Senior Manager, Customer Lifecycle & Loyalty

Coins.ph; Taguig; On-site; PHP 600,000 - 1,200,000; Full time

Job summary

Coins.ph is seeking a CRM leader in the Philippines to own lifecycle strategy, loyalty design, and multi-channel campaigns. You will drive segmentation, personalization, and data-driven decision making to boost retention and lifetime value.

You’ll collaborate with Product, Data, and Engineering, and mentor the CRM team while optimizing the tech stack and campaign performance across channels.

Qualifications

• Must hold a bachelor’s degree in Marketing, Business, Data Analytics, or a related field. A master’s degree is an advantage.
• Minimum 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity.
• Required: Hands-on experience managing and optimizing a modern CRM/marketing automation platform (e.g., CleverTap, Braze, Salesforce Marketing Cloud, HubSpot).
• Proven expertise in customer segmentation, journey mapping, and executing automated, multi-channel campaigns
• Strong analytical skills with proficiency in using data to diagnose problems, measure campaign success, and inform strategy
• Excellent communication and interpersonal skills, with the ability to translate complex data into actionable insights for cross-functional partners
• Strong leadership experience with the ability to manage projects and influence stakeholders without direct authority
• Ability to work independently and collaboratively in a fast-paced environment
• A strong understanding of blockchain technology and the crypto ecosystem is a plus, but deep CRM expertise is essential

Responsibilities

• Develop and own the comprehensive CRM strategy, focusing on retention, lifetime value, and reducing churn.
• Design, launch, manage, and optimize the loyalty program/point system, including structure, tiering, benefits, and partner integrations.
• Define advanced segmentation and personalization to deliver hyper-relevant communications across the lifecycle.
• Analyze customer behavior and engagement data to inform strategy and campaign optimization.
• Build and optimize data-driven customer journeys (onboarding, activation, nurture, win-back).
• Conduct A/B testing and leverage analytics to improve campaign performance and experience.
• Serve as the primary owner for the CRM platform; collaborate with external vendors and internal Tech/Data teams.
• Manage the CRM tech stack, integrate analytics, messaging, and tracking tools; automate processes.
• Plan, build, and execute omnichannel campaigns (email, push, in-app, SMS) and monitor KPI performance.
• Mentor team members, collaborate with Product, Data, and Engineering, and drive data-driven decisions.
• Act as the voice of the customer in strategy discussions and cross-functional initiatives.

Skills

Customer segmentation

Journey mapping

Automated multi-channel campaigns

Data-driven decision making

Leadership

Communication

Education

Bachelor’s degree in Marketing, Business, or Data Analytics

Tools

CleverTap

Braze

Salesforce Marketing Cloud

HubSpot

Job description

Join the Pioneer Crypto Brand in the Philippines! Coins is the most established crypto brand in The Philippines and has gained the trust of more than 18 million users. Through the easy-to-use mobile app, users can buy and sell a variety of different cryptocurrencies and access a wide range of financial services. Coins is fully regulated by the Bangko Sentral ng Pilipinas (BSP) and is the first ever crypto-based company in Asia to hold both Virtual Currency and Electronic Money Issuer licenses from a central bank.

What You’ll Do

CRM, Loyalty & Lifecycle Strategy

• Develop and own the comprehensive CRM strategy, focusing on customer retention, lifetime value (LTV), and reducing churn
• Design, launch, manage, and optimize the customer loyalty program/point system, including program structure, value proposition, tiering, benefits, and partner integrations
• Define advanced customer segmentation and personalization frameworks to deliver hyper-relevant communications across the user lifecycle
• Analyze customer behavior, transaction data, and engagement metrics to generate insights that inform strategy and campaign optimization
• Build, automate, and optimize data-driven customer journeys (onboarding, activation, nurture, win-back) to guide users toward key actions and milestones
• Conduct A/B testing and leverage analytics to continuously improve campaign performance and customer experience

Platform Management & Technology Integration

• Serve as the primary owner and expert for the CRM platform, maximizing its capabilities for segmentation, automation, and personalization
• Collaborate with the external CRM vendors and internal Tech/Data teams to ensure seamless platform integration, data hygiene, and alignment with our data infrastructure
• Manage and evolve the CRM tech stack, ensuring tools for analytics, messaging, and user tracking are effectively integrated
• Automate marketing processes to increase efficiency and scale personalized communication

Campaign Execution & Performance

• Plan, build, and execute omnichannel engagement campaigns (email, push notifications, in-app messages, SMS) that support product launches, feature adoption, and business objectives
• Partner with the Product team to design and trigger communication based on user behavior within the app/product
• Collaborate closely with Campaign and Content teams to produce compelling, brand-consistent creative assets for all CRM channels
• Monitor, analyze, and report on CRM KPIs (e.g., retention rates, engagement rates, conversion lift, LTV, churn) to demonstrate ROI and guide strategy

Cross-functional Leadership & Collaboration

• Partner with the Marketing team to ensure a seamless handoff from acquisition to onboarding and ongoing engagement
• Collaborate with Product, Data, and Engineering teams to implement tracking, share insights, and leverage product data for enhanced targeting
• Mentor and guide team members or specialists on CRM best practices and data-driven decision making
• Act as the voice of the customer, bringing lifecycle insights to broader business and product strategy discussions

What We Expect From You)

• Must hold a bachelor’s degree in Marketing, Business, Data Analytics, or a related field. A master’s degree is an advantage
• Minimum 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity
• Required: Hands-on experience managing and optimizing a modern CRM/marketing automation platform (e.g., CleverTap, Braze, Salesforce Marketing Cloud, HubSpot).
• Proven expertise in customer segmentation, journey mapping, and executing automated, multi-channel campaigns
• Strong analytical skills with proficiency in using data to diagnose problems, measure campaign success, and inform strategy
• Excellent communication and interpersonal skills, with the ability to translate complex data into actionable insights for cross-functional partners
• Strong leadership experience with the ability to manage projects and influence stakeholders without direct authority
• Ability to work independently and collaboratively in a fast-paced environment
• A strong understanding of blockchain technology and the crypto ecosystem is a plus, but deep CRM expertise is essential

Meaningful Collaborations - The successful candidate will work cross-functionally with other relevant teams to carry out implementations that will improve and create an impact on customer experience.

Scalable Growth - Be part of a fast-growing organization with the vision to expand its territories outside APAC which will provide opportunities for career advancement.

A Space For Bright Ideas - Let your bright ideas be converted into meaningful changes! Coins culture welcomes new ideas backed up by data to create an impact.

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.