PayPay Inside-Out People and Culture

A Challenge to Become a Web Marketer Who Keeps Users Engaged


The “PayPay Professionals” series showcases talented experts working for PayPay Group. In this issue we introduce one of the women working in PayPay Card marketing team.

Rin Ka

User Acquisition Department, Marketing Division, PayPay Card Corporation

After graduating from university, worked in B-to-B marketing at a global company where she could leverage her knowledge of Mandarin. She then became interested in building a career in the online promotion area and moved to PayPay Card. Currently, she is in charge of various campaigns and online marketing operations at PayPay Card.

Joining the company being drawn to the possibilities of PayPay.

Please tell us about your career history

Prior to PayPay Card, I was involved in B-to-B marketing and corporate planning at a global company that I joined as a new graduate. I was focused on offline promotion there, but then I became interested in promoting online, so I joined PayPay Card. It was around the time when the name was changed from Yahoo! JAPAN Card to PayPay Card, and I was drawn to the possibilities of PayPay – it was one of the reasons that made me join. When I saw the name “PayPay” attached to various companies, including PayPay Card, Securities, and Bank, I excitedly thought that it was an opportunity to create a new environment that would allow us to achieve great group synergies. Also, I’m usually a cashless person, so I felt it would be fun to work in something I’m familiar with and in a new environment.

Now that I am a PayPay Card employee, I am in charge of planning and promotion of marketing for PayPay Card enrollment campaigns and PayPay Atobarai/Pay Later. Our primary focus is to plan enrollment campaigns to attract new users and to work on related online promotions.

When conducting campaigns in the credit industry, it is important to not only provide users with information that is visibly clear and easy to understand but also to check the content from a legal perspective. To avoid losing users’ trust, we always communicate with our legal team and related agencies and departments when conducting campaigns. We conduct our daily operations with the utmost care to ensure that there are no accidents.

The perspective of those who have never used PayPay Card or Atobarai/Pay Later or are using them for the first time is also important. In such cases, we try to put ourselves in our users’ shoes, and we ask ourselves, “If it were me, what would I think of the service?” We also believe that when creating content for web promotions, it is important to use language that is easy to understand for our users.

Please tell us about a challenging experience you had.

After joining the company, I was involved in a project to launch a new service – PayPay Gold Card. I was put in charge of the enrollment LP (Web Landing Page) that directly interacts with users, but I did not have much experience in web direction at that time, and it was challenging to create it from scratch. Our team identified what kind of LP would lead to user acquisition and what was needed to achieve this, created a customer journey, and devised the structure and content. Once the LP structure was finalized, we brushed up the content with the legal department and designers. The background for this is that we need to follow the laws, regulations and rules for the financial and credit sector that I mentioned earlier and provide a sense of security and trust for users. If we released an LP based solely on our own ideas and confirmations, the wrong information could be delivered to our users, and we would lose their trust. By always having the user’s point of view in mind, we are able to think about what they expect from our services. This experience taught me the importance of considering various factors when creating even a single website.

In addition to seeing things from multiple angles, communicating with various people in different group businesses when working on the application LP has increased my personal network within the company, which has been an asset.
The project itself was very fast-paced, with various developments taking place every day, and we were working under a tight schedule, but now I consider it a good experience for me.

for more information on the campaign Rin-san worked on, click here

What times do you find rewarding?

I am happiest when a project I was in charge of is released to the world. It’s very exciting. Since I’m in a marketing team, my work is directly related to our users, and the results of it can affect the company’s performance, for better or for worse. It is a demanding and stressful job, but it also motivates me and makes me feel I am contributing to the company.

Tell us about your team.

In my group members, many are mid-career hires, and the majority are women. Many of my teammates are relatively young and passionate about their work. In addition, it is a very open and free environment. We praise and help each other, and it reflects on our teamwork every day. I felt uneasy before joining PayPay Card because it was the first time I switched jobs. When I actually started working here though, I was relieved because I got to break the ice quickly with my peers and senior employees, who were always kind enough to offer advice. Since we all come from different backgrounds, the culture is such that we all feel it is vital to help each other.

It is essential to always be close to our users.

What do you want to do at PayPay Card in the future?

I want to contribute to the promotion of Japan becoming a cashless society through PayPay Card services. The Japanese government has set a target of an 80% cashless ratio in Japan by 2030, but currently, that ratio is only around 20%. It is still low compared to other countries.

Through online marketing, which I am in charge of, I would like to help the company grow by acquiring more users and creating more PayPay Card fans. To this end, I think the key is to create an environment in which users can use PayPay Card with a greater peace of mind. While it is important to say how convenient and advantageous the PayPay Card and PayPay Atobarai/Pay Later are as payment services, we would also like to follow up on the users’ concerns about security and not just convenience.

What would you like to say to those who want to join PayPay Card?

PayPay Card is a place where we are always allowed to push ourselves if there is something we want to do. Regardless of your background, you can flourish here as long as you are willing to take on challenges. With an open atmosphere and a flexible work schedule, we feel that this is the perfect place for people who want to have an exciting job while still maintaining an excellent work-life balance.

It is fascinating and highly rewarding to work in the PayPay ecosystem, which is becoming a part of our daily lives. PayPay Card will continue to grow further in the future. Many new projects will be born as a result. This is a perfect company to join for those who want to constantly challenge themselves with new things and build their careers.

Current job openings

*The recruitment status is current at the time of the interview.

Special Thanks: Rin Ka / Editor:Danata(PayPay Inside-Out Editorial Team)
*Employees’ affiliations are as of the time of the interview.