We're hiring a CRM & Lifecycle Manager II to join the Growth Marketing team within Marketing and lead how Coinbase engages and retains millions of users through lifecycle campaigns at global scale. This team owns CRM strategy and execution across email, push, in-app, and SMS, turning user data into personalized journeys that drive onboarding, engagement, and retention. You'll define lifecycle strategies for high-impact user segments, lead cross-functional campaign initiatives across multiple countries, and set the standard for how the team measures and optimizes CRM performance.

What you'll do:

• Own lifecycle strategy for key user journeys, including onboarding, engagement, and retention, defining segmentation, channel mix, and targeting approaches that drive measurable growth.
• Lead end-to-end planning and execution of multi-channel CRM campaigns (email, push, in-app, SMS) across multiple countries, balancing speed with quality at scale.
• Partner with Product, Product Marketing, Data Science, and regional stakeholders to align CRM initiatives with product launches, growth priorities, and international expansion goals.
• Drive the CRM measurement framework by defining KPIs, building reporting cadences, and translating campaign performance data into strategic recommendations for leadership.
• Identify gaps in existing customer journeys and design actionable plans to close them, leveraging A/B testing, ML-powered targeting, and personalization to improve conversion and retention.

Required Skills and Experience:

• 6+ years in CRM or Lifecycle Marketing with demonstrated ownership of multi-channel campaign strategy and execution (email, push, in-app, SMS) at scale.
• Proven track record of defining and optimizing lifecycle programs that delivered measurable improvements in user engagement, retention, or revenue metrics across multiple markets.
• Deep proficiency with enterprise CRM platforms (e.g., Braze, Iterable) including audience segmentation, journey orchestration, A/B testing, and ML-powered targeting.
• Experience leading cross-functional initiatives with Product, Engineering, and regional teams, with a track record of aligning competing priorities and delivering against aggressive timelines.
• Working proficiency in SQL for audience segmentation and campaign analysis, with the ability to partner with Data Science and Analytics teams to build robust reporting frameworks.
• Utilizes generative AI responsibly, maintaining human oversight to deliver business-ready outputs and drive measurable improvements in workflow efficiency, cost, and quality.