Job Details

Director, Lifecycle Marketing - Global VOD

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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.

About The Role

We're looking for a leader to join our Lifecycle Marketing team as Director, Lifecycle Marketing - Global VOD to lead the vision and execution of lifecycle marketing programs that turn fans into loyal subscribers and loyal subscribers into lifelong advocates. You'll promote personalized, fan-first experiences across owned channels—email, push, in-app, SMS, MMS, WhatsApp, and content cards—powered by Braze. From converting AVOD viewers to onboarding, engagement, and winback, you'll activate the moments that matter. You'll build and mentor a high-performing team, manage large budgets and agency partners, and collaborate across Product, Analytics, Regional Marketing, and more to deliver localized, data-driven campaigns that resonate globally.

• Lead global lifecycle strategy across important stages—acquisition, onboarding, engagement, retention, and winback.


• Manage Braze-powered channel execution (email, push, SMS, WhatsApp, in-app, content cards) to curate personalized, fan-first experiences.


• Use AVOD to grow SVOD subscriptions and scale lifecycle programs that boost conversion, reduce churn, and increase.


• Define metrics and build measurement frameworks in partnership with Center for Data and Insights team.


• Build an outstanding data-driven team with clear ownership across lifecycle stages.


• Promote a test-and-learn culture focused on constant progress.


• Collaborate with regional teams to localize campaigns for LATAM, EMEA, and APAC audiences.


• Partner with MarTech, Product, Analytics, Programming, and Marketing to shape and implement fan-first growth programs.


• Present strategy and results to senior leadership and champion lifecycle as an important business driver.

In the role of Director, Lifecycle Marketing - Global VOD, you will report to the VP, Retention & Engagement. We are considering applicants for the locations of San Francisco, Los Angeles, or Dallas.

About You

• 15+ years of experience in lifecycle, CRM, or digital marketing, with experience in direct-to-consumer digital subscription or streaming businesses.


• 8+ years of experience managing global teams and managing large budgets.


• Experience creating end-to-end strategies for customer journeys and lifecycle marketing.


• Experience with Braze or similar platforms, using advanced features for scale, efficiency, and personalization.


• Experience driving subscriber growth through AVOD or freemium models.


• Experience with team collaboration and partner understanding in globally matrixed organizations.


• Global experience managing localized campaigns across multiple regions.


• 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.

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.

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!

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

San Francisco, CA

$170,425—$213,032 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: Crunchyroll Hiring FAQs. Please refer to our Candidate Privacy Policy for more information about how we process your personal information, and your data protection rights: 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.

Seniority level

• Director

Employment type

• Full-time

Job function

• Advertising and Marketing

Industries

• Entertainment Providers