Ellation, Inc.
Senior Manager, Lifecycle Marketing - Onboarding & Engagement
Ellation, Inc., Los Angeles, California, United States, 90079
About the Role
We are looking for a Senior Manager, Lifecycle Marketing - Onboarding & Engagement to manage early tenure onboarding and engagement, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn. This role shapes the first 90 days of the customer journey—from Free Trial to active, engaged fandom. You will build strategies to convert trial users, encourage high-value engagement behaviors, and retain new subscribers at scale. You will lead global strategy across onboarding and engagement, using Braze to deliver personalized messaging that nurtures healthy user behaviors and fandom habits. At Crunchyroll, we know anime isn’t just content—it’s culture. You will help new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives. Design and implement a comprehensive strategy to engage and retain new subscribers globally during their critical early tenure period. Increase the Free Trial conversion journey to improve trial-to-paid conversions. Map high-value early behaviors and guide users to take those actions through personalized journeys and nudges. Drive the development of journeys in Braze, using capabilities like push, email, SMS, in-app messages, content cards, WhatsApp, and MMS. Braze Platform Mastery
Use Braze’s advanced orchestration capabilities to develop sophisticated automations and testing strategies. Ensure best practices in personalization, segmentation, and lifecycle orchestration. Build and maintain a scalable testing roadmap to improve early tenure retention metrics. Partner with Analytics and Data Science teams to track performance, evaluate incrementality, and share insights. Global Relevance & Regional Localization
Partner with regional teams in LATAM, EMEA, APAC, and North America to adapt strategies for global audiences. Increase relevancy and performance through culturally attuned messaging and campaign customization. Globally Matrixed Team Collaboration
Be the main liaison between global content, product, brand, performance marketing, and regional teams. Foster cross-team collaboration and clarity of execution to maximize the impact of title launches and evergreen content promotion. Champion the importance of lifecycle strategies related to churn prevention and user education. Manage one or more direct reports, growing a new, high-achieving team. Oversee external agency partners to support design, copy, operations, and QA workflows. In this role, you will report to the VP, Retention & Engagement. We are considering applicants for the location of Los Angeles or Dallas. About You
We get excited about candidates, like you, because... 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer onboarding and engagement strategies. 5+ years of experience managing a globally distributed team. Experience building strategies to improve trial conversion, early tenure retention, and behavioral engagement. Deep experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution. Expertise in transforming complex data into strategic insights that guide impactful decisions across multiple regional markets. Expertise with A/B testing, multivariate testing, and experimentation methodologies. Experience managing multiple global lifecycle marketing programs. Demonstrated ability to engage, influence, and unify executives across departments and global regions by balancing global priorities with regional needs and nuances. Experience identifying new and managing external agencies and vendors with a focus on creative and operational efficiency. A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience. Bachelor’s or Master’s degree in Marketing, Business, or a related field. About the Team
The Lifecycle Marketing team curates personalized journeys that engage, delight, and build long-term loyalty—from onboarding to retention and beyond. Through data-driven insights, we create strategies that connect users to the right experience, at the right time, on the right platform. Our mission is to promote growth, foster a membership mindset, and maximize lifetime value. Why you will love working at Crunchyroll
Benefit highlights include: Salary plus performance bonus earning potential, paid annually. Flexible time off policies. Comprehensive medical, dental, vision, STD, LTD, and life insurance. Health Saving Account (HSA) program with health care and dependent care FSA. 401(k) plan with employer match. Support program for new parents and pet-friendly offices where applicable. #LifeAtCrunchyroll #LI-Hybrid The Pay Range for this position is listed. Actual pay will vary based on factors including location, experience, and performance. The range listed is one component of Crunchyroll’s Total Rewards offerings. Other rewards may include performance bonuses, employer matched retirement savings, time-off programs, and progressive health benefits and perks. $128,000 - $160,000 USD About our Values
We value Courage, Curiosity, Kaizen, and Service as guiding principles. We strive to be everything for someone rather than something for everyone, and we model these values in all that we do. Our commitment to diversity and inclusion
We are an equal opportunity employer and value diversity at Crunchyroll. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Crunchyroll, LLC is an independently operated joint venture between Sony Pictures Entertainment and Aniplex, a subsidiary of Sony Music Entertainment (Japan) Inc., both subsidiaries of Sony Group Corporation. Please beware of scams. Only communications from @crunchyroll.com email addresses are legitimate for this job. Apply for this job
indicates a required field First Name * Last Name * Email * Phone * Location (City) * Resume/CV * LinkedIn Profile Location (State) * Notes on relocation and immigration status as applicable Other questions accompany the application form
