Lifecycle Growth Marketing Senior Manager, Retention

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 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 Do

Own 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.

Design At-Risk Lifecycle Interventions

• 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.

Leverage Data & Modeling to Identify Risk Signals

• 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.

Optimize the Subscriber Retention Experience

• 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.

Drive Experimentation & Performance

• 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.

Collaborate Across Growth & Lifecycle Teams

• 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.

About You

• 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.

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

The Pay Range for this position is listed. Actual pay will vary based on factors including, but not limited to location, experience, and performance. The range listed is just one component of Crunchyroll’s Total Rewards offerings for employees. Other rewards may include performance bonuses, employer matched retirement savings, time-off programs, and progressive health benefits and perks.

Pay Transparency - Los Angeles, CA

$135,000 - $160,000 USD

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

• 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 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.

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