Product Marketing Senior Manager, Crunchyroll
Retention
$135-160k
Streaming service for anime and manga
Posted today
Streaming service for anime and manga
1001+ employees
Posted today
$135-160k
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 product marketing, lifecycle/CRM marketing, retention marketing, or growth marketing,
- Proven track record designing and scaling retention and churn mitigation strategies for subscription businesses, driving measurable improvements in LTV, churn reduction, and customer lifetime engagement
- Highly analytical, with deep experience leveraging behavioral, cohort, and lifecycle data to inform strategy, optimize performance, and drive incremental growth
- Hands-on expertise with leading lifecycle and CRM platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud, Adobe Campaign) to operationalize and scale personalized, data-driven programs
- Demonstrated ability to lead growth initiatives cross-functional across Product, Go-To-Market, Analytics, and Engineering, influencing roadmaps and delivering integrated growth outcomes
- Strong experience building and executing structured experimentation frameworks (A/B, multivariate), with a focus on causal measurement, optimization, and scalable learnings
- Strategic thinker with a bias for action, capable of translating business objectives into full-funnel lifecycle strategies and executing with precision
What the job involves
- As Product Marketing Senior Manager (internally known as: Lifecycle Growth Marketing Senior Manager, Retention), you will lead lifecycle strategies that proactively identify and engage subscribers showing signs of churn risk. You’ll design and scale targeted interventions that address both active churn (cancel intent) and passive churn (declining engagement, payment risk, or inactivity)
- This role sits at the intersection of Lifecycle Strategy, Analytics, Product, and Marketing Operations, translating behavioral signals and churn models into lifecycle programs that protect recurring revenue and improve subscriber lifetime value
- Define and lead the end-to-end retention strategy across the subscriber lifecycle, positioning churn reduction as a core driver of sustainable growth and LTV expansion
- Establish a proactive, signal-based approach to identifying churn risk and deploying targeted lifecycle interventions that improve engagement and reduce both active and passive churn
- Continuously evolve the retention strategy through data, experimentation, and market insights
- Build and manage lifecycle programs targeting at-risk subscribers, including cancel-save experiences, behavioral nudges, engagement recovery campaigns, and payment recovery messaging
- Develop segmented retention strategies tailored to different subscriber behaviors, tenure stages, and engagement patterns
- Partner with Lifecycle Operations and Automations teams to scale these interventions across channels
- Collaborate with Analytics and Data Science to translate churn models and behavioral signals into actionable lifecycle strategies
- Define the targeting, triggering, and prioritization frameworks that power proactive retention efforts
- Leverage ongoing performance insights to refine intervention timing, audience selection, and strategic focus
- Partner with Product teams on retention-related product experiences such as cancel flows, subscription management UX, and feature adoption journeys
- Identify structural drivers of churn and advocate for product and experience improvements that reduce friction and increase long-term engagement
- Embed lifecycle thinking into product development to strengthen retention outcomes at the source
- Lead structured experimentation across retention programs, offers, messaging, and intervention timing
- Measure program impact across key retention metrics including churn reduction, save rates, and lifetime value improvements
- Surface insights that inform broader lifecycle and product strategies
- Work closely with Lifecycle Marketing leaders, Product, Analytics, Marketing Operations, and Creative teams
- Align retention strategies with broader lifecycle initiatives including onboarding, engagement, and monetization
- Help shape the long-term retention roadmap for Crunchyroll’s subscriber business
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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