Overview
Senior Manager, Lifecycle Marketing - Acquisition who will manage early tenure acquisition and onboarding, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn. Shape the first 90 days of the customer journey—from Free Trial to active, engaged fandom. Build strategies for converting trial users, encouraging high-value engagement behaviors, and retaining new subscribers at scale.
Lead global strategy across onboarding and early retention, using Braze to deliver personalized messaging that nurtures healthy user behaviors and fandom. Help new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives.
Responsibilities
- Lead Global User Activation Strategy: Develop and execute a comprehensive global user activation strategy tailored to anime enthusiasts, driving new users to consistently engage and convert to paid subscribers.
- Braze Platform Mastery: Own and optimize Braze as the primary tool for all user activation programs. Use email, push notifications, SMS, MMS, WhatsApp, in-app communications, and content cards to create personalized journeys for anime fans.
- Experimentation & Optimization: Lead a scalable experimentation agenda, testing new approaches, messages, channels, and incentives to improve activation flows and key metrics with a Kaizen mindset.
- Journey-Driven Results: Design, implement, and manage activation journeys with weekly delivery of measurable results and adaptation to trends in the anime landscape.
- Promotional Capabilities Development: Partner with product and engineering to integrate new promotional capabilities (e.g., discounts) to incentivize actions and accelerate activation.
- Agency Management: Oversee external agencies supporting design, creative, and operational aspects of activation programs, ensuring alignment with anime culture outputs.
- Stakeholder Management: Navigate a matrix organization, aligning teams across e-commerce, gaming, and theatrical departments to achieve activation goals.
- Audience Leadership: Create strategies that demonstrate understanding of anime fans to tailor authentic communications.
- Team Collaboration: Work with Product, Content, Data Science, Marketing, and Regional teams to deliver cohesive user experiences that celebrate the Crunchyroll brand and fandom.
Reporting line: You will report to the VP, Retention & Engagement. Location options: San Francisco, Los Angeles, or Dallas.
Qualifications
- 8+ years of experience in CRM, lifecycle marketing, or user activation, with a focus on digital subscription products.
- 5+ years of experience managing a globally distributed team.
- Experience building strategies to drive user activation and conversion at scale, with understanding of the customer lifecycle.
- Deep experience with Braze (or comparable platforms), including journey design, real-time triggers, and channel execution.
- Ability to transform complex data into strategic insights across multiple regional markets.
- Expertise with A/B and multivariate testing and experimentation methodologies.
- Experience managing multiple global lifecycle marketing programs.
- Proven ability engaging, influencing, and aligning executives across departments and regions.
- Experience identifying and managing external agencies and vendors for creative and operational efficiency.
- Genuine interest in anime, entertainment, or fan-focused brands to promote authentic connection with content and audience.
- Bachelor’s or Master’s degree in Marketing, Business, or 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. We use data-driven insights to connect users to the right experience, at the right time, on the right platform, to drive growth and maximize lifetime value.
Why you will love working at Crunchyroll
Benefits and perks include competitive compensation, performance bonus potential, flexible time off, comprehensive medical/dental/vision/LTD/Life, HSA, FSA, 401(k) with employer match, new parent support, pet-friendly offices, and more.
Equal Opportunity and Inclusion
We are an equal opportunity employer and value diversity at Crunchyroll. Pursuant to applicable law, 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. We may include additional notices as required by law or policy. We encourage candidates to apply and be part of our diverse team.
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