Performance Marketing Manager

About the Company

Payward, the parent organization of Kraken, NinjaTrader, Breakout, xStocks, Payward Services, and CF Benchmarks, has been dedicated to building state-of-the-art, globally accessible financial infrastructure for 15 years. Our mission is to advance an open and global financial system through innovative technologies.

Founded in 2011, Kraken is a well-established cryptocurrency platform trusted by over 10 million users worldwide. It offers various trading options, including spot, margin, futures, staking, and OTC, catering to both individual investors and institutions.

Role Summary

We are seeking a Performance Marketing Manager to drive growth for Kraken Consumer by identifying and scaling paid marketing channels across Europe, LATAM, and APAC. This role requires launching numerous channel experiments monthly, analyzing their outcomes critically, and scaling effective campaigns. Candidates should expect to test many ideas with only a fraction succeeding; the key is in recognizing and expanding those successes.

Key Responsibilities

• Identify and prioritize marketing channels and campaigns, evaluating their potential by market size, customer fit, and payback prospects.
• Collaborate closely with creative strategists, creative teams, and MarTech to develop messaging, formats, landing pages, tracking, and campaign implementation.
• Take ownership of partner coordination, budgeting, quality assurance, and initial performance measurements.
• Customize marketing approaches per local markets by understanding audience preferences, local languages, media habits, and regulations.
• Evaluate campaign success through metrics beyond return on ad spend, including funded customers, cohort quality, customer acquisition cost (CAC), incrementality, and payback period.
• Stop or adapt underperforming tests quickly; nurture and scale effective campaigns into comprehensive marketing channels.
• Work with team members to ensure continuous knowledge sharing and adoption of successful strategies across different markets.
• Coordinate with Creative, Product, Data, and MarTech teams to improve tracking, landing pages, signup processes, funding, and user engagement beyond initial clicks.

Required Qualifications and Skills

• Demonstrated experience building paid marketing channels from scratch and driving their success, including learning from failures and adjusting strategies accordingly.
• Ability to manage multiple marketing tests simultaneously with clear hypotheses, budgets, measurement plans, and follow-up actions.
• Strong understanding of regional market dynamics and customized growth tactics rather than one-size-fits-all approaches.
• Expertise in marketing metrics such as CAC, attribution, incrementality, cohort analysis, customer lifetime value (LTV), and payback evaluation.
• Practical knowledge of paid campaign mechanics on web and app platforms including audience targeting, creative development, conversion tracking, and optimization.
• Experience collaborating with creative and technical teams to translate channel strategies into effective campaigns through messaging, creative assets, and technology integration.
• A competitive spirit focused on achieving results alongside a collaborative approach to team learning and adaptability based on data insights.

Preferred Qualifications

• Experience working in the cryptocurrency industry is advantageous, though primary emphasis is on strong decision-making, hands-on marketing skills, and proven ability to scale profitable campaigns.

Additional Information

Applications are accepted on a rolling basis unless otherwise specified. Candidates can redact personal information like age or academic dates on their resumes. We consider applicants with criminal histories in alignment with fair hiring practices.

Our work culture celebrates diversity and inclusion, hiring based on merit and encouraging applications even if candidates do not meet all listed qualifications but demonstrate passion or crypto knowledge. Job-related skills and work-style assessments may be part of the recruitment process.

Kraken promotes equal opportunity and does not tolerate discrimination or harassment on any protected grounds under applicable laws.