Director, Go To Market Strategy, APAC

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

Crunchyroll is looking for a dynamic Go To Market Strategy Lead to spearhead market entry and expansion strategy across APAC (India and SEA). This individual will work with various teams, partners, and third parties to design and support long-term strategies and impactful tactics that drive subscriber growth and revenue generation in the APAC markets. They will also help plan and coordinate go-to-market and partnerships activities across several growth levers to deliver maximum return on investment, time, and resources.

This role is ideal for someone with a consulting or strategy background who combines structured thinking with creative execution and has a deep understanding of market dynamics, digital ecosystems, and content-driven consumer platforms.

You'll be responsible for shaping Crunchyroll's strategic roadmap and working cross-functionally with product, content, marketing, business development and global teams to bring anime to fans across Asia with a focus on growing the subscriber base for Crunchyroll's streaming service.

We are considering applicants for the location of Mumbai, India. 

Responsibilities
Market Strategy & Go To Market Planning

• Develop and support the regional go-to-market strategy for the APAC region (India & SEA) 
• Deeply understand the overall business and opportunity landscape of each territory and balance focus, resources, and investment across different countries to maximize the overall ROI of the region. 
• Evaluate and/or define priority audiences, entry models (e.g., partnerships vs. direct), and commercial pathways.
• Use data-driven insights and regional leverages (e.g. local commercial holidays or local nuances) to optimize campaigns and identify areas for incremental growth.
• Test and plan top of funnel media investments in partnership with the Paid Media and Regional teams to deliver on growth goals.
• Map customer journeys and identify key areas of improvement and devise short-term and long-term strategic options to leverage. 
• Provide local input to Product and Content, and Curation decisions to drive market growth.
• Manage local Partnerships from a GTM and Marketing perspective as needed.
• Support cross-functional go-to-market and key initiatives such as distribution partnerships, O&O marketing activations, and regional strategic deals with telcos, retailers, and payment partners.

Cross-Functional Coordination & Reporting

• Leverage regionalization strategies from the Strategy & Planning team, and coordinate cross-functionally to drive growth or launch Crunchyroll's initiatives at the territory level in harmony with content, product, marketing and partnership launches. 
• Track key KPIs and report on regional growth, performance, and GTM impact.
• Lead and/or support agenda creation and organization of Regional Growth summits for the APAC region.
• Identify growth opportunities and make a business case for incremental investments to support them, collaborating with cross-functional teams for execution. 

About You

• 12+ years of professional experience, including top-tier management consulting or strategy roles; experience in OTT, a global or international organization in the entertainment industry, or consumer tech is a plus.
• Deep understanding of the APAC entertainment and media landscape(s), with knowledge of all or most APAC markets, including India, highly preferred.
• An ability to navigate priority shifts and ambiguities while working across multiple concurrent projects.
• Knowledge of how to translate business vision into strategies and tactics, building market strategies or regional expansions. 
• Demonstrated success in executing go-to-market initiatives in high-growth environments.
• Excellent analytical, strategic, business case presentation and problem-solving skills, e.g. financial modeling, pitch decks, and business and strategy plan development.
• Prior success in working in a distributed team environment with peers and partners in multiple time zones with various cultures and backgrounds.
• Fluency in English and local language of the region. 
• Passion for anime, entertainment, or youth culture.

About the Team

Both domestic and ever-expanding international efforts fuel Crunchyroll's global expansion. The GTM & Planning team works with U.S.-based leadership and regional teams to develop go-to-market and partnership marketing plans and programs to expand Crunchyroll's growth through its O&O presence and high-profile third-party distribution partners, delighting and super-serving anime fans, boosting its footprint and brand awareness while making Crunchyroll synonymous with anime worldwide. The GTM & Planning team is part of the Growth & Planning team, a performance marketing organization.

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:

• Best-in class medical, dental, and vision private insurance healthcare coverage
• Access to counseling & mental health sessions 24/7 through our Employee Assistance Program (EAP)
• Free premium access to Crunchyroll
• Professional Development
• Company's Paid Parental Leave
• up to 22 weeks for birthing parents
• up to 12 weeks for non-birthing parents
• Hybrid Work Schedule
• Paid Time Off
• Flex Time Off
• 5 Yasumi Days
• Half-Day Fridays during the summer
• Winter Break

#LifeAtCrunchyroll #LI-Hybrid 

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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