Senior Vice President, Growth & Planning

About Crunchyroll

WE HELP EVERYONE BELONG. IT’S OUR PURPOSE.

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!

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 subs