Crunchyroll, LLC - Director, Global Engagement Strategy and Planning

• 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. • 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 • 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.