Lifecycle Growth Marketing Senior Manager - Onboarding

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

As the Lifecycle Growth Marketing Senior Manager - Onboarding, you will set the global strategy using data to turn new subscribers into active, engaged fans. You’ll design and scale personalized journeys that meet fans where they are—using recommendations, messaging, and contextual experiences to drive immersion, strengthen viewing habits, and build lasting connections with Crunchyroll. Operating at the intersection of Lifecycle Strategy, Analytics, Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, and Marketing Operations, you will translate high-value actions, viewership, and behavioral patterns into customized experiences. You’ll pair quant-focused analysis with AI and LLM-enabled query workflows to evaluate performance, identify growth opportunities, and recommend precise, scalable optimizations.

In the role of Lifecycle Growth Marketing Senior Manager - Onboarding, you will report to the Director, Lifecycle Growth Marketing - Global VOD.

We are considering applicants for the location of Los Angeles, CA.

Core Areas of Responsibility

Set the Onboarding Agenda

• Define and lead the end-to-end onboarding and early-tenure strategy, using retention from initial sign-up as a primary measure of success and a driver of long-term customer value.
• Create a proactive, signal-based operating model that continuously advances the strategy through quantitative analysis, experimentation, fan insights, and business priorities.

Orchestrate Personalized Fan Journeys.

• Design and scale personalized lifecycle journeys that adapt to each fan’s stage, interests, viewing activity, engagement level, and behavioral patterns.
• Use recommendations, messaging, and contextual experiences to meet fans where they are, drive immersion, deepen content discovery, and strengthen repeat viewing and fandom habits.
• Identify and prioritize high-value actions across fans and subscribers—including viewership and behavioral signals—and translate them into customized experiences that are relevant, timely, and designed to move measurable business outcomes.

Scale Personalization Through Braze & Orchestration

• Own the strategic development of sophisticated journeys in Braze across push, email, SMS, in-app messages, Content Cards, WhatsApp, and MMS.
• Establish operating standards for segmentation, personalization, real-time triggers, orchestration, testing, and quality assurance, partnering with Lifecycle Operations and Automations teams to scale execution with discipline.

Turn Data, AI & LLMs Into Growth Decisions

• Define a rigorous, quant-focused measurement and optimization framework across retention, engagement, viewership, high-value actions, habituality, show diversity, and other business-critical outcomes.
• Partner with Analytics and Data Science to use AI- and LLM-enabled analytics and query tools to explore journey and campaign performance, identify trends and opportunities, validate insights and incrementality, and translate learnings into scalable lifecycle optimization strategies that improve targeting and timing.

Lead End-to-End Growth Initiatives & OKR Delivery

• Own growth initiatives end-to-end—from framing the business problem and opportunity, through strategy, execution, measurement, and iteration.
• Identify and prioritize growth opportunities that increase the speed, quality, and effectiveness of lifecycle execution, helping the organization meet and exceed OKRs.
• Bring a decisive bias for action to ambiguous, cross-functional challenges while maintaining rigor in prioritization, analysis, decision-making, and delivery.

Align Global Strategy Across the Organization

• Lead alignment across Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, Analytics, Marketing Operations, Content & Programming, and regional teams to deliver a unified subscriber experience.
• Shape global and regional strategies with stakeholders across markets, improving performance through culturally relevant messaging, recommendations, and journey customization.
• Represent lifecycle strategy in matrixed initiatives, connecting customer behavior, business priorities, and execution across the organization with clarity and influence.

Build Capability Through Team & Agency Leadership

• Develop and lead a high-performing early-tenure lifecycle team, creating clarity of ownership, high standards, and a culture of continuous improvement.
• Direct external agency partners supporting design, copy, operations, and QA workflows, with clear expectations for creative quality, operational rigor, and efficiency.

About You

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

• 8+ years of progressive experience in Lifecycle Marketing, Retention Marketing, Growth Marketing, or a related discipline, with deep exposure to onboarding and early-tenure engagement strategies.
• 5+ years leading and developing globally distributed teams.
• Demonstrated record of using data, experimentation, and customer behavior to improve retention, engagement, viewership, and personalized experiences.
• Deep expertise with Braze or comparable orchestration platforms, including journey design, real-time triggers, segmentation, personalization, and multi-channel execution.
• Highly quantitative and analytical, with the ability to turn behavioral, cohort, viewership, and lifecycle data into strategic direction and rigorous decisions.
• Experience applying AI and LLMs to query performance data, accelerate analysis, surface insights, and deliver actionable optimization recommendations.
• Proven ability to lead complex, end-to-end initiatives; identify business growth opportunities; and deliver against ambitious OKRs in a matrixed organization.
• Executive-level communicator and critical thinker who creates clarity, influences stakeholders, and moves teams from insight to action.
• High-ownership operator with a strong bias for action, sound judgment, and the operating discipline to prioritize effectively, execute with urgency, and learn quickly.
• Experience overseeing multiple global lifecycle programs and external agencies with a focus on creative and operational excellence.
• A genuine interest in anime, entertainment, or fan-focused brands and an ability to build 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.

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