Product Marketing Manager, Financial Institutions

  • Kraken
  • Remote
  • Feb 28, 2022
Full time Finance Marketing Management Product

Job Description

About Kraken

As one of the largest and most trusted digital asset platforms globally, we are empowering people to experience the life-changing potential of crypto. Trusted by over 8 million consumer and pro traders, institutions, and authorities worldwide - our unique combination of products, services, and global expertise is helping tip the scales towards mass crypto adoption. But we’re only just getting started. We want to be pioneers in crypto and add value to the everyday lives of billions. Now is not the time to sit on the sidelines. Join us to bring crypto to the world.

About the Role

Kraken is scaling the product marketing org to match our increasing breadth of customer segments within traditional financial service environments (inclusive of asset managers, wealth managers, corporate treasury, etc.)... You will work with cross-functional stakeholders to craft strategies appealing to institutional client personas, serving as our current customers' voice, and advocating as you work cross-functionally with product, brand, design, engineering, and customer engagement to bolster client retention and engagement. We are building the strongest product marketing practice in the industry and operate at the unique intersection of fintech, crypto, and marketing. We focus on quality in our storytelling and we are thoughtful and calculated with our big bets. Join our 🚀 before we take off!

This is a fully remote role, we will consider applicants based in North America, South America and Europe.

What You’ll be Doing

  • Plan and execute go-to-market strategies for new products, features, enhancements, and token listings by forming the positioning, messaging, and value proposition across institutional client personas
  • Understand key value drivers and vary messaging, positioning and client acquisition methods to suit specific institutional personas. You know or can determine where to find clients, how to collect intent signals, and how to identify if and when our product offering is not meeting client needs and expectations.
  • Optimize complex client journeys through data aggregation and analysis, and process augmentation. Understand each client’s journey with Kraken and be bold in identifying challenges and carving solutions.
  • Learn what clients need before they need it through direct interaction, surveys, and market sizing; bring that perspective to design, roadmapping, and backlog prioritization
  • Make data-driven decisions when framing hypotheses, determining product-market fit, evaluating campaign performance, and setting goals
  • Use sound product sense in marketing every day: identify the problem we are solving for, our hypothesis, what goals we will set and how we measure them, what channels are best to use, what we should do now, and how we can scale and automate
  • Take a diplomatic leadership approach to involve stakeholders early and get cross-functional work done; be a proactive leader and decision-maker
  • Create and share intel on competing products and marketing; summarize what is working well and what is not and how we will differentiate ourselves
  • Be an owner: step up and take the lead on challenging, ambiguous work
  • Keep an astronaut’s mindset: pivot from the micro-details on the ground up to the bigger picture macro view and back down again


  • 5+ years of previous experience in product marketing, martech product management, lifecycle, or channel marketing
  • Proven success launching products to institutional clients in fintech (financial technology), wealth management, investment banking, or traditional finance
  • Background or interest in financial markets, in and outside cryptocurrencies, and/or economics.
  • Concise speaker, storyteller, and writer: you can slice, dice, and distill a narrative from a complex data set into an executive summary
  • Experience across marketing channels: email, web, mobile/push, and content marketing with a history of focus on the right message for the right customer on the right channel (at the right time!).
  • Ally to product managers and other marketers, often volunteering to test alphas/betas, lead inbound customer research, and seek diverse perspectives
  • Be the antithesis of a lone wolf: you clearly communicate and involve stakeholders early and often and work to secure buy-in, address concerns, and incorporate feedback
  • Previous crypto experience not required but certainly nice to have! Personal crypto-investing experience is also an asset.

Nice to Have

  • Geo-specific, global client experience in North America, Europe, Asia-Pacific, EMEA, or Latin America
  • You’ve worked on the adoption of new and bold products and have ideas for evangelizing the institutional adoption of cryptocurrencies
  • You understand the limitations of digital channels and have a point of view about when to explore webinars and IRL events to drive key client engagement objectives.
  • You’ve got an ease about you: you address urgency head-on and handle difficult, ambiguous situations with a clear, cool head and an open mind

We’re powered by people from around the world with their own unique and diverse experiences. We value all Krakenites and their talents, contributions, and perspectives, regardless of their background.

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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