Senior Manager, User Acquisition – Paid Social

About Crunchyroll
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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**
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As a Senior Manager, User Acquisition – Paid Social, you will lead the strategy, execution, and optimization of paid social acquisition across multiple markets. You will own a significant area of the user-acquisition portfolio and be accountable for delivering sustainable subscriber growth, marketing efficiency, and measurable business impact.

You will operate as a senior individual contributor and subject-matter expert by translating global growth priorities into integrated, market-relevant strategies across established and emerging social platforms. You will independently address complex performance challenges, establish scalable operating practices, and influence portfolio strategy, investment allocation, and go-to-market decisions across Marketing, Creative, Product, Analytics, Finance, and regional teams.

### **Core Areas of Responsibility**

#### **Paid-Social Strategy and Business Ownership**

* Own the paid-social user-acquisition strategy for a significant portfolio of markets, platforms, campaigns, or audience segments, aligned with broader growth and subscriber objectives and the strategic direction established by Growth Marketing leadership.
* Develop and execute full-funnel strategies across Meta, TikTok, Snapchat, and emerging social platforms, with particular emphasis on performance-driven acquisition and conversion.
* Translate company and global growth priorities into actionable channel strategies, investment recommendations, testing roadmaps, and market-specific execution plans.
* Develop annual and quarterly portfolio plans, including strategic priorities, investment scenarios, performance targets, and key business assumptions.
* Manage performance against defined business outcomes, including subscriber acquisition, customer acquisition cost, return on advertising spend, lifetime value, conversion, retention quality, and incremental growth.
* Identify emerging opportunities, performance risks, and changing market conditions and independently recommend adjustments to strategy, investment, and execution.
* Make day-to-day portfolio and campaign investment decisions within approved budgets and escalate material changes that involve significant financial or business risk.
* Balance global consistency with regional consumer behavior, cultural considerations, platform dynamics, and local market requirements.

#### **Performance Optimization and Measurement**

* Establish scalable optimization frameworks across audience segmentation, bidding, placement, campaign structure, creative testing, and budget allocation.
* Use advanced performance analysis to diagnose complex acquisition challenges and determine appropriate corrective actions.
* Partner with Analytics and Data Science to strengthen attribution, incrementality testing, forecasting, experimentation, and performance measurement, including the evaluation of data limitations and conflicting performance signals.
* Evaluate performance across markets and platforms to identify systemic trends, scalable practices, and opportunities to improve portfolio-level efficiency.
* Develop business cases and investment recommendations using performance data, market insights, subscriber economics, and expected financial return.
* Establish channel benchmarks, performance standards, reporting practices, and decision frameworks that improve the quality and consistency of paid social execution.
* Synthesize complex performance data into portfolio-level insights to inform broader growth marketing strategy, forecasting, and investment planning.
* Identify measurement risks and limitations and clearly communicate their implications for business decisions.

#### **Creative and Experimentation Leadership**

* Define paid-social creative strategy in partnership with Creative, Brand, Regional Marketing, and external agency teams, using performance evidence to influence creative priorities and resource allocation.
* Establish a structured experimentation roadmap encompassing audiences, formats, messaging, platform capabilities, landing experiences, and conversion opportunities.
* Lead complex, multi-market tests from hypothesis development through execution, measurement, interpretation, and broader application.
* Translate performance data into clear, creative insights and actionable recommendations for internal and external partners.
* Ensure creative approaches reflect platform-specific consumer behavior, cultural nuance, brand standards, and regional market needs.
* Evaluate emerging tools and practices for analytical reliability, brand suitability, operational risk, and measurable business value before recommending broader adoption.

#### **Cross-Functional and Global Leadership**

* Serve as a senior paid-social subject-matter expert and strategic advisor to Growth Marketing and cross-functional leaders.
* Influence acquisition priorities, resource allocation, creative investment, and go-to-market decisions across multiple teams and regions through data-supported recommendations and clear articulation of business trade-offs.
* Lead complex, cross-functional initiatives involving Marketing, Creative, Product, Analytics, Finance, and regional stakeholders from problem definition through implementation and performance evaluation.
* Present performance results, strategic recommendations, business risks, and investment opportunities to senior leaders.
* Build alignment among stakeholders with different priorities, market perspectives, and operating requirements, resolving complex issues or escalating decisions with material financial, strategic, or reputational implications.
* Develop scalable playbooks, governance practices, and knowledge-sharing mechanisms to elevate paid social capabilities across the organization.
* Represent paid-social priorities in broader growth planning and ensure that market, platform, and audience insights inform cross-functional decisions.

#### **Agency and Partner Leadership**

* Lead the strategic direction, performance expectations, and operating cadence of external agencies and platform partners.
* Hold agency partners accountable for execution quality, innovation, financial stewardship, and achievement of defined business outcomes.
* Partner with Procurement and Finance, as appropriate, to evaluate agency scope, platform investment, and commercial effectiveness.
* Provide recommendations regarding agency selection, scope, performance remediation, and renewal based on business requirements and demonstrated results.
* Build productive relationships with major and emerging social platforms to identify new capabilities, strategic opportunities, and competitive insights.
* Use agency and platform relationships to identify emerging industry practices and determine their relevance to Crunchyroll’s acquisition strategy.

#### **Functional Leadership**

* Provide subject-matter guidance, coaching, and informal leadership to other user-acquisition and marketing professionals.
* Review and improve the work of colleagues, agencies, and partners without requiring formal supervisory authority.
* Lead high-impact programs and workstreams, establishing priorities, clarifying responsibilities, and driving execution across contributors.
* Represent the paid-social function in broader growth planning and cross-functional decision-making forums.
* Develop functional standards and capabilities while remaining accountable as a senior individual contributor rather than a formal people manager.
* Share expertise and reusable practices that strengthen paid-social capabilities across markets and teams.

In the role of Senior Manager, User Acquisition – Paid Social, you will report to the Senior Director, Growth Marketing.

We are considering applicants for the location of Los Angeles, CA.

**About You**
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We get excited about candidates, like you, because...

* 8+ years of progressive experience in paid social, user acquisition, growth marketing, or performance marketing, including ownership of complex or multi-market programs.
* Demonstrated success developing and scaling paid-social acquisition strategies with measurable impact on subscriber, revenue, or customer-growth outcomes.
* Advanced hands-on expertise across Meta, TikTok, Snapchat, and other major or emerging social advertising platforms.
* Experience managing significant media investments and making data-informed budget-allocation decisions across campaigns, platforms, or markets.
* Strong knowledge of performance measurement, attribution, incrementality, forecasting, experimentation, and customer-lifetime-value concepts.
* Experience solving complex, ambiguous business problems independently and converting analysis into actionable strategy.
* Experience influencing senior stakeholders and leading cross-functional initiatives without direct authority.
* Strong understanding of platform-specific creative strategy, audience behavior, and cultural differences across international markets.
* Experience in presenting complex performance information and recommendations clearly to stakeholders at all levels, including executives.
* Experience leading agency relationships and holding external partners accountable for performance and business outcomes.
* Experience applying sound judgment to significant media investments, including evaluating financial trade-offs and making recommendations using incomplete or conflicting data.
* Experience developing reusable