Coins.ph

Senior Manager, Customer Lifecycle & Loyalty

Coins.ph

full-time

Posted on:

Location Type: Hybrid

Location: Taguig City • 🇵🇭 Philippines

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Job Level

Senior

Tech Stack

Cloud

About the role

  • Develop and own the comprehensive CRM strategy, focusing on customer retention, lifetime value (LTV), and reducing churn.
  • Design, launch, manage, and optimize the customer loyalty program/point system, including program structure, value proposition, tiering, benefits, and partner integrations.
  • Define advanced customer segmentation and personalization frameworks to deliver hyper-relevant communications across the user lifecycle.
  • Analyze customer behavior, transaction data, and engagement metrics to generate insights that inform strategy and campaign optimization.
  • Build, automate, and optimize data-driven customer journeys (onboarding, activation, nurture, win-back) to guide users toward key actions and milestones.
  • Conduct A/B testing and leverage analytics to continuously improve campaign performance and customer experience.
  • Serve as the primary owner and expert for the CRM platform, maximizing its capabilities for segmentation, automation, and personalization.
  • Collaborate with the external CRM vendors and internal Tech/Data teams to ensure seamless platform integration, data hygiene, and alignment with our data infrastructure.
  • Manage and evolve the CRM tech stack, ensuring tools for analytics, messaging, and user tracking are effectively integrated.
  • Automate marketing processes to increase efficiency and scale personalized communication.
  • Plan, build, and execute omnichannel engagement campaigns (email, push notifications, in-app messages, SMS) that support product launches, feature adoption, and business objectives.
  • Partner with the Product team to design and trigger communication based on user behavior within the app/product.
  • Collaborate closely with Campaign and Content teams to produce compelling, brand-consistent creative assets for all CRM channels.
  • Monitor, analyze, and report on CRM KPIs (e.g., retention rates, engagement rates, conversion lift, LTV, churn) to demonstrate ROI and guide strategy.
  • Partner with the Marketing team to ensure a seamless handoff from acquisition to onboarding and ongoing engagement.
  • Collaborate with Product, Data, and Engineering teams to implement tracking, share insights, and leverage product data for enhanced targeting.
  • Mentor and guide team members or specialists on CRM best practices and data-driven decision making.
  • Act as the voice of the customer, bringing lifecycle insights to broader business and product strategy discussions.

Requirements

  • Must hold a bachelor’s degree in Marketing, Business, Data Analytics, or a related field. A master’s degree is an advantage.
  • Minimum 2-5 years of progressive experience in CRM, Lifecycle Marketing, or Retention Marketing, with at least 1 year in a senior or leadership capacity.
  • Required: Hands-on experience managing and optimizing a modern CRM/marketing automation platform (e.g., CleverTap, Braze, Salesforce Marketing Cloud, HubSpot).
  • Proven expertise in customer segmentation, journey mapping, and executing automated, multi-channel campaigns.
  • Strong analytical skills with proficiency in using data to diagnose problems, measure campaign success, and inform strategy.
  • Excellent communication and interpersonal skills, with the ability to translate complex data into actionable insights for cross-functional partners.
  • Strong leadership experience with the ability to manage projects and influence stakeholders without direct authority.
  • Ability to work independently and collaboratively in a fast-paced environment.
  • A strong understanding of blockchain technology and the crypto ecosystem is a plus, but deep CRM expertise is essential.
Benefits
  • Meaningful Collaborations - The successful candidate will work cross-functionally with other relevant teams to carry out implementations that will improve and create an impact on customer experience.
  • Scalable Growth - Be part of a fast-growing organization with the vision to expand its territories outside APAC which will provide opportunities for career advancement.
  • A Space For Bright Ideas - Let your bright ideas be converted into meaningful changes! Coins culture welcomes new ideas backed up by data to create an impact.

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
CRM strategycustomer retentioncustomer loyalty programcustomer segmentationdata analysisA/B testingcampaign optimizationautomated marketingmulti-channel campaignsjourney mapping
Soft skills
analytical skillscommunication skillsinterpersonal skillsleadershipproject managementcollaborationindependenceinfluencing stakeholdersmentoringcustomer advocacy