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!
We’re looking for a passionate and data-driven Lifecycle Marketing Senior Manager to join our Regional Engagement team, based in Singapore. In this role, you’ll lead localized lifecycle strategies across APAC, designing and implementing campaigns that engage, retain, and win back Anime fans. You’ll combine deep knowledge of local market dynamics with a global fan-first vision, ensuring Crunchyroll connects authentically with our community across every stage of the customer journey.
What You’ll Do- Lifecycle Strategy & Execution: Help to develop and implement lifecycle marketing strategies tailored to audiences across APAC covering acquisition, onboarding, engagement, retention, and winback working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
- Regional Expertise: Serve as the regional expert for customer lifecycle nuances, shaping best practices, and advising on culturally & market-specific approaches, and fan engagement opportunities.
- Go-to-Market Campaigns: Collaborate with regional marketing, programming, and curation teams to design localized go-to-market moments for major content launches, seasonal events, and fan activations.
- Cross-Functional Collaboration: Partner closely with regional marketing, content programming, and curation teams to develop go-to-market strategies and localized moments that drive subscriber growth and fandom engagement.
- Marketing Technology Leadership: Own and optimize our Braze instance in the region, leveraging its full capabilities (email, push, SMS, MMS, WhatsApp, in-app, and notification center) to design seamless and personalized user journeys.
- Fan-First Campaigns: Create impactful communications that celebrate anime fandom and strengthen Crunchyroll’s emotional connection with fans in APAC.
- Data-Driven Growth: Partner with Product, Content, Data Science, and Growth teams to measure performance, analyze insights, and continuously optimize lifecycle initiatives.
- Innovation & Experimentation: Stay on top of APAC-specific marketing trends (e.g.mobile-first experiences, digital payments, WhatsApp-first engagement) and adapt lifecycle strategies to meet fans where they are.
In this role, you will report to the Director, Lifecycle Marketing - Regional Engagement.
We are considering applicants for the location of Singapore.
About You- 8+ years of experience in CRM, lifecycle, or retention marketing is required, ideally in the streaming, entertainment, or digital subscription services industry.
- Extensive experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution.
- Experience in Asian markets and cultural nuances, digital marketing platforms, and messaging ecosystems with experience tailoring campaigns for diverse local audiences.
- Analytical skills to interpret performance data, identify trends, and optimize campaigns.
- Collaborative spirit—comfortable working across regional and global teams in a fast-paced, matrixed environment.
- Creative acumen is essential to conceptualize and drive dynamic, fan-first engagement campaigns that captivate our growing Southeast Asian audience.
- A genuine passion for anime, fandom culture, or entertainment brands!
- Additional proficiency in relevant regional languages.
Our Lifecycle Marketing team designs personalized journeys that drive fan connection, engagement, and loyalty. Through data-driven insights and creativity, we activate the right experiences at the right time across channels—helping anime fans feel seen, understood, and inspired by Crunchyroll.
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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.
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Skills Required
- 8+ years experience in CRM, lifecycle, or retention marketing
- Experience in streaming, entertainment, or digital subscription services
- Extensive experience with Braze or comparable orchestration platforms (journey design, real-time triggers, channel execution)
- Experience in Asian markets, local cultural nuances, and tailoring campaigns for diverse audiences
- Analytical skills to interpret performance data and optimize campaigns
- Proven ability to collaborate across regional and global cross-functional teams
- Creative acumen to develop fan-first engagement campaigns
- Genuine passion for anime, fandom culture, or entertainment brands
- Proficiency in relevant regional languages
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.
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