Senior Manager, CRM Marketing, Europe

About Crunchyroll

Founded by fans, Crunchyroll delivers the art and culture of anime to a passionate community. We serve over 100 million anime and manga fans across 200+ countries and territories, helping 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.

About the Role

Senior Manager, CRM Marketing – lead localized CRM engagement for our European markets. Based in London, this role owns 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 requires strong segmentation and analytical judgment, plus the ability to translate IP into messaging that creates an emotional connection with fans.

You’ll act as a subject‑matter expert for the Europe 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; 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 Europe 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 Europe, advising on cultural nuances, local market behaviors, local platform norms, channel norms and fan engagement opportunities.
• Localized Lifecycle Strategy – Provide regional inputs into Europe 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 centre 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 – Analyse 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‑mindful 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

• 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 European consumer behaviours, 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 optimisations.
• 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.

About the Team

The Lifecycle Marketing team curates personalised 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.

Benefits

• Best‑in‑class private insurance coverage (medical, dental and vision)
• Access to counselling & mental health sessions 24/7 through our Employee Assistance Programme
• Employer 5% salary contribution into a DC Pension Plan
• Allowances for Gym & Wellness, Meals, Commuting
• Free premium access to Crunchyroll along with monthly discounts to the Crunchyroll store
• Professional Development
• Company’s Paid Parental Leave – up to 22 weeks for birthing parents, up to 12 weeks for non‑birthing parents
• Hybrid work schedule
• Paid Time Off – flex time off, 5 Yāsumi days, half‑day Fridays during the summer, winter break

Our Values

• Courage – believe that when we overcome fear, we enable our best selves.
• Curiosity – we are curious, which is the gateway to empathy, inclusion and understanding.
• Kaizen – we have a growth mindset committed to constant forward progress.
• Service – we serve our community with humility, enabling joy and belonging for others.

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.

Equal Opportunity Employer

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. We are an equal‑opportunity employer and value diversity. Pursuant to applicable law, we do not discriminate on the basis of race, religion, colour, national origin, gender, sexual orientation, age, marital status, veteran status or disability status.

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