Lifecycle Marketing Director, Crunchyroll
Regional Engagement
$171-213k
+ Performance Bonus earning potential
Streaming service for anime and manga
Open for applications
Streaming service for anime and manga
1001+ employees
Open for applications
$171-213k
+ Performance Bonus earning potential
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
- 15+ years of progressive experience in marketing leadership roles, with a focus on content marketing, title marketing, or entertainment marketing within a global context
- 8+ years of experience leading regional or global teams, with an established history of developing talent and promoting high-achieving teams
- Industry experience working in streaming, entertainment, or digital media
- Demonstrated experience in global-to-local marketing strategy, adapting global campaigns for diverse international markets (specifically EMEA, US, LatAm, and APAC)
- Expertise in transforming complex data into strategic insights that guide impactful decisions across multiple regional markets
- Demonstrated experience engaging, influencing, and unifying executives across departments and global regions by balancing global priorities with regional needs and nuances
- 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're looking for a leader to join our Lifecycle Marketing team as the Director, Lifecycle Marketing, Regional Engagement, to lead our regional title marketing teams
- You will oversee and empower regional managers (for EMEA, US, LatAm, and APAC) to lead localized marketing strategies for our vast and growing anime content library
- You'll translate our global title marketing vision into regionally resonant strategies that create impact with cultural sensitivity, fueling fan excitement, and maximizing content viewership and engagement
- Global-to-Local Title Marketing Strategy: Lead the development and rollout of regional title marketing strategies that align with Crunchyroll's global content priorities. You'll ensure global campaigns are localized and amplified across EMEA, US, LatAm, and APAC
- Organizational Leadership: Oversee and mentor a team of high-achieving Regional Managers (covering EMEA, US, LatAm, and APAC). Foster a collaborative environment, provide strategic guidance, and empower your team to achieve aspirational regional goals
- Regional Performance & Impact: Oversee the performance of title marketing programs across all regions, analyzing important metrics related to content consumption, viewer engagement, and fan sentiment. Identify best practices and areas for improvement to champion optimization
- Globally Matrixed Team Collaboration: Serve as 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
- Content & Audience Expertise: Work with content strategy teams to understand upcoming titles, identify regional content preferences, and adapt marketing approaches to resonate with diverse anime fan bases around the world
- Localization Oversight: Guide your regional teams in ensuring all title marketing communications are culturally relevant, linguistically accurate, and emotionally resonant for their respective markets
- Budget Management: Collaborate on and oversee regional budget allocations for title marketing, ensuring efficient spending and maximizing investment value
- Innovation & Best Practices: Stay up to date with industry trends, competitor activities, and latest marketing technologies. Foster a culture of continuous improvement and experimentation within your regional teams
- In the role of Director, Lifecycle Marketing, Regional Engagement, 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.
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