Director, Lifecycle Marketing

OKX; San Jose (CA); On-site; USD 200,000 - 300,000; Full time

Benefits offered by this job

Competitive total compensation package

L&D programs and education subsidy

Wellness and meal allowances

Comprehensive healthcare schemes

Job summary

OKX is seeking a Lifecycle Marketing Lead to redefine user engagement strategies within the US market. The ideal candidate will possess 15+ years in lifecycle or growth marketing, demonstrating strategic and AI fluency. Responsibilities include developing comprehensive engagement strategies, leveraging AI for lifecycle programs, and collaborating cross-functionally to ensure alignment.

The position offers a competitive salary between $200,000 and $300,000, comprehensive benefits, and opportunities for personal growth.

Qualifications

• 15+ years in lifecycle, CRM, or growth marketing in a high-growth environment.
• Demonstrated track record building lifecycle strategies.
• Experience in crypto, fintech, or financial services preferred.

Responsibilities

• Define how OKX engages US users from acquisition to reactivation.
• Lead AI integration into lifecycle marketing.
• Translate user behavior data into actionable insights.

Skills

Strategic instinct

AI fluency

User behavior obsession

Execution excellence

Leadership through strategic change

Job description

Who We Are

At OKX, we believe the future will be reshaped by crypto, and ultimately contribute to every individual's freedom. OKX is a leading crypto exchange, and the developer of OKX Wallet, giving millions access to crypto trading and decentralized crypto applications (dApps). OKX is also a trusted brand by hundreds of large institutions seeking access to crypto markets. We are safe and reliable, backed by our Proof of Reserves. Across our multiple offices globally, we are united by our core principles: We Before Me, Do the Right Thing, and Get Things Done. These shared values drive our culture, shape our processes, and foster a friendly, rewarding, and diverse environment for every OK-er. OKX is part of OKG, a group that brings the value of Blockchain to users around the world, through our leading products OKX, OKX Wallet, OKLink and more.

About The Opportunity

Lifecycle marketing at OKX is evolving. We're not looking for someone to run campaigns — we're looking for someone to fundamentally rethink how we engage traders across the US market on one of the world's leading crypto platforms.

This is a leadership role for a marketer who thinks in systems, not sends. Someone who is comfortable defining a US-market engagement strategy as well as getting into the work to make it happen.

Reporting to the Global Head of Lifecycle Marketing, you'll help define the vision, strategy, and output of lifecycle marketing for the US. Your execution layer is AI agents, cross-functional partners, and co-operating with the broader Lifecycle marketing team. That means your ability to train, direct, brief and critique is as important as your ability to set direction.

If your default mode is execution and program management or pure strategy and handoff, this isn't the role for you. If your default mode is leading from the front, and you have the craft and judgment to shape the work through strategic problem‑solving, AI‑native thinking, and a relentless focus on what quality looks like to actually move users — read on.

What You’ll Be Doing

• Lifecycle Strategy & Vision: Define how OKX engages US users from acquisition through activation, retention, and reactivation across segments and products. You'll set the strategic framework for the US market in alignment with the Global Head of Lifecycle, ensuring regional strategy falls into global priorities. This requires deeply understanding US crypto user behavior, identifying the highest-leverage moments in the lifecycle, and building programs that compound over time.
• AI‑Native Ways of Working: Lead by example embedding AI into every layer of lifecycle marketing—from ideation and content development to segmentation, testing, and analysis. Build and train agentic AI workflows: multi‑step autonomous systems that execute lifecycle programs at scale. Be responsible for the outcomes of agents and decide which tools to build, leverage, or adopt.
• Insight‑Led Decision Making: Translate user behavior data into viewpoints and programs. Develop deep understanding of user segments, motivations, and signals that predict engagement, conversion, and churn. Use reporting and dashboards as a foundation, not a destination.
• Cross‑Functional Leadership: Build genuine partnerships with Product, PMM, Data, BI, Design, Legal, and regional teams. Influence roadmaps, shape go‑to‑market planning, and ensure lifecycle has a seat at the table early.

What We Look For In You

• Strategic instinct: Led lifecycle programs defined by a clear strategic thesis. Articulated program purpose, problem solved, and ladder to business outcomes.
• Demonstrated AI fluency: Actively use AI tools, agentic systems, and autonomous workflows. Built or directed AI‑powered processes, trained agents, and corrected poor outputs.
• User behavior obsession: Think about users before channels, read engagement data, differentiate segments and personas, and apply insights.
• Execution excellence: Quickly assess lifecycle programs, campaigns, copy, or targeting and articulate why something works or not. Bring craft and judgment to guide AI agents and partners.
• Comfort with ambiguity and bias toward action: Make smart decisions with incomplete information, move quickly, and refine as you go.
• Demonstrated leadership through strategic change: Adapt to shifting direction and lead teams or programs mid‑flight while maintaining quality and momentum.
• Global perspective, local instinct: Experience across markets, building frameworks that scale globally but allow local relevance.

Nice to Haves

• 15+ years in lifecycle, CRM, or growth marketing in a high‑growth, fast‑paced environment
• Demonstrated track record building lifecycle strategies that drove measurable impact on activation, retention, or LTV
• Meaningful AI adoption in own workflows with specific outcomes
• Experience with marketing automation tool roll outs
• Experience in crypto, fintech, or financial services strongly preferred
• Familiarity with CeFi/DeFi and curiosity about the crypto space
• Strong communication skills: Present strategy to a CMO and a campaign brief to a designer with equal clarity

Perks & Benefits

• Competitive total compensation package
• L&D programs and education subsidy for employees' growth and development
• Various team building programs and company events
• Wellness and meal allowances
• Comprehensive healthcare schemes for employees and dependants
• More that we love to tell you along the process

OKX Statement

OKX is committed to equal employment opportunities regardless of race, color, genetic information, creed, religion, sex, sexual orientation, gender identity, lawful alien status, national origin, age, marital status, and non‑job related physical or mental disability, or protected veteran status. Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

• The salary range for this position is $200,000 – $300,000.
• The salary offered depends on a variety of factors, including job‑related knowledge, skills, experience, and market location. In addition to the salary, a performance bonus and long‑term incentives may be provided as part of the compensation package, as well as a full range of medical, financial, and/or other benefits, dependent on the position offered. Applicants should apply via OKX internal or external careers site.

Notice

All official OKX vacancies are published on this website. While roles may appear on selected third‑party platforms from time to time, information on other sites may be inaccurate or outdated. If in doubt, please apply directly through our official careers website. Information collected and processed as part of the recruitment process of any job application you choose to submit is subject to OKX's Candidate Privacy Notice.