Senior Manager, Global Engagement Strategy
Crunchyroll · Dallas, Texas, 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!
About the role
As the Senior Manager, Global Engagement Strategy and Analytics, you will help shape the strategy of how we grow and deepen engagement with our streaming platform using data.
You will sit at the intersection of data, strategy, product, content, and consumer behavior. You will go beyond reporting to investigate what happened, why it happened, what we should do about it, and where we should invest to drive meaningful improvements in engagement. You will analyze consumer behavior to develop insights and strategies that help users discover more relevant content, establish strong viewing habits, and ultimately improve retention.
This role is ideal for someone with a strategy/analytics background or prior experience in marketing/growth analytics for digital platforms, combining structured thinking with creative execution, and having a deep understanding of market and regional dynamics, marketing channels and attribution, and content-driven consumer platforms.
Core Areas of Responsibility
Develop overall engagement strategies by:
- Analyzing the end-to-end streaming journey, from app entry and content discovery through content start, viewing, completion, and return behavior.
- Identifying engagement barriers and opportunities across different audience segments.
- Analyze and measure the impact of lifecycle interventions on engagement and churn.
- Understand the differences between high, medium, and low engagement users and determine what drives movement between those cohorts.
- Analyze drivers of frequency, recency, session depth, content discovery, and habitual usage.
- Identify early behavioral signals that indicate declining engagement or potential churn.
Audience and Segmentation Strategy
- Develop actionable behavioral segments based on viewing patterns, engagement levels, content preferences, tenure, and lifecycle stage.
- Identify opportunities to move users from casual → engaged → habitual → highly engaged.
- Determine which strategies work best for different audience cohorts rather than optimizing solely for platform level averages.
Measurement and Experimentation
- Establish measurement frameworks for major engagement initiatives.
- Define success metrics, leading indicators, guardrails, and analytical methodologies.
- Partner with product and data science to design and evaluate A/B tests and experimentation programs.
- Distinguish correlation from causation and determine which interventions are genuinely driving incremental engagement.
- Develop frameworks for measuring short term lifts and longer term habit formation.
About You
We get excited about candidates, like you, because...
- 8+ years of experience in analytics, strategy, data science, consumer insights, product analytics, or related field, with experience leading analytical work.
- Deep understanding of consumer behavior and engagement metrics.
- Expert-level SQL skills required.
- Intermediate-level Python skills required.
- Strong analytical skills, experience with statistical analytics, and experimentation.
- Experience developing measurement frameworks and evaluating A/B tests.
- Proven experience designing robust measurement frameworks and using A/B testing to evaluate initiatives, quantify incremental impact, and inform data-driven product and growth decisions.
- Experience building compelling and actionable presentations directed at an executive-level audience.
- Experience building AI-enabled workflows.
- Experience working in a globally matrixed organization.
- Experience in streaming, subscription business, media, entertainment, digital products, e-commerce, or other consumer technology environments strongly preferred.
- MBA or advanced degree, or equivalent experience in analytics or strategy, is required.
In the role of Senior Manager, Global Engagement Strategy, you will report to the Senior Director, Engagement Strategy.
We are considering applicants for the location of Dallas, TX.
About the Team
The Global Engagement Strategy and Planning team uses consumer, content, and product insights to deepen viewer engagement across Crunchyroll’s streaming platform. Working closely with Product, Lifecycle, Curation, Consumer Insights, Data Science, and Analytics, the team identifies opportunities to build stronger viewing habits, improve retention, and drive long-term subscriber value. The team turns complex behavioral data into clear strategies, prioritized initiatives, and measurement frameworks that guide global business and product decisions.
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
About 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
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Courage. We believe that when we overcome fear, we enable our best selves.
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Curiosity. We are curious, which is the gateway to empathy, inclusion, and understanding.
- Kaizen. We have a growth mindset committed to constant forward progress.
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Service. We serve our community with humility, enabling joy and belonging for others.
Our commitment to diversity and inclusion
Our mission of helping people belong reflects our commitment to diversity & inclusion. It's just the way we do business.
We are an equal opportunity employer and value diversity at Crunchyroll. Pursuant to applicable law, we do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
Crunchyroll, LLC is an independently operated joint venture between US-based Sony Pictures Entertainment, and Japan's Aniplex, a subsidiary of Sony Music Entertainment (Japan) Inc., both subsidiaries of Tokyo-based Sony Group Corporation.
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