Director, Lifecycle Marketing - Global VOD

About the role

We're looking for a leader to join our Lifecycle Marketing team as Director, Lifecycle Marketing- Global VOD to lead the vision and execution of lifecycle marketing programs that turn fans into loyal subscribers and loyal subscribers into lifelong advocates. You'll promote personalized, fan-first experiences across owned channels-email, push, in-app, SMS, MMS, WhatsApp, and content cards-powered by Braze. From converting AVOD viewers to onboarding, engagement, and winback, you'll activate the moments that matter most. You'll build and mentor a high-performing team, manage large budgets and agency partners, and collaborate across Product, Analytics, Regional Marketing, and more to deliver localized, data-driven campaigns that resonate globally.

• Lead global lifecycle strategy across important stages-acquisition, onboarding, engagement, retention, and winback.
• Manage Braze-powered channel execution (email, push, SMS, WhatsApp, in-app, content cards) to curate personalized, fan-first experiences.
• Use AVOD to grow SVOD subscriptions and scale lifecycle programs that boost conversion, reduce churn, and increase.
• Define metrics and build measurement frameworks in partnership with Center for Data and Insights team.
• Build an outstanding data-driven team with clear ownership across lifecycle stages.
• Promote a test-and-learn culture focused on constant progress.
• Collaborate with regional teams to localize campaigns for LATAM, EMEA, and APAC audiences.
• Partner with MarTech, Product, Analytics, Programming, and Marketing to shape and implement fan-first growth programs.
• Present strategy and results to senior leadership and champion lifecycle as an important business driver

In the role of Director, Lifecycle Marketing- Global VOD, you will report to the VP, Retention & Engagement.

We are considering applicants for the locations of San Francisco, Los Angeles, or Dallas.

About You

We get excited about candidates, like you, because...

• 15+ years of experience in lifecycle, CRM, or digital marketing, with experience in direct-to-consumer digital subscription or streaming businesses.
• 8+ years of experience managing global teams and managing large budgets.
• Experience creating end-to-end strategies for customer journeys and lifecycle marketing.
• Experience with Braze or similar platforms, using advanced features for scale, efficiency, and personalization.
• Experience driving subscriber growth through AVOD or freemium models.
• Experience with team collaboration and partner understanding in globally matrixed organizations.
• Global experience managing localized campaigns across multiple regions.
• A genuine interest in anime, entertainment, or fan-focused brands to promote an authentic connection with our content and audience.
• Bachelor's or Master's degree in Marketing, Business, or a related field.

About the Team

The Lifecycle Marketing team curates personalized journeys that engage, delight, and build long-term loyalty-from onboarding to retention and beyond. Through data-driven insights, we create strategies that connect users to the right experience, at the right time, on the right platform. Whether for our core streaming service or flywheel businesses, our mission is to promote growth, foster a membership mindset, and maximize lifetime value.

Why you will love working at Crunchyroll

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