Lifecycle Growth Marketing Senior Manager - Onboarding
Los Angeles · USD 141,100-176,400 · 5+ years experience · Hybrid · Posted Oct 20, 2026
At a glance
- Experience
- 5+ years experience
- Workplace
- Hybrid
- Location
- Los Angeles
- Salary
- USD 141,100-176,400
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.
Responsibilities
- 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.
- 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.
- 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.
- 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.
- Own growth initiatives end-to-end—from framing the business problem and opportunity, through strategy, execution, measurement, and iteration.
Requirements
- 8+ years of progressive experience in Lifecycle Marketing, Retention Marketing, Growth Marketing, or a related discipline, with deep exposure to onboarding and early-tenure engagement strategies.
- 5+ years leading and developing globally distributed teams.
- Demonstrated record of using data, experimentation, and customer behavior to improve retention, engagement, viewership, and personalized experiences.
- Deep expertise with Braze or comparable orchestration platforms, including journey design, real-time triggers, segmentation, personalization, and multi-channel execution.
- Highly quantitative and analytical, with the ability to turn behavioral, cohort, viewership, and lifecycle data into strategic direction and rigorous decisions.
- Experience applying AI and LLMs to query performance data, accelerate analysis, surface insights, and deliver actionable optimization recommendations.
- Proven ability to lead complex, end-to-end initiatives; identify business growth opportunities; and deliver against ambitious OKRs in a matrixed organization.
- Executive-level communicator and critical thinker who creates clarity, influences stakeholders, and moves teams from insight to action.
- High-ownership operator with a strong bias for action, sound judgment, and the operating discipline to prioritize effectively, execute with urgency, and learn quickly.
- Bachelor’s or Master’s degree in Marketing, Business, or a related field.
Benefits
- Compensation package including salary plus performance bonus earning potential, paid annually
- Flexible time off policies
- 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
Skills
- Braze
- AI
- LLMs
