Alex Petosa

Product & Customer Communications

Golden State Valkyries: In-Store Customer Education

To support Rakuten's Golden State Valkyries partnership, we developed educational communications for a largely new-to-Rakuten audience participating in an in-store Cash Back activation. I created instructional messaging that guided members through account setup, card linking, qualifying purchases, and reward redemption—helping first-time users successfully complete the experience.

RAKUTEN+

Rakuten+ is Rakuten's premium shopping membership. As the product expanded with the addition of partners like Sephora and Hotels.com, I partnered cross-functionally to develop launch communications that introduced new membership benefits to targeted audiences. The examples below highlight the Sephora rollout, where I tailored lifecycle messaging for both existing Rakuten beauty shoppers and Sephora Rouge members across multiple customer touchpoints.

RAKUTEN APP BANNERS:

Day 0 Emails

Challenge

As Rakuten's product ecosystem expanded, new members were joining through a variety of acquisition channels. We needed an onboarding experience that introduced the right products and benefits while feeling contextually relevant.

BUSINESS GOAL

Increase early purchasing and long-term engagement by creating a scalable onboarding system that delivered the right education to the right audience at the right time.

Solution

We developed a modular Day 0 email system that tailored messaging based on acquisition source while maintaining a consistent brand voice across each audience.

We prioritized the most relevant features and benefits for each audience, creating a more personalized onboarding experience that could easily scale as Rakuten's product ecosystem evolved.

I partnered closely with Strategy and Partnerships to ensure every email balanced product accuracy and a clear path to engagement.