About Crunchyroll

Founded by fans, Crunchyroll delivers the art and culture of anime to a passionate community. We super-serve over 100 million anime and manga fans across 200+ countries and territories, and help them connect with the stories and characters they crave. Whether that experience is online or in-person, streaming video, theatrical, games, merchandise, events and more, it’s powered by the anime content we all love.

Join our team, and help us shape the future of anime!

About the role

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. At Crunchyroll, we know anime isn't just content—it's culture. That's why you will play an important part in helping new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives.

Global Onboarding & Retention Strategy

About the role

We are looking for a Senior Manager, Lifecycle Marketing - Acquisition, to drive user activation and to lead our efforts to transition newly signed anime fans into deeply engaged, long-term Crunchyroll subscribers. This is a critical role with global responsibility, directly improving our growth and retention metrics by using data. You have an expertise in CRM best practices, a track record in user activation specifically within a subscription or media context, and expertise in applying powerful marketing automation platforms. You'll foster a stronger connection between our users and the rich world of anime.

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. At Crunchyroll, we know anime isn't just content—it's culture. That's why you will play an important part in helping new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives.

  • Lead Global User Activation Strategy: Develop and execute a comprehensive global user activation strategy specifically tailored to anime enthusiasts. The strategy will focus on driving new users to consistently engage with our platform and convert to paid subscribers.
  • Braze Platform Mastery: Own and optimize our Braze instance as the primary tool for all user activation programs. Use its full capabilities across email, push notifications, SMS, MMS, WhatsApp, in-app communications, and content cards to create seamless, personalized, and impactful user journeys that resonate with anime fans.
  • Experimentation & Optimization (Kaizen Mindset): Lead a scalable experimentation agenda, testing new approaches, messages, channels, and incentives to improve activation flows and improve important metrics. Embrace a "kaizen" mindset, using data to iteratively enhance our strategies.
  • Journey-Driven Results: Design, implement, and meticulously manage user activation journeys, ensuring weekly delivery of measurable results and optimization, adapting quickly to trends in the anime landscape.
  • Promotional Capabilities Development: Partner with product and engineering teams to integrate new promotional capabilities (e.g., discounts) to incentivize specific user actions and accelerate activation, going beyond just content to grow engagement.
  • Agency Management: Oversee and manage one or more external agencies supporting design, creative, and operational aspects of our user activation programs, ensuring a deep understanding of anime culture in all outputs.
  • Stakeholder Management: Navigate a complex matrix organization, managing a diverse group of team members, including those advocating for specific anime titles and content from our e-commerce, gaming, and theatrical departments. Influence and align several teams to achieve shared activation goals, bridging the gap between content and engagement.
  • Audience Leadership: As a leader for the activation audience, create strategies that demonstrate a deep understanding of the behaviors, preferences, and subcultures of anime fans to tailor authentic communications.
  • Team Collaboration: Work with Product, Content, Data Science, Marketing, and Regional teams to provide a cohesive and impactful user experience that celebrates the Crunchyroll brand and anime fandom.

In the role of Senior Manager, Lifecycle Marketing - Acquisition, you will report to the VP, Retention & Engagement.

We are considering applicants for the locations of San Francisco, Los Angeles, or Dallas.

About You

We get excited about candidates, like you, because...

  • 8+ years of experience in CRM, lifecycle marketing, or user activation roles, with a significant portion focused on digital subscription products.
  • 5+ years of experience managing a globally distributed team.
  • Experience building strategies in driving user activation and conversion at scale, demonstrating an understanding of the customer lifecycle.
  • 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

About the Team

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.

Why you will love working at Crunchyroll

In addition to getting to work with fun, passionate and inspired colleagues, you will also enjoy the following benefits and perks:

  • 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!

#LifeAtCrunchyroll #LI-Hybrid 

The Pay Range for this position is listed. Actual pay will vary based on factors including, but not limited to location, experience, and performance. The range listed is just one component of Crunchyroll’s Total Rewards offerings for employees. Other rewards may include performance bonuses, employer matched retirement savings, time-off programs, and progressive health benefits and perks.
Pay Transparency - Los Angeles, CA
$128,000—$160,000 USD

About our Values

We want to be everything for someone rather than something for everyone and we do this by living and modeling our values in all that we do. We value

  • Courage. We believe that when we overcome fear, we enable our best selves.

  • Curiosity. We are curious, which is the gateway to empathy, inclusion, and understanding.

  • Kaizen. We have a growth mindset committed to constant forward progress.

  • Service. We serve our community with humility, enabling joy and belonging for others.

Our commitment to diversity and inclusion

Our mission of helping people belong reflects our commitment to diversity & inclusion. It's just the way we do business.

We are an equal opportunity employer and value diversity at Crunchyroll. Pursuant to applicable law, we do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Crunchyroll, LLC is an independently operated joint venture between US-based Sony Pictures Entertainment, and Japan's Aniplex, a subsidiary of Sony Music Entertainment (Japan) Inc., both subsidiaries of Tokyo-based Sony Group Corporation.

Questions about Crunchyroll’s hiring process? Please check out our Hiring FAQs: https://help.crunchyroll.com/hc/en-us/articles/360040471712-Crunchyroll-Hiring-FAQs

Please refer to our Candidate Privacy Policy for more information about how we process your personal information, and your data protection rights: https://tbcdn.talentbrew.com/company/22978/v1_0/docs/spe-jobs-privacy-policy-update-for-crpa-dec-21-22.pdf

Please beware of recent scams to online job seekers. Those applying to our job openings will only be contacted directly from @crunchyroll.com email account.

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