Lifecycle Marketing Senior Manager, India

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!

Lifecycle Marketing, Senior Manager, India

Job Profile: Marketing, Demand Generation

Job Code: MK.PMDG.P4

Location: Mumbai or Hyderabad Reports to: Director, Lifecycle Marketing – Regional Engagement

About the Role

Crunchyroll is seeking a Lifecycle Marketing Senior Manager to lead localized lifecycle 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 Lifecycle Strategy: Help to develop and implement 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, SMS, 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, SMS, UPI-driven funnels).

• 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.

• Passion for anime, entertainment, or fan-first brands is highly valued.

• Previous management experience.

• Additional proficiency in relevant regional Indian languages.

• 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.

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:

• Best-in class medical, dental, and vision private insurance healthcare coverage

• Access to counseling & mental health sessions 24/7 through our Employee Assistance Program (EAP)

• Free premium access to Crunchyroll

• Professional Development

• Company's Paid Parental Leave

• up to 22 weeks for birthing parents

• up to 12 weeks for non-birthing parents

• Hybrid Work Schedule

• Paid Time Off

• Flex Time Off

• 5 Yasumi Days

• Half-Day Fridays during the summer

• Winter Break

#LifeAtCrunchyroll ((select from the following job modalities for this role: #LI-Hybrid #LI-remote #LI-onsite))

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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