Senior Lifecycle Marketing Manager

About Binance.US: 

Binance.US is America's home to buy, trade, and earn digital assets. As a licensed and regulated U.S. crypto platform, Binance.US offers some of the lowest fees in the industry and provides secure and reliable access to more than 160 of the world’s most popular cryptocurrencies. We’re on a mission to empower people to do more with their money. The new economy has arrived and we’re committed to helping everyone access the world of blockchain and crypto. To learn more about Binance.US, visit https://www.binance.us/.

About This Role:

We are seeking a results-driven, highly strategic Senior Lifecycle Marketing Manager to join our Marketing team and lead high-impact lifecycle initiatives across the customer journey. This role is responsible for developing and executing multichannel programs that drive user activation, engagement, retention, reactivation, and LTV, with an emphasis on incentive-based marketing.

The ideal candidate brings a strong track record of ROI-positive campaign execution and effectively leveraging a broad range of tactics to motivate customer behavior and enhance product stickiness throughout the customer journey.

This role requires deep collaboration with cross-functional teams including Analytics, Product, Design, Finance, Legal, and Operations. You should be equally comfortable crafting strategy, configuring campaigns, managing execution, and analyzing and optimizing campaign performance. This full-time, remote position offers the opportunity to make a significant impact on the company's bottom line.

Core Responsibilities:

• Own the end-to-end strategy, development, and optimization of lifecycle marketing programs across email, push, in-product messaging, and more.

• Lead the ideation, planning, and execution of incentive-driven campaigns that are ROI-positive and support user growth and engagement goals across sign-up, onboarding, product usage, and winback stages.

• Optimize full-funnel conversion flows and automate high-performing journeys to improve efficiency and scalability.

• Identify and prioritize key lifecycle moments and trigger-based campaigns, deploying tactics that align with user intent and maximize response.

• Collaborate closely with analytics partners to design and implement experimentation roadmaps, including A/B and multivariate testing strategies that drive measurable lift.

• Build and maintain targeted customer segments using behavioral, transactional, and demographic data to personalize communication and offers.

• Own reporting and performance tracking, identifying actionable insights to continuously refine lifecycle programs.

• Key KPIs include: onboarding conversion rate (CVR), customer lifetime value (LTV), retention rate, reactivation rate, referral volume, and campaign ROI.

Preferred Skills & Experience:

• 8+ years of experience in lifecycle or CRM marketing (6+ years with a Masters degree), with at least 2-3 years specifically focused on growth and incentive-based campaigns.

• Deep understanding of incentive structures and their psychological and behavioral impact across customer lifecycle stages.

• Proven success driving ROI-positive growth marketing campaigns using referrals, promotions, bonuses, discounts, and other offers.

• Strong command of customer engagement platforms such as Braze, Iterable, or equivalent.

• Demonstrated strength in segmentation, personalization, journey automation, and A/B testing at scale.

• Excellent communication, project management, and stakeholder collaboration skills.

• Self-starter, resourceful, and comfortable operating in a fast-paced, highly regulated industry; fintech or crypto experience preferred.

• Creative thinker with a sharp eye for copy and design; experience writing customer-facing content is a plus.

• Bachelor's or Master's degree in Marketing, Business, Communications, Analytics, or a related field.

Salary:

The starting pay for this role is USD$150,000 for all U.S. remote locations. The actual base pay will vary, and is dependent upon many factors, such as transferable skill sets, work experience, business needs, and market demands. The base pay range is subject to change.

Binance.US is an Equal Opportunity Employer. Our mission is to give Americans access to a broad array of digital assets, and we thrive because of the diverse and inclusive team that we are building. We do not discriminate against qualified employees or applicants because of race, color, religion, gender identity, sex, sexual preference, sexual identity, pregnancy, national origin, ancestry, citizenship, age, marital status, physical disability, mental disability, medical condition, military status, or any other characteristic protected by local law or ordinance. 

Binance.US complies with Federal Transparency in Coverage regulations by providing a link to machine readable files related to the health plans offered to our employees. The machine-readable files are formatted to allow researchers, regulators, and application developers to more easily access and analyze data including negotiated service rates, and out-of-network allowed amounts between health plans and healthcare providers.