📌 Core Information
🔹 Job Title: Senior Manager, Lifecycle Marketing - Acquisition
🔹 Company: Crunchyroll, LLC
🔹 Location: Los Angeles, California, United States
🔹 Job Type: Hybrid
🔹 Category: Entertainment
🔹 Date Posted: 2025-07-18
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site/Hybrid (San Francisco, Los Angeles, or Dallas)
🚀 Job Overview
Key aspects of this role include:
- Managing early tenure acquisition and onboarding for new subscribers
- 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 analytical 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 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 a high level of strategic thinking, data analysis, and cross-functional collaboration.
🎯 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 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 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:
- Experience with SQL or other data query languages
- Fluency in multiple languages
- Experience working in the anime or entertainment industry
ASSUMPTION: Candidates with a strong background in CRM, Lifecycle Marketing, or Retention, and a proven track record in early customer acquisition strategies are ideal for this role.
💰 Compensation & Benefits
Salary Range: $128,000 - $160,000 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 FSA
- 401(k) plan with employer match
- Employer paid commuter benefit
- Support program for new parents
- Pet insurance and some offices are pet-friendly
Working Hours: Full-time, 40 hours per week
ASSUMPTION: The salary range provided is based on industry standards for similar roles and experience levels in the Los Angeles area. Actual pay will vary based on factors including location, experience, and performance.
📌 Applicant Insights
🔍 Company Context
Industry: Entertainment, specifically focused on anime and manga streaming and distribution
Company Size: Medium-sized (501-1,000 employees)
Founded: 2006, with headquarters in San Francisco, California
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
- 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 is a well-established company in the anime and entertainment industry, with a strong focus on global expansion and fan engagement.
📊 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 the Lifecycle Marketing team and expand the scope of the role
- Opportunities to collaborate with various teams and influence global marketing strategies
- Potential to advance to a VP or Director-level role in the future
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to expand the team and influence global marketing strategies.
🌍 Location & Work Environment
Office Type: Hybrid, with on-site options in San Francisco, Los Angeles, or Dallas
Office Location(s): 444 Bush St, San Francisco, California 94108, US (San Francisco headquarters); Los Angeles, California (regional office); Dallas, Texas (regional office)
Geographic Context:
- Los Angeles, California: Diverse and vibrant city with a strong entertainment industry presence
- San Francisco, California: Tech hub with a high cost of living and competitive job market
- Dallas, Texas: Affordable cost of living with a growing tech and entertainment industry
Work Schedule: Flexible, with core hours between 9:00 AM - 5:00 PM PST
ASSUMPTION: The hybrid work arrangement offers flexibility for candidates who prefer to work remotely or on-site, with options to work in multiple locations.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager
- Technical assessment or case study
- On-site or virtual interview with the team
- Final interview with the VP, Retention & Engagement
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Data analysis and interpretation skills
- Cross-functional collaboration and communication skills
- Cultural fit and alignment with Crunchyroll's values
Application Tips:
- Highlight relevant experience in CRM, Lifecycle Marketing, or Retention, with a focus on early customer acquisition strategies
- Demonstrate a genuine interest in anime and the entertainment industry
- Tailor your resume and cover letter to emphasize your relevant skills and experiences
- Prepare for behavioral and situational interview questions that focus on your strategic thinking, data analysis, and collaboration skills
ATS Keywords: CRM, Lifecycle Marketing, Retention, Early Customer Acquisition, Braze, Data Analysis, A/B Testing, Global Marketing, Team Management, Agency Management, Anime, Entertainment
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, data analysis, and collaboration skills, as well as their cultural fit with Crunchyroll's values.
🛠️ Tools & Technologies
- Braze (or comparable orchestration platforms)
- SQL or other data query languages
- Microsoft Office Suite
- Project management tools (e.g., Asana, Jira, Trello)
- CRM software (e.g., Salesforce, HubSpot)
ASSUMPTION: The required tools and technologies for this role include Braze, SQL or other data query languages, and project management tools for effective team collaboration.
👔 Cultural Fit Considerations
Company Values:
- 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
Work Style:
- Collaborative and cross-functional, with a focus on global teamwork
- Data-driven and analytical, with a focus on continuous improvement
- Fast-paced and dynamic, with a focus on meeting tight deadlines
- Culturally attuned and inclusive, with a focus on global relevance
Self-Assessment Questions:
- How do you approach balancing global priorities with regional needs and nuances in a cross-functional team setting?
- Can you provide an example of a time when you used data to drive strategic decisions and improve customer engagement?
- How do you ensure that your messaging and campaigns are culturally attuned and relevant to global audiences?
ASSUMPTION: Candidates who align with Crunchyroll's values and work style, and can demonstrate a strong cultural fit, will be most successful in this role.
⚠️ Potential Challenges
- Managing multiple global teams and projects simultaneously
- Balancing global priorities with regional needs and nuances
- Working with tight deadlines and high-pressure situations
- Adapting to a fast-paced and dynamic work environment
- Managing external agency partners and vendors
ASSUMPTION: This role may present challenges related to global team management, balancing priorities, and working in a fast-paced environment. Candidates should be prepared to adapt and thrive in these conditions.
📈 Similar Roles Comparison
- This role differs from related positions in its focus on early tenure acquisition and onboarding, rather than long-term customer retention
- Industry-specific context: The anime and entertainment industry is unique, with a passionate and engaged fan base that requires tailored marketing strategies
- Career path comparison: This role offers significant growth potential, with opportunities to advance to a VP or Director-level role in the future
ASSUMPTION: This role is unique in its focus on early tenure acquisition and onboarding, with significant growth potential for the right candidate.
📝 Sample Projects
- Developing and implementing a comprehensive onboarding strategy to engage and retain new subscribers globally
- Creating personalized journeys and nudges to guide users to take high-value early behaviors
- Building and maintaining a scalable testing roadmap to improve early tenure retention metrics
ASSUMPTION: These sample projects demonstrate the strategic and data-driven nature of the role, with a focus on improving customer engagement and retention.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics of the Lifecycle Marketing team?
- How does the Lifecycle Marketing team collaborate with other global teams, such as content, product, brand, and performance marketing?
- What are the key priorities and initiatives for the Lifecycle Marketing team in the next 12-24 months?
- How does Crunchyroll measure and track the success of its lifecycle marketing strategies?
- What opportunities are there for growth and development within the Lifecycle Marketing team and Crunchyroll as a whole?
ASSUMPTION: Asking these questions will help you better understand the role, team dynamics, and growth opportunities within Crunchyroll.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Crunchyroll careers page
- Tailor your resume and cover letter to highlight your relevant skills and experiences in CRM, Lifecycle Marketing, or Retention, with a focus on early customer acquisition strategies
- Prepare for behavioral and situational interview questions that focus on your strategic thinking, data analysis, and collaboration skills
- Research Crunchyroll's values and work style to ensure a strong cultural fit
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
