CRM & Lifecycle Manager

Coinbase is looking for a CRM & Lifecycle Manager to join the Growth Marketing team. The work will center on managing the CRM team’s campaign workflow, as well as campaign development and execution. The Growth Marketing team is passionate about growth, acquisition retention, and reactivation of Coinbase customers, working hand-in-hand with product & engineering teams to achieve our ambitious targets. You will help define CRM prioritization strategies in support of product initiatives, align internal partners, and advocate for execution in service of bringing Coinbase’s products to millions of customers around the world. The ideal candidate would also have experience in crypto or fintech CRM & lifecycle marketing.

What you’ll be doing (ie. job duties): 

Strategy: 

• Understand key drivers in campaign workflow to achieve ambitious engagement, retention, and reactivation goals
• Identify gaps in current workflow and devise actionable plan to improve it
• Maintain line of sight across key lifecycle pillars (onboarding/engagement) and bubble up insights on what is working vs. what is not

Execution:

• Prioritize efforts across multiple countries and stakeholders
• Build, execute, and monitor ad-hoc campaigns and customer journeys across email and push 
• Ensure all comms are translated and deliver the best customer experience

Innovation: 

• Focus on efficiency and automation in order to prevent manual or redundant effort in the various countries
• Define an op and support model to support additional countries

Measurement: 

• Work with Strategy, Management, and Foundations team to ensure we develop a set of reporting metrics that we can share with a high degree of confidence given the lack of statistical power for International, and can be productionalized as we won't have capacity to manually calculate metrics for each county

Legal: 

• Routinely engage with Legal and ensure all CRM efforts are approved as regulations vary country by country

Stay Informed on Industry Trends:

• Stay up-to-date with industry trends, competitor activities, and emerging opportunities in CRM and Lifecycle Marketing
• Sharing knowledge on industry trends, competitor activity, innovations and opportunities
• Recommend and implement best practices to stay competitive in the market

What we look for in you (i.e., job requirements):

• 3+ years of CRM experience including email, push and in app notifications, and SMS
• Experience managing CRM program intake and workflow management
• Experience building and executing complex CRM campaigns with multiple cross-functional stakeholders (e.g., Product Managers and Product Marketing Managers)
• Experience with enterprise level CRM platforms (e.g., Salesforce Marketing Cloud, Iterable, Braze, etc.)
• Solid understanding of basic HTML for email, email best practices & industry standards
• Comfortable setting up & executing experiments (A/B, MV) to track business impact, analyzing the data and extracting key insights 
• Exceptional written and verbal communication skills
• Meticulous attention to detail and the ability to work towards tight deadlines
• Strategic thinker that is able to synthesize and prioritize inputs from various perspectives to create an actionable plan
• Skilled at working cross-functionally and cross-culturally, a self-starter and a quick learner

• Willingly takes the initiative, consistently does more than is required and actively participates as part of a cross-functional team

Nice to haves:

• Basic or intermediate SQL skills for audience segmentation
• Experience using real-time personalization platforms like Moveable Ink 
• Technical degree or extensive experience working in fast growth startups/tech companies
• Familiarity with email testing tools such as Inbox Monster, Litmus, or Email on Acid
• Experience marketing fintech or crypto products
• Experience working with agencies

Position ID:  P62607

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