2025

Next Level Merger

Business Impact

When Sony merged Crunchyroll and Funimation, I was tasked with unifying 125+ creatives across four continents while preserving each team’s strengths. Amid integration, we launched the global #AnimeNextLevel campaign — proof that even in transition, world-class creative doesn’t pause.

Change Management

Organizational Design

When Sony merged Crunchyroll and Funimation, I was tasked with unifying 125+ creatives across four continents while preserving each team’s strengths. Amid integration, we launched the global #AnimeNextLevel campaign — proof that even in transition, world-class creative doesn’t pause.

Challenge
Integrate six departments into one cohesive organization while navigating cultural friction and uncertainty — all without slowing campaign delivery.


Strategy
Build sustainable systems for global coordination, cultural integration, and career growth creating a framework that would outlast any single leader.


Impact
Fashioned a cohesive creative organization that supported 28+ global campaigns per year and supported Crunchyroll’s broader business flywheel — including E-commerce, Business Development, Special Events (Anime Awards), convention activations, B2B presentations, licensor servicing, and full creative support for Lifecycle, Social, User Acquisition, and International marketing teams.

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Change Management

Next Level Merger

When Sony merged Crunchyroll and Funimation, I was tasked with unifying 125+ creatives across four continents while preserving each team’s strengths. Amid integration, we launched the global #AnimeNextLevel campaign — proof that even in transition, world-class creative doesn’t pause.

When Sony merged Crunchyroll and Funimation, I was tasked with unifying 125+ creatives across four continents while preserving each team’s strengths. Amid integration, we launched the global #AnimeNextLevel campaign — proof that even in transition, world-class creative doesn’t pause.