At a Glance
- Tasks: Lead global paid marketing strategies and optimise customer acquisition channels.
- Company: Join Kraken, a trusted leader in the crypto space with a vibrant culture.
- Benefits: Competitive salary, diverse team, and opportunities for professional growth.
- Other info: Dynamic environment with a focus on innovation and collaboration.
- Why this job: Shape the future of finance while driving impactful marketing strategies.
- Qualifications: 8+ years in performance marketing with strong analytical and leadership skills.
The predicted salary is between 80000 - 120000 £ per year.
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.
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 includes:
- Owning Kraken Consumer's global paid acquisition strategy across Paid Search, Paid Social, App Acquisition, Display, Video, Affiliates, KOLs and other measurable growth channels.
- Managing acquisition budgets and capital allocation, optimising investment based on CAC, cohort quality, payback, incrementality and long-term customer value.
- Developing acquisition strategies for Kraken's highest-value customer segments, translating customer insights into targeting, creative, messaging and channel strategy.
- Building a world-class experimentation culture across creative, audience targeting, landing pages, onboarding and full-funnel conversion optimisation.
- Partnering closely with Product, Lifecycle, CRM, Data, Finance and Marketing to optimise the customer journey from first touch through activation, engagement and retention.
- Establishing robust measurement frameworks, combining attribution, incrementality testing, cohort analysis and experimentation to inform investment decisions.
- Leading and developing the Performance Marketing and Affiliate/KOL teams, building scalable operating rhythms, agency partnerships and best-in-class execution.
- Driving 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.
- Helping 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.
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.
Director, Paid Marketing in London employer: Kraken
At Payward, we pride ourselves on being an exceptional employer, offering a fully remote work environment that promotes flexibility and work-life balance. Our culture is rooted in hyper-transparency and open dialogue, fostering collaboration across diverse teams while providing ample opportunities for professional growth and development in the fast-paced fintech landscape. Join us to be part of a forward-thinking team dedicated to building a resilient financial infrastructure that empowers innovation and inclusivity in the global financial system.
StudySmarter Expert Advice🤫
We think this is how you could land Director, Paid Marketing in London
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Kraken and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Kraken are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Kraken on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Kraken. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Director, Paid Marketing in London
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Kraken. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Kraken:Show us that you’ve done your homework! In your application, briefly mention what you admire about Kraken’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Kraken
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Kraken will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Kraken, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
