CRM and Lifecycle Manager II

Coinbase, Inc.; Santa Fe (NM); Remote; USD 157,000 - 165,000; Full time

Job summary

Coinbase is hiring a CRM & Lifecycle Manager II to lead lifecycle campaigns across email, push, in-app, and SMS at global scale. You will own onboarding, engagement, and retention strategies, partnering with Product, Data Science, and regional teams to align CRM initiatives with product launches and international expansion.

You will drive the CRM measurement framework, define KPIs, and build robust reporting to guide leadership decisions.

Qualifications

• 6+ years in CRM or Lifecycle Marketing with ownership of multi-channel strategy and execution at scale.
• Proven track record across onboarding, engagement, and retention programs.
• Experience with Braze/Iterable for segmentation, journeys, and testing.
• Ability to lead cross-functional programs across Product, Eng, and regional teams.
• Strong SQL skills for audience analysis and campaign reporting.

Responsibilities

• Own lifecycle strategy for key user journeys across onboarding, engagement, and retention.
• Plan and execute multi-channel CRM campaigns across countries at scale.
• Collaborate with Product, Product Marketing, Data Science to align CRM with launches and growth.
• Define KPIs, reporting cadences, and drive data-driven optimization.
• Identify gaps in journeys and improve with A/B testing and AI-driven personalization.

Skills

CRM lifecycle marketing

Multi-channel campaigns

Audience segmentation

SQL

Cross-functional leadership

A/B testing

ML-powered 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.