About the position
We are looking for a Senior Manager, Lifecycle Marketing - Onboarding & Engagement to manage early tenure onboarding and engagement, while leading global lifecycle efforts focused on engaging new subscribers and reducing early churn. This is a critical role in the Lifecycle Marketing team, responsible for shaping the first 90 days of the customer journey-from Free Trial to active, engaged fandom. You will build strategies in converting trial users, encouraging high-value engagement behaviors, and retaining new subscribers at scale. You'll lead global strategy across onboarding and engagement, using Braze to deliver impactful, personalized messaging that nurtures healthy user behaviors and fandom habits. At Crunchyroll, we know anime isn't just content-it's culture. That's why you will play an important part in helping new fans find their favorite shows, deepen their connection with the anime community, and make Crunchyroll a part of their everyday lives.
Responsibilities
- Design and implement a comprehensive strategy to engage and retain new subscribers globally during their critical early tenure period.
- Increase the 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 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.
- Ensure best practices in personalization, segmentation, and lifecycle orchestration.
- Build and maintain a scalable testing roadmap to improve early tenure retention metrics.
- Partner with Analytics and Data Science teams to track performance, evaluate incrementality, and share insights.
- Partner with regional teams in LATAM, EMEA, APAC, and North America to adapt strategies for global audiences.
- Increase relevancy and performance through culturally attuned messaging and campaign customization.
- Be the main liaison between global content, product, brand, performance marketing, and regional teams.
- Champion the importance of the lifecycle strategies related to churn prevention and user education.
- Manage one or more direct reports, growing a new, high-achieving team.
- Oversee external agency partners to support design, copy, operations, and QA workflows.
Requirements
- 8+ years of experience in CRM, Lifecycle Marketing, or Retention with strong exposure to early customer onboarding and engagement strategies.
- 5+ years of experience managing a globally distributed team.
- Experience building strategies in improving 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.
- A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience.
- Bachelor's or Master's degree in Marketing, Business, or a related field.
Benefits
- Receive a great compensation package including salary plus performance bonus earning potential, paid annually.
- Flexible time off policies allowing you to take the time you need to be your whole self.
- 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 and some of our offices are pet friendly!
