📌 Core Information
🔹 Job Title: Senior Manager, Lifecycle Marketing - Onboarding & Engagement
🔹 Company: Crunchyroll, LLC
🔹 Location: Los Angeles, California, United States
🔹 Job Type: Hybrid (Los Angeles or Dallas)
🔹 Category: Entertainment
🔹 Date Posted: July 18, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site/Hybrid
🚀 Job Overview
Key aspects of this role include:
- Managing early tenure onboarding and engagement strategies
- Leading global lifecycle efforts to engage new subscribers and reduce early churn
- Building strategies to convert trial users and encourage high-value engagement behaviors
- 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 leadership skills, and a deep understanding of customer lifecycle marketing, with a focus on early tenure engagement.
📋 Key Responsibilities
✅ Design and implement a comprehensive strategy to engage and retain new subscribers globally during their critical 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 various channels 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 regional teams to adapt strategies for global audiences and increase relevancy through culturally attuned messaging and campaign customization
✅ Be the main liaison between global content, product, brand, performance marketing, and regional teams to maximize the impact of title launches and evergreen content promotion
✅ 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 strong project management skills, the ability to work cross-functionally, and a data-driven approach to decision-making.
🎯 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 onboarding and engagement 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 WhatsApp Business API
- Fluency in multiple languages
ASSUMPTION: Candidates with experience in the entertainment industry or a strong passion for anime will have an advantage in 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
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is based on the information given in the job posting and is subject to change.
📌 Applicant Insights
🔍 Company Context
Industry: Entertainment, specifically focused on anime and manga streaming
Company Size: Mid-sized (501-1,000 employees), with a global presence
Founded: 2006 (as a joint venture between US-based Sony Pictures Entertainment and Japan’s Aniplex)
Company Description:
- Crunchyroll connects anime and manga fans across 200+ countries and territories with the content and experiences they love
- The company offers a wide range of licensed anime through its streaming service, with simulcasts available immediately after Japanese broadcast
- Crunchyroll also serves the anime community through events, theatrical releases, 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's focus on anime and manga content makes it a unique and exciting place to work for fans of the genre.
📊 Role Analysis
Career Level: Senior Manager
Reporting Structure: Reports directly to the VP, Retention & Engagement
Work Arrangement: Hybrid (Los Angeles or Dallas)
Growth Opportunities:
- Potential to grow within the Lifecycle Marketing team or explore other opportunities within Crunchyroll
- Chance to make a significant impact on the company's global expansion and user engagement strategies
- Opportunity to work with and learn from experienced professionals in the entertainment industry
ASSUMPTION: This role offers a unique blend of strategic and hands-on work, with ample opportunities for professional growth and development.
🌍 Location & Work Environment
Office Type: Hybrid (Los Angeles or Dallas)
Office Location(s): 444 Bush St, San Francisco, California 94108, US (headquarters); additional offices in Los Angeles and Dallas
Geographic Context:
- Los Angeles: A major hub for the entertainment industry, with a diverse and vibrant culture
- Dallas: A growing tech and entertainment center, with a lower cost of living compared to Los Angeles
Work Schedule: Flexible, with a focus on results and deliverables
ASSUMPTION: The hybrid work arrangement allows for a good work-life balance, with the option to work from either Los Angeles or Dallas.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR team
- Technical assessment or case study presentation
- On-site or video interview with the hiring manager and team members
- Final round with senior leadership
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Expertise in Braze and lifecycle marketing
- Leadership and team management abilities
- Cultural fit and passion for anime
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare a case study or project presentation showcasing your experience with Braze and lifecycle marketing strategies
- Research Crunchyroll's company culture and be prepared to discuss how your values align with theirs
- Prepare thoughtful questions to ask the interviewer about the role, team, and company
ATS Keywords: CRM, Lifecycle Marketing, Retention Strategies, Onboarding, Engagement Strategies, Braze, Data Analysis, A/B Testing, Multivariate Testing, Global Marketing, Team Management, Agency Management, Anime, Customer Journey Mapping, Personalization, Segmentation
ASSUMPTION: Crunchyroll's application process is designed to assess both technical skills and cultural fit, with a focus on finding the best candidate for the role.
🛠️ Tools & Technologies
- Braze (for customer engagement and marketing automation)
- Excel or Google Sheets (for data analysis)
- Project management tools (e.g., Asana, Trello, or Jira)
- Communication and collaboration tools (e.g., Slack, Microsoft Teams, or Google Workspace)
ASSUMPTION: This role requires proficiency in Braze and strong data analysis skills, with a working knowledge of project management and communication tools.
👔 Cultural Fit Considerations
Company Values:
- Courage: Overcoming fear to enable our best selves
- Curiosity: Being curious to foster 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, with a focus on global teamwork
- Data-driven and results-oriented, with a focus on continuous improvement
- Agile and adaptable, with a focus on responding to change and feedback
Self-Assessment Questions:
- How do you embody Crunchyroll's values in your daily work?
- How do you approach working with diverse, global teams?
- How do you balance global priorities with regional needs and nuances?
ASSUMPTION: Crunchyroll values candidates who embody their core values, have a strong work ethic, and are passionate about anime and fan-focused brands.
⚠️ Potential Challenges
- Managing multiple global teams and external agency partners may present unique communication and coordination challenges
- Balancing global priorities with regional needs and nuances may require diplomatic and strategic decision-making
- Working with sensitive user data and privacy concerns may require careful attention to detail and adherence to strict protocols
- The fast-paced and ever-evolving nature of the entertainment industry may present unexpected challenges and opportunities
ASSUMPTION: These challenges can be overcome with strong leadership, effective communication, and a strategic approach to problem-solving.
📈 Similar Roles Comparison
- This role is unique in its focus on early tenure onboarding and engagement within the entertainment industry
- Compared to similar roles in other industries, this position requires a deep understanding of anime and manga content and fan culture
- Career path comparison: This role can lead to senior leadership positions within Crunchyroll or other entertainment companies
ASSUMPTION: While this role shares similarities with other lifecycle marketing positions, its focus on the entertainment industry and anime fan culture sets it apart.
📝 Sample Projects
- Developing and implementing a global onboarding campaign to increase trial-to-paid conversions by 20% within the first six months
- Creating personalized journeys and nudges to encourage high-value engagement behaviors, resulting in a 15% increase in user retention
- Partnering with regional teams to adapt strategies for global audiences, leading to a 10% increase in engagement and a 5% reduction in churn
ASSUMPTION: These sample projects demonstrate the strategic and hands-on nature of the role, with a focus on driving meaningful results through data-driven insights and innovative approaches.
❓ 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, and brand?
- What are the most challenging aspects of working with global teams, and how does Crunchyroll support its employees in overcoming these challenges?
- How does Crunchyroll measure the success of its lifecycle marketing strategies, and what key performance indicators (KPIs) are most important to track?
- What opportunities are there for professional growth and development within the Lifecycle Marketing team or Crunchyroll more broadly?
ASSUMPTION: Asking thoughtful and relevant questions during the interview process demonstrates your interest in the role and helps you make an informed decision about the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare a case study or project presentation showcasing your experience with Braze and lifecycle marketing strategies
- Research Crunchyroll's company culture and be prepared to discuss how your values align with theirs
- Prepare thoughtful questions to ask the interviewer about the role, team, and company
- Follow up with the hiring manager or HR team within one week of your interview to express your continued interest in the position
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
