culturally relevant ways to tell Rakuten’s story, translating business priorities, product innovation, and partnerships into compelling consumer narratives.
Identify and activate high-impact opportunities to amplify Rakuten’s brand and business partnerships—including collaborations with American Express and Bilt—by developing integrated communications strategies that drive awareness, credibility, and customer acquisition.
Partner with the Sports & Entertainment team to support communications strategies tied to marquee partnerships—including the Golden State Warriors, Golden State Valkyries, and San Francisco 49ers—shaping narratives, managing media engagement, preparing spokespeople, and amplifying culturally relevant moments that drive brand awareness, credibility, and customer acquisition.
Lead media strategy and execution, including interview preparation, thought leadership development, media briefings, and coverage amplification.
Create high-quality written content, including press releases, statements, Q&A, briefing materials, award submissions, and media pitches.
Define and evolve measurement frameworks, including media quality, message pull-through, attribution, and impact on brand and growth KPIs; regularly report insights to leadership.
Integrate AI and LLM considerations into communications strategy, ensuring earned media and brand narratives are optimized for AI-driven search and discovery.
Support crisis communications and reputation management, partnering with global teams to protect and strengthen brand trust.