Growth Manager - Africa at Binance

About the job

• Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, Web3 features, and more. We leverage the power of digital assets and blockchain to build an inclusive financial ecosystem to advance the freedom of money and improve financial access for people around the world.

Responsibilities:

• Drive and lead lifecycle marketing efforts across the African Region, creating, developing, and preparing campaigns for all business assets and implementing the strategies with the highest ROI.
• Responsible for the comprehensive management of user lifecycle metrics: activation, retention, and regaining churned users.
• Develop marketing strategies aimed at maximizing the long-term value of clients through customer segmentation, personalization, automated user journeys, and the ideal combination of products and distribution channels.
• Unlock new user growth through product offerings design.
• Map out the user journey and increase user funnel conversion through surfacing product ask, user education, and operation campaign.
• Establish marketing best practices (including segmentation, A/B testing strategies, and email journeys) using data-driven insights.
• Measure, understand, and report critical metrics within the organization.
• Envision Africa's lifecycle next steps, its challenges and opportunities, being able to build innovative solutions and anticipate user needs.
• Collaborate with regional and central stakeholders to localise and execute on global initiatives, ensuring cultural and localised relevance to users.
• Developing and owning the CRM and marketing workflows and automations roadmap, ensuring journeys are relevant, tactical and impactful.
• Develop and own end-to-end growth strategies for the full African region spanning across acquisitions, activation, engagement, retention and reactivation across all core lifecycle pillars.
• Drive revenue growth and trading volume uplift through targeted lifecycle interventions, behavioural nudges, incentives and product education initiatives.
• Use of growth tools to create and execute behavioural gamification strategies that drive user engagement and drive product adoption and/or trade volumes.

Requirements:

• A minimum of 5 years of experience in lifecycle management.
• Experience in launching both large-scale and targeted campaigns throughout the user lifecycle.
• Well-versed and skilled in the areas of CRM/lifecycle management and email marketing/automation.
• Experience in user segmentation, customer lifecycle management, and A/B testing.
• Strong analytical capabilities related to user behavior analysis, user retention strategy development in marketing funnels. Expertise in data mining, measurement, and analysis.
• Creative thinking for developing innovative marketing strategies and engaging campaigns.
• Crypto enthusiast.
• Demonstrate ability to prioritize ruthlessly, balancing quick wins with longer-term strategic bets.
• Ability to operate in a faced-paced yet exciting team that is adamant on being the number #1 exchange in Africa.

Why Binance

• Shape the future with the world’s leading blockchain ecosystem
• Collaborate with world-class talent in a user-centric global organization with a flat structure
• Tackle unique, fast-paced projects with autonomy in an innovative environment
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning
• Competitive salary and company benefits
• Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team)