Vice President (Retention and Activation)

Vice President (Retention and Activation)

Vice President (Retention and Activation) Consumer - London, London, City of (Hybrid)

About Uphold

Uphold is a financial technology company that believes on-chain services are the future of finance. It provides modern infrastructure for on-chain payments, banking, and investments. Offering Consumer Services, Business Services, and Institutional Trading, Uphold makes pioneering financial services easy and trusted for millions of customers in more than 140 countries.

Uphold strips away the complexity and lack of transparency to open up Web3 finance for everyone.

We are seeking an outstanding Vice President of Retention & Activation to lead and own the full lifecycle engagement strategy for Uphold's Consumer Division. Reporting directly to the CEO of Consumer, this highly visible leadership role will be responsible for developing and executing programs that drive sustained customer activity, reduce churn, grow transaction volume, and increase overall customer lifetime value (LTV).

The VP of Retention & Activation will work cross-functionally across Product, Marketing, Data Science, Revenue, Operations, and Customer Support teams to design scalable programs that motivate existing customers to engage more deeply and frequently with Uphold's broad range of products.

Key responsibilities

• Increase the number of monthly transacting customers from 400K today to 1M+.
  
• Significantly increase transaction volume and transaction frequency from existing customers.
  
• Increase average customer lifetime value (LTV).
  
• Increase retention rates across customer cohorts.
  
• Design and execute activation strategies to re-engage dormant customers and extend customer tenure.
  
• Build segment-specific journeys for new customers, passive users, high-value customers, and emerging high-potential cohorts.
  
• Partner with Product and Data Science teams to continuously refine personalization, offers, and behavioral triggers.
  
• Develop a structured retention framework aligned with customer lifecycle stages, segment value, and growth opportunities.
  
• Build and lead a high-performing, data-driven retention and activation team.
  
  
• Own and lead Uphold's Retention & Activation strategy across the global Consumer business.
  
• Translate customer data, behavioral insights, and cohort analytics into actionable growth programs.
  
• Develop lifecycle marketing programs, re-engagement campaigns, loyalty initiatives, and offers that drive incremental activity.
  
• Design and deploy behavioral triggers that incentivize the right customer actions at the right time.
  
• Drive rigorous test-and-learn experimentation across the full funnel to optimize engagement outcomes.
  
• Build strong internal partnerships with Product, Marketing, Customer Support, Risk, Compliance, and Operations.
  
• Develop executive-level reporting on key retention, activity, and LTV metrics for the CEO and executive leadership team.
  
• Continuously monitor customer engagement health across all funded account segments.

Required skills

• 10+ years of experience in retention, growth, customer lifecycle, or revenue operations, ideally in B2C fintech, crypto, trading platforms, or scaled digital consumer businesses.
  
• Proven track record of designing and executing programs that deliver measurable improvements in retention, activation, engagement, and customer LTV.
  
• Strong analytical and data-driven decision-maker with deep experience in cohort analysis, segmentation, behavioral modeling, and growth experimentation.
  
• Highly collaborative leader with experience operating cross-functionally in complex global organizations.
  
• Experience building and leading high-performing teams in growth-stage businesses.
  
• Comfort with ambiguity, experimentation, and rapid iteration.
  
• Deep empathy for customers and a passion for building intuitive, trusted, and engaging experiences.
  
• Prior experience in crypto or multi-asset digital finance is a strong plus but not required.
  
  

What we offer you

• Be part of one of the fastest-growing fintech platforms globally.
  
• Drive material impact on the growth trajectory of a business that generates $250M+ in revenue.
  
• Work directly with the CEO of Consumer Division and the broader executive leadership team.
  
• Lead a high-priority mandate at the core of Uphold's next phase of growth.
  
• Competitive compensation, equity participation, and global career growth opportunities.
  
• Annual bonus program based on individual, team and company performance.
• Home office stipend for a productive setup.
• Generous PTO, healthcare, and employee assistance programs.
• Engaging events and celebrations.
• Well-stocked office kitchen with a foodie culture.

Join us to grow, innovate, and contribute meaningfully. Be part of our talented team!

Visit ourcareers page for more exciting opportunities, if this role isn't the perfect fit.

EEOC Employer

Uphold is an Equal Opportunity Employer that does not discriminate on the basis of race, color,religion, gender, national origin, age, military service eligibility, veteran status, sexual orientation,marital status, disability, or any other protected class.

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