Senior Marketing Manager, Activation & Retention

Binance.US is a licensed and regulated U.S. cryptocurrency exchange where users can buy, trade, hold, and earn digital assets. Recognized as a top U.S. crypto platform by Forbes (Best Crypto Exchanges of 2026) and Business Insider (Best Crypto Exchanges of 2025), Binance.US leads the industry with its low fees, advanced trading engine, strong security and reliability, and robust compliance framework. Learn more at www.binance.us. All roles supporting Binance.US are employed via BAM Management US Holdings Inc. or BAM Management Canada Holdings Inc.

The Senior Marketing Manager, Activation & Retention is part of the Marketing team and reports to our Head of Marketing. As Senior Marketing Manager, Activation & Retention, you will own the strategy, execution, and performance of marketing programs that convert newly registered users into funded and trading customers while driving long-term retention and growth in assets on platform.

This role sits at the intersection of marketing, customer behavior, and growth strategy. You will be responsible for influencing customer behavior across the lifecycle—from registration and onboarding through first deposit, first trade, repeat funding, and long-term retention. Leveraging owned marketing channels, customer segmentation, incentive programs, and rigorous experimentation, you will identify opportunities to reduce friction, accelerate conversion, and drive measurable business impact.

As Senior Marketing Manager, Activation & Retention, you will partner closely with Product, Analytics, Design, Operations, Legal, and Customer Experience teams to optimize customer journeys, eliminate friction, and accelerate growth across Binance.US's most important customer and business metrics. This role will directly manage a Lifecycle Marketing Associate while serving as the strategic owner of customer activation and retention performance.

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  Own performance across the onboarding and funding funnel, with primary responsibility for improving registration-to-first-deposit conversion, increasing funded users, reducing time-to-first-deposit, and accelerating first trade activity.

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  Develop and execute lifecycle marketing programs across email, push notifications, in-app messaging, and other owned channels to drive customer activation, funding, engagement, and retention.

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  Design, launch, and optimize incentive programs including deposit promotions, referral campaigns, activation offers, re-engagement campaigns, and other initiatives that drive profitable customer growth.

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  Establish and scale a rigorous experimentation program, continuously testing messaging, offers, audience segmentation, timing, channel mix, and customer journeys to improve conversion, retention, and business outcomes.

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  Analyze customer behavior, funnel performance, cohort trends, and campaign effectiveness to identify growth opportunities and prioritize high-impact initiatives.

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  Partner with Product and Analytics teams to identify onboarding and funding friction points, influence roadmap prioritization, and improve conversion throughout the customer journey.

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  Develop customer segmentation strategies and personalized engagement programs that increase repeat deposits, trading activity, customer retention, and customer lifetime value.

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  Build reporting frameworks and executive-level insights tied to key business metrics including first-time deposits, depositing users, assets on platform, first trades, repeat deposit and trading behavior, retention, and customer lifetime value.

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  Provide day-to-day leadership, coaching, prioritization, and development support to associate team members, ensuring high-quality execution across lifecycle campaigns and customer engagement programs.

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  Serve as the marketing owner for activation and retention strategy, influencing cross-functional initiatives that drive sustainable customer and revenue growth.

• Bachelor’s degree in Marketing, Business, Economics, Analytics, Communications, or a related field.

• 8+ years of experience in lifecycle marketing, retention marketing, CRM marketing, customer engagement, activation marketing, growth strategy, or related marketing disciplines within fintech, cryptocurrency, financial services, gaming, marketplaces, or other high-growth digital businesses.

• Proven experience owning customer activation, conversion, retention, engagement, or monetization KPIs and delivering measurable business impact.

• Demonstrated success improving onboarding, funding, purchase, subscription, transaction, or first-conversion funnels through marketing-led initiatives.

• Strong analytical capabilities with experience leveraging customer data, funnel analysis, cohort analysis, and performance reporting to inform growth strategies and business decisions.

• Deep understanding of customer lifecycle management, behavioral marketing, customer segmentation, personalization, and journey orchestration.

• Experience developing and optimizing promotional, incentive, referral, and retention programs, including measurement of incremental performance and ROI.

• Strong experimentation mindset with hands-on experience designing and evaluating A/B tests, holdout testing, customer segmentation tests, and campaign optimization initiatives.

• Experience with marketing automation, CRM platforms and customer engagement tools such as Braze, Iterable, HubSpot, or equivalent.

• Strong communication and stakeholder management skills, with the ability to influence decisions across multiple teams and levels of the organization.

• Self-starter who thrives in fast-paced environments, demonstrates strong ownership, and is comfortable operating in a growth-oriented, highly regulated industry.

• Passion for cryptocurrency, financial technology, trading products, and customer-centric growth strategies preferred.

The starting pay range for this role is between USD $150,000 to USD $175,000 for all U.S. remote locations. The actual base pay will vary, and is dependent upon many factors, such as transferable skill sets, work experience, business needs, and market demands. The base pay range is subject to change.