Performance Marketing Manager

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.

We’re building the next stage of Kraken Consumer growth. Paid has to find new places to win: the regional channels people actually use, the messages that make them care, and the journeys that turn a click into a valuable customer. We’re doing it across every EU country and expansion markets in LATAM and APAC, with payback as the guardrail.

This is a builder job. You’ll launch dozens of channel tests each month, make fast calls on what’s working, and take the winners from first test to serious scale. Expect most ads to miss—possibly 80–90%. The edge is choosing the right channels and campaign types to test, learning from each one, and scaling the few that work. You’ll own those channels alongside our other performance marketing managers.

The opportunity

• Prioritize the next channels and campaigns to test. Size the upside by market, find the regional platforms and media partners people actually use, then place the biggest bets where customer fit and payback potential are strongest

• Get tests live with the right team around you. Work shoulder to shoulder with creative strategists, the creative team, and MarTech on the message, format, landing page, tracking, and campaign setup. Own partner conversations, budgets, QA, and the first performance read

• Make each market feel local. Learn the audience, language, media habits, and rules in each country. Build for that market, then carry what works to the next one

• Call the result honestly. Look beyond platform ROAS to funded customers, cohort quality, CAC, incrementality, and payback. Change or stop weak tests quickly; give strong ones room to grow

• Own the winners. When a test clicks, build it into a real channel: develop new creative and campaign types with Creative, strengthen measurement with MarTech, and grow spend as customer value and payback hold

• Collaborate with paid team members to be best in class growth scale and efficiency. Share tests and learnings openly, help other channel owners, and find ways to make a win in one market work elsewhere

• Follow the customer past the click. Work with Creative, Product, Data, and MarTech to fix tracking and improve landing pages, signup, funding, and first use

What you bring

• You’ve built a paid channel from zero and made it meaningful. You can tell us what you set up, what failed, and the call that changed the result

• You can run dozens of tests a month without turning them into a blur. You know which channels and campaigns matter most and give each test a hypothesis, budget, measurement plan, and next decision

• You know how to find local growth opportunities across countries. You don’t assume that the playbook from one market will work in another

• You’re at home in CAC, attribution, incrementality, cohort quality, LTV, and payback. You can work through messy data with an analyst and still make a clear call

• You know how paid campaigns actually work on web and app: audiences, creative, conversion tracking, optimization, and the path to a funded customer

• You know how to turn a promising channel strategy into campaigns with creative strategists, the creative team, and MarTech. You get into the message, format, landing page, and tracking when that’s where the problem is

• You’re competitive about outcomes and generous with teammates. You challenge ideas, change your mind when the evidence changes, and share what you learn

Nice to haves

• Crypto experience is a plus. We care more about strong judgment, hands-on craft, and proof you can find and scale profitable growth

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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