This professional series spotlights exceptional individuals making an impact at the PayPay Group.
For this edition, we spoke with Yuriko Okano, a marketer who spearheaded the PayPay Card’s new design initiative (*Japanese page only). We delved into her journey, from taking on a significant project within her first month to the growth she has experienced at PayPay Card.
Yuriko Okano
Marketing Planning Promotion 2 Team, Marketing Planning Department, Marketing Division, PayPay Card
She began her career at a major securities company as a new graduate, focusing on asset management consulting sales. She then transitioned to an online securities firm, where she contributed to a new service launch team, handling advisory services, customer acquisition, and promotions. She joined PayPay Card in December 2023, where she is currently assigned to the Marketing Division, overseeing projects like the addition of new designs to PayPay Card.
Aspiring to Master Marketing at the Rapidly Growing PayPay Group
Could you describe your current role and mission?
Currently, I am responsible for marketing operations focused on user acquisition and enhancing customer experience within the Marketing Division at PayPay Card. My primary mission is to implement strategies that communicate the appeal of PayPay Card to users, focusing on promotions targeting younger generations, and to widely disseminate PayPay Card’s usage.
What is your career history?
Upon graduating, I joined a securities company and spent a considerable period engaged in sales-related work, including asset management consulting. While I found it rewarding to support asset formation for retirement, I desired to hone my skills in a more dynamic environment, which led me to my previous role at an online securities company.
In my previous position, I was assigned to a newly established department and given responsibilities for marketing-related tasks such as webinars and promotions, in addition to sales. I was particularly drawn to marketing because of its ability to clearly visualize results through repeated improvements via the PDCA cycle, and its capacity to reach a larger audience with messages compared to sales.
Could you tell us about the circumstances that led you to join PayPay Card?
When I was looking for my next challenge, hoping to leverage the skills I had cultivated and to master marketing, I found a position within the PayPay Group. From the outside, I witnessed PayPay’s astonishing growth rate, and their bold marketing strategies left a lasting impression on me. I wanted to join PayPay Card, which is experiencing rapid growth within the PayPay Group, and contribute to that growth myself. The desire to work in a fast-paced environment also led me to decide to join the company.
Promoted a Big Project Immediately After Joining: Pursuing Card Designs Desired by Users
Could you tell us about a recent project you undertook?
The project I immediately began working on after joining was the PayPay Card design expansion initiative. Having no prior experience in the card industry, it was a natural assumption for me that “users should be able to choose the design of their card face.” However, PayPay Card offered only a black card design, which led me to question, “Why can’t I choose a design?”
The turning point occurred when I submitted this question to the suggestion box established by the Head of the Marketing Division. In a division meeting, the head responded to my query by stating, “I want to consider implementing this, so please contact me directly if you pose the question.” Upon reaching out to the manager, I found myself leading this project within my first month at the company. I remember feeling excited back then, as I heard I was assigned to the project based on my eagerness to do it rather than just my experience and skills.
What was the most challenging aspect?
The most challenging aspect was leading an unprecedented project within the company with numerous stakeholders, despite my limited domain knowledge in the credit card industry. As the project advanced, I recognized that adding designs entailed tasks far beyond my initial imagination. These included creating and obtaining approval for designs, verifying design regulations, calculating issuance costs, developing additional systems, and coordinating with printing companies. It also necessitated engaging a wide range of relevant stakeholders.
There were two things I valued, and one was devising how to communicate. To drive the project forward with speed, I focused on clear, quantitative, and easily digestible communication, primarily utilizing numerical data and graphical representations. For instance, when proposing “which colors to add,” in addition to user surveys, I integrated market and competitor research to clearly demonstrate that men generally preferred black and blue, whereas women leaned towards pink and gradient designs. Notably, while only approximately 20% of women desired a black design, the combined preference for pink and gradient designs surpassed 70%, indicating significant potential to attract new users through design expansion.
The other was to eagerly absorb knowledge about credit cards. Credit cards require specialized knowledge, including unique approval flows and the regulations of various international brands. When I hit a wall due to a lack of knowledge, I constantly sought guidance from those around me, always remembering basic courtesies like greetings and thanks. It was striking how readily the many credit card professionals at PayPay Card shared their expertise.
What kind of results did this project yield?
We successfully implemented the addition of new card face designs. Approximately 80% of users now select the new design when issuing multiple cards, and about 40% of new users are also opting for the updated designs. I believe we successfully launched designs that effectively met everyone’s expectations. Furthermore, we received numerous positive comments from both internal and external stakeholders, such as “The design is modern and stylish,” and “I issued multiple cards specifically because new designs became available.”
I believe the secret to success was starting with the desire to “spread a design that I, as a user, would personally want” and then concretizing measures based on data obtained through thorough analysis of user feedback. The immense satisfaction of seeing people acquire cards that I genuinely feel are well-designed was a significant driving force that helped me overcome challenging situations. Whenever I encountered difficulties, I received invaluable support from my manager and colleagues.
What do you find most rewarding about working at PayPay Card?
Certainly, the ability to work with autonomy in a fast-paced environment is a key aspect. However, what has been particularly striking is the significant social impact of our initiatives. PayPay Card, with its rapidly growing user base and increasing public attention, garners a substantial response to every measure we implement. Witnessing projects being featured in the news or gaining traction on social media underscores the realization that I am contributing to supporting the lives of numerous users, which I find immensely rewarding.
What kind of experience can a marketer gain within this organization?
I am able to gain significant stimulation and insights from marketers with advanced skills. For instance, PayPay Card boasts a diverse team, comprising members from various backgrounds, including the financial sector, manufacturing, and the advertising industry. They collaborate by leveraging their respective areas of expertise to foster synergy.
Furthermore, similar to my interaction with the head that initiated the recent initiative, there are ample opportunities to engage with executives. Beyond discussions on business plans and departmental policies, there are chances to have them candidly address questions one might not typically have the opportunity to ask, such as task management methodologies, project execution strategies, and even advice on how to spend leisure time. Additionally, direct presentations to executives and receiving their feedback provide valuable opportunities to elevate our perspective as marketers.
Committed to Continuous Marketing Challenges to Strengthen Group Synergy
Please share your future goals.
As a marketer at PayPay Card, I consider it my mission to ensure widespread adoption of PayPay Card. To realize a world where “all PayPay users also possess a PayPay Card,” I aim to further disseminate the appeal of PayPay Card, highlighting its convenience and savings benefits. Specifically, I aspire to cultivate a situation where the younger generation, having grown up familiar with PayPay, naturally integrates both PayPay and PayPay Card into their daily lives.
Could you share a message with our readers?
PayPay Card offers an environment where anyone can embrace challenges with agility, especially when the initiatives are crucial for enhancing user experience. Just as I was entrusted with the design expansion project within my first month, you too might find yourself leading a significant project shortly after joining.
Undeniably, initiatives with substantial social impact often present numerous challenging situations. However, this company is characterized by its high-caliber members who are readily willing to assist those who are committed to continuous challenges. If you are driven to overcome difficulties for the benefit of users and grow as a marketer in the process, we encourage you to consider joining PayPay Card.
*Job openings and employee affiliations are current as of the time of the interview.