Director, Global Engagement Strategy and Planning

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

As a Director of Global Engagement Strategy and Planning, you will strategically help shape how we grow and deepen engagement with our streaming platform using data. You will identify incremental engagement opportunities, translate data into growth strategies, and partner with product/content/lifecycle teams to drive measurable consumer behavior change for engagement.

You will sit at the intersection of core product experience, lifecycle communications, and analytics to design long-term business strategies, develop and track impactful initiatives that drive/deepen engagement with our streaming platform.

You will develop insights and strategies that help users establish stronger viewing habits, increase frequency and depth of engagement, and ultimately create more valuable and durable subscriber relationships.

This role is ideal for someone with a strategy/analytics background or prior experience in marketing/growth analytics for digital platforms, combining structured thinking with creative execution, and having a deep understanding of market and regional dynamics, marketing channels and attribution, and content-driven consumer platforms.

Engagement and Content Performance Insights

• Own “what happened, why did it happen, and what should we do about it” for all engagement KPIs and content performance.
• Own periodic readouts of:
• Executive engagement scorecard
• Engagement KPI framework
• Habituality reporting (frequency, active days, etc)
• Content engagement (views, conversion rate, completion rate)
• Engagement by tenure, cohort, region, platforms
• Content performance
• Engagement thresholds for churn
• Answer questions like:
• What does engagement look like?
• Are we improving?
• Why did performance change?
• Which audiences/journeys/content are driving the change
• What actions can the business take?

Develop Engagement Strategies

• Define analytical frameworks and strategies to improve key engagement KPIs, including active users, viewing frequency, hours viewed, session frequency, content starts, completion, and health of consumption.
• Identify the biggest opportunities to increase engagement across the subscriber lifecycle
• Partner with Lifecycle and Product teams to establish messaging strategies that are designed to improve habituality for the user base.
• Translate behavioral data into clear strategic recommendations and prioritized opportunities.
• Develop hypotheses around what drives engagement and habit formation and establish analytical approaches to validate them.
• Partner with leadership to set engagement goals, targets, and measurable frameworks.

Diagnose Consumer Behavior

• Analyze the end-to-end platform engagement journey, from app entry and content discovery through content start, viewing, completion, and return behavior.
• Identify engagement barriers and opportunities across different audience segments
• Understand the differences between high, medium, and low-engagement users and determine what drives movement between those cohorts.
• Analyze drivers of frequency, recency, session depth, content discovery, and habitual usage.
• Partner with data and analytics to identify early behavioral signals that indicate declining engagement or potential churn.

Turn Insights into Action

• Partner with product, curation, lifecycle, consumer insights, and data science teams to turn insights into initiatives.
• Recommend strategies across areas such as:
• Lifecycle communications
• Notifications
• Content sampling and previews
• New user onboarding
• Re-engagement of dormant users
• Quantify the potential impact of proposed initiatives and help leadership prioritize the product and engineering roadmap.

Measurement and experimentation

• Establish measurement frameworks for major engagement initiatives.
• Define success metrics, leading indicators, guardrails, and analytical methodologies
• Partner with product and data science to design and evaluate A/B tests and experimentation programs.
• Distinguish correlation from causation and determine which interventions are genuinely driving incremental engagement.
• Develop frameworks for measuring short-term lifts and longer-term habit formation.

Audience and Segmentation Strategy

• Develop actionable behavioral segments based on viewing patterns, engagement levels, content preferences, tenure, and lifecycle stage.
• Identify opportunities to move users from casual → engaged → highly engaged/immersed → habitual.
• Determine which strategies work best for different audience cohorts rather than optimizing solely for platform-level averages.

Sampling Operations

• Architect and deploy multi-channel sampling frameworks across authorized platforms to drive user acquisition and conversion.

In the role of Director, Global Engagement Strategy and Planning, you will report to the Senior Director, Engagement Strategy.

We are considering applicants for the location of Dallas, TX.

About You

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

• 12+ years of experience in analytics, strategy, consumer insights, product analytics, or related field, with experience leading analytical work.
• Experience managing, mentoring, or leading Senior Manager-level employees.
• Deep understanding of consumer behavior and engagement metrics, with the ability to analyze user journeys, identify drivers of habit formation and retention, and translate insights into actionable growth strategies.
• Demonstrated ability to translate complex data into business strategies and actionable recommendations.
• Proven experience designing robust measurement frameworks and using A/B testing to evaluate initiatives, quantify incremental impact, and inform data-driven product and growth decisions.
• Experience building compelling and actionable presentations directed at an executive-level audience.
• Experience working in a globally matrixed organization.
• Experience in streaming, subscription business, media, entertainment, digital products, e-commerce, or other consumer technology environments strongly preferred.
• MBA or advanced degree, or equivalent experience in analytics or strategy, is required.

About the Team

The Global Engagement Strategy and Planning team uses consumer, content, and product insights to deepen viewer engagement across Crunchyroll’s streaming platform. Working closely with Product, Lifecycle, Curation, Consumer Insights, Data Science, and Analytics, the team identifies opportunities to build stronger viewing habits, improve retention, and drive long-term subscriber value.

The team turns complex behavioral data into clear strategies, prioritized initiatives, and measurement frameworks that guide global business and product decisions.

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!

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.

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