Senior Manager, CRM Marketing, Asia

About the company

Founded by fans, the company 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 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 Asia, 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 the company 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 Asia 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 the company’s emotional connection with fans in Asia.

• 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 Asia-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, Growth - Asia + MENA.

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 the company.

#LifeAtCrunchyroll #LI-Remote

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 the company. 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.

The company 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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