📌 Core Information
🔹 Job Title: Senior Manager, Lifecycle Marketing - Acquisition
🔹 Company: Crunchyroll, LLC
🔹 Location: San Francisco, California, United States (Hybrid)
🔹 Job Type: Full-time
🔹 Category: Entertainment
🔹 Date Posted: July 18, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Hybrid (San Francisco, Los Angeles, or Dallas)
🚀 Job Overview
Key aspects of this role include:
- Managing early tenure acquisition and onboarding
- Leading global lifecycle efforts to engage new subscribers and reduce early churn
- Building strategies for converting trial users and retaining new subscribers at scale
- Collaborating with global teams to adapt strategies for regional audiences
- Managing one or more direct reports and external agency partners
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and the ability to balance global priorities with regional needs.
📋 Key Responsibilities
✅ Develop and implement a comprehensive strategy to engage and retain new subscribers globally during their early tenure period
✅ Increase 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
✅ Use Braze's advanced orchestration capabilities to develop sophisticated automations and testing strategies
✅ 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
✅ 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
✅ Be the main liaison between global content, product, brand, performance marketing, and regional teams
✅ Champion the importance of lifecycle strategies related to churn prevention and user education
✅ Manage one or more direct reports and oversee external agency partners to support design, copy, operations, and QA workflows
ASSUMPTION: This role requires a high level of autonomy and the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
Education: Bachelor's or Master's degree in Marketing, Business, or a related field
Experience: 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer acquisition strategies
Required Skills:
- Proven experience building strategies to improve 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
Preferred Skills:
- Experience managing external agencies and vendors with a focus on creative and operational efficiency
- Genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with content and audience
ASSUMPTION: Strong communication, leadership, and project management skills are essential for success in this role.
💰 Compensation & Benefits
Salary Range: $142,000 - $178,000 USD per year
Benefits:
- Flexible time off policies
- Generous medical, dental, vision, STD, LTD, and life insurance
- Health Saving Account (HSA) program
- Health care and dependent care Flexible Spending Account (FSA)
- 401(k) plan with employer match
- Employer-paid commuter benefit
- Support program for new parents
- Pet insurance
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is just one component of Crunchyroll’s Total Rewards offerings for employees. Other rewards may include performance bonuses, employer-matched retirement savings, time-off programs, and progressive health benefits and perks.
📌 Applicant Insights
🔍 Company Context
Industry: Entertainment, specifically anime and manga streaming
Company Size: 501-1,000 employees (Mid-sized)
Founded: 2006 (19 years ago)
Company Description:
- Crunchyroll connects anime and manga fans across 200+ countries and territories with the content and experiences they love
- Offers free ad-supported and subscription premium content, as well as events, theatrical releases, games, consumer products, collectibles, and manga publishing
- 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
Company Specialties:
- Media
- Technology
- Video streaming
- Subscription services
Company Website: Crunchyroll
ASSUMPTION: Crunchyroll's focus on anime and manga content makes it a unique and niche player in the entertainment industry.
📊 Role Analysis
Career Level: Senior Manager
Reporting Structure: Reports directly to the VP, Retention & Engagement
Work Arrangement: Hybrid (3-4 days per week in the office, with flexibility for remote work)
Growth Opportunities:
- Potential to grow into a VP or Director role as the team expands
- Opportunities to work on high-impact projects and initiatives
- Chance to develop leadership and management skills by mentoring direct reports
ASSUMPTION: This role offers significant growth potential for the right candidate.
