UCANZ Membership Value, Senior Manager

UCANZ Membership Value, Senior Manager 

POSITION PREMISE

The UCANZ Membership Value, Senior Manager, supports regional go-to-market strategy and marketing execution for Digital Manga, Games Vault, Regional Ecommerce Marketing and other emerging membership-value businesses.

Working in close partnership with global commercial centers, regional marketing leads and cross-functional teams, this role translates global strategies and objectives into locally relevant plans, briefs, activation calendars and campaign deliverables.

The role coordinates assigned workstreams across available regional channels—including O&O, lifecycle, social, PR, partnerships, events and paid media—to support business goals while ensuring each program strengthens the broader Crunchyroll membership proposition.

Success means delivering high-quality, timely, and measurable regional marketing programs that give fans more reasons to join, engage, stay and deepen their relationship with Crunchyroll.

KEY AREAS OF RESPONSIBILITY

REGIONAL MEMBERSHIP VALUE & GTM EXECUTION

• Support the development and execution of regional go-to-market plans for Digital Manga, Games Vault, Regional Ecommerce Marketing and other emerging membership-value propositions.
• Translate global commercial strategies into regional briefs, A/B tests, priorities, activation calendars, audience plans and campaign deliverables.
• Serve as a key regional point of contact for global commercial centers, helping ensure priorities are clearly understood and delivered in the region.
• Coordinate assigned workstreams across O&O, lifecycle, social, PR, partnerships, events and paid media, managing timelines, dependencies, approvals and handoffs.
• Identify opportunities to connect related businesses and campaigns into a more cohesive regional Crunchyroll membership experience.
• Track campaign and business performance, prepare reporting and recommend optimizations against acquisition, engagement, retention, revenue and membership-value goals.

REGIONAL GAMES VAULT MARKETING

• Manage regional GTM and marketing execution for Games Vault in partnership with the global Games commercial center.
• Support discovery, trial and engagement through O&O, lifecycle, social, paid media, partnerships, events and other regional channels.
• Develop locally relevant campaigns connecting Games Vault titles with anime fandoms, franchises and cultural moments.
• Support awareness and utilization of Games Vault as a meaningful membership benefit.
• Maintain reporting on adoption, engagement and membership impact, and recommend optimization opportunities.

REGIONAL ECOMMERCE MARKETING

• Lead execution of regional go-to-market and marketing plans for Crunchyroll Ecommerce in partnership with the global ecommerce team and relevant regional and enterprise partners.
• Help translate the Store’s evolving mission into a locally relevant membership-value proposition: a premium, curated, members-first destination for exclusive anime merchandise, limited drops and distinctive fandom experiences.
• Develop campaign briefs and channel plans that build demand for exclusive product drops and curated collections through IP-led storytelling connected to anime, characters and fan communities.
• Support Ecommerce positioning as a meaningful Mega and Ultimate membership benefit, including targeted awareness and upgrade activity for eligible Fan audiences.
• Coordinate integrated launch, drop and ongoing marketing activity across O&O, lifecycle, social, editorial, PR, influencers, partnerships, events, paid media, streaming surfaces and onsite experiences.
• Manage execution across announcement, lookbook and anticipation, launch, sell-through, last-chance and evergreen phases, coordinating channel sequencing, assets, approvals and timelines.
• Coordinate with Store, Product, Engineering, Creative, Content, Curation, Customer Experience, Lifecycle, Communications and Legal partners to align messaging, access rules, site readiness, localization and customer support.
• Monitor product sell-through, engagement, conversion, membership upgrades, repeat visits, sentiment, customer feedback and retention signals; prepare insights and recommend improvements.
• Ensure Ecommerce communications are fan-first, IP-centered, transparent, culturally relevant and consistent with Crunchyroll’s brand.

REQUIREMENTS

• 8+ years of experience in regional marketing, go-to-market, integrated marketing, campaign management, ecommerce, membership marketing or a related field within entertainment, media, streaming, technology, gaming or another consumer business.
• Demonstrated experience translating global or enterprise strategies into locally relevant marketing plans and executing programs across multiple markets, channels and audiences.
• Experience managing integrated campaigns across O&O, lifecycle, social, editorial, PR, partnerships, paid media, events, onsite or streaming surfaces.
• Experience marketing membership benefits, ecommerce, content, entertainment releases, games, digital products or other consumer propositions; direct-to-consumer or subscription experience strongly preferred.
• Demonstrated ability to manage end-to-end campaign execution, including briefs, workback schedules, asset requirements, localization, approvals, dependencies, launch readiness and post-launch follow-up.
• Strong project and operational management skills, with the ability to manage multiple concurrent programs, shifting priorities and complex cross-functional dependencies.
• Experience partnering with global commercial centers, regional marketing teams, creative functions, channel owners and external agencies or vendors.
• Strong analytical skills and experience tracking performance across metrics such as acquisition, engagement, conversion, retention, revenue, sell-through, membership upgrades, sentiment and repeat behavior.
• Proven ability to use insights and performance data to recommend optimizations, improve execution and support business decisions.
• Excellent written, verbal, presentation and stakeholder-management skills, with the ability to influence without direct authority across a matrixed organization.
• Highly organized, detail-oriented and dependable, with strong follow-through and the ability to manage deadlines, approvals and executional risks.
• Strong understanding of anime, entertainment, streaming, gaming, ecommerce, fandom-driven brands or multicultural audiences is highly preferred.
• Experience with campaign-management, project-management, digital asset-management, CRM, ecommerce or marketing analytics platforms is a plus.
• Bachelor’s degree in Marketing, Communications, Business or a related field, or equivalent experience ideal but not required.
• Willingness to travel domestically or internationally as needed.