📌 Core Information
🔹 Job Title: Senior Manager, Lifecycle Marketing - Acquisition
🔹 Company: Crunchyroll, LLC
🔹 Location: Dallas, Texas, United States
🔹 Job Type: Hybrid
🔹 Category: Entertainment
🔹 Date Posted: 2025-07-18
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site/Hybrid
🚀 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 and regional teams to adapt strategies for global audiences
- Championing the importance of lifecycle strategies related to churn prevention and user education
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and the ability to manage global teams and projects.
📋 Key Responsibilities
✅ 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
✅ 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 the lifecycle strategies related to churn prevention and user education
✅ Manage one or more direct reports, growing a new, high-achieving team
✅ Oversee external agency partners to support design, copy, operations, and QA workflows
ASSUMPTION: This role requires strong leadership, project management, and communication skills to manage global teams and projects.
🎯 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 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
Preferred Skills:
- A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience
ASSUMPTION: While not explicitly stated, proficiency in English is likely required for this role.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (Based on industry standards for a Senior Manager role in the Entertainment industry with 8+ years of experience)
Benefits:
- Great compensation package including salary plus performance bonus earning potential, paid annually
- Flexible time off policies
- 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!
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and skills.
📌 Applicant Insights
🔍 Company Context
Industry: Entertainment, specifically anime and manga streaming
Company Size: Medium (501-1,000 employees)
Founded: 2006 (as a 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 Description:
- Crunchyroll connects anime and manga fans across 200+ countries and territories with the content and experiences they love
- In addition to free ad-supported and subscription premium content, Crunchyroll serves the anime community across events, theatrical, games, consumer products, collectibles, and manga publishing
- The Crunchyroll app is available on over 15 platforms, including all gaming consoles
Company Specialties:
- Media
- Technology
- Video streaming
- Subscription-based services
Company Website: Crunchyroll
ASSUMPTION: Crunchyroll is a well-established company in the entertainment industry, focusing on providing content and experiences for anime and manga fans worldwide.
📊 Role Analysis
Career Level: Senior Manager
Reporting Structure: Reports directly to the VP, Retention & Engagement
Work Arrangement: Hybrid (with the option to work on-site in San Francisco, Los Angeles, or Dallas)
Growth Opportunities:
- Potential to grow and lead a high-achieving team
- Opportunities to collaborate with global and regional teams, expanding knowledge and skills
- Potential to advance within the Lifecycle Marketing team or explore other roles within Crunchyroll
ASSUMPTION: This role offers significant growth opportunities for the right candidate, both in terms of team leadership and career advancement.
🌍 Location & Work Environment
Office Type: Hybrid (with the option to work on-site in San Francisco, Los Angeles, or Dallas)
Office Location(s): San Francisco, Los Angeles, or Dallas
Geographic Context:
- San Francisco: A major tech hub with a high cost of living, known for its diverse culture and vibrant tech industry
- Los Angeles: A major entertainment hub with a diverse population and a mix of urban and suburban areas
- Dallas: A large city in Texas, known for its diverse economy and affordable cost of living compared to the coasts
Work Schedule: Full-time (40 hours per week), with flexible hours and remote work options available
ASSUMPTION: The work environment for this role is flexible, with the option to work on-site in one of three major cities or remotely.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR team
- Technical assessment or case study
- On-site or video interview with the hiring manager and team members
- Final decision and offer
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Experience with Braze or similar marketing automation platforms
- Global marketing and localization experience
- Leadership and team management skills
- Cultural fit and alignment with Crunchyroll's values
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare for behavioral and situational interview questions, focusing on your experience with early customer acquisition strategies, lifecycle marketing, and team management
- Research Crunchyroll's company culture and values to demonstrate your fit
- Be prepared to discuss your interest in anime and fan-focused brands
ATS Keywords: CRM, Lifecycle Marketing, Retention, Customer Acquisition Strategies, Braze, Journey Design, Data Analysis, A/B Testing, Multivariate Testing, Global Marketing Programs, Team Management, Agency Management, Anime, Entertainment, Fan-Focused Brands, Marketing
ASSUMPTION: The interview process for this role is likely to be comprehensive, focusing on both technical skills and cultural fit.
