Lead Product Marketing Manager - Onchain

Our Krakenites are a world-class team with crypto conviction, united by our desire to discover and unlock the potential of crypto and blockchain technology.

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Kraken is a mission-focused company rooted in crypto values. As a Krakenite, you’ll join us on our mission to accelerate the global adoption of crypto, so that everyone can achieve financial freedom and inclusion. For over a decade, Kraken’s focus on our mission and crypto ethos has attracted many of the most talented crypto experts in the world.

Before you apply, please read the Kraken Culture page to learn more about our internal culture, values, and mission. We also expect candidates to familiarize themselves with the Kraken app. Learn how to create a Kraken account here.

As a fully remote company, we have Krakenites in 70+ countries who speak over 50 languages. Krakenites are industry pioneers who develop premium crypto products for experienced traders, institutions, and newcomers to the space. Kraken is committed to industry-leading security, crypto education, and world-class client support through our products like Kraken Pro, Desktop, Wallet, and Kraken Futures.

Become a Krakenite and build the future of crypto!

The Lead Product Marketing Manager will drive and execute the product marketing strategy for Beholder, an on chain DeFi terminal and 3p wallet and another platform. This is inclusive of driving and executing high-impact launches, campaigns and strategies that drive top-of-funnel awareness, adoption, usage and retention. As a key member of the Product Marketing team, you will also influence product development by leveraging customer insights, market data, and competitive analysis to shape Kraken’s on chain marketing strategies.

• GTM Strategy & Execution: Develop and lead the GTM strategy for Beholder, driving awareness, acquisition, and retention from former Kraken wallet users, other Krakenites and non Kraken users native on chain.

• Campaign Leadership: Own the full end-to-end campaign management process, from strategic planning to execution, across various channels (email, social, display, ATL).

• Lifecycle Marketing: Understand and optimize the customer journey, deploying engagement strategies that maximize LTV and retention.

• Product Positioning & Messaging: Translate complex financial products into compelling, easy-to-understand value propositions that resonate with diverse audiences.

• Cross-Functional Collaboration: Work closely with product managers, growth teams, design, analytics, and executive leadership to align marketing efforts with business objectives.

• Performance Measurement: Define, track, and report on key product KPIs, including awareness, feature adoption (nMTU), and retention/LTV improvements.

• Thought Leadership: Serve as the voice of the customer, championing insights to inform product roadmaps and marketing initiatives.

• 5+ years of experience in web 2 Product Marketing Management (PMM), preferably in fintech but not required

• 2+ years of Product Marketing Management (PMM) experience in web 3, specifically at a DeFi protocol and/or a web 3 wallet

• Strong crypto expertise and passion, with a deep understanding of market trends, and user behavior.

• Track record of growing products from 0->1

• Proven ability to drive growth strategies from end-to-end, for multi-matrixed products across different phases of the product lifecycle.

• A data-driven marketer, leveraging insights to optimize campaigns and improve performance.

• Creative storyteller, able to craft compelling narratives that differentiate Kraken in a competitive market.

• Experience leading cross-functional teams and working within complex, fast-paced environments.

• Strong communication and stakeholder management skills, with the ability to secure buy-in at all levels.

• Entrepreneurial mindset, comfortable operating in a high-growth, dynamic setting.

Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis.

Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.

We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.

Kraken is powered by people from around the world and we celebrate all Krakenites for their diverse talents, backgrounds, contributions and unique perspectives. We hire strictly based on merit, meaning we seek out the candidates with the right abilities, knowledge, and skills considered the most suitable for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgable about crypto!

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments are designed to evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Assessment results are considered alongside other relevant information, such as experience and interviews, and are not the sole basis for any employment decision.

As an equal opportunity employer, we don’t tolerate discrimination or harassment of any kind. Whether that’s based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status or any other protected characteristic as outlined by federal, state or local laws. 

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