Head of Organic Growth, Kraken Pro

Accountabilities

• Organic Growth Strategy: Define, own, and execute a comprehensive organic acquisition strategy across SEO, content marketing, social media, community engagement, referrals, and strategic partnerships to attract high-intent traders.

• Acquisition Funnel Optimization: Map and analyze the full customer journey, from initial discovery to account registration, funding, and first trade, identifying conversion bottlenecks and opportunities to recover users who abandon the process.

• User Experience Improvement: Partner with Product and Design teams to audit and optimize landing pages, registration flows, onboarding experiences, and in-product interactions to reduce friction and improve conversion rates.

• Brand-Led Growth: Integrate brand positioning and trust-building into organic acquisition initiatives, ensuring marketing activities strengthen credibility and long-term user relationships rather than focusing solely on traffic volume.

• Product-Led Marketing: Develop an in-depth understanding of the trading platform, its features, competitive advantages, and user needs, translating product strengths into compelling acquisition and engagement strategies.

• Team Leadership and Development: Lead, coach, and empower a small growth team, establishing clear priorities, removing obstacles, and encouraging a culture of ownership, experimentation, and continuous improvement.

• Experimentation and Optimization: Design, execute, and evaluate growth experiments across channels and funnel stages, scaling successful initiatives and discontinuing tactics that fail to deliver meaningful results.

• Analytics and Performance Reporting: Build and maintain dashboards that track acquisition, conversion, retention, attribution, and cohort performance, translating data into actionable insights and clear recommendations for leadership.

• AI-Enabled Growth: Leverage AI-powered tools and workflows to increase productivity, accelerate experimentation, improve content operations, and expand the impact of organic growth initiatives.

• Cross-Functional Collaboration: Align Product, Design, Legal, Communications, and other stakeholders around shared growth objectives, ensuring initiatives are delivered efficiently and consistently.

• Compliance and Responsible Marketing: Work with Legal and Communications teams to ensure messaging is accurate, compliant, and aligned with applicable requirements across different regions and platforms.

• Continuous Market Awareness: Monitor organic acquisition trends, search behavior, social channels, competitor activity, and trading culture to identify emerging opportunities and make informed decisions about where to invest resources.

Requirements

• Professional Experience: At least five years of experience in B2C acquisition or growth marketing, ideally within fintech, cryptocurrency, trading, gaming, or another consumer-focused digital product environment.

• Leadership Experience: Previous experience leading a small team in a player-coach capacity, combining strategic direction and team development with hands-on execution.

• Organic Acquisition Expertise: Broad knowledge of SEO, content marketing, social media, lifecycle marketing, community growth, referrals, and partnerships, with the ability to prioritize channels based on their potential impact.

• Product and UX Mindset: Strong understanding of how digital products attract and retain users, with the ability to identify friction in user journeys and collaborate with Product and Design teams on practical improvements.

• Analytical Skills: Experience with acquisition funnels, cohort analysis, attribution, performance measurement, and experimentation, with the ability to translate complex data into clear business recommendations.

• AI Proficiency: Strong practical knowledge of AI-powered tools and workflows, including the ability to use them to accelerate execution, improve efficiency, and scale marketing activities.

• Execution and Adaptability: Ability to move quickly in a dynamic, competitive environment, manage competing priorities, and deliver measurable results without relying on lengthy approval processes.

• Strategic Judgment: Demonstrated ability to distinguish high-impact growth opportunities from low-value tactics, allocate resources effectively, and balance short-term acquisition with long-term brand development.

• Trading and Crypto Awareness: Familiarity with cryptocurrency markets, trading communities, and the terminology, motivations, and expectations of active traders.

• Communication Skills: Excellent written and verbal communication, with the ability to present insights clearly, influence stakeholders, and align cross-functional teams around shared objectives.

• Ownership and Initiative: A proactive, self-directed approach to problem-solving, experimentation, and continuous improvement, with a strong focus on measurable outcomes.

• Collaborative Leadership: Ability to foster a high-performing team culture, encourage experimentation, provide constructive feedback, and empower others to deliver their best work.

Benefits

• Remote Work: Fully remote position available in Brazil and other eligible international locations.

• Global Collaboration: Opportunity to work with an international team in a fast-paced digital finance and cryptocurrency environment.

• Leadership and Ownership: High level of autonomy to define organic growth strategy, lead a team, and influence product acquisition and engagement.

• Professional Development: Opportunity to expand expertise across growth marketing, product optimization, analytics, AI-enabled workflows, and digital asset markets.

• Product Impact: Direct influence on how traders discover, evaluate, and engage with a global trading platform.

• Inclusive Work Environment: A culture that values diverse backgrounds, perspectives, and professional experiences, with hiring decisions based on relevant skills and qualifications.

• Skills-Based Recruitment: The hiring process may include job-related skills or work-style assessments, considered alongside professional experience and interviews.

• Compensation and Additional Benefits: Specific salary figures, healthcare coverage, paid leave, and other benefits were not detailed in the original job description and may depend on the applicable employment arrangements.

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