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Alpaca is a US-headquartered global leader in agent-first brokerage infrastructure serving hundreds of financial institutions across 40 countries. The company provides institutional-grade APIs for stocks, ETFs, options, crypto, fixed income, and 24/5 trading, with over 10 million brokerage accounts. Backed by $400 million in funding from top-tier investors including Spark Capital, Tribe Capital, and Y Combinator, Alpaca operates a globally distributed team of 400+ members.
You will own content strategy and go-to-market storytelling for Alpaca's crypto and tokenization products. This role sits at the intersection of content marketing, product storytelling, and crypto go-to-market, requiring deep expertise in translating complex concepts—tokenization infrastructure, on-chain asset mechanics, and institutional crypto workflows—into clear, compelling narratives for exchanges, issuers, market makers, and institutional partners.
Key responsibilities include:
- Own content strategy for crypto and tokenization products across B2B and B2C channels
- Write and edit educational and product-driven content including launch posts, explainers, blogs, newsletters, and thought leadership
- Develop audience-specific messaging for distinct crypto buyer personas (issuers, market makers, exchanges, institutional partners) and maintain a shared content playbook
- Partner with the crypto product team to turn technical updates into clear, externally ready content and GTM briefs
- Translate internal product language into accurate, externally appropriate messaging
- Collaborate with product, compliance, design, and marketing stakeholders to ensure content is accurate, on-brand, and ready to ship
- Identify content opportunities based on product priorities, partner launches, and growth goals
- Improve discoverability and adoption through SEO, content refreshes, and audience-focused distribution
Tokenization is moving from narrative to infrastructure, and Alpaca is at the center of that shift. You'll shape how institutional crypto audiences understand Alpaca's crypto and tokenization products and support a growing pipeline of partner launches and product GTMs at a pivotal moment for the business.
REQUIREMENTS:
- 5+ years of experience in content marketing, content strategy, editorial, or related role, with meaningful time in crypto, Web3, or digital assets
- Deep familiarity with crypto market structure, tokenization, and institutional crypto workflows
- Strong writing and editing skills with ability to simplify technical topics for sophisticated audiences
- Experience creating go-to-market content for product launches, partner announcements, or B2B fintech/crypto products
- Ability to work cross-functionally with product, compliance, and marketing stakeholders in fast-moving environment
- Strong judgment around audience, tone, and message clarity, especially navigating regulated financial content
- Comfortable operating with high degree of ownership and moving quickly across multiple concurrent launches
NICE TO HAVE:
- Experience at crypto-native company or with tokenization/RWA infrastructure
- Background creating content for market makers, crypto exchanges, or institutional crypto audiences
- Experience building content playbooks or messaging frameworks for technical products
- Familiarity with compliance constraints in regulated financial and crypto marketing content
- Knowledge of on-chain asset mechanics, DeFi primitives, and cross-network asset movement
- Based in North America
