Senior Manager of Lifecycle Marketing, Crunchyroll
Acquisition
$142-178k
Plus performance bonus earning potential, paid annually
3 days a week in office
Streaming service for anime and manga
Be an early applicant
Streaming service for anime and manga
1001+ employees
Be an early applicant
$142-178k
Plus performance bonus earning potential, paid annually
3 days a week in office
1001+ employees
Company mission
To create experiences for anime and manga fans, and to enable them to connect through the content they love.
Role
Who you are
- 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer acquisition strategies
- 5+ years of experience managing a globally distributed team
- Experience building strategies in improving 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 experience engaging, influencing, and unifying 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
What the job involves
- We are looking for a Senior Manager, Lifecycle Marketing - Acquisition, to manage early tenure acquisition and onboarding, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn
- This is a critical role in the Lifecycle Marketing team, responsible for shaping the first 90 days of the customer journey—from Free Trial to active, engaged fandom
- You will build strategies for converting trial users, encouraging high-value engagement behaviors, and retaining new subscribers at scale
- You'll lead global strategy across onboarding and early retention, using Braze to deliver impactful, personalized messaging that nurtures healthy user behaviors and fandom habits
- 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 increase 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
- 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
- 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
- Be the main liaison between global content, product, brand, performance marketing, and regional teams. You'll foster cross-team collaboration and clarity of execution to maximize the impact of title launches and evergreen content promotion
- Champion the importance of the 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 the role of Senior Manager, Lifecycle Marketing - Acquisition, you will report to the VP, Retention & Engagement
- 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. Whether for our core streaming service or flywheel businesses, our mission is to promote growth, foster a membership mindset, and maximize lifetime value
Our take
In recent decades, anime - encompassing Japanese, Korean, and Chinese animation 0 has transitioned from a niche interest to a formidable industry, boasting a global market worth approximately $30B. Despite this growth, distribution has historically posed challenges, with series and films often reaching overseas audiences through disparate channels, if at all. Crunchyroll emerged to address this issue by consolidating the largest collection of anime into a single streaming service.
Sony's acquisition of Crunchyroll in 2021 for $1.75B expanded the platform's reach, integrating Sony's extensive animation library into its offerings. this move also positioned Crunchyroll for heightened competition against streaming giant Netflix, known for its substantial investments in anime production and acquisition. Currently, Crunchyroll maintains an unrivaled library of anime content, boasting over 44,000 episodes that have attracted over 0M paying subscribers.
While Crunchyroll initially offered a free, ad-supported tier to its vast community, it appears poised to phase out this option, transitioning to a subscription-based model for all new series. Despite this shift, the platform has implemented a global reduction in fees to stimulate subscription uptake. The success of this strategy remains to be seen, but past experiences with companies like Hulu suggest that it may drive subscription growth and mitigate piracy
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (2 rounds)
Mar 2010
$0.8m
EARLY VC
Feb 2008
$4.1m
SERIES A
Total funding: $4.9m
Company benefits
- Receive a great compensation package including salary plus performance bonus earning potential, paid annually
- Flexible time off policies allowing you to take the time you need to be your whole self
- Generous medical, dental, vision, STD, LTD, and life insurance
- Health Saving Account HSA program
- Health care and dependent care FSA
- 401(k) plan, with employer match
- Employer paid commuter benefit
- Support program for new parents
- Pet insurance and some of our offices are pet friendly!
Company HQ
Lucerne - Higuera, Culver City, CA
Leadership
Kun Gao
(Co-Founder)Co-founded Crunchyroll in 2006 and served as CEO/General Manager/Board Member until 2018. Previously the founder and CTO of Frappr.com as well as a Product Engineer at HOT or NOT.
Salary benchmarks
We don't have enough data yet to provide salary benchmarks for this role.
Submit your salary to help other candidates with crowdsourced salary estimates.
Share this job
View 29 more jobs at Crunchyroll