🛠️ Tools & Technologies
- Braze (or comparable orchestration platforms)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Jira)
- Collaboration tools (e.g., Slack, Microsoft Teams)
ASSUMPTION: This role requires proficiency in Braze or similar marketing automation platforms, as well as strong data analysis and project management skills.
👔 Cultural Fit Considerations
Company Values:
- Courage: Overcoming fear to enable our best selves
- Curiosity: Being curious to drive empathy, inclusion, and understanding
- Kaizen: Committing to constant forward progress
- Service: Serving our community with humility to enable joy and belonging for others
Work Style:
- Collaborative and cross-functional, working with global and regional teams
- Data-driven and analytical, using data to inform decision-making
- Agile and adaptable, responding to changing market conditions and customer needs
- Customer-focused, prioritizing the needs and preferences of our audience
Self-Assessment Questions:
- Do you have a genuine interest in anime and fan-focused brands?
- Are you comfortable working in a global, matrixed organization with teams across multiple time zones?
- Do you have experience managing external agencies and vendors to support creative and operational efficiency?
- Are you comfortable working in a fast-paced, dynamic environment with changing priorities and tight deadlines?
ASSUMPTION: Crunchyroll values candidates who are passionate about anime and fan-focused brands, comfortable working in a global matrixed organization, and able to manage external agencies and vendors efficiently.
⚠️ Potential Challenges
- Managing a globally distributed team with members across multiple time zones
- Balancing global priorities with regional needs and nuances
- Keeping up with the fast-paced, dynamic nature of the entertainment industry
- Adapting to changing market conditions and customer preferences
- Managing external agency partners to ensure creative and operational efficiency
ASSUMPTION: This role presents unique challenges related to global team management, balancing global and regional priorities, and adapting to a dynamic industry.
📈 Similar Roles Comparison
- This role is unique in its focus on early tenure acquisition and onboarding for a global streaming service
- While similar roles may exist in other industries, the specific context of the anime and manga streaming industry makes this role unique
- Career path comparison: This role offers significant growth opportunities for the right candidate, both in terms of team leadership and career advancement within the Lifecycle Marketing team or exploring other roles within Crunchyroll
ASSUMPTION: This role is unique in its focus on early tenure acquisition and onboarding for a global streaming service, with significant growth opportunities for the right candidate.
📝 Sample Projects
- Developing and implementing a comprehensive strategy to engage and retain new subscribers during their critical early tenure period
- Increasing the Free Trial conversion journey to increase trial-to-paid conversions
- Mapping high-value early behaviors and guiding users to take those actions through personalized journeys and nudges
- Driving the development of journeys in Braze, using capabilities like push, email, SMS, in-app messages, content cards, WhatsApp, and MMS
ASSUMPTION: These sample projects reflect the core responsibilities and key aspects of the role, focusing on early tenure acquisition and onboarding strategies.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Lifecycle Marketing team?
- How does the Lifecycle Marketing team collaborate with other departments, such as content, product, brand, and performance marketing?
- What are the most significant challenges facing the Lifecycle Marketing team in the next 12-24 months, and how can this role help address them?
- How does Crunchyroll support the professional development and growth of its employees?
- What are the key performance indicators (KPIs) for this role, and how will success be measured?
ASSUMPTION: Asking these questions will help you better understand the role, the team dynamics, and the company's expectations for this position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Crunchyroll job portal
- Tailor your resume and cover letter to highlight your relevant skills and experiences for this role
- Prepare for behavioral and situational interview questions, focusing on your experience with early customer acquisition strategies, lifecycle marketing, and team management
- Research Crunchyroll's company culture and values to demonstrate your fit
- Be prepared to discuss your interest in anime and fan-focused brands
- Follow up with the hiring manager one week after your interview to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
