Lifecycle Growth Marketing Senior Manager - Onboarding

About Crunchyroll, LLC At Crunchyroll, we deliver what anime fans love—anytime, anywhere. With the world’s largest anime streaming library, we connect fans to the stories, characters, and creators they love. But Crunchyroll is more than just a destination to watch anime—it's a global ecosystem where anime lives and breathes beyond the screen. From streaming and theatrical releases to merch, games, news, events, and music, we offer fans immersive experiences that celebrate anime culture in all its forms. Headquartered in the U.S. with teams and reach across the globe, Crunchyroll is an independently operated joint venture between Sony Pictures Entertainment and Aniplex of Japan. This unique partnership gives us the power to scale globally while staying rooted in anime’s cultural origins, ensuring authenticity and access for fans everywhere. We believe anime is more than entertainment—it’s a way of life. And we’re here to champion that passion every day.

Crunchyroll, LLC

streaming videoanimee-commercemangatheatricaland games

C

crunchyroll.com

1,001-5,000 employees

Entertainment Providers

Los Angeles, California

Privately Held

323k LinkedIn followers

Raised $26.8M

• Define and lead the end-to-end onboarding and early-tenure strategy, using retention from initial sign-up as a primary measure of success and a driver of long-term customer value.
• Create a proactive, signal-based operating model that continuously advances the strategy through quantitative analysis, experimentation, fan insights, and business priorities.
• Orchestrate Personalized Fan Journeys.
• Design and scale personalized lifecycle journeys that adapt to each fan’s stage, interests, viewing activity, engagement level, and behavioral patterns.
• Use recommendations, messaging, and contextual experiences to meet fans where they are, drive immersion, deepen content discovery, and strengthen repeat viewing and fandom habits.
• Identify and prioritize high-value actions across fans and subscribers—including viewership and behavioral signals—and translate them into customized experiences that are relevant, timely, and designed to move measurable business outcomes.
• Own the strategic development of sophisticated journeys in Braze across push, email, SMS, in-app messages, Content Cards, WhatsApp, and MMS.
• Establish operating standards for segmentation, personalization, real-time triggers, orchestration, testing, and quality assurance, partnering with Lifecycle Operations and Automations teams to scale execution with discipline.
• Define a rigorous, quant-focused measurement and optimization framework across retention, engagement, viewership, high-value actions, habituality, show diversity, and other business-critical outcomes.
• Partner with Analytics and Data Science to use AI- and LLM-enabled analytics and query tools to explore journey and campaign performance, identify trends and opportunities, validate insights and incrementality, and translate learnings into scalable lifecycle optimization strategies that improve targeting and timing.
• Own growth initiatives end-to-end—from framing the business problem and opportunity, through strategy, execution, measurement, and iteration.
• Identify and prioritize growth opportunities that increase the speed, quality, and effectiveness of lifecycle execution, helping the organization meet and exceed OKRs.
• Bring a decisive bias for action to ambiguous, cross-functional challenges while maintaining rigor in prioritization, analysis, decision-making, and delivery.
• Lead alignment across Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, Analytics, Marketing Operations, Content & Programming, and regional teams to deliver a unified subscriber experience.
• Shape global and regional strategies with stakeholders across markets, improving performance through culturally relevant messaging, recommendations, and journey customization.
• Represent lifecycle strategy in matrixed initiatives, connecting customer behavior, business priorities, and execution across the organization with clarity and influence.
• Develop and lead a high-performing early-tenure lifecycle team, creating clarity of ownership, high standards, and a culture of continuous improvement.
• Direct external agency partners supporting design, copy, operations, and QA workflows, with clear expectations for creative quality, operational rigor, and efficiency.

• We get excited about candidates, like you, because
• 8+ years of progressive experience in Lifecycle Marketing, Retention Marketing, Growth Marketing, or a related discipline, with deep exposure to onboarding and early-tenure engagement strategies.
• 5+ years leading and developing globally distributed teams.
• Demonstrated record of using data, experimentation, and customer behavior to improve retention, engagement, viewership, and personalized experiences.
• Deep expertise with Braze or comparable orchestration platforms, including journey design, real-time triggers, segmentation, personalization, and multi-channel execution.
• Highly quantitative and analytical, with the ability to turn behavioral, cohort, viewership, and lifecycle data into strategic direction and rigorous decisions.
• Experience applying AI and LLMs to query performance data, accelerate analysis, surface insights, and deliver actionable optimization recommendations.
• Proven ability to lead complex, end-to-end initiatives; identify business growth opportunities; and deliver against ambitious OKRs in a matrixed organization.
• Executive-level communicator and critical thinker who creates clarity, influences stakeholders, and moves teams from insight to action.
• High-ownership operator with a strong bias for action, sound judgment, and the operating discipline to prioritize effectively, execute with urgency, and learn quickly.
• Experience overseeing multiple global lifecycle programs and external agencies with a focus on creative and operational excellence.
• A genuine interest in anime, entertainment, or fan-focused brands and an ability to build an authentic connection with our content and audience.
• Bachelor’s or Master’s degree in Marketing, Business, or a related field.

• Support program for new parents
• Pet insurance and some of our offices are pet friendly!
• The Pay Range for this position is listed. Actual pay will vary based on factors including, but not limited to location, experience, and performance. The range listed 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.
• Pay Transparency - Los Angeles, CA
• $141,100—$176,400 USD