Growth Marketing Hacker: DeFi Wallet (Crypto.com Onchain)

Crypto.com is currently expanding its DeFi Wallet offerings and is seeking a Growth Marketing Hacker to be based in Hong Kong. The ideal candidate will take charge of developing the go-to-market strategy, managing user lifecycle, and establishing product positioning for a range of decentralized wallet features, including asset management, staking, DeFi integrations, swaps, derivatives, and more.

This pivotal role requires a deep understanding of Web3 UX and the ability to communicate complex protocols in a user-centric way. The successful candidate will serve as a crucial link between product development, growth initiatives, and community engagement. Collaborating closely with product managers, they will drive user adoption, engagement, and confidence within a self-custodial environment.

Key Responsibilities:

1. Strategy & Positioning:

• Collaborate with product and strategy teams to shape the roadmap for the DeFi Wallet and on-chain features.
• Develop messaging that conveys user benefits related to self-custody, cross-chain accessibility, and security.
• Create user personas and customized journeys to enhance user acquisition.
• Lead creative and copy positioning efforts for targeted campaigns.
• Ensure alignment between roadmap, market insights, and messaging by partnering with product managers.

1. Launch Execution:

• Lead go-to-market strategies for new features like token swaps and staking.
• Craft marketing campaigns for various channels such as email, app, social media, content, and community outreach.
• Utilize DeFi partnerships to expand reach within the on-chain community.
• Coordinate across teams for seamless feature launches and ongoing adoption.
• Drive growth by aligning product features with marketing strategies to influence user behavior.

1. Customer Insights & Market Intelligence:

• Conduct user research, interviews, and data analysis to understand user motivations and market gaps.
• Keep abreast of leading DeFi wallets and Web3 UX trends to inform strategies.
• Share insights with product and growth teams to refine roadmaps and campaign strategies.

1. Growth & Retention:

• Execute lifecycle campaigns to educate users on DeFi features and enhance engagement.
• Implement gamification and incentives to foster deeper wallet usage.
• Collaborate with product teams to optimize user experiences from onboarding to swap/stake processes.

1. Performance & Reporting:

• Define KPIs in conjunction with Growth and Product teams for funnel metrics, retention, and campaign impact.
• Utilize tools like GA4, Tableau, and Mixpanel for reporting and iteration alongside analytics and product teams.

Requirements:

• 3-to-5 years of product marketing experience, preferably in DeFi Web3 wallet settings.
• Demonstrated success launching and growing B2C products or platforms sustainably.
• Strong communication and storytelling skills, coupled with the ability to simplify complex concepts.
• Collaborative with experience in fast-paced environments and a proactive approach.
• Analytical mindset with proficiency in marketing analytics and user research.
• Experience in regulated industries or financial services is advantageous.
• Bonus: Familiarity with community-driven growth or being a native to the crypto space.