Lead Product Marketing Manager

About

Kraken is a mission‑focused, fully remote company with a world‑class team of “Krakenites” who are united by a conviction in crypto and a desire to discover and unlock the potential of blockchain technology. As a Krakenite you will join a global team in 70+ countries, building premium crypto products for experienced traders, institutions, and newcomers.

Payward Services enables fintechs, banks, exchanges, asset managers, and DeFi protocols to embed trusted digital‑asset products into their platforms via a single API. The service suite spans crypto trading infrastructure, on/off‑ramps, tokenized equities, derivatives, staking, yield, indices, and market data, serving platforms shaping the next era of finance.

Responsibilities

• Define product‑marketing strategy for Payward Services by partnering with product, sales, and business‑development teams to craft the GTM vision across the full infrastructure suite.
• Own end‑to‑end go‑to‑market planning and execution for product launches, service‑line expansions, and client integrations; translate complex infrastructure offerings into clear, compelling market narratives.
• Develop differentiated positioning and messaging for each service line and client segment (fintechs, banks, exchanges, asset managers, DeFi protocols), focusing on real business outcomes.
• Create and scale sales‑enablement assets such as collateral, playbooks, battlecards, case studies, and objection‑handling frameworks; rebrand existing Ramp and Embed materials under the Payward Services identity.
• Produce client case studies, video testimonials, and thought‑leadership content; partner with design and content teams to bring stories to life across web, sales, and campaigns.
• Conduct market and competitive intelligence to build deep expertise on the B2B digital‑asset infrastructure landscape and translate insights into messaging and strategy.
• Support demand‑generation efforts by partnering with growth and paid‑media teams on ABM campaigns, lifecycle marketing, and inbound programs targeting priority segments; ensure messaging consistency across all channels.
• Champion KPIs that matter, aligning marketing impact with business outcomes such as client acquisition, pipeline contribution, deal velocity, and revenue from Payward Services clients.

Requirements

• 10+ years of product‑marketing experience in B2B fintech, financial infrastructure, or crypto, with demonstrated success marketing to institutional or enterprise clients.
• Proven track record owning GTM strategy for complex, multi‑product B2B2C offerings—from positioning and messaging through launch execution and sales enablement.
• Strong understanding of the digital‑asset ecosystem, including crypto trading infrastructure, stablecoins, tokenized assets, DeFi protocols, and the regulatory landscape.
• Experience marketing to fintechs, banks, exchanges, or asset managers, with the ability to tailor narratives to each segment’s distinct priorities and buying criteria.
• Excellent written communication skills; able to distill complex infrastructure into clear, differentiated value propositions and compelling collateral.
• Collaborative and cross‑functional; comfortable working across product, BD, sales, design, legal, and growth teams in a fast‑moving environment.
• Data‑driven; uses pipeline, conversion, and revenue metrics to evaluate marketing impact and prioritize efforts.
• Strategic thinker who can set the vision while also rolling up sleeves to execute.