Director, Paid Marketing

🕒 July 23

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Kraken Digital Asset Exchange

WebsiteLinkedInAll Job Openings

1001 - 5000 employees

Founded 2011

₿ Crypto

💸 Finance

💳 Fintech

Crypto • Finance • Fintech

Kraken Digital Asset Exchange is a cryptocurrency platform that facilitates the buying and selling of over 200 cryptocurrencies, including Bitcoin, Ethereum, and many others. Founded in 2011, Kraken provides a comprehensive suite of features for both beginner and advanced traders, such as advanced trading interfaces and margin trading. The platform emphasizes industry-leading security, deep liquidity, and 24/7 customer support, making it a trusted choice for users worldwide. Kraken caters to individual investors as well as institutional clients, offering services like OTC trading and custody. The company is committed to transparency with its proof of reserves and mission-driven values. Kraken operates globally, supporting clients in over 190 countries, with a quarterly trading volume exceeding $207 billion. However, users are advised of the high risk of crypto investments and the lack of regulation in some jurisdictions.

📋 Description

• Own Kraken Consumer's global paid acquisition strategy across Paid Search, Paid Social, App Acquisition, Display, Video, Affiliates, KOLs and other measurable growth channels. • Manage acquisition budgets and capital allocation, optimising investment based on CAC, cohort quality, payback, incrementality and long-term customer value. • Develop acquisition strategies for Kraken's highest-value customer segments, translating customer insights into targeting, creative, messaging and channel strategy. • Build a world-class experimentation culture across creative, audience targeting, landing pages, onboarding and full-funnel conversion optimisation. • Partner closely with Product, Lifecycle, CRM, Data, Finance and Marketing to optimise the customer journey from first touch through activation, engagement and retention. • Establish robust measurement frameworks, combining attribution, incrementality testing, cohort analysis and experimentation to inform investment decisions. • Lead and develop the Performance Marketing and Affiliate/KOL teams, building scalable operating rhythms, agency partnerships and best-in-class execution. • Drive a culture of continuous optimisation through regular business reviews, using performance data, customer insights and experimentation to identify opportunities to scale, improve or stop investments. • Help shape the future of Kraken Consumer growth by identifying new acquisition channels, technologies and opportunities to accelerate global customer growth.

🎯 Requirements

• 8+ years of experience leading multi-channel performance marketing in a high-growth consumer technology, fintech or crypto business. • Proven success managing large-scale acquisition programmes across web and mobile, including Google, Meta, Apple Search Ads and other paid media channels. • Deep understanding of acquisition economics, including CAC, LTV, cohort analysis, incrementality, attribution and payback modelling. • Experience managing affiliate, creator, influencer or KOL partnerships alongside traditional paid acquisition channels. • Strong analytical skills with the ability to make commercial decisions using experimentation, attribution models and customer data. • Experience improving conversion across the full customer journey, including creative, landing pages, onboarding and lifecycle marketing. • Proven people leader with experience building, coaching and developing high-performing marketing teams while managing external agencies and partners. • Excellent cross-functional collaboration skills, with experience partnering closely with Product, Data, Finance, Creative, Legal and Compliance teams. • Comfortable operating in fast-paced, highly regulated industries where balancing growth, customer trust and compliance is essential.

🏖️ Benefits

• Offers Equity • Offers Bonus