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Kraken, one of the world's longest-standing crypto platforms with over 10 million users, is building the next stage of consumer growth across Europe, LATAM, and APAC. As a Performance Marketing Manager, you will own the strategy and execution of paid channel testing and scaling, driving customer acquisition with disciplined focus on payback and unit economics.
You will prioritize and launch dozens of channel tests each month across regional platforms and media partners, making fast decisions on what works and scaling winners. This is a hands-on builder role where you'll work shoulder-to-shoulder with creative strategists, the creative team, and marketing technology partners to develop messaging, landing pages, tracking, and campaign setup. You'll own partner relationships, budgets, QA, and initial performance analysis.
Key responsibilities include:
- Identifying and testing new channels and campaign types across different EU, LATAM, and APAC markets, sizing upside by region and customer fit
- Localizing campaigns for each market by understanding audience, language, media habits, and regulatory requirements
- Evaluating performance beyond platform ROAS, focusing on funded customers, cohort quality, CAC, incrementality, and payback
- Scaling successful tests into full channels by developing new creative, strengthening measurement, and growing spend responsibly
- Collaborating with paid team members to share learnings, replicate wins across markets, and improve overall growth efficiency
- Working with Creative, Product, Data, and MarTech to improve tracking, landing pages, signup flows, and first-use experience
You'll operate in an environment where most ads will miss (80–90% failure rate is expected), and the edge comes from choosing the right channels to test, learning quickly, and scaling the few that work.
Requirements:
- Proven track record building a paid channel from zero to meaningful scale; ability to articulate what you built, what failed, and the decision that changed the outcome
- Ability to manage dozens of tests monthly with clear hypotheses, budgets, measurement plans, and decision frameworks for each
- Experience finding and scaling growth opportunities across multiple countries; understanding that playbooks don't transfer directly between markets
- Strong fluency in CAC, attribution, incrementality, cohort quality, LTV, and payback; comfort working through messy data with analysts
- Deep hands-on knowledge of how paid campaigns work on web and app (audiences, creative, conversion tracking, optimization, customer funding paths)
- Ability to translate channel strategy into campaigns by collaborating with creative strategists and MarTech teams; willingness to dive into message, format, landing page, and tracking details
- Competitive mindset focused on outcomes, with generosity toward teammates; ability to challenge ideas and change direction based on evidence
Nice to have:
- Crypto or fintech experience (though strong judgment and proven growth scaling are prioritized over domain background)
