Automating Personalized Experiences at Scale

At Rakuten Viki, the CRM marketing team was drowning in manual tasks—no time for innovation, just constant upkeep. Given the global reach and the team's size, something had to change. So, I partnered with Movable Ink to build custom solutions that weren't just Band-Aids, they were a total overhaul. Automation became the name of the game, and dynamic content at scale? Absolutely. With that foundation in place, I built a lifecycle roadmap that covered all user stages. My team and I then dove into creating automated series that personalized the user journey and content based on everything from country and language to subscription status and engagement.

The efficiency gains were huge, freeing us up to introduce an ad-hoc campaign component. This meant we could give every major new release the promotional love it deserved. The result? A 25% jump in trials and a 13% lift in subscription signups year-over-year, consistently smashing subscription goals.