Senior Manager, Lifecycle Marketing and CRM, LATAM

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 Crunchyroll is seeking a Senior Manager, CRM Marketing to lead localized CRM engagement for our Latin American markets, one of our fastest-growing regions. Based in Mexico City, this role will own the CRM campaign calendar for the region, balancing high-velocity title moments and catalog beats while bringing our biggest anime moments to life across owned channels. You will plan and execute high-impact, fan-first campaigns that support title launches and catalog discovery—including new season/series drops, dub drops, mid-season arcs, and finales for top-tier titles. Success in this role requires strong segmentation and analytical judgment, plus the ability to translate IP into messaging that creates an emotional connection with fans. You’ll also act as a subject matter expert for the Latin America market, championing transcreation and locally resonant storytelling (not just translation), cultural nuance, and fan-first engagement. You’ll partner closely with our global Lifecycle Marketing team that owns always-on lifecycle journeys; in this role, you will serve as a regional advisor and ensure key title moments and local insights are reflected in the broader lifecycle strategy. What You’ll Do • CRM Campaign Calendar Ownership: Own the CRM campaign calendar for Latin America across tentpole releases, seasonal beats, and catalog programming, aligning timing, targeting strategy, and channel plans with local and global priorities (across multiple markets, languages, and time zones). • Go-to-Market Campaigns: Collaborate with regional marketing, brand, programming, and curation teams to design localized go-to-market moments for major content launches, seasonal events, partnerships, and fan activations. • Segmentation & Audience Strategy: Apply best practices in personalization and segmentation to build targeted campaigns informed by fan behavior, affinities, regional nuances, and language/dub preferences. Partner with Data Science and Growth teams to refine audience definitions, identify opportunities, and improve precision over time. • Regional Market Expertise: Serve as Crunchyroll’s CRM market lead for Latin America, advising on cultural nuances, local market behaviors, local platform norms, channel norms, and fan engagement opportunities. • Localized Lifecycle Strategy: Provide regional inputs into Latin America lifecycle journey strategies across acquisition, onboarding, engagement, retention, and winback, working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration. • Marketing Technology Ownership: Lead campaign execution and performance optimization in partnership with Operations, Martech, and Data Analytics; manage CRM initiatives within Braze (or similar) across email, push, in-app, notification center, and relevant messaging channels, ensuring excellence in configuration, QA, measurement, and reporting. Own content-triggered messaging strategy that supports title moments and engagement in alignment with lifecycle standards and guardrails. • Cross-Functional Partnership: Work with Regional Marketing, Product, Brand, Content, Creative, Data Science, and GTM teams to create cohesive fan experiences and ensure lifecycle campaigns align with both local an