Senior Manager, Customer Lifecycle & Loyalty

Coins is seeking a Senior Manager, Customer Lifecycle & Loyalty to own CRM strategy, loyalty programs, customer segmentation, automated journeys, omnichannel campaigns, CRM technology, analytics, and cross-functional lifecycle leadership.

Responsibilities

• Develop and own CRM strategy focused on retention, lifetime value, and churn reduction.
• Design, launch, manage, and optimize the customer loyalty program, including tiering, benefits, and partner integrations.
• Define customer segmentation and personalization frameworks.
• Analyze customer behavior, transaction data, and engagement metrics.
• Build and optimize automated customer journeys for onboarding, activation, nurture, and win-back.
• Conduct A/B testing and use analytics to improve campaign performance.
• Own and optimize the CRM platform and technology stack.
• Collaborate with CRM vendors and internal Tech/Data teams on integrations and data hygiene.
• Automate marketing processes and personalized communications.
• Execute omnichannel campaigns across email, push, in-app messaging, and SMS.
• Partner with Product, Marketing, Data, Engineering, Campaign, and Content teams.
• Monitor and report on CRM KPIs, including retention, engagement, conversion lift, LTV, and churn.
• Mentor team members and represent the customer in business and product strategy discussions.

Requirements

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field; a master's degree is advantageous.
• 2-5 years of progressive CRM, Lifecycle Marketing, or Retention Marketing experience, including at least 1 year in a senior or leadership capacity.
• Hands-on experience with a modern CRM or marketing automation platform such as CleverTap, Braze, Salesforce Marketing Cloud, or HubSpot.
• Expertise in customer segmentation, journey mapping, and automated multichannel campaigns.
• Strong analytical, communication, interpersonal, and leadership skills.
• Ability to influence stakeholders without direct authority and work independently in a fast-paced environment.
• Understanding of blockchain technology and the crypto ecosystem is a plus.