Director, Paid Marketing

Building the Future of Open Finance

Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system.

Before you apply, we encourage you to explore our culture page to understand what drives us and how we work.

The team

Founded in 2011, Kraken is one of the world's longest-standing crypto platforms, trusted by over 10 million individuals and institutions across the globe. It offers spot trading, margin, futures, staking, and OTC services, with products built for both individual investors and institutional clients.

The opportunity

• 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.

What you bring

• 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.

Nice to haves

• Hands-on experience with MMM, geo testing, or other ways to measure harder-to-attribute investment.

• Working fluency with SQL, cohort modeling, forecasting, or equivalent analytical tools.

• Experience building an in-house growth creative or landing-page testing capability.

• Crypto or fintech experience.

Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis.

Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.

We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.

Our commitment

Payward is powered by people from around the world and we celebrate the diverse talents, backgrounds, contributions, and unique perspectives that everyone brings to the table. We hire based on merit, seeking out people with the right abilities, knowledge, and skills for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgeable about crypto.

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Results are considered alongside experience and interviews, and are not the sole basis for any employment decision.

As an equal opportunity employer, we don't tolerate discrimination or harassment of any kind, whether 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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