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Marketing Lead (Self-Custodial Wallets)
NEWJob Description
[AI-summarized by JobStash]
You will own the go-to-market strategy for self-custodial wallets, define positioning and messaging, and design and execute marketing initiatives. You will drive user acquisition through owned channels and partnerships, optimize onboarding to increase activation, and run lifecycle marketing to boost retention. You will analyze funnel metrics, run structured growth experiments, translate complex Web3 concepts into clear educational messaging, plan content for launches and campaigns, and design on-chain incentive-driven campaigns to increase product usage and engagement. You will manage owned communication channels including Telegram and X, and collaborate with partners, influencers and product teams to promote integrations and features.
Requirements
- āAt least 3 years of experience working in Web3 or crypto
- āExperience launching and scaling consumer products, fintech or Web3 platforms
- āDeep understanding of crypto ecosystems, wallets and on-chain user behavior
- āExperience working across multiple projects, products or growth initiatives
- āUnderstanding of growth funnels, activation mechanics and lifecycle marketing
- āAnalytical mindset with ability to use data to form hypotheses and guide marketing decisions
- āComfortable working in fast-moving startup environments with evolving structures
- āExcellent communication and writing skills in English
- āHigh ownership mindset and hands-on execution style
- āExperience with mobile apps or the Telegram ecosystem is a plus
- āExperience coordinating small teams, contributors or freelancers is a plus
Responsibilities
- āOwn the GTM strategy for TON Wallet and Tonkeeper
- āDefine positioning, messaging, use cases, target segments and proof points for global audiences
- āDesign and execute marketing initiatives supporting product and business goals
- āDrive user acquisition through owned channels and ecosystem partnerships
- āImprove activation rates and optimize onboarding flows with Product
- āDrive adoption of wallet features such as swaps, staking, integrations and Pro capabilities
- āManage and optimize owned communication channels including Telegram and X, push notifications and in-app messaging
- āIncrease retention and repeat on-chain activity through lifecycle marketing, cohort analysis and user segmentation
- āOwn and analyze core growth funnel metrics and run structured growth experiments
- āTranslate complex Web3 concepts into clear narratives and educational messaging
- āLead content planning for product launches, ecosystem updates and marketing campaigns
- āDesign on-chain campaigns and incentive-driven activation strategies
- āCollaborate with BD, community and SMM teams to promote dApp integrations, partnerships and ecosystem initiatives
Benefits & Perks
- āRemote setup with access to hubs in Dubai, Yerevan, London and Belgrade
- āCompensation for medical expenses
- āProvision of necessary equipment
- ā20 working days of paid vacation annually
- ā11 days off per year
- ā14 days of paid sick leave