📌 Core Information
🔹 Job Title: Senior Manager, Lifecycle Marketing - Onboarding & Engagement
🔹 Company: Crunchyroll, LLC
🔹 Location: Dallas, Texas, United States
🔹 Job Type: Hybrid (Los Angeles or Dallas)
🔹 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 onboarding and engagement for new subscribers
- Leading global lifecycle efforts to reduce early churn and increase retention
- Building strategies to convert trial users and encourage high-value engagement behaviors
- Collaborating with global and regional teams to adapt strategies for diverse audiences
- Managing one or more direct reports and external agency partners
ASSUMPTION: This role requires a high level of strategic thinking, cross-functional collaboration, and global team management. The ideal candidate will have a proven track record in lifecycle marketing, with a strong focus on early customer onboarding and engagement.
📋 Key Responsibilities
✅ Design and implement a comprehensive strategy to engage and retain new subscribers globally during their early tenure period
✅ Increase Free Trial conversion to paid subscriptions through personalized journeys and nudges
✅ Map high-value early behaviors and guide users to take those actions through personalized journeys and messaging
✅ Drive the development of journeys in Braze using advanced 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 regional teams to adapt strategies for global audiences and increase relevancy through culturally attuned messaging
✅ Champion the importance of lifecycle strategies related to churn prevention and user education
✅ Manage external agency partners to support design, copy, operations, and QA workflows
ASSUMPTION: This role requires a strong understanding of customer lifecycle marketing, with a focus on early tenure engagement and retention. The ideal candidate will have experience with Braze or similar orchestration platforms and a proven track record in driving customer engagement and retention.
🎯 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 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
Preferred Skills:
- Experience engaging, influencing, and unifying executives across departments and global regions
- Experience identifying new and managing external agencies and vendors with a focus on creative and operational efficiency
- Genuine interest in anime, entertainment, or fan-focused brands
ASSUMPTION: The ideal candidate will have a strong background in lifecycle marketing, with a focus on early customer onboarding and engagement. They will also have experience with Braze or similar orchestration platforms and a proven track record in driving customer engagement and retention.
💰 Compensation & Benefits
Salary Range: $150,000 - $180,000 per year (based on industry standards for a Senior Manager role in the Entertainment industry with 10+ years of experience)
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) with flexible scheduling
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Manager role in the Entertainment industry with 10+ years of experience. The benefits listed are based on the information provided in the job description.
📌 Applicant Insights
🔍 Company Context
Industry: Entertainment
Company Size: 501-1,000 employees
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
- 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 is a well-established entertainment company with a strong focus on anime and manga content. As a joint venture between Sony Pictures Entertainment and Japan’s Aniplex, it offers a unique blend of global and regional expertise in the entertainment industry.
📊 Role Analysis
Career Level: Senior Manager
Reporting Structure: Reports directly to the VP, Retention & Engagement
Work Arrangement: Hybrid (Los Angeles or Dallas) with flexible scheduling
Growth Opportunities:
- Potential to grow into a leadership role within the Lifecycle Marketing team or expand into other areas of the business
- Opportunity to shape the future of anime fandom and engage with a passionate global community
- Chance to work with a diverse and talented team of professionals in the entertainment industry
ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to make a meaningful impact on the company's global strategy and engage with a passionate fan base.
🌍 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:
- Dallas, Texas, United States: A vibrant and growing city with a diverse population and a thriving arts and culture scene
- Los Angeles, California, United States: A major entertainment hub with a diverse population and a thriving arts and culture scene
Work Schedule: Full-time (40 hours per week) with flexible scheduling
ASSUMPTION: The hybrid work arrangement allows for flexibility in work location, with the opportunity to work from either the Los Angeles or Dallas office. The company offers a supportive and collaborative work environment with a strong focus on employee growth and development.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the Hiring Manager
- In-depth behavioral and technical interview with the Hiring Manager and other team members
- Final interview with the VP, Retention & Engagement
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Experience with Braze or similar orchestration platforms
- Ability to manage global teams and collaborate with regional stakeholders
- Expertise in data analysis and testing methodologies
- Cultural fit and alignment with Crunchyroll's values
Application Tips:
- Highlight your experience with Braze or similar orchestration platforms and provide specific examples of how you've used these tools to drive customer engagement and retention
- Tailor your resume and cover letter to emphasize your relevant experience and skills for this role
- Prepare for behavioral interview questions that focus on your experience with early customer onboarding and engagement strategies
- Research Crunchyroll's company culture and values to demonstrate your cultural fit
ATS Keywords: Lifecycle Marketing, Onboarding, Engagement, Braze, Customer Retention, Global Strategy, Data Analysis, A/B Testing, Team Management, Collaboration, Cultural Relevance, Creative Efficiency, Anime Knowledge, Marketing
ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, problem-solving skills, and experience with Braze or similar orchestration platforms. The ideal candidate will have a strong background in lifecycle marketing, with a focus on early customer onboarding and engagement.
