This role is responsible for building and driving user growth through lifecycle optimization, CRM strategy, conversion rate optimization (CRO), AI adoption, and digital experience improvement.
This role owns the end-to-end customer journey across Web, App, CRM, and Marketing channels, ensuring every stage of the funnel is continuously optimized to maximize activation, conversion, retention, and lifetime value.
As the operational hub between Marketing, Product, IT, BI, and Sales teams, this role transforms business strategies into scalable execution while leading cross-functional initiatives from planning to delivery.
Key Responsibilities
1. Team Leadership & Operations Management
- Lead and develop the User Life Circle team across CRM, Lifecycle Marketing, Marketing Automation, and Marketing Technology.
- Define team roadmap, priorities, KPIs, and execution standards.
- Coach team members and establish scalable operational processes.
- Provide regular updates and strategic recommendations to senior leadership.
2. User Lifecycle Optimization
Own the complete customer lifecycle:
Acquisition → Registration → KYC → FTD → First Trading → Retention → Reactivation
Responsibilities include:
- Identify conversion bottlenecks across every lifecycle stage.
- Design user segmentation strategies.
- Build personalized lifecycle journeys.
- Apply behavioral psychology to improve engagement.
- Increase activation, conversion, retention, and customer lifetime value.
3. Conversion Funnel Optimization (CRO)
Own the optimization of all major marketing funnels.
Examples include:
- Landing Page → Registration
- Registration → KYC
- KYC → FTD
- FTD → First Trade
- First Trade → Active Trader
- Dormant → Reactivated
Responsibilities include:
- Analyze funnel performance.
- Design and prioritize CRO initiatives.
- Run A/B and multivariate experiments.
- Improve UX based on user behavior.
- Work with sales and IT teams to increase conversion rates.
4. CRM & Marketing Automation
- Own global CRM strategy across Email, Push Notification, WhatsApp, SMS, In-App Messaging, and other lifecycle channels.
- Manage Marketo (or equivalent automation platform).
- Build automated customer journeys.
- Optimize campaign logic, personalization, and segmentation.
- Ensure compliance and communication governance.
5. MarTech & AI Enablement (Plus skill)
Own the marketing technology ecosystem.
Including:
- CRM platforms
- Marketing Automation
- Tracking infrastructure
- Customer Data integrations
- AI-powered marketing workflows
Responsibilities include:
- Identify opportunities to leverage AI for marketing efficiency, personalization, content generation, campaign optimization, and operational automation.
- Evaluate and implement emerging marketing technologies.
- Improve internal workflows through AI-assisted processes.
6. Website & Digital Experience Optimization (Plus Skill)
Partner with Product, Design, and IT teams to improve digital user experience.
Responsibilities include:
- Landing page optimization
- Website UX improvement
- Form optimization
- Navigation improvements
- Mobile experience optimization
- Page performance recommendations
- Conversion-focused UX enhancements
Basic understanding of front-end technologies is expected to facilitate effective collaboration with technical teams.
7. Marketing Technology & Data Integration
Own marketing operational infrastructure, including:
- Marketo
- AppsFlyer / Adjust
- CRM integrations
- SDK events
- Tracking implementation
- Pixel & Server-to-Server (S2S)
- APIs & Webhooks
- Customer data quality
Ensure reliable data flow across Marketing, Product, BI, CRM, Affiliate, and Sales systems.
8. Cross-functional Project Management
Lead cross-department marketing initiatives from planning through execution.
Responsibilities include:
- Coordinate Marketing, Product, IT, BI, and Sales.
- Drive project timelines and stakeholder alignment.
- Resolve execution bottlenecks.
- Track milestones and communicate progress to leadership.
- Ensure projects are delivered on time with high execution quality.
Must Have
- 4+ years of experience in Marketing Operations, CRM, Lifecycle Marketing, Growth Marketing, Marketing Automation, MarTech, or Conversion Rate Optimization.
- Proven experience leading marketing or cross-functional projects.
- Hands-on experience with platforms such as Marketo, Braze, Salesforce Marketing Cloud, HubSpot, MoEngage, or similar.
- Strong understanding of lifecycle marketing, customer segmentation, behavioral psychology, and growth funnels.
- Experience optimizing conversion funnels through experimentation and data analysis.
- Familiarity with website UX principles, landing page optimization, and customer journey design.
- Technical understanding of APIs, Webhooks, SDK events, Pixels, Server-to-Server tracking, JSON, and marketing integrations.
- Strong analytical mindset with experience using dashboards and marketing data to drive decisions.
- Excellent project management and stakeholder management skills.
- Strong communication and presentation skills in both English and Mandarin Chinese.
- Ability to influence cross-functional teams without direct authority.
Nice to Have
- Experience in fintech, trading, forex, SaaS, or high-growth technology companies.
- Knowledge of SQL, GA4, Mixpanel, Amplitude, or other analytics platforms.
- Familiarity with Figma, Hotjar, Microsoft Clarity, or UX research tools.
- Experience implementing AI agents, workflow automation, or GenAI solutions within marketing operations.
- Experience managing global or multi-regional marketing operations.
