UCANZ Membership Value, Senior Manager
Crunchyroll · Dallas, Texas, United States · Los Angeles, California, United States
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!
UCANZ Membership Value, Senior Manager
POSITION PREMISE
The UCANZ Membership Value, Senior Manager, supports regional go-to-market strategy and marketing execution for Digital Manga, Games Vault, Regional Ecommerce Marketing and other emerging membership-value businesses.
Working in close partnership with global commercial centers, regional marketing leads and cross-functional teams, this role translates global strategies and objectives into locally relevant plans, briefs, activation calendars and campaign deliverables.
The role coordinates assigned workstreams across available regional channels—including O&O, lifecycle, social, PR, partnerships, events and paid media—to support business goals while ensuring each program strengthens the broader Crunchyroll membership proposition.
Success means delivering high-quality, timely, and measurable regional marketing programs that give fans more reasons to join, engage, stay and deepen their relationship with Crunchyroll.
KEY AREAS OF RESPONSIBILITY
REGIONAL MEMBERSHIP VALUE & GTM EXECUTION
- Support the development and execution of regional go-to-market plans for Digital Manga, Games Vault, Regional Ecommerce Marketing and other emerging membership-value propositions.
- Translate global commercial strategies into regional briefs, A/B tests, priorities, activation calendars, audience plans and campaign deliverables.
- Serve as a key regional point of contact for global commercial centers, helping ensure priorities are clearly understood and delivered in the region.
- Coordinate assigned workstreams across O&O, lifecycle, social, PR, partnerships, events and paid media, managing timelines, dependencies, approvals and handoffs.
- Identify opportunities to connect related businesses and campaigns into a more cohesive regional Crunchyroll membership experience.
- Track campaign and business performance, prepare reporting and recommend optimizations against acquisition, engagement, retention, revenue and membership-value goals.
REGIONAL GAMES VAULT MARKETING
- Manage regional GTM and marketing execution for Games Vault in partnership with the global Games commercial center.
- Support discovery, trial and engagement through O&O, lifecycle, social, paid media, partnerships, events and other regional channels.
- Develop locally relevant campaigns connecting Games Vault titles with anime fandoms, franchises and cultural moments.
- Support awareness and utilization of Games Vault as a meaningful membership benefit.
- Maintain reporting on adoption, engagement and membership impact, and recommend optimization opportunities.
REGIONAL ECOMMERCE MARKETING
- Lead execution of regional go-to-market and marketing plans for Crunchyroll Ecommerce in partnership with the global ecommerce team and relevant regional and enterprise partners.
- Help translate the Store’s evolving mission into a locally relevant membership-value proposition: a premium, curated, members-first destination for exclusive anime merchandise, limited drops and distinctive fandom experiences.
- Develop campaign briefs and channel plans that build demand for exclusive product drops and curated collections through IP-led storytelling connected to anime, characters and fan communities.
- Support Ecommerce positioning as a meaningful Mega and Ultimate membership benefit, including targeted awareness and upgrade activity for eligible Fan audiences.
- Coordinate integrated launch, drop and ongoing marketing activity across O&O, lifecycle, social, editorial, PR, influencers, partnerships, events, paid media, streaming surfaces and onsite experiences.
- Manage execution across announcement, lookbook and anticipation, launch, sell-through, last-chance and evergreen phases, coordinating channel sequencing, assets, approvals and timelines.
- Coordinate with Store, Product, Engineering, Creative, Content, Curation, Customer Experience, Lifecycle, Communications and Legal partners to align messaging, access rules, site readiness, localization and customer support.
- Monitor product sell-through, engagement, conversion, membership upgrades, repeat visits, sentiment, customer feedback and retention signals; prepare insights and recommend improvements.
- Ensure Ecommerce communications are fan-first, IP-centered, transparent, culturally relevant and consistent with Crunchyroll’s brand.
REQUIREMENTS
- 8+ years of experience in regional marketing, go-to-market, integrated marketing, campaign management, ecommerce, membership marketing or a related field within entertainment, media, streaming, technology, gaming or another consumer business.
- Demonstrated experience translating global or enterprise strategies into locally relevant marketing plans and executing programs across multiple markets, channels and audiences.
- Experience managing integrated campaigns across O&O, lifecycle, social, editorial, PR, partnerships, paid media, events, onsite or streaming surfaces.
- Experience marketing membership benefits, ecommerce, content, entertainment releases, games, digital products or other consumer propositions; direct-to-consumer or subscription experience strongly preferred.
- Demonstrated ability to manage end-to-end campaign execution, including briefs, workback schedules, asset requirements, localization, approvals, dependencies, launch readiness and post-launch follow-up.
- Strong project and operational management skills, with the ability to manage multiple concurrent programs, shifting priorities and complex cross-functional dependencies.
- Experience partnering with global commercial centers, regional marketing teams, creative functions, channel owners and external agencies or vendors.
- Strong analytical skills and experience tracking performance across metrics such as acquisition, engagement, conversion, retention, revenue, sell-through, membership upgrades, sentiment and repeat behavior.
- Proven ability to use insights and performance data to recommend optimizations, improve execution and support business decisions.
- Excellent written, verbal, presentation and stakeholder-management skills, with the ability to influence without direct authority across a matrixed organization.
- Highly organized, detail-oriented and dependable, with strong follow-through and the ability to manage deadlines, approvals and executional risks.
- Strong understanding of anime, entertainment, streaming, gaming, ecommerce, fandom-driven brands or multicultural audiences is highly preferred.
- Experience with campaign-management, project-management, digital asset-management, CRM, ecommerce or marketing analytics platforms is a plus.
- Bachelor’s degree in Marketing, Communications, Business or a related field, or equivalent experience ideal but not required.
- Willingness to travel domestically or internationally as needed.
The Pay Range for this position is listed. Actual pay will vary based on factors including, but not limited to location, experience, and performance. The range listed is just one component of Crunchyroll’s Total Rewards offerings for employees. Other rewards may include performance bonuses, employer matched retirement savings, time-off programs, and progressive health benefits and perks.Pay Transparency - Los Angeles, CA$123,700—$154,600 USDAbout our Values
We want to be everything for someone rather than something for everyone and we do this by living and modeling our values in all that we do. We value
-
Courage. We believe that when we ove