Lead Product Marketing Manager - Onchain

📋 Description

• • Kraken is at the forefront of the cryptocurrency revolution, driven by a mission to accelerate global adoption and empower individuals with financial freedom and inclusion. As a world-class team united by a passion for crypto and blockchain technology, we are seeking a visionary Lead Product Marketing Manager to spearhead the marketing efforts for Beholder, our innovative on-chain DeFi terminal and third-party wallet platform, as well as another key platform.
• • This pivotal role demands a strategic leader who can drive and execute high-impact product marketing strategies, from conception to completion. You will be instrumental in crafting and implementing campaigns and initiatives that significantly boost top-of-funnel awareness, drive user acquisition, foster deep engagement, and ensure long-term retention.
• • As a key member of the Product Marketing team, you will act as a crucial bridge between product development and market needs. By leveraging deep customer insights, rigorous market data analysis, and comprehensive competitive intelligence, you will directly influence the evolution of Kraken's on-chain product roadmap and marketing strategies, ensuring we remain at the cutting edge of the DeFi space.
• • Your primary responsibility will be to develop and lead the Go-To-Market (GTM) strategy for Beholder. This involves creating and executing comprehensive plans to drive awareness, acquisition, and retention among a diverse user base, including former Kraken wallet users, existing Krakenites, and users who are native to the on-chain ecosystem and may not yet be familiar with Kraken.
• • You will own the entire end-to-end campaign management process. This encompasses strategic planning, creative development, channel selection, execution, and optimization across a wide array of channels, including email marketing, social media, display advertising, and potentially above-the-line (ATL) initiatives, ensuring a cohesive and impactful brand presence.
• • A critical aspect of this role is lifecycle marketing. You will gain a profound understanding of the customer journey within our on-chain products, identifying key touchpoints and opportunities to deploy sophisticated engagement strategies. The goal is to maximize customer Lifetime Value (LTV) and cultivate enduring loyalty and retention.
• • You will be tasked with translating complex financial products and DeFi concepts into compelling, easily digestible value propositions. Your ability to craft clear and persuasive messaging will be essential to resonate with a broad spectrum of audiences, from seasoned DeFi traders to those new to the on-chain world.
• • Success in this role hinges on exceptional cross-functional collaboration. You will work hand-in-hand with Product Managers to shape product vision, Growth teams to drive user acquisition and engagement, Designers to create intuitive user experiences, Analytics teams to measure impact, and Executive Leadership to ensure alignment with overarching business objectives.
• • You will define, meticulously track, and report on key product marketing Key Performance Indicators (KPIs). This includes metrics related to awareness, feature adoption (such as New Monthly Active Users or nMTU), and improvements in retention and LTV, providing data-driven insights to guide future strategies.
• • You will serve as the authentic voice of the customer within Kraken. Championing customer insights and feedback will be crucial in informing product roadmaps, prioritizing features, and refining marketing initiatives to ensure they meet and exceed user expectations.
• • This role requires a deep understanding of the Web3 landscape, including DeFi protocols, smart contracts, and the nuances of on-chain user behavior. You will be expected to stay ahead of market trends, identify emerging opportunities, and anticipate competitive moves.
• • You will contribute to Kraken's reputation as an industry pioneer, developing premium crypto products that cater to experienced traders, institutional investors, and newcomers alike. Your work will directly impact the adoption and success of our cutting-edge on-chain offerings, solidifying Kraken's position as a leader in the decentralized finance space.
• • As a fully remote company with a global presence, you will collaborate with a diverse, talented, and passionate team spread across 70 countries. This role offers the unique opportunity to shape the future of crypto from anywhere in the world, contributing to our mission of making financial freedom accessible to everyone.