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!

About the Role

We're looking for a Lifecycle Marketing Senior Manager to lead localized lifecycle strategies for India, one of our fastest-growing regions. Based in Mumbai or Hyderabad, you'll 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.

Reporting to the Marketing Director, 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.

Key Responsibilities:

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Develop and implement lifecycle marketing strategies for Indian audiences across acquisition, onboarding, engagement, retention, and winback

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Serve as Crunchyroll’s lifecycle lead for India, advising on cultural nuances, market behavior, and fan engagement opportunities

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Collaborate with regional marketing, programming, and curation teams to create go-to-market campaigns for content launches, events, and fan activations

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Lead the use and optimization of Braze in India, designing multi-channel journeys via email, push, SMS, WhatsApp, MMS, in-app, and notification center

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Partner with Product, Content, Data Science, and Growth teams to ensure lifecycle campaigns align with local and global goals

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Analyze campaign performance, identify insights, and optimize strategies for maximum fan impact

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Stay ahead of India’s digital marketing trends (UPI, regional languages, WhatsApp, mobile-first behavior) and test new lifecycle strategies.

About You

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8+ years of experience in lifecycle, CRM, or retention marketing, ideally within streaming, digital subscription, or entertainment industries

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Extensive experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution

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Deep knowledge of Indian consumer behaviors, digital marketing platforms, and messaging ecosystems (especially WhatsApp, SMS, UPI-driven funnels)

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Proven ability to interpret data and derive actionable insights for optimization

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Strong creative acumen to conceptualize and drive fan-first engagement campaigns for India

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Demonstrated experience collaborating across regional and global teams

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

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Additional proficiency in regional Indian languages

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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 #LI-Hybrid

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

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