Tyrus Emory
Commercial Architecture for High-Stakes Growth
I build and lead commercial systems that turn story and product into demand, demand into revenue, and revenue into durable growth—where capital is committed before outcomes are known, and failure is expensive and public.
$0 → $5M+ ARR — Sony/Crunchyroll, two years
37.9K free-to-paid conversions — largest in Crunchyroll history
$10M → $80M+ revenue — Martian Entertainment, eight years
~$8M P&L — physical revenue-generating assets
Revenue systems across software platforms and physical operations — global lifecycle engines, conversion architecture, truck routing, venue logistics, and $8M in touring assets.
Sony / Crunchyroll · 2023–2025
Took the Anime Awards — an eight-year-old global franchise that had never generated revenue — and rebuilt it as a commercial system. Re-architected the martech stack, built Crunchyroll's first lifecycle engine across six languages, closed the company's first Western partnerships (Amazon, Walmart, TikTok, MLB), and designed the conversion motion that turned fan engagement into paid subscriptions. The Awards went from permanent loss leader to profit center in two years.
Martian Entertainment · 2015–2023
Built the commercial system from zero for a tech-driven Broadway studio — marketing, pricing, yield management, CRM, and monetization across a growing slate of productions. Engineered early dynamic pricing models that preceded industry adoption, replaced analog acquisition (direct mail, list rentals) with a digital growth engine, and designed modular web/CRM infrastructure across seven brands. Co-authored the capital narrative that supported a $16M raise while increasing inbound deal flow from creators and investors. Managed ~$8M P&L on physical revenue-generating assets.
$10M → $80M+ revenue · +19% yield (~$1M incremental annual) · ~47% CAC reduction over five years · $16M fundraise · 17% cheaper web builds
Tyrus Systems — Commercial Architecture · 2023–Present
Selective engagements diagnosing commercial infrastructure problems across legal tech, government SaaS, venture capital, and franchise operations.
Designed behavioral trigger routing recovering ~$300K at LegalZoom. Diagnosed a regional funnel anomaly and built the sequenced GTM engine at a B2G SaaS company. Built trust infrastructure and native distribution for an India-focused VC firm. Designed the organizational operating system for IHOP's 1,600-unit franchise digital rebuild.
LegalZoom · B2G SaaS · Growthcap VC · IHOP
EDM Studio · 2013–2015 · Founded, acquired by Martian Entertainment
Founded a media studio producing documentaries, podcasts, and a TV pilot sold to Bento Box/FOX. The creative was easy…managing our finances was hard. Financial visibility, participation agreements, territory splits, distributor reporting were all chaos. Partnered with technical co-founders to architect a contract-to-cash revenue system: a rules engine that mapped contracts to revenue streams, modeled waterfall splits, forecasted cash flow using decay templates, and flagged variance between projected and realized revenue. That infrastructure gave us investor-grade visibility.
NBC News · 2010–2013
Built the first social sharing modules across NBC News digital properties — 90M monthly pageviews, no existing on-platform sharing infrastructure. Designed and shipped the integration, drove +78% share-to-visit conversion YoY and 7M incremental referral sessions in year one. Simultaneously managed ~$3M in travel and satellite budgets with less than 1% overage and zero missed hits.
+78% share-to-visit YoY · 7M incremental referral sessions · ~$3M budgets, <1% overage
Board Governance · 2019–Present
Trustee, Pitzer College of The Claremont Colleges:
Vice Chair, Audit & Risk Management Committee; Member, Executive Committee. Partners with the President, COO, senior staff, and external auditors on financial controls, enterprise risk, and capital allocation.