CRM and Lifecycle Manager II

Overview

Lead CRM and lifecycle strategy for Coinbase's Growth Marketing team, engaging and retaining millions of users through multi-channel campaigns at global scale.

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.

What you'll need

• 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.

Details

• Remote-first role in the USA; quarterly in-person working sessions called "surges."
• Annual base salary range (excluding equity and bonus): $156,560 — $164,800 USD.
• Total compensation may include equity, bonus eligibility, and benefits (medical, dental, vision, 401(k)).