# Director, Paid Marketing

**Company:** [Kraken](https://hotfix.jobs/companies/kraken)
**Location:** Remote
**Role:** Performance Marketing
**Salary:** $117k – $260k/yr
**Experience:** 8+ years
**Skills:** Performance Marketing, paid search, paid social, app acquisition, display advertising, video advertising, affiliates, kols, Google Ads, Meta Ads, apple search ads, cac, ltv, cohort analysis, incrementality testing
**Posted:** 2026-07-23

> 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.

## Job Description

## 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.

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