Senior Manager, Customer Lifecycle & Loyalty

Join Coins as a Senior Manager, Customer Lifecycle & Loyalty. Coins is the most established crypto brand in the Philippines, trusted by more than 18 million users. As the first crypto-based company in Asia to hold both Virtual Currency and Electronic Money Issuer licenses from the Bangko Sentral ng Pilipinas (BSP), you'll lead customer retention, loyalty strategy, and lifecycle marketing for a fully regulated platform serving millions.

What you'll do

• Develop and own the comprehensive CRM strategy, focusing on customer retention, lifetime value (LTV), and reducing churn.
• Design, launch, manage, and optimize the customer loyalty program and point system, including program structure, value proposition, tiering, benefits, and partner integrations.
• Define advanced customer segmentation and personalization frameworks to deliver hyper-relevant communications across the user lifecycle.
• Analyze customer behavior, transaction data, and engagement metrics to generate insights that inform strategy and campaign optimization.
• Build, automate, and optimize data-driven customer journeys (onboarding, activation, nurture, win-back) to guide users toward key actions and milestones.
• Conduct A/B testing and leverage analytics to continuously improve campaign performance and customer experience.
• Serve as the primary owner and expert for the CRM platform, maximizing its capabilities for segmentation, automation, and personalization.
• Collaborate with external CRM vendors and internal Tech and Data teams to ensure seamless platform integration, data hygiene, and alignment with your data infrastructure.
• Manage and evolve the CRM tech stack, ensuring tools for analytics, messaging, and user tracking are effectively integrated.
• Automate marketing processes to increase efficiency and scale personalized communication.
• Plan, build, and execute omnichannel engagement campaigns (email, push notifications, in-app messages, SMS) that support product launches, feature adoption, and business objectives.
• Partner with the Product team to design and trigger communication based on user behavior within the app and product.
• Collaborate closely with Campaign and Content teams to produce compelling, brand-consistent creative assets for all CRM channels.
• Monitor, analyze, and report on CRM KPIs such as retention rates, engagement rates, conversion lift, LTV, and churn to demonstrate ROI and guide strategy.
• Partner with the Marketing team to ensure a seamless handoff from acquisition to onboarding and ongoing engagement.
• Collaborate with Product, Data, and Engineering teams to implement tracking, share insights, and leverage product data for enhanced targeting.
• Mentor and guide team members and specialists on CRM best practices and data-driven decision making.
• Act as the voice of the customer, bringing lifecycle insights to broader business and product strategy discussions.

What you bring

• A bachelor's degree in Marketing, Business, Data Analytics, or a related field.
• 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity.
• Hands-on experience managing and optimizing a modern CRM or marketing automation platform such as CleverTap, Braze, Salesforce Marketing Cloud, or HubSpot.
• Proven expertise in customer segmentation, journey mapping, and executing automated, multi-channel campaigns.
• Strong analytical skills with proficiency in using data to diagnose problems, measure campaign success, and inform strategy.
• Excellent communication and interpersonal skills, with the ability to translate complex data into actionable insights for cross-functional partners.
• Strong leadership experience with the ability to manage projects and influence stakeholders without direct authority.
• Ability to work independently and collaboratively in a fast-paced environment.

Nice to have

• A master's degree in a related field.
• A strong understanding of blockchain technology and the crypto ecosystem.

About Coins

Coins is the most established crypto brand in the Philippines, trusted by more than 18 million users. The company is fully regulated by the Bangko Sentral ng Pilipinas (BSP) and was the first crypto-based company in Asia to hold both Virtual Currency and Electronic Money Issuer licenses from a central bank. Through its easy-to-use mobile app, users can buy and sell cryptocurrencies and access a wide range of financial services.