Lifecycle Growth Marketing Senior Manager - Onboarding

The posting, as Crunchyroll wrote it

About Crunchyroll

Founded by fans, Crunchyroll delivers the art and culture of anime to a passionate community. We super-serve over 100 million anime and manga fans across 200+ countries and territories, and help them connect with the stories and characters they crave. Whether that experience is online or in-person, streaming video, theatrical, games, merchandise, events and more, it’s powered by the anime content we all love.

Join our team, and help us shape the future of anime!

About the role

As the Lifecycle Growth Marketing Senior Manager - Onboarding, you will set the global strategy using data to turn new subscribers into active, engaged fans. You’ll design and scale personalized journeys that meet fans where they are—using recommendations, messaging, and contextual experiences to drive immersion, strengthen viewing habits, and build lasting connections with Crunchyroll. Operating at the intersection of Lifecycle Strategy, Analytics, Product, Engineering, User Acquisition, Go-To-Market, SVOD Strategy, Creative, Brand, and Marketing Operations, you will translate high-value actions, viewership, and behavioral patterns into customized experiences. You’ll pair quant-focused analysis with AI and LLM-enabled query workflows to evaluate performance, identify growth opportunities, and recommend precise, scalable optimizations.

In the role of Lifecycle Growth Marketing Senior Manager - Onboarding, you will report to the Director, Lifecycle Growth Marketing - Global VOD.

We are considering applicants for the location of Los Angeles, CA.

Core Areas of Responsibility

Set the Onboarding Agenda

• 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.

Scale Personalization Through Braze & Orchestration

• 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 tea

[…]
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

About our Values

We want to be everything for someone rather than something for everyone and we do this by living and modeling our values in all that we do. We value

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.

Our commitment to diversity and inclusion

Our mission of helping people belong reflects our commitment to diversity & inclusion. It's just the way we do business.

We are an equal opportunity employer and value diversity at Crunchyroll. Pursuant to applicable law, we do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

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.

Questions about Crunchyroll’s hiring process? Please check out our Hiring FAQs: https://help.crunchyroll.com/hc/en-us/articles/360040471712-Crunchyroll-Hiring-FAQs

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Please beware of recent scams to online job seekers. Those applying to our job openings will only be contacted directly from @crunchyroll.com email account.