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KrakenKrakenUnited States

Director, Paid Marketing

Lead Kraken's global paid acquisition strategy across search, social, display, video, affiliates and KOLs. Manage large budgets, optimize for CAC/LTV/incrementality, build experimentation culture, and lead the performance marketing team in a fast-paced crypto environment.

117k – 260k/yr
Remote8+ YOEPerformance Marketing

About the role

Own Kraken Consumer's global paid acquisition strategy

  • Manage acquisition budgets and capital allocation, optimizing 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.

Requirements

  • 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.

Skills

Performance Marketingpaid searchpaid socialapp acquisitiondisplay advertisingvideo advertisingaffiliateskolsGoogle AdsMeta Adsapple search adscacltvcohort analysisincrementality testing

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