Lead Product Marketing Manager - Onchain

Building the Future of Crypto at Kraken

Krakenites are a world-class team with crypto conviction, dedicated to discovering and unlocking the potential of crypto and blockchain technology. Kraken is a mission-focused company rooted in crypto values, aiming to accelerate the global adoption of crypto for financial freedom and inclusion. We encourage candidates to familiarize themselves with the Kraken Culture page and the Kraken app before applying.

What Makes Us Different?

As a fully remote company, Kraken has team members in over 70 countries speaking more than 50 languages. We are industry pioneers who develop premium crypto products for experienced traders, institutions, and newcomers. Kraken is committed to industry-leading security, crypto education, and world-class client support through products like Kraken Pro, Desktop, Wallet, and Kraken Futures. Join us to build the future of crypto!

The Team: Lead Product Marketing Manager - Onchain

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

The Opportunity

• GTM Strategy & Execution: Develop and lead the Go-to-Market strategy for Beholder, focusing on awareness, acquisition, and retention for former Kraken wallet users, other Krakenites, and native onchain users.
• 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 to maximize Customer Lifetime Value (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 improvements in retention/LTV.
• Thought Leadership: Serve as the voice of the customer, championing insights to inform product roadmaps and marketing initiatives.

Skills You Should HODL

• 5+ years of experience in Web2 Product Marketing Management (PMM), preferably in fintech.
• 2+ years of Product Marketing Management (PMM) experience in Web3, specifically at a DeFi protocol and/or a Web3 wallet.
• Strong crypto expertise and passion, with a deep understanding of market trends and user behavior.
• Track record of growing products from 0 to 1.
• Proven ability to drive growth strategies 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.

Key skills/competency

• Product Marketing Management (PMM)
• Go-to-Market (GTM) Strategy
• Web3 & DeFi Expertise
• Campaign Management
• Customer Lifecycle Optimization
• Product Positioning
• Cross-functional Collaboration
• Data-driven Marketing
• Crypto Market Trends
• Stakeholder Management