Lifecycle Growth Marketing Senior Manager - Onboarding

Description

The company is a fan-first anime brand that serves over 100 million anime and manga fans in more than 200 countries and territories, through streaming, theatrical releases, games, merchandise and events.

This senior role sets the global onboarding strategy, using data to turn new subscribers into active, engaged fans. You will build personalized journeys using recommendations, messages and in-context experiences that deepen viewing habits and long-term loyalty.

You will report to the Director, Lifecycle Growth Marketing - Global VOD. The role is hybrid and the company is considering applicants in Los Angeles, CA.

The work sits across lifecycle strategy, analytics, product, engineering, user acquisition, go-to-market, SVOD strategy, creative, brand and marketing operations. You will turn viewership, high-value actions and behavior into tailored experiences, pairing quantitative analysis with AI and LLM query tools to find and act on growth opportunities.

The Lifecycle Marketing team builds journeys that take users from onboarding through retention, for the core streaming service and related businesses, with the goal of growing lifetime value.

Responsibilities

• Own the global onboarding and early-tenure strategy, measuring success by retention from first sign-up.
• Build a proactive, signal-driven operating model that keeps the strategy moving through analysis, experiments, fan insights and business priorities.
• Design and scale lifecycle journeys that adapt to each fan's stage, interests, viewing, engagement and behavior.
• Use recommendations, messages and contextual experiences to deepen content discovery and build repeat viewing and fandom habits.
• Find the high-value actions across viewership and behavior, and turn them into relevant, timely experiences that move measurable outcomes.
• Lead sophisticated journeys in Braze across push, email, SMS, in-app messages, Content Cards, WhatsApp and MMS.
• Set standards for segmentation, personalization, real-time triggers, orchestration, testing and quality assurance, working with Lifecycle Operations and Automations teams.
• Define a rigorous, quant-focused framework to measure and improve retention, engagement, viewership, high-value actions, habituality, show diversity and other key outcomes.
• Work with Analytics and Data Science to use AI and LLM analytics tools to study journey and campaign results, validate insights and incrementality, and improve targeting and timing.
• Own growth initiatives end to end, from defining the problem through strategy, execution, measurement and iteration.
• Find and prioritize growth opportunities that make lifecycle execution faster, better and more effective, helping the organization meet and beat OKRs.
• Move quickly on ambiguous, cross-functional problems while keeping prioritization, analysis and delivery rigorous.
• Lead alignment across product, engineering, user acquisition, go-to-market, SVOD strategy, creative, brand, analytics, marketing operations, content and programming, and regional teams for a unified subscriber experience.
• Shape global and regional strategies with stakeholders in each market, tailoring messaging, recommendations and journeys to local culture.
• Represent lifecycle strategy in matrixed initiatives, linking customer behavior, business priorities and execution.
• Build and lead a high-performing early-tenure lifecycle team with clear ownership, high standards and continuous improvement.
• Direct external agency partners on design, copy, operations and QA, setting clear expectations for creative quality, operational rigor and efficiency.

Requirements

• 8+ years of progressive experience in lifecycle, retention, growth marketing or a related field, with deep work on onboarding and early-tenure engagement.
• 5+ years leading and developing globally distributed teams.
• A proven record of using data, experimentation and customer behavior to improve retention, engagement, viewership and personalization.
• Deep expertise in Braze or a comparable orchestration platform, including journey design, real-time triggers, segmentation, personalization and multi-channel execution.
• Highly quantitative, able to turn behavioral, cohort, viewership and lifecycle data into strategy and sound decisions.
• Experience applying AI and LLMs to query performance data, speed up analysis, surface insights and recommend optimizations.
• A track record of leading complex end-to-end initiatives, finding growth opportunities and delivering ambitious OKRs in a matrixed organization.
• Executive-level communicator and critical thinker who builds clarity, influences stakeholders and moves teams from insight to action.
• High-ownership operator with a strong bias for action, sound judgment and the discipline to prioritize, execute with urgency and learn fast.
• Experience overseeing multiple global lifecycle programs and external agencies with a focus on creative and operational excellence.
• A genuine interest in anime, entertainment or fan-focused brands, and the ability to connect authentically with the content and audience.
• Bachelor's or Master's degree in marketing, business or a related field.

Conditions

Pay range: $141,100 - $176,400 USD. Actual pay depends on location, experience and performance.

Full-time role, hybrid, based in Los Angeles, CA.

Values: courage, curiosity, kaizen (constant forward progress) and service.

Equal opportunity employer; applicants are considered without regard to race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status or disability status.

Benefits

• Performance bonus earning potential, paid annually.
• Flexible time off.
• Medical, dental, vision, STD, LTD and life insurance.
• HSA and health care and dependent care FSA.
• 401(k) with employer match.
• Employer-paid commuter benefit.
• Support program for new parents.
• Pet insurance, and some offices are pet friendly.