EMIRI ARISATIZABAL
Tokyo
Summary
Senior digital marketing and e-commerce leader with over 15 years of experience in the beauty, fashion and IT industries. Currently spearheading Lancôme Japan's all EC digital strategy and e-commerce operations, driving growth across owned and third-party platforms. Proven track record in developing and executing comprehensive marketing strategies, optimizing user experiences, and managing cross-functional teams in fast-paced environments. Expertise in budget management, performance media marketing, and data-driven decision making across multiple investment.
Overview
15
15
years of professional experience
Work History
E- Plattform Manager
Loreal Luxe Japan
10.2024 - Current
- Launched Amazon official Loncome store taking only two months (All store creatives, stock management, products registrations) by working with head quarters and local several teams included the vendor @cosme
- Maintained positive clients relations by addressing problems head-on and implementing successful corrective actions.
- Maximized performance by monitoring daily activities and mentoring team members.
- Increased store performance by ads optimization and contents updates etc and increased CVR 2.8pt
E-commerce Manager
Lancôme Japan
02.2022 - Current
- Spearhead Lancôme Japan's digital strategy, managing annual EC budget and KPIs to drive online sales growth
- Oversee operations for Lancôme.com and third-party platforms (Rakuten, at cosme, LINE gift, Amazon), optimizing customer experience and operational efficiency
- Lead performance marketing initiatives, including search, SNS, display ads, SEO strategy, and national marketing campaign coordination
- Manage merchandising, buying, and stock control for both owned and third-party e-commerce platforms
- Collaborated with external agencies to produce high-quality site visual content/animation pages, enhancing product presentations and appeal.
- Managed budget for e-commerce operations, allocating resources effectively to achieve business objectives.
- Conduct in-depth data analysis using GA4 and BI tools, providing actionable insights to local and global executives.
Marketing Manager
Rakuten Fashion Business
02.2021 - 01.2022
- Drove 37% YoY GMV growth and 59% YoY visit increase through strategic marketing initiatives
- Developed and executed comprehensive marketing strategies across multiple channels, including search, social media, and external ads by controlling agencies
- Prepared detailed marketing forecasts on daily, weekly and quarterly basis.
- Led a team of six, fostering collaboration between Design, Sales, and Marketing groups
- Implemented and optimized CRM strategies using tools such as Braze/Karte and other marketing automation platforms to maximize mail /LINE/APP notifications.
- Negotiated with vendors and media agencies, securing cost-effective solutions for marketing activities.
- Managed social media platforms, crafting engaging content to foster community growth and interaction.
- Managed marketing budgets, allocating resources efficiently to achieve strategic objectives and maximise returns.
Marketing Vice Manager
Rakuten Beauty Business
05.2016 - 01.2021
- Achieved 80% YoY increase in booking numbers and doubled app usage ratio within a year
- Led app growth strategies, including ASO, user acquisition, and implementation of marketing automation tools.
- Orchestrated marketing campaigns across Rakuten's ecosystem and external media channels (Google, Y!, Criteo, SONY, at Cosme, Meta etc) with both internal and external teams
- Spearheaded PR initiatives, including owned media site ”Rakulabo” launch and off-line event planning to increase traffic to the site
- Supervised and mentored junior team members, providing detailed instructions and guidance to maximise team efficiency.
- Participated in industry conferences as a speaker, positioning the company as a thought leader.
Marketing and Creative Team Leader
Rakuten Car Inspection Business
10.2014 - 04.2016
- Named MVP in 2015 for outstanding performance and leadership
- Directed digital marketing efforts across multiple channels, significantly increasing booking numbers via both Rakuten (Ichiba, books,card, travel, dining) and external media (Search, SNS, display ads)
- Led SEO projects, collaborating with development and design teams to optimize site structure and content.
Global CWD / SEO Consultant
Rakuten Inc.
03.2012 - 10.2014
- Managed international projects for smartphone CVR improvement in Brazil and U.S
- Markets
- Implemented SEO tool 'BrightEdge' across all Rakuten group companies (40 Business units included Rakuten Card, Ichiba, Travel), enhancing organic traffic performance
- Developed and executed global strategies for UI alignment across international markets.
Marketing Manager
Groupon Japan Inc.
09.2010 - 12.2011
- Drove user acquisition through diverse digital marketing channels (Budget 500M per month)
- Optimized landing pages and banner creatives to improve conversion rates (Daily AB testing)
- Collaborated with sales, service, finance and logistics departments to influence critical business growth outcomes.
- Managed relationships with over 30 firms and 1000 media/publishers for promotional activities.
- Negotiated with vendors and media agencies, securing cost-effective solutions for marketing activities.
Partner Account Manager
Cambridge Interactive Development Corporation
10.2009 - 06.2010
- Acquired and managed affiliate partnerships to drive revenue growth
- Developed and executed strategies to optimize partner performance and increase promotions effectiveness.
- Translate global site contents into Japanese for localization
- Customer service suport to develop best class customer engagement
Education
Master of Science - Project Management
Northeastern University
Boston, MA01.2009
Bachelor of Art - Comparative Cultures
Otsuma University
01.2003
Skills
- Project Management
- Inventory Management
- Platform Expertise
- Web Development: HTML, CSS
- Languages: Japanese (Native), English (Business Level, TOEIC 900)
- E-Commerce Strategy Development
- Optimizing Media Campaigns
- Campaign Management Expertise
- Budget Management
- Team Leadership Collaboration
- Data Analysis & Business Intelligence
- CRM & Marketing Automation
- SEO/SEM Optimization
- Outstanding communicator
- Social Media Proficiency
- Business development
- Complex negotiations
- Market and competitive analysis
- Employee Development Strategies
Languages
English
Advanced
C1
Timeline
E- Plattform Manager
Loreal Luxe Japan
10.2024 - Current
E-commerce Manager
Lancôme Japan
02.2022 - Current
Marketing Manager
Rakuten Fashion Business
02.2021 - 01.2022
Marketing Vice Manager
Rakuten Beauty Business
05.2016 - 01.2021
Marketing and Creative Team Leader
Rakuten Car Inspection Business
10.2014 - 04.2016
Global CWD / SEO Consultant
Rakuten Inc.
03.2012 - 10.2014
Marketing Manager
Groupon Japan Inc.
09.2010 - 12.2011
Partner Account Manager
Cambridge Interactive Development Corporation
10.2009 - 06.2010
Bachelor of Art - Comparative Cultures
Otsuma University
Master of Science - Project Management
Northeastern University
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