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Senior Director, Campaigns, GTM & Planning

San Francisco, CA, 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

We're looking for a Senior Director of Campaigns, GTM & Planning to lead cross-functional brand and performance marketing campaigns to drive subscriber growth, boost brand awareness, and improve retention and revenue. Reporting to our VP of GTM & Planning, you'll develop campaign strategies and oversee execution through teams such as Paid Growth, Regional Marketing, Product, and Lifecycle. Campaigns will range from regional tests to global launches like Ani-May. You’ll also optimize budget allocation across the funnel and markets.

This high-impact role is ideal for a strategic thinker who excels at cross-functional collaboration and can turn big ideas into action across regional and global teams.

  • You will develop and execute a comprehensive growth marketing strategy to drive subscriber acquisition, increase brand awareness and retention, and fuel revenue growth via full-funnel Brand & Reponse campaigns.
  • You will oversee multi-channel marketing campaigns, including digital ads (executed via agencies or the Paid Media team), engagement and retention elements (via the Lifecycle, Programming, and Product teams), and localized regional stunts (via Regional teams) with a focus on ROI of global campaigns and potential scalability of regional or channel-focused programs.
  • You will understand and own the strategy on where in the world and in which segment of the funnel our budgets drive the optimal amount of growth globally. Work closely with Analytics and Paid Media teams to develop recommendations for our top 20 global territories.
  • You will leverage CRM expertise (Braze preferred) to optimize full-funnel lead nurturing, segmentation, and customer lifecycle marketing as well as reporting.
  • You will analyze performance metrics, iterate on campaigns, and deliver data-driven insights to leadership, ensuring optimal budget spend across global implementations to drive growth.
  • You will work externally with our distribution partners’ marketing teams, as well as our internal Partnerships Marketing team, and identify and support ways to improve co-marketing opportunities that are excuted on our partners’ interfaces, such as via 3P channels and 1P App acquisition or engagement campaigns.
  • You will build business cases, projections, and metrics for programs and campaigns and evaluate proposals from a marketing perspective, measuring return on investment, level of effort, strategic and financial impact, and prioritizing them accordingly.
  • You will develop frameworks to ensure processes are created and followed in the region and shared between regional and HQ teams within the context of partnership marketing, promoting knowledge, best practices, standardization, and learning sharing between teams
  • You will manage and build out a nimble team to support your efforts

We are considering applicants available to work a hybrid schedule, with three days each week onsite at our San Francisco office.

About You

We get excited about candidates, like you, because...

  • You have 12+ years of experience in performance marketing and customer lifecycle management at global companies in entertainment, tech, media, or gaming
  • You bring 8+ years of people management experience and enjoy leading and developing diverse teams
  • You know how to turn a global strategy into effective regional campaigns that deliver results
  • You’ve led complex, cross-functional brand and performance marketing initiatives across teams like Product, Lifecycle, Growth, and Regional Marketing
  • You’re comfortable working in a global, matrixed organization with teammates across time zones, cultures, and backgrounds
  • You’ve built strong partnerships across companies and know how to influence without direct authority
  • You communicate clearly and back your ideas with data, turning insights into action
  • You bring a strategic, business-focused mindset to everything you do
  • You stay on top of trends in marketing, media, pop culture, OTT, and telco
  • You’re familiar with (or passionate about) anime and understand its impact
  • You’re open to traveling domestically and internationally as needed

About the Team

Both domestic and ever-expanding international efforts fuel Crunchyroll's growth. The GTM & Partnership Marketing team works with global regions to support and bring to life Crunchyroll’s Strategy & Planning’s vision, goals, and priorities. The team also works to support app distribution, channel, and partnerships from a Marketing perspective to delight and super-serve anime fans, expanding our footprint and brand awareness while making Crunchyroll synonymous with anime worldwide.

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

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 - San Francisco, CA

$196,325 - $240,000 USD

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

  • Courage. We 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.

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.

Questions about Crunchyroll’s hiring process? Please check out our Hiring FAQs: https://help.crunchyroll.com/hc/en-us/articles/360040471712-Crunchyroll-Hiring-FAQs

Please refer to our Candidate Privacy Policy for more information about how we process your personal information, and your data protection rights: https://tbcdn.talentbrew.com/company/22978/v1_0/docs/spe-jobs-privacy-policy-update-for-crpa-dec-21-22.pdf

Please beware of recent scams to online job seekers. Those applying to our job openings will only be contacted directly from @crunchyroll.com email account.

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