Lifecycle Marketing Manager - Consumer

Building the Future of Open Finance

Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system.

Before you apply, we encourage you to explore our culture page to understand what drives us and how we work.

The team

Founded in 2011, Kraken is one of the world's longest-standing crypto platforms, trusted by over 10 million individuals and institutions across the globe. It offers spot trading, margin, futures, staking, and OTC services, with products built for both individual investors and institutional clients.

As the Marketing Manager - Lifecycle focused on Consumer products at Kraken you’ll need to be a highly-motivated, data-driven lifecycle marketer ready to drive the full lifecycle strategy for driving product adoption and engagement in each of our key markets, delivering revenue upside in the process. The Marketing Manager will be a key member of the Consumer Marketing team and will work closely with numerous stakeholders across the company including regional operations, marketing technology, product, data analytics, and CRM ops.

The opportunity

Drive the strategy for lifecycle programs involving a mix of email, push, and in-app delivering best-in-class communications that drive engagement and desired outcomes, and other actions that improve client quality and loyalty

Help shape the formation of the lifecycle strategy for Consumer both from a technology and marketing execution point of view, being accountable for key metrics that support revenue growth at the company

Build and execute complex CRM campaigns that guide clients to relevant products and services within the Kraken ecosystem

Conduct data analysis of campaign results, while using data to optimize and create operational plans and manage spend

Execute thoughtful experimentation to unlock high-impact campaigns, and leverage automation to maximize engagement & retention throughout the whole customer lifecycle

Be a key stakeholder in growth across the company, keeping leadership updated on the progress being made and working closely with the wider business to drive incremental value

Work closely with our compliance, legal, and regional operations teams to remove blockers in marketing across priority geos. This also involves making sure that we are being 100% compliant with local regulators in the way we market and communicate to customers

What you bring

5+ years of experience with a proven ability leading the development of complex lifecycle/CRM programs from strategy-to-execution

Extensive experience building and executing complex CRM campaigns with multiple stakeholders

Experience with CRM tools such as Braze (ideal but not essential), and other campaign-building tools

A proven understanding of how to drive lifecycle marketing results in a predominantly B2C setting, with experience working within crypto as a big plus

In-depth knowledge of marketing automation/CRM systems, with experience pushing the boundaries of what those platforms can do

Strong copywriting skills to support the building of individual campaigns

Expertise in customer segmentation strategies and subscriber management across multiple channels (omni-channel)

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.

Our commitment

Payward is powered by people from around the world and we celebrate the diverse talents, backgrounds, contributions, and unique perspectives that everyone brings to the table. We hire based on merit, seeking out people with the right abilities, knowledge, and skills 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 knowledgeable about crypto.

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Results are considered alongside 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 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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