Lifecycle & CRM - LATAM
Summary
Build and optimize user lifecycle programs for Binance’s crypto exchange in LATAM, focusing on onboarding, retention, and repeat transactions using data-driven growth tactics and marketing automation.
Responsibilities
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Activation and Conversion: 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.
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Retention and Repeat Purchase: build a comprehensive user lifecycle management system and user segmentation framework, and enhanced user engagement and repeat purchase frequency through the development of membership programs, point systems, gamification, and various other strategies including cross-selling.
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Design and optimize user referral and viral growth mechanisms to drive product organic growth.
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Lead A/B testing and user segmentation strategies to implement refined operations and achieve optimal allocation of operational resources.
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Collaborate with teams across the organisation to ensure smooth execution of lifecycle marketing strategies and campaigns.
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Utilise strong logical thinking and data analysis skills to uncover business insights, identify problems, and develop data-driven solutions.
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Stay well-informed on each Business Unit's products, including their features, user preferences, and pain points.
Requirements
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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.
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Over 7 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.
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Experience of individually leading growth projects, operations or campaigns with systematic framework and methodology.
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In-depth understanding of essential operational methodologies, including AB testing, funnel analysis, and custom strategies.
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Knowledge and experiences in using marketing automation platforms/ tools.
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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.
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Strong familiarity of working with various Business Unit products and the ability to comprehend user preferences and pain points.