Lifecycle Marketing Senior Manager, India

Lifecycle Marketing Senior Manager, India

Mumbai, Maharashtra, India

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

Crunchyroll is seeking a Senior Manager, CRM Marketing to lead localized CRM engagement for India and MENA—two of our fastest-growing regions. Based in Mumbai or Hyderabad, this role will own the CRM campaign calendar for the region, balancing high-velocity title moments and catalog beats while bringing our biggest anime moments to life across owned channels.

You will plan and execute high-impact, fan-first campaigns that support title launches and catalog discovery—including new season/series drops, dub drops, mid-season arcs, and finales for top-tier titles. Success in this role requires strong segmentation and analytical judgment, plus the ability to translate IP into messaging that creates an emotional connection with fans.

You'll also act as a subject matter expert for India and MENA, championing transcreation and locally resonant storytelling (not just translation), cultural nuance, and fan-first engagement. You'll partner closely with our global Lifecycle Marketing team that owns always-on lifecycle journeys; in this role, you will serve as a regional advisor and ensure key title moments and local insights are reflected in the broader lifecycle strategy.

What You'll Do

• CRM Campaign Calendar Ownership: Own the CRM campaign calendar for India and MENA across tentpole releases, seasonal beats, and catalog programming, aligning timing, targeting strategy, and channel plans with local and global priorities.
• Go-to-Market Campaigns: Collaborate with regional marketing, brand, programming, and curation teams to design localized go-to-market moments for major content launches, seasonal events, partnerships, and fan activations.
• Segmentation & Audience Strategy: Apply best practices in personalization and segmentation to build targeted campaigns informed by fan behavior, affinities, regional nuances, and language/dub preferences. Partner with Data Science and Growth teams to refine audience definitions, identify opportunities, and improve precision over time.
• Regional Market Expertise: Serve as Crunchyroll's CRM market lead for India and MENA, advising on cultural nuances, local market behaviors, channel norms, and fan engagement opportunities.
• Localized Lifecycle Strategy: Provide regional inputs into India and MENA lifecycle journey strategies across acquisition, onboarding, engagement, retention, and winback, working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
• Marketing Technology Ownership: Lead campaign execution and performance optimization in partnership with Operations, Martech, and Data Analytics; manage CRM initiatives within Braze (or similar) across email, push, in-app, notification center, and relevant messaging channels, ensuring excellence in configuration, QA, measurement, and reporting. Own content-triggered messaging strategy that supports title moments and engagement in alignment with lifecycle standards and guardrails.
• Cross-Functional Partnership: Work with Regional Marketing, Product, Brand, Content, Creative, Data Science, and GTM teams to create cohesive fan experiences and ensure lifecycle campaigns align with both local and global priorities.
• Performance & Optimization: Analyze CRM campaign performance, identify opportunities, and apply insights to continuously improve effectiveness and fan impact through test-and-learn approaches, including cohort analysis and incrementality-minded measurement.
• Innovation & Experimentation: Stay ahead of market dynamics and messaging ecosystems (mobile-first behaviors, regional languages/Hinglish, WhatsApp norms, payment behaviors, and device/telco ecosystem nuances) to evolve CRM campaign strategy and execution.

About You

We get excited about candidates who bring:

• 8+ years of experience in CRM, retention, or subscriber engagement marketing, ideally within streaming, digital subscription, gaming, e-commerce, or entertainment.
• Strong experience with Braze (or comparable orchestration platforms) with a focus on campaign planning/execution, segmentation, triggers, and multi-channel delivery.
• Deep knowledge of Indian and MENA consumer behaviors, digital marketing platforms, and messaging ecosystems (especially WhatsApp, UPI-driven funnels).
• Strong creative acumen and storytelling ability—capable of translating IP into fan-first messaging that builds emotional connection and drives action.
• Strong analytical skills to interpret performance data, develop insights, and translate them into targeting and creative optimizations.
• Proven ability to collaborate across regional and global teams in a fast-paced, matrixed environment.
• Passion for anime, entertainment, or fan-first brands is highly valued.
• Additional proficiency in relevant regional languages is a plus.
• Bachelor's degree in Marketing, Business, or related field.

About the Team

Our Lifecycle Marketing team designs personalized journeys that drive fan connection, engagement, and loyalty. Through data-driven insights and creativity, we activate the right experiences at the right time across channels—helping anime fans feel seen, understood, and inspired by Crunchyroll.

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.