Senior Marketing Manager, Activation & Retention

About Binance.US: 

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.

About This Role:

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.

Core Responsibilities:

• 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.

• 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.

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

• 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.

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

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

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

• 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.

• 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.

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

Preferred Skills/Experience:

• 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.

Salary:

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.

Our Mission:
At Binance.US, our mission is to create a more inclusive financial system through Web3 technologies. As a U.S. regulated crypto platform, we’re committed to earning trust through compliance and empowering people to do more with their money, bringing financial freedom within reach for all.

Our Values:
Our values shape how we work, make decisions, and support our users every day:

• Act with Integrity: We do what’s right, even when no one is watching.

• Be Collaborative: We work together with respect and transparency to achieve shared goals.

• Customers First: We listen to, advocate for, and prioritize our users in every decision we make.

• Do the Work: We take ownership, follow through, and deliver results that move the mission forward.

• Embrace Change: We stay adaptable and curious, thriving in a fast moving industry.

Our Benefits:

We believe in supporting our people with flexibility, balance, and opportunities to grow. One of the ways we demonstrate this commitment is through our benefit offerings.

• Time & Family: Unlimited PTO (for salaried FTE roles); 12 weeks fully paid Parental Bonding Leave.

• Well-Being: Mental wellness benefits; free 1:1 virtual visits with a licensed mental wellness professional; comprehensive competitive health benefits.

• Remote-First Culture: Fully remote, cameras-on culture with work-from-home equipment reimbursements available to new hires.

• Professional & Financial Growth: Annual professional development budget; free 1:1 virtual visits with a career coach; 401k plan with employer match.

BAM Management US Holdings Inc. and BAM Management Canada Holdings Inc. are Equal Opportunity Employers and comply with all applicable federal, state, and local fair employment practice laws. Our mission is to give our customers access to a broad array of digital assets, and we thrive because of the diverse and inclusive team that we are building. We do not discriminate against qualified employees, applicants, or any other covered persons because of race, color, religion, creed, gender identity, sex, sexual preference, sexual identity, pregnancy, national origin, ancestry, citizenship, age, veteran status, physical disability, mental disability, medical condition, military status, or any other applicable legally protected characteristic.

Depending on your location, data privacy laws may regulate the way we manage the data of job applicants. Our full notice outlining how data will be processed as part of the application procedure for applicable locations is available here. By submitting your application, you are agreeing to our use and processing of your data as required.

We comply with Federal Transparency in Coverage regulations by providing a link to machine readable files related to the health plans offered to our employees. The machine-readable files are formatted to allow researchers, regulators, and application developers to more easily access and analyze data including negotiated service rates, and out-of-network allowed amounts between health plans and healthcare providers.