Senior Manager, Lifecycle Marketing - Acquisition

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.

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

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.

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