ANIME BOX CLUB
THE ASK
Anime Box Club, a subscription service delivering exclusive anime merchandise, had grown to serve 6,000 to 9,000 subscribers globally, predominantly in the US. Despite reaching $6M in ARR, the Founder/CEO was feeling burnt out after years of intense effort. The business needed fresh energy and direction, especially since production was outsourced to China. Aman was brought on as Chief Marketing Officer to take the reins and restore momentum.
MY APPROACH
As the CMO of the Anime Box Club, a global anime subscription service, I was tasked with revitalizing the business and driving growth. Taking over daily operations and leading a 15-member international team, I implemented strategic game plans across key areas like PPC, SEO, social media, and email/SMS marketing. By establishing a centralized, real-time performance dashboard, we shifted to data-driven decision-making. The results were significant: revenue grew by 30%, reaching nearly $10M ARR, while maintaining strong profitability with a 3.5x ROAS and high customer engagement.
SERVICES PROVIDED
☑️ Marketing Strategy
☑️ Creative output
☑️ Cost optimization
☑️ Persona & Customer Journey
☑️ Content and Email Strategy
TASKS
My mandate was clear: take over daily operations with a focus on marketing, while managing a 15-member team spread across the US, Canada, Europe, Asia, and the Middle East. This team handled all core revenue functions, including paid advertising, email and SMS marketing, social media, SEO, creative content, product R&D, and RevOps. In addition to stabilizing operations, the goal was to reignite growth and diversify the company’s product offerings.
ACTIONS
Upon joining, I took time to fully understand the business, team, and tech infrastructure. My first priority was to establish a centralized, near-real-time dashboard to track key performance metrics, enabling data-driven decision-making. This addressed a critical gap, as the Founder/CEO and CFO previously lacked visibility into the company’s performance.
With clarity on our metrics, I developed strategic game plans to enhance key business drivers, including PPC, creative output, SEO, social media, and email/SMS campaigns. I trained the global team on these strategies, ensuring their execution and providing ongoing guidance to maintain focus.
RESULTS
– Revenue increased by over 30%, reaching $10M ARR.
– ROAS averaged 3.5x on first-purchase, allowing for an immediate positive cash cycle.
– Ad spend across Meta, TikTok, Pinterest, Twitter, Reddit, and other platforms tripled, reaching $100K p.m.
– IAOV exceeded $110, while CLTV surpassed $450.
– Profitability remained very strong, with 65% gross and 25% net margins.
– Email and SMS send volumes grew by over 10x.
– Social media engagement increased more than 10x.
– Search engine performance increased more than 3x.