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We are looking for a Senior Manager, Lifecycle Marketing - Onboarding & Engagement to manage early tenure onboarding and engagement, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn. This role shapes the first 90 days of the customer journey—from Free Trial to active, engaged fandom. You will build strategies to convert trial users, encourage high-value engagement behaviors, and retain new subscribers at scale. You will lead global strategy across onboarding and engagement, using Braze to deliver personalized messaging that nurtures healthy user behaviors and fandom habits. At Crunchyroll, we know anime isn’t just content—it’s culture. You will help new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives. Design and implement a comprehensive strategy to engage and retain new subscribers globally during their critical early tenure period. Increase the Free Trial conversion journey to improve trial-to-paid conversions. Map high-value early behaviors and guide users to take those actions through personalized journeys and nudges. Drive the development of journeys in Braze, using capabilities like push, email, SMS, in-app messages, content cards, WhatsApp, and MMS. Braze Platform Mastery
Use Braze’s advanced orchestration capabilities to develop sophisticated automations and testing strategies. Ensure best practices in personalization, segmentation, and lifecycle orchestration. Build and maintain a scalable testing roadmap to improve early tenure retention metrics. Partner with Analytics and Data Science teams to track performance, evaluate incrementality, and share insights. Global Relevance & Regional Localization
Partner with regional teams in LATAM, EMEA, APAC, and North America to adapt strategies for global audiences. Increase relevancy and performance through culturally attuned messaging and campaign customization. Globally Matrixed Team Collaboration
Be the main liaison between global content, product, brand, performance marketing, and regional teams. Foster cross-team collaboration and clarity of execution to maximize the impact of title launches and evergreen content promotion. Champion the importance of lifecycle strategies related to churn prevention and user education. Manage one or more direct reports, growing a new, high-achieving team. Oversee external agency partners to support design, copy, operations, and QA workflows. In this role, you will report to the VP, Retention & Engagement. We are considering applicants for the location of Los Angeles or Dallas. About You
We get excited about candidates, like you, because... 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer onboarding and engagement strategies. 5+ years of experience managing a globally distributed team. Experience building strategies to improve trial conversion, early tenure retention, and behavioral engagement. Deep experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution. Expertise in transforming complex data into strategic insights that guide impactful decisions across multiple regional markets. Expertise with A/B testing, multivariate testing, and experimentation methodologies. Experience managing multiple global lifecycle marketing programs. Demonstrated ability to engage, influence, and unify executives across departments and global regions by balancing global priorities with regional needs and nuances. Experience identifying new and managing external agencies and vendors with a focus on creative and operational efficiency. A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience. Bachelor’s or Master’s degree in Marketing, Business, or a related field. About the Team
The Lifecycle Marketing team curates personalized journeys that engage, delight, and build long-term loyalty—from onboarding to retention and beyond. Through data-driven insights, we create strategies that connect users to the right experience, at the right time, on the right platform. Our mission is to promote growth, foster a membership mindset, and maximize lifetime value. Why you will love working at Crunchyroll
Benefit highlights include: Salary plus performance bonus earning potential, paid annually. Flexible time off policies. Comprehensive medical, dental, vision, STD, LTD, and life insurance. Health Saving Account (HSA) program with health care and dependent care FSA. 401(k) plan with employer match. Support program for new parents and pet-friendly offices where applicable. #LifeAtCrunchyroll #LI-Hybrid The Pay Range for this position is listed. Actual pay will vary based on factors including location, experience, and performance. The range listed is one component of Crunchyroll’s Total Rewards offerings. Other rewards may include performance bonuses, employer matched retirement savings, time-off programs, and progressive health benefits and perks. $128,000 - $160,000 USD About our Values
We value Courage, Curiosity, Kaizen, and Service as guiding principles. We strive to be everything for someone rather than something for everyone, and we model these values in all that we do. Our commitment to diversity and inclusion
We are an equal opportunity employer and value diversity at Crunchyroll. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Crunchyroll, LLC is an independently operated joint venture between Sony Pictures Entertainment and Aniplex, a subsidiary of Sony Music Entertainment (Japan) Inc., both subsidiaries of Sony Group Corporation. Please beware of scams. Only communications from @crunchyroll.com email addresses are legitimate for this job. Apply for this job
indicates a required field First Name * Last Name * Email * Phone * Location (City) * Resume/CV * LinkedIn Profile Location (State) * Notes on relocation and immigration status as applicable Other questions accompany the application form
#J-18808-Ljbffr