The Role
Lead lifecycle marketing initiatives at WEBTOON, optimizing user engagement from onboarding to retention. Drive data-driven strategies across multiple channels and collaborate cross-functionally to enhance user experiences and content discovery.
Summary Generated by Built In
WEBTOON Entertainment is a leading global entertainment company and home to some of the world's largest storytelling platforms. As the global leader and pioneer of the mobile webcomic format, WEBTOON Entertainment has transformed comics and visual storytelling for fans and creators.
With its CANVAS UGC platform empowering anyone to become a creator, and a growing roster of superstar WEBTOON Originals creators and series, WEBTOON Entertainment’s passionate fandoms are the new face of pop culture. WEBTOON Entertainment adaptations are available on Netflix, Prime Video, Crunchyroll, and other screens around the world, and the company’s content partners include Discord, HYBE and DC Comics, among many others.
WEBTOON is seeking an experienced, data-driven Senior Manager, Lifecycle Marketing to lead initiatives that deepen relationships with our users across their entire customer journey. This role is responsible for launching and optimizing lifecycle programs—from onboarding through long-term retention—using a mix of channels including email, push notifications, in-app messaging, and SMS.
The ideal candidate is a strategic, customer-focused marketer with a proven track record in lifecycle marketing, CRM, and engagement strategy within digital media, publishing, or subscription-based businesses. You will partner cross-functionally to deliver personalized experiences, drive content consumption, and build loyalty among WEBTOON’s passionate community.
Key Responsibilities: Strategy
- Build and own the lifecycle marketing strategy to maximize engagement, retention, and long-term user value.
- Develop data-driven segmentation, targeting, and personalization strategies that deepen user relationships and fuel growth.
- Champion a test-and-learn approach, using experimentation to optimize messaging, cadence, and creative across channels.
- Evaluate lifecycle performance, track KPIs, and make recommendations for maximum business impact.
Key Responsibilities: Lifecycle Marketing Execution
- Lead the customer journey design and implementation, from onboarding flows to win-back campaigns.
- Own and optimize communications across email, push, in-app messaging, and SMS.
- Partner with Product and Data teams to implement personalized and automated programs at scale.
- Drive engagement campaigns that promote content discovery, upsell opportunities, and fandom-building initiatives.
- Implement processes that streamline campaign execution and cross-functional collaboration.
- Support implementation and use of tools and infrastructure (e.g., CDP, marketing automation) that enable targeting, tracking, and reporting across the entire marketing funnel.
Key Responsibilities: Cross-Functional Collaboration
- Work closely with Creative on compelling campaign assets.
- Collaborate with Product and Operations to enhance in-app lifecycle touchpoints.
- Align with Analytics and Data teams to refine segmentation, reporting, and dashboards.
Required Qualifications:
- 8+ years in marketing, with at least 5 years focused on lifecycle marketing, CRM, or retention.
- Proven hands-on expertise with marketing automation tools, CDPs, ESPs, and CRM systems.
- Proven success scaling lifecycle strategies in digital media, entertainment, or subscription-based businesses.
- Strategic thinker who can also execute and drive results.
- Strong analytical mindset; skilled at using customer insights and behavioral data to drive decision-making.
- Understanding of user segmentation, behavioral targeting, and marketing automation platforms.
- Excellent cross-functional collaboration skills in matrixed organizations.
Preferred Qualifications:
- MBA or equivalent advanced degree.
- Prior hands-on experience using Braze for email or campaign deployment.
- Knowledge of SMS and Mobile channels like Push/In-App/Embedded Messaging
- Experience in entertainment, comics, gaming, or fan-driven communities.
What we offer:
- Career development; we believe in mentorship and investing in your learning, supporting you to achieve your goals
- Health benefits, including vision and dental!
- Generous PTO and Parental Leave Top-up
- 401K Contributions
- Commuter Benefits
- Work-From-Anywhere
- Global WEBTOON and LINE FRIENDS discount program
- Winter break shutdown and a whole lot more!
With approximately 155 million monthly active users, WEBTOON Entertainment’s IP & Creator Ecosystem of aligned brands and platforms include WEBTOON, Wattpad--the world’s leading webnovel platform--WEBTOON Productions, Studio N, Studio LICO, WEBTOON Unscrolled, LINE MANGA, and eBookJapan, among others.
Join us and work with some of the biggest artists, IP, and fandoms in comics!
#WEBTOON
Top Skills
Braze
Cdps
Crm Systems
Esps
Marketing Automation Tools
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The Company
What We Do
Wattpad. Where Stories Live.
Wattpad’s vision is to entertain and connect the world through stories. The global multi-platform entertainment company uses the power of community and technology to enable the creation and distribution of content across a variety of formats. Its flagship app, Wattpad, is home to a community of more than 90 million people who spend over 23 billion minutes a month engaged in original stories. Tap by Wattpad, the company’s second storytelling product, offers short, chat-based stories in over a dozen languages. Wattpad Studios co-produces stories for film, television, digital and print, together with industry partners. Wattpad Brand Partnerships offers a full suite of advertising products to help brands build deep engagement with Gen Z consumers. The company is proudly based in Toronto, Canada.
