Senior Manager, Customer Lifecycle & Loyalty
All-in-one Philippine e-wallet and cryptocurrency exchange combining crypto trading with payments, bills, QR checkout, mobile load, and remittances.
Funding history
About Coins.ph
Coins.ph is a regulated digital-asset and payments platform operating under the Coins.ph brand. Its services include buying, selling, and holding cryptocurrency; peso wallets; bill payments; mobile load; QR payments; money transfers; and remittances. The current user agreement identifies Betur, Inc. and DCPay Philippines, Inc. as the entities doing business as coins.ph.
Skills
Candidate Availability
Required and preferred rules are kept separate and reflect the wording in the original posting.
About the Role
Coins is seeking a Senior Manager, Customer Lifecycle & Loyalty to own CRM strategy, loyalty programs, customer segmentation, automated journeys, omnichannel campaigns, CRM technology, analytics, and cross-functional lifecycle leadership.
Requirements
- Bachelor's degree in Marketing, Business, Data Analytics, or a related field; a master's degree is advantageous.
- 2-5 years of progressive CRM, Lifecycle Marketing, or Retention Marketing experience, including at least 1 year in a senior or leadership capacity.
- Hands-on experience with a modern CRM or marketing automation platform such as CleverTap, Braze, Salesforce Marketing Cloud, or HubSpot.
- Expertise in customer segmentation, journey mapping, and automated multichannel campaigns.
- Strong analytical, communication, interpersonal, and leadership skills.
- Ability to influence stakeholders without direct authority and work independently in a fast-paced environment.
- Understanding of blockchain technology and the crypto ecosystem is a plus.
Responsibilities
- Develop and own CRM strategy focused on retention, lifetime value, and churn reduction.
- Design, launch, manage, and optimize the customer loyalty program, including tiering, benefits, and partner integrations.
- Define customer segmentation and personalization frameworks.
- Analyze customer behavior, transaction data, and engagement metrics.
- Build and optimize automated customer journeys for onboarding, activation, nurture, and win-back.
- Conduct A/B testing and use analytics to improve campaign performance.
- Own and optimize the CRM platform and technology stack.
- Collaborate with CRM vendors and internal Tech/Data teams on integrations and data hygiene.
- Automate marketing processes and personalized communications.
- Execute omnichannel campaigns across email, push, in-app messaging, and SMS.
- Partner with Product, Marketing, Data, Engineering, Campaign, and Content teams.
- Monitor and report on CRM KPIs, including retention, engagement, conversion lift, LTV, and churn.
- Mentor team members and represent the customer in business and product strategy discussions.