About the role

We’re looking for a passionate and data-driven Lifecycle Marketing Senior Manager to join our Regional Engagement team, based in Singapore. In this role, you’ll lead localized lifecycle strategies across APAC, designing and implementing campaigns that engage, retain, and win back Anime fans. You’ll combine deep knowledge of local market dynamics with a global fan-first vision, ensuring Crunchyroll connects authentically with our community across every stage of the customer journey.

What You’ll Do

• Lifecycle Strategy & Execution: Help to develop and implement lifecycle marketing strategies tailored to audiences across APAC covering acquisition, onboarding, engagement, retention, and winback working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
• Regional Expertise: Serve as the regional expert for customer lifecycle nuances, shaping best practices, and advising on culturally & market-specific approaches, 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.
• Cross-Functional Collaboration: Partner closely with regional marketing, content programming, and curation teams to develop go-to-market strategies and localized moments that drive subscriber growth and fandom engagement.
• Marketing Technology Leadership: Own and optimize our Braze instance in the region, leveraging its full capabilities (email, push, SMS, MMS, WhatsApp, in-app, and notification center) to design seamless and personalized user journeys.
• Fan-First Campaigns: Create impactful communications that celebrate anime fandom and strengthen Crunchyroll’s emotional connection with fans in APAC.
• Data-Driven Growth: Partner with Product, Content, Data Science, and Growth teams to measure performance, analyze insights, and continuously optimize lifecycle initiatives.
• Innovation & Experimentation: Stay on top of APAC-specific marketing trends (e.g.mobile-first experiences, digital payments, WhatsApp-first engagement) and adapt lifecycle strategies to meet fans where they are.

In this role, you will report to the Director, Lifecycle Marketing - Regional Engagement.

We are considering applicants for the location of Singapore. 

About You

• 8+ years of experience in CRM, lifecycle, or retention marketing is required, ideally in the streaming, entertainment, or digital subscription services industry.
• Extensive experience with Braze (or comparable orchestration platforms), including journey design, real-time triggers, and channel execution.
• Experience in Asian markets and cultural nuances, digital marketing platforms, and messaging ecosystems with experience tailoring campaigns for diverse local audiences.
• Analytical skills to interpret performance data, identify trends, and optimize campaigns.
• Collaborative spirit—comfortable working across regional and global teams in a fast-paced, matrixed environment.
• Creative acumen is essential to conceptualize and drive dynamic, fan-first engagement campaigns that captivate our growing Southeast Asian audience.
• A genuine passion for anime, fandom culture, or entertainment brands!
• Additional proficiency in relevant regional languages.

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.

#LifeAtCrunchyroll #LI-Remote