When Sony acquired Crunchyroll, it merged two distinct anime streaming platforms—Crunchyroll’s tech-forward agility and Funimation’s legacy-driven depth. As Head of Creative Services, I was tasked with designing and implementing a unified creative organization that honored each brand’s strengths while elevating them into a stronger, collective entity.
The Challenge
In those early days of the merger, I could feel the uncertainty in every conversation. My role wasn’t just about integrating workflows — it was about reassuring 125+ creatives that their best work still had a home here.
Key Task
Successfully integrating 125+ full-time creatives across four continents while maintaining creative excellence and supporting subscriber growth. Employee uncertainty was high, cultural friction real, and expectations high. I led the integration of six departments—Video, Design, Concept, Production, Project Management, and Media Management—while simultaneously launching the global “Next Level” campaign.
Strategy
The strategy focused on building a sustainable operational and talent framework that prioritized long-term organizational success over individual leadership. I sought to create systems for global coordination, cultural integration, and career growth—designed to outlast any single person or leader.
Execution
- Process Optimization: I led the consolidation of the marketing team’s project management systems, streamlining the process for submitting, tracking, and approving creative requests. This included comprehensive training, new workflows, and better alignment with dozens of anime licensors. The result: improved turnaround times, higher efficiency, and stronger team morale.
- Adaptive Leadership: Bridged conflicting legacy governance styles by tailoring communications and clarifying expectations for Directors. Took accountability for emerging issues while fostering shared purpose.
- Team Enablement: Balanced the demands of launching a global campaign while building a new creative organization that had tripled in size. Clarity, availability, and transparency enabled us to make an immediate impact with the “#AnimeNextLevel” campaign.
- Lead by Results: Avoided grandstanding; instead, let outcomes—including high retention, global campaign success, and team promotions—speak for themselves.
Results
- Business Impact: Built a unified creative organization that now supports 28+ global campaigns per year plus the company’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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- Operational Excellence: Enabled consistent, high-quality asset delivery across 31 markets with a 20% cost reduction.
- Team Development: Reorganized and stabilized the creative services function amidst ongoing high-demand periods.
- Cultural Transformation: Successfully unified Crunchyroll and Funimation cultures into a cohesive, high-functioning creative unit.
Learnings
- Good process leads to great outcomes. Sustainable systems support resilience over reliance on individuals.
- Transparent communication and shared purpose are critical for cultural integration.
- Investing in talent development yields business and human capital growth.
Hashtags: #TeamDevelopment #GlobalLeadership #CulturalIntegration #ChangeManagement