Senior Manager, Lifecycle Marketing - Onboarding & Engagement

Senior Manager, Lifecycle Marketing - Onboarding & Engagement

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 are looking for a Senior Manager, Lifecycle Marketing - Onboarding & Engagement to manage early tenure onboarding and engagement, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn. This is a critical role in the Lifecycle Marketing team, responsible for shaping the first 90 days of the customer journey—from Free Trial to active, engaged fandom. You will build strategies in converting trial users, encouraging high-value engagement behaviors, and retaining new subscribers at scale.

You'll lead global strategy across onboarding and engagement, 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.

Global Onboarding & Retention Strategy

Design and implement a comprehensive strategy to engage and retain new subscribers globally during their critical early tenure period.

Increase the Free Trial conversion journey to increase trial-to-paid conversions.

Map high-value early behaviors and guide users to take those actions through personalized journeys and nudges.

Drive the development of journeys in Braze, using capabilities like push, email, SMS, in-app messages, content cards, WhatsApp, and MMS.

Braze Platform Mastery

Use Braze's advanced orchestration capabilities to develop sophisticated automations and testing strategies.

Ensure best practices in personalization, segmentation, and lifecycle orchestration.

Experimentation & Optimization (Kaizen Mindset)

Build and maintain a scalable testing roadmap to improve early tenure retention metrics.

Partner with Analytics and Data Science teams to track performance, evaluate incrementality, and share insights.

Global Relevance & Regional Localization

Partner with regional teams in LATAM, EMEA, APAC, and North America to adapt strategies for global audiences.

Increase relevancy and performance through culturally attuned messaging and campaign customization.

Globally Matrixed Team Collaboration

Be the main liaison between global content, product, brand, performance marketing, and regional teams. You'll foster cross-team collaboration and clarity of execution to maximize the impact of title launches and evergreen content promotion.

Champion the importance of the lifecycle strategies related to churn prevention and user education.

Team & Vendor Management

Manage one or more direct reports, growing a new, high-achieving team.

Oversee external agency partners to support design, copy, operations, and QA workflows.

In the role of Senior Manager, Lifecycle Marketing - Onboarding & Engagement, you will report to the VP, Retention & Engagement.

We are considering applicants for the location of Los Angeles or Dallas.

About You

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

• 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer onboarding and engagement strategies.
• 5+ years of experience managing a globally distributed team.
• Experience building strategies in improving trial conversion, early tenure retention, and behavioral engagement.
• Deep experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution.
• Expertise in transforming complex data into strategic insights that guide impactful decisions across multiple regional markets.
• Expertise with A/B testing, multivariate testing, and experimentation methodologies.
• Experience managing multiple global lifecycle marketing programs.
• Demonstrated experience engaging, influencing, and unifying executives across departments and global regions by balancing global priorities with regional needs and nuances.
• Experience identifying new and managing external agencies and vendors with a focus on creative and operational efficiency.
• A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience
• Bachelor's or Master's degree in Marketing, Business, or a related field

About the Team

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.

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.