User Growth & Lifecycle Marketing Manager

About the role

This role focuses on enhancing the user journey from initial onboarding through sustained engagement. You will be responsible for optimizing the new user activation process, implementing personalized marketing campaigns, and improving conversion rates for first-time transactions. This involves iterating on product features and developing targeted strategies to ensure new users successfully integrate into the Binance ecosystem.

A key part of this position is building a comprehensive system for managing the user lifecycle and segmenting users effectively. You will develop programs like membership tiers, point systems, and gamification to increase user engagement and encourage repeat purchases, including cross-selling opportunities. Additionally, you will design and refine referral and viral growth mechanisms to foster organic product expansion.

Success in this role requires a strong data-driven approach. You will lead A/B testing initiatives and implement user segmentation strategies to optimize operational resource allocation. Collaboration with various internal teams is essential to ensure lifecycle marketing strategies are executed smoothly. You will also use data analysis to uncover business insights, identify problems, and propose solutions, while staying informed about product features, user preferences, and pain points across different business units.

The annual salary for this position ranges from $120,000 to $200,000.

Skills that matter here

• user growth: This role involves leading initiatives to expand the user base and improve activation and conversion rates.
• lifecycle marketing: You will build and manage comprehensive systems to engage users throughout their journey with Binance.
• AB testing: You will lead testing strategies to refine operations and optimize resource allocation for marketing campaigns.
• funnel analysis: This skill is essential for understanding user behavior and identifying areas for improvement in the onboarding and engagement processes.
• data analysis: You will utilize data to uncover business insights, identify problems, and develop data-driven solutions.
• marketing automation: Experience with platforms and tools for automating marketing processes is required for this role.

Who this role suits

• A results-oriented individual with a proven track record in driving user retention and conversion.
• Someone with over five years of experience in the internet industry, specifically in transaction-based sectors like e-commerce or fintech.
• A person who can individually lead growth projects, operations, or campaigns using systematic frameworks.
• An analytical thinker capable of establishing and improving data monitoring systems, identifying issues, and proposing solutions based on data.

From the employer

• Lead the optimization of the new user onboarding process by implementing product iterations, personalized marketing campaigns tailored to individual users, and targeted engagement strategies to improve new user activation and first-time transaction (FTT) conversion rates.
• Build a comprehensive user lifecycle management system and user segmentation framework, and enhance user engagement and repeat purchase frequency through the development of membership programs, point systems, gamification, and various other strategies including cross-selling.
• Design and optimize user referral and viral growth mechanisms to drive product organic growth.
• Lead A/B testing and user segmentation strategies to implement refined operations and achieve optimal allocation of operational resources.
• Collaborate with teams across the organization to ensure smooth execution of lifecycle marketing strategies and campaigns.
• Utilize strong logical thinking and data analysis skills to uncover business insights, identify problems, and develop data-driven solutions.
• Stay well-informed on each Business Unit's products, including their features, user preferences, and pain points.

• Proven track record of successful growth from zero to one or from one to a thousand users, leading initiatives in user retention, conversion, and repeat purchase with significant results.
• Over 5 years of experience in the internet industry, with more than 3 years in senior user growth roles within transaction-based sectors such as e-commerce or fintech.
• Experience of individually leading growth projects, operations or campaigns with systematic framework and methodology.
• In-depth understanding of essential operational methodologies, including AB testing, funnel analysis, and custom strategies.
• Knowledge and experiences in using marketing automation platforms/tools.
• Possess strong data-driven thinking, capable of establishing and improving data monitoring and analysis systems for user operations, with the ability to keenly identify issues through data and propose corresponding solutions.
• Strong familiarity of working with various Business Unit products and the ability to comprehend user preferences and pain points.
• Bilingual English/Arabic is required to be able to coordinate with partners and stakeholders in the MENA region.

• 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).