About the Role
Crunchyroll is looking for a data-driven, technology-centric growth marketing executive to help enhance and execute a world-class integrated acquisition and retention program that accelerates subscriber growth and lifetime value quickly and profitably.
This is a new role in the organization reporting into the COO with elevated seniority to match its critical importance. The right candidate is likely to have substantial experience in consumer digital subscriptions (ideally streaming and/or gaming/e-commerce), a general manager mindset and a proven track-record managing high-performing teams at scale in rapidly-scaling environments.
This role will play a key part in architecting Crunchyroll’s vision of being “everything to someone” by building a marketing program in service of all lines of business with a vision of creating the membership model of the future. Most importantly, the right candidate will share our vision of keeping fans front and center of everything we do.
Summary
Set the north-star, vision and roadmap for how Crunchyroll can use key marketing channels to effectively acquire, engage, retain and win back subscribers of the SVOD business
Provide expertise to help inform and achieve regional growth targets in key territories while managing the go to market activities of key functions
Drive engagement with various flywheel lines of business and membership features like the Crunchyroll Store and Games Vault, using them as additional tools to boost lifetime value
Partner with cross-functional leaders to help architect a leading edge marketing technology capability that expanded the “pipes” to our fans using automation, personalization to deliver millions of customized messages
Lead and continue to build a world-class global team; serve as mentor, coach and champion for direct reports
Key Responsibilities
SVOD SUBSCRIBER ACQUISITION AND RETENTION
- Oversee subscriber acquisition paid media budgets and deliver growth targets within set payback windows by region
- Oversee Crunchyroll’s SEO strategy and team to maximize earned reach of subscriber acquisition
- Identify and remove friction from sign-up flow processes to maximize conversion of earned traffic incorporating regional nuances
- Work closely with business development and product teams to maximize growth opportunities on third party and first party platforms
- Use this greenfield opportunity to define our subscriber retention and lifecycle marketing playbook.
- Find the smartest ways to turn early life customers into repeat, habitual users and ultimately advocates
- Use connected data from the thousands of touchpoints and channels in order to target and communicate with customers in the most relevant, timely and personalized manner
- Lead, coach and develop a centralized in-house CRM and retention marketing team that obsesses over a “test and learn” approach using a multi-channel communications system (including Email, Push Notifications, in-App messages and retargeting media) to drive results
TERRITORY GO TO MARKET PLANNING & ANALYSIS
- Develop territory go to market plans that leverage regionalization strategies from the strategy & planning team, operational levers like SEO, paid media, and lifecycle channels
- Work closely with creative marketing teams to activate local grassroots marketers as needed to achieve go to market goals to drive streaming growth
- Develop business cases and influence product teams to influence the product roadmaps to maximize growth in these regions
FLYWHEEL AND VALUE PROP MARKETING
- Leverage several flywheel businesses to maximize the LTV of subscribers including overseeing full funnel marketing initiatives for Crunchyroll Store including customer acquisition, retention, AOV and repeat purchase
- Use O&O channels to deliver material growth to owned and operated games as well as Crunchyroll’s subscriber-only games offering
- Drive upsell and retention by driving engagement via non-streaming elements of the subscription including subscriber-only games and other membership value initiatives as they roll out
- Work with the entire marketing organization to electrify all marketing channels to take to market major game beats looking for ways to connect to the flywheel and subscription business at all times
MARKETING TECHNOLOGY & AUTOMATION
- In collaboration with the product teams, work to build a leading edge set of consumer touchpoints that enables Crunchyroll to be everything to someone - delivering messages at the right time in their lifecycle
- Oversee the technical operations of getting marketing communication out with high quality and on point messaging across owned channels including ad-space on the AVOD service, email, push and paid media
ENHANCE AND EXPAND A WORLD-CLASS TEAM
- Oversee a passionate and growing global team and provide mentorship, career-pathing and expansion opportunities for them
Requirements
- 15+ years’ experience in building loyalty and retention programs with both a commercial and technical lens
- Experience in consumer subscription businesses – ideally digital in nature
- Experience leading medium sized teams ideally and driving growth both in mature and emerging markets
- First-hand experience of the development and implementation of a successful CRM strategy with back-end system knowledge ideally with Braze
- Proven experience in multi-channel marketing – Email, Push, SMS and web channels
- Comfortable working in a fast paced, dynamic and international environment
- Open-minded, flexible and have a positive attitude toward new challenges, with a willingness to learn, embrace new technologies and business change
- Strong problem-solving skills, along with an ability to manage a varied workload, to tight deadlines
- Strong leadership experience, managing a global and diverse team whilst being a mentor and support to a constantly evolving team
- Excellence in stakeholder management – Crunchyroll is a highly matrixed environment
- Experience in SVOD and OTT industries a plus; management consulting experience a plus
Why you will love working at Crunchyroll
In addition to getting to work with fun, passionate and inspired colleagues, you will also enjoy the following benefits and perks:
- Receive a great compensation package including salary plus performance bonus earning potential, paid annually.
- Flexible time off policies allowing you to take the time you need to be your whole self.
- Generous medical, dental, vision, STD, LTD, and life insurance
- Health Saving Account HSA program
- Health care and dependent care FSA
- 401(k) plan, with employer match
- Employer paid commuter benefit
- Support program for new parents
- Pet insurance and some of our offices are pet friendly!
#LifeAtCrunchyroll #LI-Hybrid
