Lifecycle Growth Marketing Senior Manager, Retention

Lifecycle Growth Marketing Senior Manager, Retention

Los Angeles, California, United States

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!

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.