Senior Director of Campaigns, GTM & Planning, Crunchyroll
$196.3-240k
Offers 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
$196.3-240k
Offers 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
- This high-impact role is ideal for a strategic thinker who excels at cross-functional collaboration and can turn big ideas into action across regional and global teams
- You have 12+ years of experience in performance marketing and customer lifecycle management at global companies in entertainment, tech, media, or gaming
- You bring 8+ years of people management experience and enjoy leading and developing diverse teams
- You know how to turn a global strategy into effective regional campaigns that deliver results
- You’ve led complex, cross-functional brand and performance marketing initiatives across teams like Product, Lifecycle, Growth, and Regional Marketing
- You’re comfortable working in a global, matrixed organization with teammates across time zones, cultures, and backgrounds
- You’ve built strong partnerships across companies and know how to influence without direct authority
- You communicate clearly and back your ideas with data, turning insights into action
- You bring a strategic, business-focused mindset to everything you do
- You stay on top of trends in marketing, media, pop culture, OTT, and telco
- You’re familiar with (or passionate about) anime and understand its impact
- You’re open to traveling domestically and internationally as needed
What the job involves
- We're looking for a Senior Director of Campaigns, GTM & Planning to lead cross-functional brand and performance marketing campaigns to drive subscriber growth, boost brand awareness, and improve retention and revenue
- Reporting to our VP of GTM & Planning, you'll develop campaign strategies and oversee execution through teams such as Paid Growth, Regional Marketing, Product, and Lifecycle
- Campaigns will range from regional tests to global launches like Ani-May
- You’ll also optimize budget allocation across the funnel and markets
- You will develop and execute a comprehensive growth marketing strategy to drive subscriber acquisition, increase brand awareness and retention, and fuel revenue growth via full-funnel Brand & Reponse campaigns
- You will oversee multi-channel marketing campaigns, including digital ads (executed via agencies or the Paid Media team), engagement and retention elements (via the Lifecycle, Programming, and Product teams), and localized regional stunts (via Regional teams) with a focus on ROI of global campaigns and potential scalability of regional or channel-focused programs
- You will understand and own the strategy on where in the world and in which segment of the funnel our budgets drive the optimal amount of growth globally. Work closely with Analytics and Paid Media teams to develop recommendations for our top 20 global territories
- You will leverage CRM expertise (Braze preferred) to optimize full-funnel lead nurturing, segmentation, and customer lifecycle marketing as well as reporting
- You will analyze performance metrics, iterate on campaigns, and deliver data-driven insights to leadership, ensuring optimal budget spend across global implementations to drive growth
- You will work externally with our distribution partners’ marketing teams, as well as our internal Partnerships Marketing team, and identify and support ways to improve co-marketing opportunities that are excuted on our partners’ interfaces, such as via 3P channels and 1P App acquisition or engagement campaigns
- You will build business cases, projections, and metrics for programs and campaigns and evaluate proposals from a marketing perspective, measuring return on investment, level of effort, strategic and financial impact, and prioritizing them accordingly
- You will develop frameworks to ensure processes are created and followed in the region and shared between regional and HQ teams within the context of partnership marketing, promoting knowledge, best practices, standardization, and learning sharing between teams
- You will manage and build out a nimble team to support your efforts
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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