#USA #San Mateo #Cash Back #Rakuten Rewards #Carl Lurie Kalapesi

Rakuten Rewards Promotes Carl Lurie Kalapesi to Chief Commercial Officer

Rakuten Rewards, the well-known platform for Cash Back shopping, has recently elevated Carl Lurie Kalapesi to the position of Chief Commercial Officer (CCO). This important change aims to consolidate the company's revenue operations and commercial strategies, encompassing a wide array of functions including sales planning, site merchandising, and the implementation of revenue-generating initiatives.

Path to Promotion

Carl Lurie Kalapesi joined the Rakuten Rewards team in January 2024 as Senior Vice President of Revenue. His impressive performance and contributions swiftly transformed the top-line growth and shaped the company’s strategic direction. Over the course of the last year, he has successfully guided his team by enhancing operational effectiveness and refining the go-to-market execution, leading to significant improvements in sales outcomes.

Under Lurie Kalapesi's leadership, several key projects have emerged, notably the launch of Programmatic Loyalty. This advanced AI-driven tool personalizes loyalty offerings at scale, allowing Cash Back rates and exposure to be dynamically adjusted based on shopper behavior and sales performance. His initiative expanded Rakuten's network of partners, moving beyond traditional retail into new sectors such as travel, financial services, and B2B, significantly bolstering the company's value proposition for brands targeting value-conscious consumers in a fragmented marketing landscape.

A Vision for the Future

Rakuten Rewards CEO, Amit Patel, acknowledged Lurie Kalapesi’s unique mix of skills in media, advertising, and technology, all of which contribute to a keen awareness of modern marketers' needs. His promotion to CCO solidifies his influential role within the company, as Rakuten strives to leverage its Cash Back offerings to become a vital marketing tool embedded within broader brand strategies.

“Carl's expertise enables us to harness the unmatched potential of Cash Back while incorporating advanced personalization and targeting,” said Patel. “This approach aids brands in cultivating loyalty among value-seeking customers.”

Lurie Kalapesi shared his excitement about stepping into this crucial role, emphasizing his commitment to enhancing Rakuten Rewards' leadership in performance marketing. His strategies will focus on utilizing automation and data-centric personalization while developing loyalty solutions that facilitate engagement with diverse consumer segments.

“I’m proud of what our team has achieved and look forward to scaling our capabilities to serve our brand partners better and deepen our connections within the advertising technology and marketing communities,” commented Lurie Kalapesi.

Prior Experience

Before his tenure at Rakuten Rewards, Lurie Kalapesi served as Chief Operating Officer at FreeWheel where he played a pivotal role in doubling the company’s revenue over a three-year period while leading it to profitability. His past roles include high-level positions at Yahoo! (previously AOL/Verizon Media), the Internet Advertising Bureau, and the Boston Consulting Group, bringing a wealth of experience across diverse media, advertising, and technology sectors.

About Rakuten Rewards

As a pioneer in providing cash back opportunities, Rakuten connects millions of members with lucrative savings across various sectors including apparel, beauty, wellness, groceries, travel, and more. Since its inception in 1999, Rakuten has distributed over $4.6 billion in Cash Back, asserting its position as the largest platform of its kind. For more details, please visit Rakuten.com.

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In summary, Carl Lurie Kalapesi’s promotion heralds a new era for Rakuten Rewards, as they continue to innovate and improve their offerings within an evolving market landscape, making it advantageous for brands and consumers alike.