Director, Lifecycle Marketing

About the role

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.

What You’ll Be Doing

• Define how OKX engages US users from acquisition through activation, retention, and reactivation — across segments and products.
• Lead by example in embedding AI into every layer of lifecycle marketing — from ideation and content development to segmentation, testing, and analysis.
• Be the person in the room who can translate user behavior data into a point of view — and then into a program.
• 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.

What We Look For In You

• A strategic instinct. You've led lifecycle programs that were defined by a clear strategic thesis.
• Demonstrated AI fluency. You actively use AI in your day-to-day work, including agentic tools and autonomous workflows.
• A user behavior obsession. You think about users before you think about channels.
• 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.

Nice to Haves

• 15+ years in lifecycle, CRM, or growth marketing in a high-growth, fast-paced environment.
• A demonstrated track record of building lifecycle strategies that drove measurable impact on activation, retention, or LTV — not just engagement metrics.
• A 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.