User Growth & Lifecycle Marketing Manager

Binance; Abu Dhabi; Remote; AED 400,000 - 680,000; Full time

Benefits offered by this job

Remote-first, work-from-home

Competitive salary & benefits

Job summary

Binance is seeking an experienced User Growth & Lifecycle Marketing Manager to lead global lifecycle campaigns. You will guide onboarding optimization, personalized campaigns, and engagement strategies to lift activation and first-time transactions.

The role demands deep experience in AB testing, funnel analysis, and data-driven marketing within fintech/e-commerce domains. Responsibilities include building segmentation, membership programs, gamification, and cross-selling to boost retention and

Qualifications

• Proven track record of growing user base in zero-to-one or one-to-many scenarios.
• Experience in retention, conversion and repeat-purchase initiatives with measurable results.
• Strong understanding of AB testing, funnel analysis and lifecycle marketing

Responsibilities

• Activation and Conversion: optimize onboarding with product iterations and personalized campaigns to boost new user activation and first-time transaction rates.
• Retention and Repeat Purchase: build lifecycle and segmentation, develop memberships, points, gamification, and cross-sell strategies.
• Design and optimize referral and viral growth mechanisms to drive organic growth.
• Lead A/B testing and segmentation to allocate resources efficiently.
• Collaborate with teams to ensure smooth execution of lifecycle strategies.
• Apply data analysis to uncover insights and propose data-driven solutions.
• Stay informed about product features and user pain points across business units

Skills

AB testing

Funnel analysis

Lifecycle strategies

Data-driven thinking

Growth campaigns

Marketing automation

Bilingual English/Arabic

Tools

Marketing automation platforms

Job description

Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, and more. Our mission is to increase the freedom of money and financial access for people around the world.

About The Role

We are seeking an experienced User Growth & Lifecycle Marketing Manager to manage and collaborate with teams and oversee global lifecycle marketing campaigns. This individual will have a strong understanding of the general methodology of product and campaign operations, such as AB testing, funnel analysis, and lifecycle strategies. They will be responsible for providing campaign ideas and guidance to team members.

Responsibilities

• Activation and Conversion: Lead the optimization of the new user onboarding process by implementing product iterations, personalized marketing campaigns tailored to individual users, and targeted engagement strategies to improve new user activation and first-time transaction (FTT) conversion rates.
• Retention and Repeat Purchase: build a comprehensive user lifecycle management system and user segmentation framework, and enhanced user engagement and repeat purchase frequency through the development of membership programs, point systems, gamification, and various other strategies including cross-selling.
• Design and optimize user referral and viral growth mechanisms to drive product organic growth.
• Lead A/B testing and user segmentation strategies to implement refined operations and achieve optimal allocation of operational resources.
• Collaborate with teams across the organisation to ensure smooth execution of lifecycle marketing strategies and campaigns.
• Utilise strong logical thinking and data analysis skills to uncover business insights, identify problems, and develop data-driven solutions.
• Stay well-informed on each Business Unit's products, including their features, user preferences, and pain points.

Requirements

• Proven track record of successful growth from zero to one or from one to a thousand users, leading initiatives in user retention, conversion, and repeat purchase with significant results.
• Over 5 years of experience in the internet industry, with more than 3 years in senior user growth roles within transaction-based sectors such as e-commerce or fintech.
• Experience of individually leading growth projects, operations or campaigns with systematic framework and methodology.
• In-depth understanding of essential operational methodologies, including AB testing, funnel analysis, and custom strategies.
• Knowledge and experiences in using marketing automation platforms/ tools.
• Possess strong data-driven thinking, capable of establishing and improving data monitoring and analysis systems for user operations, with the ability to keenly identify issues through data and propose corresponding solutions.
• Strong familiarity of working with various Business Unit products and the ability to comprehend user preferences and pain points.
• Bilingual English/Arabic is required to be able to coordinate with partners and stakeholders in the MENA region.

Why Binance

• Shape the future of finance
• Collaborate with world-class talent in a user-centric global organization with a flat structure
• Tackle challenging projects in a fast-paced and innovative enviornment with autonomy
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning
• Competitive salary and company benefits
• Remote-first, work-from-home arrangement (may vary depending on the nature of the role and team)

Binance is committed to being an equal opportunity employer. We believe that having a diverse workforce is fundamental to our success.

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We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.