Lifecycle Marketing Commerce Senior Manager, Crunchyroll
$129-161.2k
Streaming service for anime and manga
Posted today
Streaming service for anime and manga
1001+ employees
Posted today
$129-161.2k
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 in lifecycle or retention marketing
- Experience supporting limited releases or event-based product launches
- Understanding of how lifecycle strategy impacts sell-through and inventory risk
- Comfortable owning revenue and performance KPIs
- Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
- Experience operating in fast-moving launch environments with fixed deadlines
- Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
- Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
- Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
- Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy
What the job involves
- We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops
- This role owns how fans experience each drop — from anticipation to launch-day conversion and post-drop re-engagement. You will design structured, repeatable lifecycle programs that maximize sell-through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops
- You’ll partner closely with Merchandising, Product Development, Brand, Analytics, and Operations to ensure lifecycle strategy supports buy quantities, margin targets, and sell-through goals — while preserving the premium positioning of the business
- You will report into the Director of Lifecycle Marketing, Global Flywheel and serve as the lifecycle lead for the drops business
- Own Lifecycle Strategy for Drop-Driven Commerce
- Design lifecycle programs specifically built for limited-release, time-bound drops — supporting both fan engagement and disciplined commercial outcomes
- Build Structured Launch Playbooks
- Develop repeatable frameworks for:
- Tease and anticipation-building
- Audience priming and demand shaping
- Launch-day orchestration
- Sell-through acceleration
- Post-drop re-engagement and next-drop priming
- Drive Sell-Through & Revenue Velocity
- Align lifecycle programming with:
- SKU-level performance goals
- Buy quantities and inventory risk
- Margin and pricing strategy
- Assortment roles (hero, volume driver, entry point)
- Support Premium Brand Positioning
- Ensure lifecycle messaging protects long-term brand trust while driving short-term performance and reflects:
- Product quality
- Limited availability
- Cultural relevance
- Elevated storytelling
- Market Authentically to Fandom
- Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers
- Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release
- Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell-through
- Establish Performance Frameworks
- Define and track metrics specific to drop commerce, including:
- Revenue velocity during launch windows
- Sell-through by segment
- Repeat drop participation rate
- Incremental revenue contribution from lifecycle programming
- AOV and conversion rate during drop windows
- Lead Post-Drop Retrospectives
- Partner with Merchandising and Analytics to:
- Review drop performance
- Assess segmentation effectiveness
- Identify segmentation and cadence learnings
- Translate insights into refined lifecycle strategies for future launches
Our take
In recent decades, anime - encompassing Japanese, Korean, and Chinese animation 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 unrivalled library of anime content, boasting over 44,000 episodes, attracting over 21M 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
Miracle Mile, Los Angeles, CA
Leadership
Kun Gao
(Co-Founder & CEO)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.
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