Director, Lifecycle Marketing

OKX•San Jose, CA

23h•$200,000 - $300,000

About The Position

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.

Requirements

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

Responsibilities

Define how OKX engages US users from acquisition through activation, retention, and reactivation — across segments and products.
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.
Deeply understanding US crypto user behavior, identifying the highest-leverage moments in the lifecycle, and building programs that compound over time.
Lead by example in embedding AI into every layer of lifecycle marketing — from ideation and content development to segmentation, testing, and analysis.
Building and training agentic AI workflows: multi-step, autonomous systems that execute lifecycle programs at scale.
Determine which AI tools 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.
Translate user behavior data into a point of view — and then into a program.
Develop a deep understanding of our user segments, their motivations, and the signals that predict engagement, conversion, and churn.
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.
Influence roadmaps, shape go-to-market planning, and ensure lifecycle has a seat at the table early.