Marketing Manager - Lifecycle

Summary

Join Kraken as a Marketing Manager and lead the lifecycle incentive program strategy, focusing on driving user engagement and revenue growth. You will develop and execute complex CRM campaigns across various channels (push, in-app, email, SMS), leveraging data analysis and automation to optimize results. Collaborate with cross-functional teams, including regional operations, marketing technology, product, data analytics, and CRM ops, to ensure compliance and achieve company objectives. This role demands a data-driven approach, strong analytical skills, and experience in building and executing complex CRM campaigns. You will be responsible for key metrics supporting revenue growth and will work closely with leadership to keep them updated on progress. The position offers the opportunity to make a significant impact from day one in a visible role within a fast-paced, feedback-driven environment.

Requirements

• 5+ years of experience with a proven ability leading the development of complex lifecycle/CRM programs from strategy-to-execution (a particular focus on incentives, sweepstakes, or referrals experiences is a plus)
• Extensive experience building and executing complex CRM campaigns with multiple stakeholders
• Experience with CRM tools such as Braze (ideal but not essential), and other campaign-building tools
• A proven understanding of how to drive lifecycle marketing results in a predominantly B2C setting, with experience working within crypto as a big plus
• Strong skills in analytic tools such as Tableau, Looker, Great Plains, Big Query
• In-depth knowledge of marketing automation/CRM systems, with experience pushing the boundaries of what those platforms can do
• Strong copywriting skills to support the building of individual campaigns
• Expertise in customer segmentation strategies and subscriber management across multiple channels (omni-channel)

Responsibilities

• Lead the strategy for lifecycle incentive programs involving a mix of push, in-app, email, and SMS, delivering best-in-class communications that drive engagement and desired behavior, and other actions that improve client quality
• Help shape the formation of our incentive strategy both from a technology and marketing execution point of view, being accountable for key metrics that support revenue growth at the company
• Build and execute complex CRM campaigns that guide clients to relevant products and services within the Kraken ecosystem
• Conduct data analysis of campaign results, while using data to optimize and create operational plans and manage spend
• Execute thoughtful experimentation to unlock high-impact campaigns, and leverage automation to maximize engagement & retention throughout the whole customer lifecycle
• Be a key stakeholder in growth across the company, keeping leadership updated on the progress being made and working closely with the wider business to drive incremental value
• Work closely with our compliance, legal, and regional operations teams to remove blockers in marketing across priority geos. This also involves making sure that we are being 100% compliant with local regulators in the way we market and communicate to customers
• Additional duties and responsibilities as assigned

Preferred Qualifications

Crypto/fintech experience is preferred but not a requirement