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

[Crypto.com](http://Crypto.com] is in the process of developing advanced tools for self-custody and on-chain finance. To support the growth of the DeFi Wallet, [Crypto.com](http://Crypto.com] is seeking a Growth Marketing Hacker located in Hong Kong who will be responsible for leading the go-to-market strategy, managing user lifecycle, and establishing product positioning for various decentralized wallet features including asset management, staking, DeFi integrations, swaps, and derivatives, among others.

This role holds significant impact for an individual who possesses an understanding of Web3 UX intricacies and can effectively translate intricate protocols into valuable user propositions. The chosen candidate will serve as a bridge linking product development, growth initiatives, and community relations, collaborating closely with product managers to enhance adoption, engagement, and faith in a self-custodial environment.

Key Responsibilities

1. Strategy & Positioning:

   • Collaborate with product and strategy teams to lead the roadmap for the DeFi Wallet and on-chain features of Crypto.com.
   • Develop and optimize messaging that effectively conveys user benefits related to self-custody, cross-chain accessibility, and security.
   • Establish clear user personas and design tailored user journeys to enhance acquisition.
   • Lead the creative direction and copy positioning with growth teams for impactful and personalized campaigns.
   • Engage proactively with product managers to ensure consistency among roadmap, market insights, and messaging.

2. Launch Execution:

   • Drive go-to-market strategies for new features like token swaps and staking.
   • Conceptualize marketing campaigns across various channels including email, app, social media, content, and community for execution by teams.
   • Utilize DeFi partnerships to broaden reach within the on-chain community.
   • Coordinate efficiently with multiple teams such as product, CRM, UA, design, partnerships, and media to ensure seamless launches and continued adoption in sporting and crypto realms.
   • Enhance growth through aligning product incentives with marketing strategies and user behavior.

3. Customer Insights & Market Intelligence:

   • Conduct user research, interviews, and data analysis to comprehend motivations, pain points, and market opportunities in order to guide product roadmaps.
   • Monitor leading DeFi wallets and emerging trends in Web3 UX to maintain competitiveness.
   • Provide insights to product and growth teams to refine strategies for roadmaps and campaigns.

4. Growth & Retention:

   • Execute lifecycle campaigns to educate users on DeFi features and increase engagement.
   • Use gamification, rewards, and token incentives to foster deeper wallet usage.
   • Collaborate with product teams to optimize user flows from onboarding to swap/stake processes.

5. Performance & Reporting:

   • Work with Growth and Product teams to set KPIs related to funnel metrics, retention rates, and campaign impacts.
   • Utilize tools like GA4, Tableau, Mixpanel for reporting purposes and collaborate closely with analytics and product teams to iterate rapidly.

Requirements

• 3 to 5 years of product marketing experience, preferably in DeFi Web3 wallet domain.
• Demonstrated track record of successfully launching and scaling B2C products, driving sustainable growth in adoption and revenue.
• Exceptional communication and copywriting abilities to simplify complex ideas and create compelling narratives.
• Strong collaborative skills with experience in dynamic, multi-functional environments, showing a bias towards action.
• Analytical mindset, proficient in marketing analytics and user research.
• Experience in regulated industries or financial services would be advantageous.
• Bonus: Familiarity with community-led growth or being a crypto native.