Rakuten Rewards is pleased to welcome Dana Marineau, an award-winning marketing executive with deep expertise in brand positioning, marketing creativity and consumer loyalty, as chief marketing officer. Ms. Marineau will be responsible for strengthening Rakuten’s consumer recognition as the leading cash back portal and launching new innovative shopper loyalty programs.
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As a top executive at Credit Karma and Electronic Arts, Marineau built strong brands by challenging reigning creative norms and adding emotional components to brand relationships with consumers. Her commitment to positive leadership and groundbreaking creative work has consistently produced significant revenue growth, market-leading brands and recognition from the advertising community, including 11 Cannes Lions, 13 Effies and 11 Clios.
Most recently, Marineau was vice president of brand, creative and communications at Credit Karma where she rebuilt the company’s position to become a champion for the financial progress of its 100 million members. Previously known for offering credit scores, Credit Karma transformed under her leadership into a personal finance platform offering consumer access to solutions for saving, taxes filing, personal loans, auto insurance and credit cards.
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Prior to Credit Karma, Marineau was a marketing executive at Electronic Arts for more than 15 years, leading global advertising, design and creative for video game brands including FIFA, Madden NFL, Need for Speed and Battlefield. Some of her most notable achievements at Electronic Arts include an award-winning revitalization of the Madden NFL brand that added 2 million users; and leading EA Sports’ evolution from a traditional consumer packaged goods orientation to an entertainment brand spanning physical and digital elements.
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