Responsibilities

• Lead lifecycle marketing in West Africa; owning activation, retention, reactivation, and churn recovery across the full user funnel.
• Develop strategies that maximise long-term client value through segmentation, personalisation, automated journeys, and optimal product-channel combinations.
• Unlock new user growth through product offering design, user education, and operational campaigns that improve funnel conversion.
• Establish and scale marketing best practices including A/B testing, CRM/email journeys, and data-driven experimentation.
• Drive revenue growth and trading volume uplift through targeted lifecycle interventions, behavioural nudges, incentives, and gamification strategies using internal growth tools.
• Measure, understand, and report on critical growth metrics to stakeholders across the organisation.
• Envision next-phase lifecycle strategy by identifying challenges and opportunities, building innovative solutions, and anticipating user needs.
• Collaborate with regional and central stakeholders to localise and execute global initiatives with cultural and market relevance.
• Monitor competitor activity and local market trends to identify growth opportunities and inform strategy.

Requirements

• A minimum of 5 years of experience in lifecycle management.
• Experience in launching both large-scale and targeted campaigns throughout the user lifecycle.
• Well-versed and skilled in the areas of CRM/lifecycle management and email marketing/automation.
• Experience in user segmentation, customer lifecycle management, and A/B testing.
• Strong analytical capabilities related to user behavior analysis, user retention strategy development in marketing funnels. Expertise in data mining, measurement, and analysis.
• Creative thinking for developing innovative marketing strategies and engaging campaigns.
• Crypto enthusiast or strong interest in cryptocurrency and blockchain products.
• Demonstrate ability to prioritize ruthlessly, balancing quick wins with longer-term strategic bets.

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)