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Crunchyroll

Senior Director of Lifecycle Marketing, Global VOD

Posted Yesterday
Be an Early Applicant
Hybrid
Dallas, TX
Senior level
Hybrid
Dallas, TX
Senior level
Lead the lifecycle marketing strategy for Crunchyroll, enhancing customer journeys, managing budgets, and localizing campaigns globally while driving subscriber growth.
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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're looking for a leader to join our Growth Marketing team as Senior Director of Lifecycle Marketing. In this global role, you'll lead the vision and execution of lifecycle marketing programs that turn fans into loyal subscribers and loyal subscribers into lifelong advocates.

Reporting to the VP of Retention & Engagement, you'll drive personalized, fan-first experiences across owned channels—email, push, in-app, SMS, MMS, WhatsApp, and content cards—powered by Braze. From converting AVOD viewers to onboarding, engagement, and winback, you'll activate the moments that matter most.

You'll build and mentor a high-performing team, manage large budgets and agency partners, and collaborate across Product, Analytics, Regional Marketing, and more to deliver localized, data-driven campaigns that resonate globally.

What You'll Do

  • Lead global lifecycle strategy across key stages—acquisition, onboarding, engagement, retention, and winback
  • Manage Braze-powered channel execution (email, push, SMS, WhatsApp, in-app, content cards) to drive personalized, fan-first experiences
  • Use AVOD to grow SVOD subscriptions and scale lifecycle programs that boost conversion, reduce churn, and increase LTV
  • Define KPIs and build measurement frameworks in partnership with Analytics
  • Build and lead a high-performing data-driven team with clear ownership across lifecycle stages
  • Promote a test-and-learn culture focused on continuous growth
  • Collaborate with regional teams to localize campaigns for LATAM, EMEA, and APAC audiences
  • Partner with Martech, Product, Analytics, Programming, and Marketing to align on fan-first growth initiatives
  • Present strategy and results to senior leadership and champion lifecycle as an important business driver

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

About You

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

  • 12+ years in lifecycle, CRM, or digital marketing, with experience in DTC subscription or streaming businesses
  • 5+ years leading teams and managing large budgets
  • Strong grasp of customer journeys and lifecycle marketing strategies
  • Hands-on experience with Braze or similar platforms, using advanced features for scale, efficiency, and personalization
  • Experience driving subscriber growth through AVOD or freemium models
  • Experience with cross-functional collaboration and partner understanding in matrixed organizations
  • Global experience managing localized campaigns across multiple regions
  • Passion for anime, entertainment, or fan-focused brands is a plus
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

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.

Top Skills

Braze

Crunchyroll Los Angeles, California, USA Office

5750 Wilshire Blvd, Los Angeles, CA, United States

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