Senior Program Lead (Proactive Support)

📋 Description

• • As a Senior Program Lead for Proactive Support at Coinbase, you will be instrumental in shaping and executing the future of customer experience by transforming it from a reactive cost center into a proactive, revenue-generating function.
• • Your core mission will be to develop and implement a robust Proactive Support program designed to anticipate and address customer needs before they lead to churn, friction, or missed opportunities for value realization.
• • This strategic initiative aims to drive significant revenue uplift through three key vectors: timely interventions on events that negatively impact Lifetime Value (LTV), the execution of strategic retention plays, and the facilitation of targeted acquisition and adoption engagements.
• • You will lead complex, cross-functional programs that establish a real-time signal-to-action engine, enabling dynamic, persona-based customer cohorting, and implementing configurable rules for decision-making and task prioritization.
• • A critical aspect of your role will involve setting up and scaling a specialized resolution operating model, ensuring that enriched tasks are routed efficiently to the most accountable teams for swift resolution.
• • You will own the entire program lifecycle, from defining the overarching strategy and roadmap to overseeing execution and ensuring the achievement of key operational outcomes, collaborating closely with Product, Data, Platform, Workforce Management, and Operations teams.
• • A primary responsibility is to lead the end-to-end program for standardizing a unified, real-time customer-impact signal fabric. This fabric will detect critical events, whether they indicate customer dissatisfaction or represent revenue opportunities, within seconds, drastically reducing the detection-to-action time from hours to mere minutes.
• • You will be responsible for establishing and scaling dynamic, governed customer cohorts. These cohorts, such as 'Premium,' 'Prosumer,' 'High Potential,' and 'At-risk loyal,' will be exposed via API to decision engines, empowering various teams to self-serve the creation, versioning, and targeting of these groups based on specific personas and attributes.
• • The role demands the establishment and scaling of a specialized resolution operating model. This model will ensure that enriched tasks are routed to the appropriate accountable teams, prioritizing back-office fixes first and utilizing authenticated, high-response channels for outreach when necessary to build trust and minimize customer friction.
• • You will drive a throttled demand staffing model, grounded in a 'purge percentage' metric, treating every unaddressed task as a missed opportunity and potential revenue loss. This will involve close partnership with Workforce Management (WFM) to align resource supply with prioritized demand windows.
• • A key deliverable is the definition and implementation of program Key Performance Indicators (KPIs), comprehensive dashboards, and regular operating reviews to track progress and identify areas for improvement.
• • You will be tasked with prioritizing signals and plays that first focus on reducing LTV loss, subsequently driving down contact rates, improving Customer Satisfaction (CSAT), and mitigating fraud/abuse, ensuring the backlog is sequenced to maximize overall business impact.
• • This role requires a deep understanding of how technology can be leveraged to proactively support customers and drive business outcomes, with a strong emphasis on data-driven decision-making and continuous innovation.
• • You will foster a culture of experimentation and innovation, always advocating for the customer and seeking novel ways to enhance their experience and engagement with Coinbase's platform.
• • Ultimately, you will be a key driver in evolving Coinbase's Customer Experience (CX) organization into a strategic asset that not only supports customers but actively contributes to the company's growth and success in the rapidly evolving crypto and blockchain space.