Senior Manager, Customer Lifecycle & Loyalty

Coins is the most established crypto brand in The Philippines and has gained the trust of more than 18 million users. Through the easy-to-use mobile app, users can buy and sell a variety of different cryptocurrencies and access a wide range of financial services.

Coins is fully regulated by the Bangko Sentral ng Pilipinas (BSP) and is the first ever crypto-based company in Asia to hold both Virtual Currency and Electronic Money Issuer licenses from a central bank.

• 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/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 the external CRM vendors and internal Tech/Data teams to ensure seamless platform integration, data hygiene, and alignment with our 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/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 (e.g., retention rates, engagement rates, conversion lift, LTV, 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 or 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.

• Must hold a bachelor’s degree in Marketing, Business, Data Analytics, or a related field. A master’s degree is an advantage.
• Minimum 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity.
• Required: Hands-on experience managing and optimizing a modern CRM/marketing automation platform (e.g., CleverTap, Braze, Salesforce Marketing Cloud, 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.
• A strong understanding of blockchain technology and the crypto ecosystem is a plus, but deep CRM expertise is essential.