Director of Lifecycle Marketing

Define and lead lifecycle marketing strategy for the US market across acquisition, activation, retention, and reactivation. Build AI-powered and agentic workflows, turn user-behavior insights into programs, and guide segmentation, testing, content, and analysis. Partner with Product, PMM, Data, BI, Design, Legal, and regional stakeholders to influence roadmaps and go-to-market planning.

Responsibilities

• Define the US lifecycle marketing strategy across acquisition, activation, retention, and reactivation.
• Identify high-leverage lifecycle moments and build programs that compound over time.
• Embed AI into lifecycle ideation, content development, segmentation, testing, and analysis.
• Build and train agentic AI workflows that execute lifecycle programs at scale.
• Translate user-behavior data into engagement, conversion, and churn programs.
• Develop understanding of user segments, motivations, and engagement signals.
• Partner with Product, PMM, Data, BI, Design, Legal, and regional teams.
• Influence product roadmaps and go-to-market planning.
• Set quality standards and direct AI agents and cross-functional partners.

Requirements

• Demonstrated leadership of lifecycle programs grounded in a clear strategic thesis.
• AI fluency, including agentic tools, autonomous workflows, and AI-powered systems or processes.
• Ability to analyze user engagement data, form hypotheses, and use segments and personas.
• Ability to evaluate and develop lifecycle programs, campaign briefs, copy, and targeting strategies.
• Experience leading through strategic change and shifting priorities.
• Experience working across multiple markets and adapting global frameworks for local relevance.
• Strong communication skills.
• 15+ years in lifecycle, CRM, or growth marketing in a high-growth, fast-paced environment.
• Track record of lifecycle strategies that measurably improved activation, retention, or lifetime value.
• Experience with marketing automation tool rollouts.
• Experience in crypto, fintech, or financial services.
• Familiarity with CeFi and DeFi.

Benefits

• Learning and development programs
• Education subsidy
• Team-building programs and company events
• Wellness allowance
• Meal allowance
• Comprehensive healthcare for employees and dependants
• Performance bonus
• Long-term incentives
• Medical and financial benefits