rakuten
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Inside job: '30,000 people, but still a start-up', says CMO Naho Kono on Rakuten’s human-first marketing
From AI cutting time spent on creative work by 81% to building loyalty across 70+ businesses, Naho Kono shares how Rakuten keeps marketing fresh with an agile, personal, and always human-first outlook.
Asia-Pacific Power List 2025: Naho Kono, Rakuten
Kono drives both business growth and positive social impact at Rakuten, where her strategic vision, focus on innovation, and commitment to DE&I make her a standout leader.
Asia-Pacific Power List 2024: Naho Kono, Rakuten
Kono continues to make business breakthroughs for Rakuten and has achieved impressive brand awareness metrics. She has also been instrumental in integrating AI into the company’s ecosystem in the past year.
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The CMO's MO: From AI integration to environmental advocacy, Rakuten's CMO on tech-driven change
Rakuten's CMO is efficiency in action, with her speed strategy in consuming YouTube as unique as her leadership and innovations.
Asia-Pacific Power List 2023: Naho Kono, Rakuten
Naho Kono has led Rakuten’s ecosystem to success, boasting over 39 million monthly active users in Japan alone. She has also spearheaded projects to utilise first-party data and improve UI/UX.
Inside the making of Rakuten’s Super Bowl ad
The shopping and rewards platform’s creative team shares how it worked entirely in-house to conceive, create and produce the Clueless-inspired spot.
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