Director, Lifecycle Marketing

Who We Are At OKX, we believe that the future will be reshaped by crypto, and ultimately contribute to every individual's freedom. OKX is a leading crypto exchange, and the developer of OKX Wallet, giving millions access to crypto trading and decentralized crypto applications (dApps). OKX is also a trusted brand by hundreds of large institutions seeking access to crypto markets. We are safe and reliable, backed by our Proof of Reserves. Across our multiple offices globally, we are united by our core principles: We Before Me, Do the Right Thing, and Get Things Done. These shared values drive our culture, shape our processes, and foster a friendly, rewarding, and diverse environment for every OK-er. OKX is part of OKG, a group that brings the value of Blockchain to users around the world, through our leading products OKX, OKX Wallet, OKLink and more. About the Opportunity Lifecycle marketing at OKX is evolving. We're not looking for someone to run campaigns — we're looking for someone to fundamentally rethink how we engage traders across the US market on one of the world's leading crypto platforms. This is a leadership role for a marketer who thinks in systems, not sends. Someone who is comfortable defining a US-market engagement strategy as well as getting into the work to make it happen. Reporting to the Global Head of Lifecycle Marketing, you'll help define the vision, strategy, and output of lifecycle marketing for the US. Your execution layer is AI agents, cross-functional partners, and co-operating with the broader Lifecycle marketing team. That means your ability to train, direct, brief and critique is as important as your ability to set direction. If your default mode is execution and program management or pure strategy and handoff, this isn't the role for you. If your default mode is leading from the front, and you have the craft and judgment to shape the work through strategic problem-solving, AI-native thinking, and a relentless focus on what quality looks like to actually move users — read on. What You’ll Be Doing • Lifecycle Strategy & Vision Define how OKX engages US users from acquisition through activation, retention, and reactivation — across segments and products. You'll set the strategic framework for the US market, working in close alignment with the Global Head of Lifecycle to ensure regional strategy ladders into global priorities. This means deeply understanding US crypto user behavior, identifying the highest-leverage moments in the lifecycle, and building programs that compound over time. • AI-Native Ways of Working You will lead by example in embedding AI into every layer of lifecycle marketing — from ideation and content development to segmentation, testing, and analysis. Critically, this includes building and training agentic AI workflows: multi-step, autonomous systems that execute lifecycle programs at scale. You'll know the outcomes of poorly trained agents. You won't just adopt AI tools; you'll help determine which ones we build, which we leverage for each task, and how we use them to raise the ceiling on what a lean, high-performing team can deliver. • Insight-Led Decision Making You'll be the person in the room who can translate user behavior data into a point of view — and then into a program. You'll develop a deep understanding of our user segments, their motivations, and the signals that predict engagement, conversion, and churn. Reporting and dashboards are a starting point, not the destination. • Cross-Functional Leadership Lifecycle doesn't work in isolation. You'll build genuine partnerships with Product, PMM, Data, BI, Design, Legal, and regional teams — not just as a stakeholder manager, but as a strategic voice in how OKX grows. You'll influence roadmaps, shape go-to-market planning, and ensure lifecycle has a seat at the table early. What We Look For In You • Strategic instinct. You've led lifecycle programs that were defined by a clear strategic thesis. You can articulate why a program is designed the way it is, what user problem it solves, and how it ladders to business outcomes. • Demonstrated AI fluency. You actively use AI in your day-to-day work, including agentic tools and autonomous workflows. You've built or directed the development of AI-powered systems/processes and can speak specifically to how you've trained agents, trained co-workers to use them, where you've course-corrected poor outputs, and where AI genuinely creates leverage versus where it doesn't. Using AI chat tools is a baseline, not a differentiator. • A user behavior obsession. You think about users before you think about channels. You can read engagement data and form a hypothesis. You know the difference between a segment and a persona, and you know how to use both. • Ability to execute with speed and excellence: You can look at a lifecycle program, a campaign brief, a piece of copy, or a targeting strategy and know immediately what's working and what isn't — and articulate why. You can develop these yourself when needed. This isn't primarily an executional role, but you bring enough craft and hands-on judgment to direct AI agents and cross-functional partners with precision, and to close the gap between strategy and output without losing quality. • Comfort with ambiguity and a bias toward action. OKX moves fast. The crypto landscape moves faster. You'll be expected to make smart decisions with incomplete information, move quickly, and refine as you go — not wait for perfect conditions. • Demonstrated leadership through strategic change. You've been in situations where direction shifted — market conditions, business priorities, platform constraints — and you didn't just adapt, you led. You can point to specific moments where you reoriented a team or program mid-flight, held quality standards under pressure, and came out with momentum intact. • Global perspective, local instinct. You've worked across multiple markets and understand that a single lifecycle strategy rarely fits all. You know how to build frameworks that scale globally while giving regional teams the flexibility to be relevant locally. Nice to Haves • 15+ years in lifecycle, CRM, or growth marketing in a high-growth, fast-paced environment • Demonstrated track record of building lifecycle strategies that drove measurable impact on activation, retention, or LTV — not just engagement metrics • Meaningful AI adoption in your own workflows — you should be able to speak specifically to how you use it and what it's changed • Experience with Marketing Automation tool roll outs is an advantage • Experience in crypto, fintech, or financial services strongly preferred • Familiarity with CeFi/DeFi and genuine curiosity about the crypto space • Strong communication skills — you can present a strategy to a CMO and a campaign brief to a designer with equal clarity Perks & Benefits • Competitive total compensation package • L&D programs and Education subsidy for employees' growth and development • Various team building programs and company events • Wellness and meal allowances • Comprehensive healthcare schemes for employees and dependants • More that we love to tell you along the process! OKX Statement: OKX is committed to equal employment opportunities regardless of race, color, genetic information, creed, religion, sex, sexual orientation, gender identity, lawful alien status, national origin, age, marital status, and non-job related physical or mental disability, or protected veteran status. Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records. • The salary range for this position is $200,000 - $300,000 • The salary offered depends on a variety of factors, including job-related knowledge, skills, experience, and market location. In addition to the salary, a performance bonus and long-term incentives may be provided as part of the compensation package, as well as a full range of medical, financial, and/or other benefits, dependent on the position offered. Applicants should apply via OKX internal or external careers site. 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