Lifecycle Growth Marketing Senior Manager - Onboarding

Crunchyroll, LLC • Los Angeles, CA

3d • $141,100 - $176,400 • Hybrid

About The Position

The Lifecycle Growth Marketing Senior Manager - Onboarding sets the global strategy for turning new subscribers into active, engaged fans. The role designs and scales personalized journeys using recommendations, messaging, and contextual experiences to drive immersion, strengthen viewing habits, and build lasting connections with Crunchyroll. It works across Lifecycle Strategy, Analytics, Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, and Marketing Operations, translating high-value actions, viewership, and behavioral patterns into customized experiences. The role applies quantitative analysis and AI- and LLM-enabled query workflows to evaluate performance, find growth opportunities, and recommend scalable optimizations. It reports to the Director, Lifecycle Growth Marketing - Global VOD. The position is being considered for Los Angeles, California.

The role owns end-to-end onboarding and early-tenure strategy, using retention from initial sign-up as a key measure of success and driver of long-term customer value. It develops signal-based operating practices, personalized multi-channel journeys, measurement and optimization frameworks, and growth initiatives tied to organizational OKRs. It also aligns global and regional stakeholders, leads an early-tenure lifecycle team, and directs external agency partners supporting design, copy, operations, and quality assurance.

Requirements

• 8+ years of progressive experience in Lifecycle Marketing, Retention Marketing, Growth Marketing, or a related discipline, including deep exposure to onboarding and early-tenure engagement strategies.
• 5+ years leading and developing globally distributed teams.
• Demonstrated success 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.
• Strong quantitative and analytical skills, including 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 ambitious OKRs in a matrixed organization.
• Executive-level communication and critical-thinking skills, with the ability to create clarity, influence stakeholders, and move teams from insight to action.
• Strong ownership, bias for action, sound judgment, and operating discipline to prioritize, execute with urgency, and learn quickly.
• Experience overseeing multiple global lifecycle programs and external agencies, with a focus on creative and operational excellence.
• Genuine interest in anime, entertainment, or fan-focused brands and ability to build an authentic connection with Crunchyroll’s content and audience.
• Bachelor’s or Master’s degree in Marketing, Business, or a related field.

Responsibilities

• Define and lead end-to-end onboarding and early-tenure strategy, using retention from initial sign-up as a primary success measure and driver of long-term customer value.
• Create a proactive, signal-based operating model that advances strategy through quantitative analysis, experimentation, fan insights, and business priorities.
• Design and scale personalized lifecycle journeys responsive to fans’ stages, interests, viewing activity, engagement, and behavioral patterns.
• Use recommendations, messaging, and contextual experiences to drive immersion, content discovery, repeat viewing, and fandom habits.
• Identify and prioritize valuable subscriber actions and behavioral signals, translating them into timely, relevant customized experiences that achieve measurable business outcomes.
• Own the strategic development of sophisticated Braze journeys across push, email, SMS, in-app messages, Content Cards, WhatsApp, and MMS.
• Establish standards for segmentation, personalization, real-time triggers, orchestration, testing, and quality assurance in partnership with Lifecycle Operations and Automations teams.
• Define a quantitative measurement and optimization framework covering 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 evaluate performance, identify opportunities, validate insights and incrementality, and develop scalable optimization strategies.
• Lead growth initiatives from problem and opportunity framing through strategy, execution, measurement, and iteration.
• Identify and prioritize opportunities that improve the speed, quality, and effectiveness of lifecycle execution and help deliver organizational OKRs.
• Align Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, Analytics, Marketing Operations, Content & Programming, and regional teams around 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 cross-functional initiatives, connecting customer behavior, business priorities, and execution with clarity and influence.
• Develop and lead a high-performing early-tenure lifecycle team, establishing clear ownership, high standards, and continuous improvement.
• Direct external agency partners supporting design, copy, operations, and QA workflows, setting expectations for creative quality, operational rigor, and efficiency.

Benefits

• Salary plus annual performance bonus earning potential.
• Flexible time off policies.
• Medical, dental, vision, short-term disability, long-term disability, and life insurance.
• Health Savings Account program.
• Health care and dependent care Flexible Spending Accounts.
• 401(k) plan with employer match.
• Employer-paid commuter benefit.
• Support program for new parents.
• Pet insurance; some offices are pet friendly.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior