Lifecycle Marketing Commerce Senior Manager

About this role

About Crunchyroll

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!

We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops.

This role owns how fans experience each drop — from anticipation to launch-day conversion and post-drop re-engagement. You will design structured, repeatable lifecycle programs that maximize sell-through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops.

You’ll partner closely with Merchandising, Product Development, Brand, Analytics, and Operations to ensure lifecycle strategy supports buy quantities, margin targets, and sell-through goals — while preserving the premium positioning of the business.

You will report into the Director of Lifecycle Marketing, Global Flywheel and serve as the lifecycle lead for the drops business.

What You’ll Do

Own Lifecycle Strategy for Drop-Driven Commerce

Design lifecycle programs specifically built for limited-release, time-bound drops — supporting both fan engagement and disciplined commercial outcomes.

Build Structured Launch Playbooks

Develop repeatable frameworks for:

• Tease and anticipation-building

• Audience priming and demand shaping

• Launch-day orchestration

• Sell-through acceleration

• Post-drop re-engagement and next-drop priming

Drive Sell-Through & Revenue Velocity

Align lifecycle programming with:

• SKU-level performance goals

• Buy quantities and inventory risk

• Margin and pricing strategy

• Assortment roles (hero, volume driver, entry point)

Support Premium Brand Positioning

Ensure lifecycle messaging protects long-term brand trust while driving short-term performance and reflects:

• Product quality

• Limited availability

• Cultural relevance

• Elevated storytelling

Market Authentically to Fandom

• Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers

• Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release

• Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell-through

Establish Performance Frameworks

Define and track metrics specific to drop commerce, including:

• Revenue velocity during launch windows

• Sell-through by segment

• Repeat drop participation rate

• Incremental revenue contribution from lifecycle programming

• AOV and conversion rate during drop windows

Lead Post-Drop Retrospectives

Partner with Merchandising and Analytics to:

• Review drop performance

• Assess segmentation effectiveness

• Identify segmentation and cadence learnings

• Translate insights into refined lifecycle strategies for future launches

About You

We’re excited about candidates who bring:

Direct Experience in Drop-Based or Limited-Release Commerce

• 8+ years in lifecycle or retention marketing

• Experience supporting limited releases or event-based product launches

• Understanding of how lifecycle strategy impacts sell-through and inventory risk

Commercial Discipline

• Comfortable owning revenue and performance KPIs

• Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)

• Experience operating in fast-moving launch environments with fixed deadlines

Advanced Segmentation & Lifecycle Expertise

• Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)

• Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation

Cross-Functional Launch Collaboration

• Experience partnering closely with Merchandising, Planning, Brand, Creative, and…