Lifecycle Marketing Commerce Senior Manager
at Crunchyroll, LLC
Los Angeles, United States
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!
We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops.
This role owns how fans experience each drop — from anticipation to launch-day conversion and post-drop re-engagement. You will design structured, repeatable lifecycle programs that maximize sell-through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops.
You’ll partner closely with Merchandising, Product Development, Brand, Analytics, and Operations to ensure lifecycle strategy supports buy quantities, margin targets, and sell-through goals — while preserving the premium positioning of the business.
You will report into the Director of Lifecycle Marketing, Global Flywheel and serve as the lifecycle lead for the drops business.
What You’ll Do
Own Lifecycle Strategy for Drop-Driven Commerce
Design lifecycle programs specifically built for limited-release, time-bound drops — supporting both fan engagement and disciplined commercial outcomes.
Build Structured Launch Playbooks
Develop repeatable frameworks for:
- Tease and anticipation-building
- Audience priming and demand shaping
- Launch-day orchestration
- Sell-through acceleration
- Post-drop re-engagement and next-drop priming
Drive Sell-Through & Revenue Velocity
Align lifecycle programming with:
- SKU-level performance goals
- Buy quantities and inventory risk
- Margin and pricing strategy
- Assortment roles (hero, volume driver, entry point)
Support Premium Brand Positioning
Ensure lifecycle messaging protects long-term brand trust while driving short-term performance and reflects:
- Product quality
- Limited availability
- Cultural relevance
- Elevated storytelling
Market Authentically to Fandom
- Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers
- Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release
- Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell-through
Establish Performance Frameworks
Define and track metrics specific to drop commerce, including:
- Revenue velocity during launch windows
- Sell-through by segment
- Repeat drop participation rate
- Incremental revenue contribution from lifecycle programming
- AOV and conversion rate during drop windows
Lead Post-Drop Retrospectives
Partner with Merchandising and Analytics to:
- Review drop performance
- Assess segmentation effectiveness
- Identify segmentation and cadence learnings
- Translate insights into refined lifecycle strategies for future launches
About You
We’re excited about candidates who bring:
Direct Experience in Drop-Based or Limited-Release Commerce
- 8+ years in lifecycle or retention marketing
- Experience supporting limited releases or event-based product launches
- Understanding of how lifecycle strategy impacts sell-through and inventory risk
Commercial Discipline
- Comfortable owning revenue and performance KPIs
- Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
- Experience operating in fast-moving launch environments with fixed deadlines
Advanced Segmentation & Lifecycle Expertise
- Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
- Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
Cross-Functional Launch Collaboration
- Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
- Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy
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
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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