Senior Manager, Lifecycle Marketing and CRM, LATAM

About the Role

Crunchyroll is seeking a Senior Manager, CRM Marketing to lead localized CRM engagement for our Latin American markets, one of our fastest-growing regions. Based in Mexico City, this role will own the CRM campaign calendar for the region, balancing high-velocity title moments and catalog beats while bringing our biggest anime moments to life across owned channels.

You will plan and execute high-impact, fan-first campaigns that support title launches and catalog discovery—including new season/series drops, dub drops, mid-season arcs, and finales for top-tier titles. Success in this role requires strong segmentation and analytical judgment, plus the ability to translate IP into messaging that creates an emotional connection with fans.

You’ll also act as a subject matter expert for the Latin America market, championing transcreation and locally resonant storytelling (not just translation), cultural nuance, and fan-first engagement. You’ll partner closely with our global Lifecycle Marketing team that owns always-on lifecycle journeys; in this role, you will serve as a regional advisor and ensure key title moments and local insights are reflected in the broader lifecycle strategy.

What You’ll Do

• CRM Campaign Calendar Ownership: Own the CRM campaign calendar for Latin America across tentpole releases, seasonal beats, and catalog programming, aligning timing, targeting strategy, and channel plans with local and global priorities (across multiple markets, languages, and time zones).
  
• Go-to-Market Campaigns: Collaborate with regional marketing, brand, programming, and curation teams to design localized go-to-market moments for major content launches, seasonal events, partnerships, and fan activations.
• Segmentation & Audience Strategy: Apply best practices in personalization and segmentation to build targeted campaigns informed by fan behavior, affinities, regional nuances, and language/dub preferences. Partner with Data Science and Growth teams to refine audience definitions, identify opportunities, and improve precision over time.
• Regional Market Expertise: Serve as Crunchyroll’s CRM market lead for Latin America, advising on cultural nuances, local market behaviors, local platform norms, channel norms, and fan engagement opportunities.
• Localized Lifecycle Strategy: Provide regional inputs into Latin America lifecycle journey strategies across acquisition, onboarding, engagement, retention, and winback, working closely with our Lifecycle Marketing team. Ensure best practices in personalization, segmentation, and lifecycle orchestration.
• Marketing Technology Ownership: Lead campaign execution and performance optimization in partnership with Operations, Martech, and Data Analytics; manage CRM initiatives within Braze (or similar) across email, push, in-app, notification center, and relevant messaging channels, ensuring excellence in configuration, QA, measurement, and reporting. Own content-triggered messaging strategy that supports title moments and engagement in alignment with lifecycle standards and guardrails.
• Cross-Functional Partnership: Work with Regional Marketing, Product, Brand, Content, Creative, Data Science, and GTM teams to create cohesive fan experiences and ensure lifecycle campaigns align with both local and global priorities.
• Performance & Optimization: Analyze CRM campaign performance, identify opportunities, and apply insights to continuously improve effectiveness and fan impact through test-and-learn approaches, including cohort analysis and incrementality-minded measurement.
• Innovation & Experimentation: Stay ahead of market dynamics and messaging ecosystems (multilingual markets, consent and preference management, deliverability best practices, local payment behaviors, and evolving platform changes across iOS/Android) to evolve CRM campaign strategy and execution.

About You

We get excited about candidates who bring:

• 8+ years of experience in CRM, retention, or subscriber engagement marketing, ideally within streaming, digital subscription, gaming, e-commerce, or entertainment.
• Strong experience with Braze (or comparable orchestration platforms) with a focus on campaign planning/execution, segmentation, triggers, and multi-channel delivery.
• Deep knowledge of Latin American consumer behaviors, digital marketing platforms, and messaging ecosystems (including WhatsApp where applicable), with experience operating in privacy-first environments.
• Strong creative acumen and storytelling ability—capable of translating IP into fan-first messaging that builds emotional connection and drives action.
• Strong analytical skills to interpret performance data, develop insights, and translate them into targeting and creative optimizations.
• 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.
• Additional proficiency in relevant regional languages is a plus.
• Bachelor’s degree in Marketing, Business, or related field.

About the Team

The Lifecycle Marketing team curates personalized journeys that strengthen fan loyalty and lifetime value. With data-driven insights and fan-first creativity, we connect users to the right experiences at the right moments across owned channels.

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 ((select from the following job modalities for this role: #LI-Hybrid #LI-remote #LI-onsite))