Senior Manager, Lifecycle Marketing - Onboarding & Engagement

Senior Manager, Lifecycle Marketing - Onboarding & Engagement

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

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.

Youll 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.

• 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.

Braze Platform Mastery

Global Relevance & Regional Localization

Globally Matrixed Team Collaboration

In the role of Senior Manager, Lifecycle Marketing - Onboarding & Engagement, you will report to the VP, Retention & Engagement.

We are considering applicants for the location of Los Angeles or Dallas.

About You

We get excited about candidates, like you, because...

About the Team

The Lifecycle Marketing team curates personalized journeys that engage, delight, and build long-term loyalty—from onboarding to retention and beyond. Through data-driven insights, we create strategies that connect users to the right experience, at the right time, on the right platform. Whether for our core streaming service or flywheel businesses, our mission is to promote growth, foster a membership mindset, and maximize lifetime value.

Why you will love working at Crunchyroll

In addition to getting to work with fun, passionate and inspired colleagues, you will also enjoy the following benefits and perks :

#LifeAtCrunchyroll #LI-Hybrid

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.

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.

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.

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