Director, Global Engagement Strategy and Planning at Crunchyroll in Dallas, TX

Job description

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. Core Areas of Responsibility 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-engag