CRM Activation and Retention Lead

We're looking for a data-driven and product-oriented Activation & Retention Lead to own the lifecycle and retention strategy across our mobile app. Your primary mission: turn registered users into active, high-value users — buyers, swappers, stakers, card users, and depositors.

You’ll design, execute, and optimize automated user journeys across CRM, email, push, and in-app messaging, driving long-term user engagement and growth.

Key Responsibilities

• Own lifecycle marketing: Develop and execute strategies to activate new users, increase product adoption, and retain users over time.
• Journey optimization: Set up and refine multi-channel campaigns across email, in-app, push notifications, and SMS using Braze.
• Segment & personalize: Use behavioral and event-based segmentation to deliver personalized content at each stage of the user journey.
• Growth analytics: Analyze user behavior, cohort performance, and campaign effectiveness to identify levers for growth.
• A/B testing: Constantly test creatives, timings, and messaging strategies to maximize engagement and conversion.
• Cross-functional collaboration: Work closely with product, analytics, design, and support to ensure lifecycle programs align with user needs and product goals.
• Own KPIs: Track and report on core lifecycle metrics such as activation rate, retention, feature adoption, and LTV.
   

Requirements

• 3+ years of experience in lifecycle/retention marketing, ideally within mobile-first fintech or crypto apps.
• Proven success running activation and retention through programs like Braze.
• Strong understanding of user behavior and app funnels in non-custodial wallets or DeFi products (a major plus).
• Experience in data-led campaign design with tools like Amplitude or Branch.
• Ability to independently manage campaign development from strategy to execution.
• Deep familiarity with user journey building, personalization logic, and event-driven automations.
• Excellent written communication and UX copywriting skills for customer messaging.
   

Bonus Skills

• Familiarity with Web3 environments, DApps, and crypto terminology.
• Experience with SQL or basic data querying.
• HTML knowledge
   

Why COCA?

• Enhanced annual leave + Bank holidays
• 1 paid day off to celebrate your Birthday each year
• Annual training allowance
• Annual performance bonus pay
• Extensive opportunity to grow your career at an innovative FinTech
• Be at the forefront of crypto adoption in a high-growth, mission-driven company.
• Fully remote with flexible hours and bonus opportunities.
• Help shape the marketing tech stack and user engagement strategy from the ground up.