Lifecycle Marketing Senior Manager, India

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:

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

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

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

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

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

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

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

About You

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

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

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

• Proven ability to interpret data and derive actionable insights for optimization

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

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