CRM and Lifecycle Manager II

Coinbase, Inc.; Charlotte (NC); Remote; USD 157,000 - 165,000; Full time

Job summary

Coinbase is seeking a CRM & Lifecycle Manager II to lead lifecycle strategies across onboarding, engagement, and retention at global scale. You’ll orchestrate multi-channel campaigns (email, push, in-app, SMS) across countries, align CRM initiatives with product launches, and drive KPIs with a strong measurement framework.

With 6+ years in CRM, you’ll bring expertise in Braze or Iterable, SQL for segmentation, and ML-powered targeting.

Qualifications

• 6+ years in CRM or Lifecycle Marketing with ownership of multi-channel campaigns
• Proven track record improving onboarding, engagement, and retention across markets
• Deep proficiency with enterprise CRM platforms (Braze, Iterable) including audience segmentation and journey orchestration
• Experience leading cross-functional initiatives with Product, Engineering, and regional teams
• SQL proficiency for audience segmentation and campaign analysis, with reporting focus
• Ability to leverage AI/ML targeting and personalization while ensuring human oversight

Responsibilities

• Own lifecycle strategy for key user journeys: onboarding, engagement, retention, segmentation, and targeting.
• Lead end-to-end planning and execution of multi-channel CRM campaigns across countries.
• Partner with Product, Data Science, and regional teams to align CRM with launches and expansion goals.
• Define KPI-driven measurement frameworks and translate data into leadership-ready insights.
• Identify gaps in user journeys and design actionable plans using A/B tests and personalization.

Skills

CRM

Lifecycle Marketing

Multi-channel

SQL

Braze

Iterable

A/B testing

ML targeting

Tools

Braze

Iterable

Job description

Ready to do the most impactful work of your career? At Coinbase, we are uncompromising on our mission to increase economic freedom. The bar is high, the environment is intense, and we like it that way. This isn't a place for complacency, it’s a place to be pushed past your perceived limits. If you're ready to build the future of finance alongside people who refuse to settle for \"good enough,\" you belong here. Coinbase is a remote-first, but not remote-only company. Expect to get together quarterly for intense in-person working sessions called “surges.” learn more about working at Coinbase.

We're hiring a CRM & Lifecycle Manager II to join the Growth Marketing team within Marketing and lead how Coinbase engages and retains millions of users through lifecycle campaigns at global scale. This team owns CRM strategy and execution across email, push, in-app, and SMS, turning user data into personalized journeys that drive onboarding, engagement, and retention. You'll define lifecycle strategies for high-impact user segments, lead cross-functional campaign initiatives across multiple countries, and set the standard for how the team measures and optimizes CRM performance.

What you’ll do:

• 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.

Required Skills and Experience:

• 6+ years in CRM or Lifecycle Marketing with demonstrated ownership of multi-channel campaign strategy and execution (email, push, in-app, SMS) at scale.

• Proven track record of defining and optimizing lifecycle programs that delivered measurable improvements in user engagement, retention, or revenue metrics across multiple markets.

• Deep proficiency with enterprise CRM platforms (e.g., Braze, Iterable) including audience segmentation, journey orchestration, A/B testing, and ML-powered targeting.

• Experience leading cross-functional initiatives with Product, Engineering, and regional teams, with a track record of aligning competing priorities and delivering against aggressive timelines.

• 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 frameworks.

• Utilizes generative AI responsibly, maintaining human oversight to deliver business-ready outputs and drive measurable improvements in workflow efficiency, cost, and quality.

*Pay Transparency Notice:** *Base salary varies by location (see range below). Total compensation may also include equity and bonus eligibility, and benefits (medical, dental, vision, 401(k)).

Annual base salary range (excluding equity and bonus):

$156,560—$164,800 USD

• *Application Limit: *Candidates may submit a maximum of 3 applications within a 6-month period.

• *Equal Opportunity Employer: *Coinbase is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, or genetic information. Applicants with criminal histories will be considered consistent with applicable federal, state, and local laws.

• *US Applicants: *View Employee Rights, Know Your Rights, and E-Verify Notice of Participation.

• *Accommodations: *If you are an individual with a disability who needs a reasonable accommodation, email us your request and contact info at accommodations[at]coinbase.com.Need screen reading technology? Click here to download a free compatible screen reader and view the tutorial.

• *Data Privacy & Arbitration: *By submitting your application, you agree to our Candidate Privacy Notice. US applicants: By submitting your application, you agree to Arbitration of Disputes.