🌍 Location & Work Environment
Office Type: Hybrid (combination of on-site and remote work)
Office Location(s): San Francisco, Los Angeles, or Dallas
Geographic Context:
- San Francisco: Known for its vibrant tech industry, diverse culture, and high cost of living
- Los Angeles: Center of the entertainment industry, with a diverse population and mild Mediterranean climate
- Dallas: Large metropolitan area with a diverse economy, lower cost of living compared to San Francisco and Los Angeles
Work Schedule: Flexible, with core hours between 9:00 AM - 5:00 PM PST
ASSUMPTION: The hybrid work arrangement offers flexibility and work-life balance, while still providing opportunities for in-person collaboration and team building.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-depth behavioral and technical interviews with cross-functional stakeholders
- Final interview with the VP, Retention & Engagement
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Expertise in Braze and lifecycle marketing strategies
- Ability to work effectively with cross-functional teams and stakeholders
- Cultural fit and alignment with Crunchyroll's values
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for behavioral interview questions using the STAR method (Situation, Task, Action, Result)
- Showcase your understanding of Crunchyroll's business and the anime/manga industry
- Be prepared to discuss your favorite anime or manga series and why you enjoy them
ATS Keywords: CRM, Lifecycle Marketing, Retention, Customer Acquisition, Braze, Journey Design, Data Analysis, A/B Testing, Multivariate Testing, Global Marketing Programs, Team Management, Vendor Management, Anime, Marketing, Business
ASSUMPTION: Crunchyroll's ATS may prioritize candidates with relevant industry experience, specific skills, and a demonstrated interest in anime and manga.
🛠️ Tools & Technologies
- Braze (customer engagement platform)
- CRM software (e.g., Salesforce, HubSpot)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
- Communication and collaboration tools (e.g., Slack, Microsoft Teams)
ASSUMPTION: Proficiency in Braze and relevant CRM software is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Courage: Overcoming fear to enable our best selves
- Curiosity: The gateway to empathy, inclusion, and understanding
- Kaizen: A growth mindset committed to constant forward progress
- Service: Serving our community with humility, enabling joy and belonging for others
Work Style:
- Collaborative and cross-functional, with a focus on global priorities and regional needs
- Data-driven and analytical, with a focus on continuous improvement
- Fast-paced and dynamic, with a focus on innovation and creativity
Self-Assessment Questions:
- How do you align with Crunchyroll's values, particularly 'Courage' and 'Curiosity'?
- How comfortable are you working in a hybrid environment, balancing on-site and remote work?
- How do you approach continuous learning and professional development in a fast-paced, dynamic work environment?
ASSUMPTION: Crunchyroll values candidates who embody their core values and can thrive in their unique work environment.
⚠️ Potential Challenges
- Managing multiple global teams and stakeholders with varying priorities and time zones
- Balancing global priorities with regional needs and nuances
- Keeping up with the latest trends and best practices in lifecycle marketing and customer engagement
- Working in a fast-paced, dynamic environment with frequent changes and priorities
ASSUMPTION: Success in this role requires strong communication, leadership, and project management skills, as well as the ability to adapt to change and thrive in a dynamic work environment.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses on early tenure acquisition and retention, rather than customer acquisition or brand awareness
- Compared to other lifecycle marketing roles, this position has a stronger focus on global strategy and regional adaptation
- Career path comparison: This role offers growth potential into VP or Director roles as the team expands, with opportunities to develop leadership and management skills
ASSUMPTION: This role is unique in its focus on early tenure acquisition and retention, with a strong emphasis on global strategy and regional adaptation.
📝 Sample Projects
- Developing and implementing a comprehensive onboarding strategy to engage and retain new subscribers during their early tenure period
- Creating personalized journeys and nudges to encourage high-value early behaviors and reduce churn
- Collaborating with regional teams to adapt global strategies for local audiences, increasing relevancy and performance through culturally attuned messaging
ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and global nature of the role's responsibilities.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader lifecycle marketing strategy for Crunchyroll?
- What are the key priorities for the first 90 days in this role?
- How does Crunchyroll support the growth and development of its employees?
- What are the biggest challenges facing the lifecycle marketing team currently, and how can this role help address them?
- How does Crunchyroll measure the success of its lifecycle marketing strategies, and what key metrics should I focus on?
ASSUMPTION: These interview questions help assess the role's fit with your skills, interests, and career goals, as well as Crunchyroll's priorities and culture.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for behavioral interview questions using the STAR method (Situation, Task, Action, Result)
- Showcase your understanding of Crunchyroll's business and the anime/manga industry
- Be prepared to discuss your favorite anime or manga series and why you enjoy them
- Follow up with the hiring manager one week after your final interview, inquiring about next steps and expressing your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
