Responsibilities

• 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 center, 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: Analyze 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-minded 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.