Lifecycle Growth Marketing Senior Manager - Onboarding

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 teams to scale execution with discipline. Turn Data, AI & LLMs Into Growth Decisions • Define a rigorous, quant-focused measurement and optimization framework across retention, engagement, viewership, high-value actions, habituality, show diversity, and other business-critical outcomes. • Partner with Analytics and Data Science to use AI- and LLM-enabled analytics and query tools to explore journey and campaign performance, identify trends and opportunities, validate insights and incrementality, and translate learnings into scalable lifecycle optimization strategies that improve targeting and timing. Lead End-to-End Growth Initiatives & OKR Delivery • Own growth initiatives end-to-end—from framing the business problem and opportunity, through strategy, execution, measurement, and iteration.