Senior Marketing Manager, Activation & Retention

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Binance.US

WebsiteLinkedInAll Job Openings

201 - 500 employees

Founded 2019

₿ Crypto

💳 Fintech

🛍️ eCommerce

💰 $200M Seed Round on 2022-04

Crypto • Fintech • eCommerce

Binance. US is a licensed and regulated cryptocurrency exchange in the United States, allowing users to securely buy, sell, and trade over 160 cryptocurrencies, including Bitcoin and Ethereum. With features such as deep liquidity, low trading fees, and a robust staking platform, Binance. US provides users with the tools to manage their crypto assets efficiently and confidently. The platform supports a variety of payment methods, making it easy for users to deposit and withdraw USD, while prioritizing the security of customer funds.

📋 Description

• Own performance across the onboarding and funding funnel, with primary responsibility for improving registration-to-first-deposit conversion, increasing funded users, reducing time-to-first-deposit, and accelerating first trade activity. • Develop and execute lifecycle marketing programs across email, push notifications, in-app messaging, and other owned channels to drive customer activation, funding, engagement, and retention. • Design, launch, and optimize incentive programs including deposit promotions, referral campaigns, activation offers, re-engagement campaigns, and other initiatives that drive profitable customer growth. • Establish and scale a rigorous experimentation program, continuously testing messaging, offers, audience segmentation, timing, channel mix, and customer journeys to improve conversion, retention, and business outcomes. • Analyze customer behavior, funnel performance, cohort trends, and campaign effectiveness to identify growth opportunities and prioritize high-impact initiatives. • Partner with Product and Analytics teams to identify onboarding and funding friction points, influence roadmap prioritization, and improve conversion throughout the customer journey. • Develop customer segmentation strategies and personalized engagement programs that increase repeat deposits, trading activity, customer retention, and customer lifetime value. • Build reporting frameworks and executive-level insights tied to key business metrics including first-time deposits, depositing users, assets on platform, first trades, repeat deposit and trading behavior, retention, and customer lifetime value. • Provide day-to-day leadership, coaching, prioritization, and development support to associate team members, ensuring high-quality execution across lifecycle campaigns and customer engagement programs. • Serve as the marketing owner for activation and retention strategy, influencing cross-functional initiatives that drive sustainable customer and revenue growth.

🎯 Requirements

• Bachelor’s degree in Marketing, Business, Economics, Analytics, Communications, or a related field. • 8+ years of experience in lifecycle marketing, retention marketing, CRM marketing, customer engagement, activation marketing, growth strategy, or related marketing disciplines within fintech, cryptocurrency, financial services, gaming, marketplaces, or other high-growth digital businesses. • Proven experience owning customer activation, conversion, retention, engagement, or monetization KPIs and delivering measurable business impact. • Demonstrated success improving onboarding, funding, purchase, subscription, transaction, or first-conversion funnels through marketing-led initiatives. • Strong analytical capabilities with experience leveraging customer data, funnel analysis, cohort analysis, and performance reporting to inform growth strategies and business decisions. • Deep understanding of customer lifecycle management, behavioral marketing, customer segmentation, personalization, and journey orchestration. • Experience developing and optimizing promotional, incentive, referral, and retention programs, including measurement of incremental performance and ROI. • Strong experimentation mindset with hands-on experience designing and evaluating A/B tests, holdout testing, customer segmentation tests, and campaign optimization initiatives. • Experience with marketing automation, CRM platforms and customer engagement tools such as Braze, Iterable, HubSpot, or equivalent. • Strong communication and stakeholder management skills, with the ability to influence decisions across multiple teams and levels of the organization. • Self-starter who thrives in fast-paced environments, demonstrates strong ownership, and is comfortable operating in a growth-oriented, highly regulated industry. • Passion for cryptocurrency, financial technology, trading products, and customer-centric growth strategies preferred.

🏖️ Benefits

• Unlimited PTO (for salaried FTE roles) • 12 weeks fully paid Parental Bonding Leave • Mental wellness benefits • Free 1:1 virtual visits with a licensed mental wellness professional • Comprehensive competitive health benefits • Fully remote, cameras-on culture with work-from-home equipment reimbursements available to new hires • Annual professional development budget • Free 1:1 virtual visits with a career coach • 401k plan with employer match