Director, Membership Planning - Membership Value & LTV

About the role

We're looking for a Director, Membership Value & LTV to help us understand what drives the long-term value of our subscribers and turn those insights into better commercial decisions.

You will connect performance across acquisition, conversion, engagement, retention, and monetization to build a clear view of subscriber and cohort economics. You'll identify what is driving performance, where we have the biggest opportunities to improve LTV, and help teams prioritize the actions that will have the greatest impact.

Reporting to the VP, Membership Performance, you'll work across Growth, Lifecycle, Curation, Product, Engineering, Content, Business Development, Finance, CDI (Center for Data and Insights), and Regional teams. This role is for a commercial operator who is highly analytical and deeply understands subscription businesses - someone who can get into the data, form a clear point of view, and influence decisions across the business.

Key Responsibilities

• Build an integrated view of subscriber value across acquisition, conversion, engagement, retention, monetization, and reactivation.
• Understand how acquisition source, offers, markets, content, and subscriber behavior translate into retention, monetization, and long-term value.
• Diagnose changes in LTV, cohort quality, payback, ARPU, churn, retention, and engagement, separating longer-term trends from short-term or one-time effects.
• Identify and prioritize the biggest opportunities to improve subscriber value across acquisition, onboarding, engagement, retention, win-back, pricing, payments, and the broader Crunchyroll ecosystem.
• Turn cohort analysis, experimentation, attribution, incrementality, and customer behavior insights into clear recommendations on where we should invest, what we should change, and which opportunities will have the greatest impact.
• Partner with CDI and Finance on the data, definitions, measurement, and analysis needed to answer key business questions and measure initiatives against subscriber value, not just activity or short-term performance.
• Work with Product, Lifecycle, Curation, Content, Business Development, and Regional teams to evaluate opportunities, shape priorities, and understand how content, product capabilities, promotions, pricing, payments, and other experiences affect subscriber economics.
• Lead membership value reviews and give senior leaders a clear point of view on what is happening, why it matters, and what we should do about it.
• Bring learnings into Membership Strategy, Commercial Planning, and functional and regional roadmaps, building a consistent approach to managing subscriber value globally while accounting for differences across markets.
• Build stronger capabilities across the organization in cohort analysis, value measurement, and connecting subscriber behavior to commercial outcomes.

Additional information

We are considering applicants available to work a hybrid schedule, with three days each week onsite at our Dallas office.

About You

• 12+ years of experience in growth, commercial strategy, membership strategy, or business operations, including significant experience in a direct-to-consumer (DTC) business.
• Demonstrated experience improving subscriber economics across acquisition, engagement, retention, monetization, and lifetime value.
• Strong commercial judgment and analytical fluency - able to get into the data, understand what is driving performance, and turn insights into clear recommendations and actions.
• Deep understanding of subscription metrics and cohort economics, including retention, churn, ARPU, payback, engagement, and LTV.
• Experience using cohort analysis and customer behavior to identify and prioritize opportunities across the subscriber lifecycle.
• Track record of influencing Product, Marketing, Finance, Analytics, and other teams to move from insight to action.
• Strong executive communication skills and sound judgment, including the ability to simplify complex analysis and make clear recommendations.
• Experience in streaming, OTT, digital media, entertainment, gaming, or another consumer subscription business strongly preferred.
• Top-tier consulting or strategy experience and an MBA are pluses.

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!

#LifeAtCrunchyroll #LI-Hybrid

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.

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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