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 kn

Strategic instinct with a track record of leading lifecycle programs and articulating a clear thesis. Demonstrated AI fluency in day-to-day work, including building or directing AI-powered systems and autonomous workflows, training agents, and guiding others on using AI where it adds leverage. Strong understanding of user behavior, segmentation, and personas, with ability to translate data into a program. Ability to execute with speed and excellence, moving from concept to programs, briefs, copy, and targeting strategies. Experience collaborating with cross-functional teams (Product, PMM, Data, BI, Design, Legal, regional teams) and influencing roadmaps and go-to-market planning.

Define the US lifecycle strategy and vision from acquisition through activation, retention, and reactivation across segments and products; align regional strategy with global priorities. Embed AI into all layers of lifecycle marketing, including ideation, content development, segmentation, testing, analysis, and building autonomous AI workflows that scale programs. Translate user behavior data into actionable programs and develop a deep understanding of user segments, motivations, and engagement signals. Build and maintain dashboards and reporting; ensure lifecycle programs drive engagement, conversion, and reduce churn. Lead and partner with Product, PMM, Data, BI, Design, Legal, and regional teams; influence roadmaps, shape go-to-market planning, and ensure lifecycle has a seat at the table early.