CRM and Lifecycle Manager

Coinbase, Inc.; United States; Remote; USD 120,000 - 180,000; Full time

Job summary

Coinbase, Inc. is seeking a senior CRM/Lifecycle Marketing leader to own the lifecycle strategy for key user journeys, including onboarding, engagement, and retention across multiple countries.

You will lead end-to-end planning and execution of multi-channel campaigns (email, push, in-app, SMS), partner with Product, Data Science, and regional stakeholders to align CRM initiatives with product launches and growth goals, and drive measurable outcomes through analytics and personalization.

Qualifications

• 6+ years in CRM or Lifecycle Marketing.
• Experience leading cross-functional initiatives with Product, Engineering and regional teams.
• Proven track record of defining and optimizing lifecycle programs that delivered measurable improvements.

Responsibilities

• Own lifecycle strategy for key user journeys (onboarding, engagement, retention).
• Lead end-to-end multi-channel CRM campaigns (email, push, in-app, SMS) across countries.
• Partner with Product, Product Marketing, Data Science, and regional stakeholders to align CRM initiatives with launches and growth goals.
• Drive CRM measurement: KPIs, reporting cadences, and leadership-ready insights.
• Identify gaps in customer journeys and design actionable plans using A/B testing, ML-powered targeting, and personalization to improve conversion and retention.

Skills

SQL

Cross-functional leadership

Lifecycle Marketing

AI/ML targeting

A/B testing

Tools

Braze

Iterable

Job description

• Own lifecycle strategy for key user journeys, including onboarding, engagement, and retention, defining segmentation, channel mix, and targeting approaches that drive measurable growth
• Lead end-to-end planning and execution of multi-channel CRM campaigns (email, push, in-app, SMS) across multiple countries, balancing speed with quality at scale
• Partner with Product, Product Marketing, Data Science, and regional stakeholders to align CRM initiatives with product launches, growth priorities, and international expansion goals
• Drive the CRM measurement framework by defining KPIs, building reporting cadences, and translating campaign performance data into strategic recommendations for leadership
• Identify gaps in existing customer journeys and design actionable plans to close them, leveraging A/B testing, ML-powered targeting, and personalization to improve conversion and retention

Working proficiency in SQL for audience segmentation and campaign analysis, with the ability to partner with Data Science and Analytics teams to build robust reporting frameworksUtilizes generative AI responsibly, maintaining human oversight to deliver business-ready outputs and drive measurable improvements in workflow efficiency, cost, and qualityDeep proficiency with enterprise CRM platforms (e.g., Braze, Iterable) including audience segmentation, journey orchestration, A/B testing, and ML-powered targetingExperience leading cross-functional initiatives with Product, Engineering, and regional teams, with a track record of aligning competing priorities and delivering against aggressive timelinesProven track record of defining and optimizing lifecycle programs that delivered measurable improvements in user engagement, retention, or revenue metrics across multiple markets6+ years in CRM or Lifecycle Marketing with demonstrated ownership of multi-channel campaign strategy and execution (email, push, in-app, SMS) at scale