Growth Manager, West Africa

About the role

This role involves leading lifecycle marketing for Binance in West Africa, focusing on the entire user funnel from activation to churn recovery. The manager will develop strategies to maximize long-term client value through segmentation, personalization, and automated user journeys. This includes designing product offerings, educating users, and running operational campaigns to improve conversion rates.

A key part of the position is driving revenue growth and trading volume by implementing targeted interventions, behavioral nudges, incentives, and gamification. The manager will establish and scale marketing best practices, including A/B testing and CRM/email journeys, while relying on data-driven experimentation. Success in this role means consistently measuring, understanding, and reporting on critical growth metrics to various stakeholders.

The Growth Manager will also envision the next phase of lifecycle strategy by identifying challenges, building innovative solutions, and anticipating user needs. This requires collaborating with regional and central teams to localize global initiatives, ensuring cultural and market relevance. Monitoring competitor activity and local market trends will be essential to inform strategy and identify new growth opportunities.

The annual salary for this role ranges from $75,000 to $125,000.

Skills that matter here

• lifecycle management: The role requires at least 5 years of experience in managing the full user lifecycle, from activation to retention and churn recovery.
• CRM/email journeys: This position involves establishing and scaling marketing best practices related to CRM and email automation to optimize user engagement.
• user segmentation: The manager will develop strategies that maximize client value through effective user segmentation and personalization.
• A/B testing: The role requires implementing and scaling A/B testing to refine marketing strategies and improve campaign effectiveness.
• user behavior analysis: Strong analytical capabilities are needed to understand user behavior and develop effective user retention strategies within marketing funnels.
• data mining, measurement, and analysis: Expertise in these areas is crucial for measuring critical growth metrics, reporting to stakeholders, and informing strategic decisions.

Who this role suits

• A person who can balance immediate wins with long-term strategic planning, demonstrating ruthless prioritization.
• Someone who thrives in a fast-paced, innovative environment and can work autonomously on unique projects.
• An individual with a strong interest in cryptocurrency and blockchain products, eager to shape the future of a leading ecosystem.
• A creative thinker capable of developing innovative marketing strategies and engaging campaigns.

From the employer

• Lead lifecycle marketing in West Africa; owning activation, retention, reactivation, and churn recovery across the full user funnel.
• Develop strategies that maximise long-term client value through segmentation, personalisation, automated journeys, and optimal product-channel combinations.
• Unlock new user growth through product offering design, user education, and operational campaigns that improve funnel conversion.
• Establish and scale marketing best practices including A/B testing, CRM/email journeys, and data-driven experimentation.
• Drive revenue growth and trading volume uplift through targeted lifecycle interventions, behavioural nudges, incentives, and gamification strategies using internal growth tools.
• Measure, understand, and report on critical growth metrics to stakeholders across the organisation.
• Envision next-phase lifecycle strategy by identifying challenges and opportunities, building innovative solutions, and anticipating user needs.
• Collaborate with regional and central stakeholders to localise and execute global initiatives with cultural and market relevance.
• Monitor competitor activity and local market trends to identify growth opportunities and inform strategy.

• A minimum of 5 years of experience in lifecycle management.
• Experience in launching both large-scale and targeted campaigns throughout the user lifecycle.
• Well-versed and skilled in the areas of CRM/lifecycle management and email marketing/automation.
• Experience in user segmentation, customer lifecycle management, and A/B testing.
• Strong analytical capabilities related to user behavior analysis, user retention strategy development in marketing funnels. Expertise in data mining, measurement, and analysis.
• Creative thinking for developing innovative marketing strategies and engaging campaigns.
• Crypto enthusiast or strong interest in cryptocurrency and blockchain products.
• Demonstrate ability to prioritize ruthlessly, balancing quick wins with longer-term strategic bets.

• Shape the future with the world’s leading blockchain ecosystem.
• Collaborate with world-class talent in a user-centric global organization with a flat structure.
• Tackle unique, fast-paced projects with autonomy in an innovative environment.
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning.
• Competitive salary and company benefits.
• Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team).