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!
Crunchyroll is looking for a strategic and data-driven lifecycle marketing leader to own programs designed to reduce churn and strengthen subscriber retention across our SVOD business.
As Lifecycle Growth Marketing Senior Manager, Retention, you will lead lifecycle strategies that proactively identify and engage subscribers showing signs of churn risk. You’ll design and scale targeted interventions that address both active churn (cancel intent) and passive churn (declining engagement, payment risk, or inactivity).
This role sits at the intersection of Lifecycle Strategy, Analytics, Product, and Marketing Operations, translating behavioral signals and churn models into lifecycle programs that protect recurring revenue and improve subscriber lifetime value.
What You’ll DoOwn Lifecycle Churn Mitigation Strategy- Define and lead the end-to-end retention strategy across the subscriber lifecycle, positioning churn reduction as a core driver of sustainable growth and LTV expansion.
- Establish a proactive, signal-based approach to identifying churn risk and deploying targeted lifecycle interventions that improve engagement and reduce both active and passive churn.
Continuously evolve the retention strategy through data, experimentation, and market insights.
- Build and manage lifecycle programs targeting at-risk subscribers, including cancel-save experiences, behavioral nudges, engagement recovery campaigns, and payment recovery messaging.
- Develop segmented retention strategies tailored to different subscriber behaviors, tenure stages, and engagement patterns.
- Partner with Lifecycle Operations and Automations teams to scale these interventions across channels.
- Collaborate with Analytics and Data Science to translate churn models and behavioral signals into actionable lifecycle strategies.
- Define the targeting, triggering, and prioritization frameworks that power proactive retention efforts.
- Leverage ongoing performance insights to refine intervention timing, audience selection, and strategic focus.
- Partner with Product teams on retention-related product experiences such as cancel flows, subscription management UX, and feature adoption journeys.
- Identify structural drivers of churn and advocate for product and experience improvements that reduce friction and increase long-term engagement.
- Embed lifecycle thinking into product development to strengthen retention outcomes at the source.
- Lead structured experimentation across retention programs, offers, messaging, and intervention timing.
- Measure program impact across key retention metrics including churn reduction, save rates, and lifetime value improvements.
- Surface insights that inform broader lifecycle and product strategies.
- Work closely with Lifecycle Marketing leaders, Product, Analytics, Marketing Operations, and Creative teams.
- Align retention strategies with broader lifecycle initiatives including onboarding, engagement, and monetization.
- Help shape the long-term retention roadmap for Crunchyroll’s subscriber business.
- 8+ years of experience in product marketing, lifecycle/CRM marketing, retention marketing, or growth marketing,
- Proven track record designing and scaling retention and churn mitigation strategies for subscription businesses, driving measurable improvements in LTV, churn reduction, and customer lifetime engagement.
- Highly analytical, with deep experience leveraging behavioral, cohort, and lifecycle data to inform strategy, optimize performance, and drive incremental growth.
- Hands-on expertise with leading lifecycle and CRM platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud, Adobe Campaign) to operationalize and scale personalized, data-driven programs.
- Demonstrated ability to lead growth initiatives cross-functional across Product, Go-To-Market, Analytics, and Engineering, influencing roadmaps and delivering integrated growth outcomes.
- Strong experience building and executing structured experimentation frameworks (A/B, multivariate), with a focus on causal measurement, optimization, and scalable learnings.
- Strategic thinker with a bias for action, capable of translating business objectives into full-funnel lifecycle strategies and executing with precision.
In addition to getting to work with fun, passionate and inspired colleagues, you will also enjoy the following benefits and perks:
- 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!
#LifeAtCrunchyroll #LI-Hybrid
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 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: https://help.crunchyroll.com/hc/en-us/articles/360040471712-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: https://tbcdn.talentbrew.com/company/22978/v1_0/docs/spe-jobs-privacy-policy-update-for-crpa-dec-21-22.pdf
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.
Skills Required
- 8+ years of experience in product marketing, lifecycle/CRM marketing, retention marketing, or growth marketing
- Proven track record designing and scaling retention and churn mitigation strategies for subscription businesses
- Deep experience leveraging behavioral, cohort, and lifecycle data to inform strategy and optimize performance
- Hands-on expertise with lifecycle/CRM platforms (Braze, Iterable, Salesforce Marketing Cloud, Adobe Campaign)
- Demonstrated ability to lead cross-functional growth initiatives with Product, Analytics, Marketing Ops, and Engineering
- Strong experience building and executing structured experimentation frameworks (A/B and multivariate testing) and causal measurement
- Strategic thinker with a bias for action capable of translating business objectives into full-funnel lifecycle strategies
What the Team is Saying
What We Do
At Crunchyroll, we deliver what anime fans love—anytime, anywhere. With the world’s largest anime streaming library, we connect fans to the stories, characters, and creators they love. But Crunchyroll is more than just a destination to watch anime—it's a global ecosystem where anime lives and breathes beyond the screen. From streaming and theatrical releases to merch, games, news, events, and music, we offer fans immersive experiences that celebrate anime culture in all its forms. Headquartered in the U.S. with teams and reach across the globe, Crunchyroll is an independently operated joint venture between Sony Pictures Entertainment and Aniplex of Japan. This unique partnership gives us the power to scale globally while staying rooted in anime’s cultural origins, ensuring authenticity and access for fans everywhere. We believe anime is more than entertainment—it’s a way of life. And we’re here to champion that passion every day.
Why Work With Us
We take the People Experience seriously here at Crunchyroll. Join a diverse team of talented, ambitious people who treat each other well and believe that how we win is just as important as winning.
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Employees engage in a combination of remote and on-site work.
Three in-person days per week. Tuesdays, Wednesdays, and Thursdays are the company-wide days for ALL team members to be in the office, and individuals may choose to come in more if they please.