🛠️ Tools & Technologies
- Braze (or comparable orchestration platforms)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Collaboration and project management tools (e.g., Asana, JIRA, Trello)
- Communication and productivity tools (e.g., Slack, Microsoft Office Suite)
ASSUMPTION: The ideal candidate will have experience with Braze or similar orchestration platforms and a strong background in data analysis and visualization. Familiarity with collaboration and project management tools is also beneficial.
👔 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 supportive team environment
- Focus on employee growth and development
- Flexible scheduling and remote work options
- Strong commitment to diversity, equity, and inclusion
Self-Assessment Questions:
- Do you have experience managing global teams and collaborating with regional stakeholders?
- Are you comfortable working in a fast-paced, dynamic environment with a strong focus on data-driven decision-making?
- Do you have a genuine interest in anime, entertainment, or fan-focused brands?
- Are you comfortable working in a hybrid or remote work arrangement?
ASSUMPTION: Crunchyroll values candidates who are curious, courageous, and committed to continuous learning and improvement. The ideal candidate will have experience working in a global, collaborative team environment and a strong commitment to diversity, equity, and inclusion.
⚠️ Potential Challenges
- Managing a globally distributed team with varying time zones and cultural nuances
- Balancing global priorities with regional needs and preferences
- Keeping up with the latest trends and best practices in lifecycle marketing and customer engagement
- Managing external agency partners and vendor relationships
- Working in a fast-paced, dynamic environment with a strong focus on data-driven decision-making
ASSUMPTION: The ideal candidate will have experience managing global teams and collaborating with regional stakeholders. They will also be comfortable working in a fast-paced, dynamic environment with a strong focus on data-driven decision-making.
📈 Similar Roles Comparison
- This role is unique in its focus on early tenure onboarding and engagement for a global entertainment company
- Similar roles in other industries may focus on customer acquisition, retention, or upselling, rather than early tenure engagement
- This role requires a strong background in lifecycle marketing, with a focus on early customer onboarding and engagement, as well as experience with Braze or similar orchestration platforms
ASSUMPTION: This role is unique in its focus on early tenure onboarding and engagement for a global entertainment company. The ideal candidate will have a strong background in lifecycle marketing, with a focus on early customer onboarding and engagement, as well as experience with Braze or similar orchestration platforms.
📝 Sample Projects
- Developing a comprehensive onboarding strategy for new subscribers, including personalized journeys and nudges to encourage high-value engagement behaviors
- Implementing A/B testing and multivariate testing strategies to optimize early tenure retention and customer engagement
- Collaborating with regional teams to adapt global strategies for diverse audiences and increase relevancy through culturally attuned messaging
ASSUMPTION: The ideal candidate will have experience developing and implementing onboarding strategies, as well as A/B testing and multivariate testing strategies to optimize early tenure retention and customer engagement.
❓ Key Questions to Ask During Interview
- Can you describe the current onboarding and engagement strategies for new subscribers, and how this role will contribute to their evolution?
- How do you approach collaborating with global and regional teams to adapt strategies for diverse audiences, and ensure cultural relevance in messaging?
- Can you provide an example of a successful A/B testing or multivariate testing campaign you've implemented to improve early tenure retention or customer engagement?
- How do you balance global priorities with regional needs and preferences when managing a globally distributed team?
- Can you describe the company's approach to data-driven decision-making, and how this role will contribute to its continued success?
ASSUMPTION: The ideal candidate will have experience managing global teams and collaborating with regional stakeholders, as well as a strong background in data-driven decision-making and A/B testing or multivariate testing strategies.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to emphasize your relevant experience and skills for this role
- Prepare for behavioral interview questions that focus on your experience with early customer onboarding and engagement strategies
- Research Crunchyroll's company culture and values to demonstrate your cultural fit
- Follow up with the hiring manager one week after submitting your application to express your interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
