About this role.
Binance is seeking a senior Lifecycle and CRM leader to grow activation, first-time transaction conversion, retention, repeat purchase, referrals, and organic growth across LATAM. The role owns lifecycle strategy, user segmentation, marketing automation, experimentation, and performance analysis for transaction-based products. It requires more than seven years of internet-industry experience, including senior growth work in e-commerce, fintech, or similar high-volume transactional environments. The successful candidate will independently lead cross-functional growth initiatives and turn behavioral data into scalable lifecycle programs. This is a strategic, data-intensive role within a fast-moving global blockchain organization.
Role DNA
A quick view of the complexity, pace, ownership and collaboration implied by the job description.
Job Complexity
5/5Pace & Pressure
5/5Autonomy Level
5/5Communication Load
5/5Salary analysis
Estimated compensation compared with the broader US market for similar roles.
Core skills
Skills and capabilities most closely associated with this opportunity.
Sample interview questions
I would begin by defining the activation event and mapping the onboarding funnel to identify the largest drop-off. I would then segment users by acquisition source, behavior, and product intent, test targeted onboarding messages or product prompts, and measure incremental lift using a controlled experiment.
I would segment users by lifecycle stage, transaction frequency, product usage, and recency, then identify the behaviors most associated with long-term retention. Programs would combine timely CRM journeys, education, personalized product recommendations, loyalty mechanics, and reactivation campaigns, with retention cohorts and repeat-transaction rate as core success metrics.
I prioritize using a framework that weighs expected impact, confidence in the underlying insight, implementation effort, and strategic importance. I start with high-volume funnel steps and validated pain points, ensure test hypotheses are measurable, and avoid running conflicting experiments on the same audience.
I would measure referral participation, invite-to-signup conversion, referred-user activation, first transaction rate, retention, fraud rate, and incremental acquisition relative to a control group. I would also assess the cost per incremental activated user and the downstream value of referred cohorts versus non-referred cohorts.
I present the business problem, the key evidence, the expected customer and commercial impact, and a clear recommended action. I tailor the level of detail to the audience, document assumptions and risks, and align owners, timelines, and success metrics before execution.
Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, Web3 features, and more. We leverage the power of digital assets and blockchain to build an inclusive financial ecosystem to advance the freedom of money and improve financial access for people around the world.
Responsibilities
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.
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.
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 organisation to ensure smooth execution of lifecycle marketing strategies and campaigns.
Utilise 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.
Requirements
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 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.
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.
Compensation
Additional Information
Why Binance
• 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)
Binance is committed to being an equal opportunity employer. We believe that having a diverse workforce is fundamental to our success.
By submitting a job application, you confirm that you have read and agree to our Candidate Privacy Notice.
Annual salary information is not provided for this position. Explore salary ranges for similar roles in our Salary Directory ›
Upload your resume now
- To unlock remote work opportunities and be discovered by global employers.
This job listing has been manually reviewed by the Jobicy Trust & Safety Team for compliance with our posting guidelines, including verification of the company's legitimacy, accuracy of job details, clarity of remote work policy, and absence of misleading or fraudulent content.
