Lifecycle Marketing Commerce Senior Manager
- company
- Crunchyroll
- location
- Los Angeles, California, United States, United States
- posted
- 14 Jun
- We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops
- This role owns how fans experience each drop — from anticipation to launch-day conversion and post-drop re-engagement. You will design structured, repeatable lifecycle programs that maximize sell-through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops
- You’ll partner closely with Merchandising, Product Development, Brand, Analytics, and Operations to ensure lifecycle strategy supports buy quantities, margin targets, and sell-through goals — while preserving the premium positioning of the business
- You will report into the Director of Lifecycle Marketing, Global Flywheel and serve as the lifecycle lead for the drops business
- Own Lifecycle Strategy for Drop-Driven Commerce
- Design lifecycle programs specifically built for limited-release, time-bound drops — supporting both fan engagement and disciplined commercial outcomes
- Build Structured Launch Playbooks
- Develop repeatable frameworks for:
- Tease and anticipation-building
- Audience priming and demand shaping
- Launch-day orchestration
- Sell-through acceleration
- Post-drop re-engagement and next-drop priming
- Drive Sell-Through & Revenue Velocity
- Align lifecycle programming with:
- SKU-level performance goals
- Buy quantities and inventory risk
- Margin and pricing strategy
- Assortment roles (hero, volume driver, entry point)
- Support Premium Brand Positioning
- Ensure lifecycle messaging protects long-term brand trust while driving short-term performance and reflects:
- Product quality
- Limited availability
- Cultural relevance
- Elevated storytelling
- Market Authentically to Fandom
- Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers
- Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release
- Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell-through
- Establish Performance Frameworks
- Define and track metrics specific to drop commerce, including:
- Revenue velocity during launch windows
- Sell-through by segment
- Repeat drop participation rate
- Incremental revenue contribution from lifecycle programming
- AOV and conversion rate during drop windows
- Lead Post-Drop Retrospectives
- Partner with Merchandising and Analytics to:
- Review drop performance
- Assess segmentation effectiveness
- Identify segmentation and cadence learnings
- Translate insights into refined lifecycle strategies for future launches
- ### Benefits
- 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
- Support program for new parents
- 401(k) plan, with employer match
- Health Saving Account HSA program
- Employer paid commuter benefit
- Health care and dependent care FSA
- Pet insurance and some of our offices are pet friendly!- Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy
- Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
- Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
- Experience supporting limited releases or event-based product launches
- Experience operating in fast-moving launch environments with fixed deadlines
- Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
- 8+ years in lifecycle or retention marketing
- Understanding of how lifecycle strategy impacts sell-through and inventory risk
- Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
- Comfortable owning revenue and performance KPIs