Lifecycle Marketing Senior Manager, India
Posted about 2 months ago
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
Crunchyroll is seeking a Lifecycle / CRM Marketing Senior Manager to lead localized CRM strategies for India, one of our fastest-growing regions. Based in Mumbai or Hyderabad, this role will craft and execute campaigns across the entire subscriber journey—from acquisition and onboarding to retention and winback—ensuring anime fans in India feel connected, celebrated, and immersed in the Crunchyroll experience.
You'll act as a subject matter expert for India's market, championing localization, cultural nuance, and fan-first engagement strategies. You'll collaborate with regional marketing, content, and global teams to deliver personalized campaigns that resonate with anime fans and drive measurable business impact.
What You'll Do
- Localized CRM Strategy: Help to develop and implement CRM and lifecycle marketing strategies tailored to Indian audiences across acquisition, onboarding, engagement, retention, and winback working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
- Regional Market Expertise: Serve as Crunchyroll's lifecycle lead for India, advising on cultural nuances, local market behaviors, 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.
- Marketing Technology Ownership: Lead the optimization of Braze in India, designing multi-channel user journeys through email, push, WhatsApp, MMS, in-app, and notification center.
- Cross-Functional Partnership: Work with Product, Content, Data Science, and Growth teams to create cohesive fan experiences and ensure lifecycle campaigns align with both local and global priorities.
- Performance & Optimization: Analyze lifecycle campaign performance, identify opportunities, and apply insights to continuously improve effectiveness and fan impact.
- Innovation & Experimentation: Stay ahead of India's digital marketing trends (UPI, regional languages, WhatsApp, mobile-first behaviors) to test and evolve lifecycle strategies.
About You
- 8+ years of experience in lifecycle, CRM, or retention marketing required, ideally within streaming, digital subscription, or entertainment industries.
- Extensive experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution.
- Deep knowledge of Indian consumer behaviors, digital marketing platforms, and messaging ecosystems (especially WhatsApp, UPI-driven funnels).
- Analytical skills to interpret data and derive actionable insights for optimization.
- Strong creative acumen is essential to conceptualize and drive dynamic, fan-first engagement campaigns that captivate our growing Indian audience.
- Proven ability to collaborate across regional and global teams in a fast-paced, matrixed environment.
- Passion for anime, entertainment, or fan-first brands is highly valued.
- Previous management experience preferred.
- Additional proficiency in relevant regional Indian languages is a plus.
- Bachelor's degree in Marketing, Business, or related field.
About the Team
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.
About our Values
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
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Courage. We believe that when we overcome fear, we enable our best selves.
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Curiosity. We are curious, which is the gateway to empathy, inclusion, and understanding.
- Kaizen. We have a growth mindset committed to constant forward progress.
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Service. We serve our community with humility, enabling joy and belonging for others.
Our commitment to diversity and inclusion
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.
Other open roles at Crunchyroll, LLC(6)
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.
Key team members
Brian McGarvey
John Leonhardt
Charles Valentine
Anna Songco Adamian
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