Lifecycle Marketing Senior Manager, India

About the Role

Crunchyroll is seeking a Lifecycle / CRM Marketing Senior Manager to lead localized CRM strategies for India, one of our fastest-growing regions. Based in Mumbai or Hyderabad, this role will 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.

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.

What You'll Do

• Localized CRM Strategy: Help to develop and implement CRM and lifecycle marketing strategies tailored to Indian audiences across acquisition, onboarding, engagement, retention, and winback working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
• Regional Market Expertise: Serve as Crunchyroll's lifecycle lead for India, advising on cultural nuances, local market behaviors, 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.
• Marketing Technology Ownership: Lead the optimization of Braze in India, designing multi-channel user journeys through email, push, WhatsApp, MMS, in-app, and notification center.
• Cross-Functional Partnership: Work with Product, Content, Data Science, and Growth teams to create cohesive fan experiences and ensure lifecycle campaigns align with both local and global priorities.
• Performance & Optimization: Analyze lifecycle campaign performance, identify opportunities, and apply insights to continuously improve effectiveness and fan impact.
• Innovation & Experimentation: Stay ahead of India's digital marketing trends (UPI, regional languages, WhatsApp, mobile-first behaviors) to test and evolve lifecycle strategies.

About You

• 8+ years of experience in lifecycle, CRM, or retention marketing required, 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, UPI-driven funnels).
• Analytical skills to interpret data and derive actionable insights for optimization.
• Strong creative acumen is essential to conceptualize and drive dynamic, fan-first engagement campaigns that captivate our growing Indian audience.
• Proven ability to collaborate across regional and global teams in a fast-paced, matrixed environment.
• Passion for anime, entertainment, or fan-first brands is highly valued.
• Previous management experience preferred.
• Additional proficiency in relevant regional Indian languages is a plus.
• Bachelor's degree in Marketing, Business, or related field.

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.