Senior Director, Campaigns, GTM & Planning

About the role

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.

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 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

We are considering applicants available to work a hybrid schedule, with three days each week onsite at our San Francisco office.

About You

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

• 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

About the Team

Both domestic and ever-expanding international efforts fuel Crunchyroll's growth. The GTM & Partnership Marketing team works with global regions to support and bring to life Crunchyroll’s Strategy & Planning’s vision, goals, and priorities. The team also works to support app distribution, channel, and partnerships from a Marketing perspective to delight and super-serve anime fans, expanding our footprint and brand awareness while making Crunchyroll synonymous with anime worldwide.

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