Marketing Lead, Consumer App

This is a fully remote position, open to applicants in North America.

📋 Description

• Formulate a targeted consumer marketing strategy for Alpen Finance.

• Convert the product vision into marketing priorities, campaigns, and operational plans.

• Create measurement and feedback mechanisms to assess performance.

• Develop a roadmap encompassing prelaunch audience engagement, launch, and postlaunch growth.

• Define and advocate for the necessary marketing investments to implement the strategy.

• Identify and rank audiences likely to become valuable early adopters.

• Discover effective customer acquisition methods where traditional paid advertising may be limited.

• Experiment with content, community engagement, referrals, partnerships, creators, events, and selective paid media.

• Build and manage acquisition programs and prelaunch campaigns.

• Transform successful experiments into scalable acquisition programs.

• Oversee the consumer-oriented marketing plan for product launch and unveiling.

• Coordinate launch campaigns, content creation, channel activities, and customer communications.

• Generate prelaunch interest while setting realistic expectations.

• Maintain a consistent marketing rhythm beyond the initial announcement.

• Test customer needs, use-case scenarios, and problem hypotheses to confirm product-market fit.

• Utilize customer interactions, acquisition experiments, and product usage data to identify real demand.

• Differentiate significant product-market fit signals from mere attention or low-intent signups.

• Incorporate customer and market insights into positioning, product prioritization, launch strategies, and go-to-market decisions.

• Shape the customer journey from awareness and waitlist engagement through onboarding, borrowing, card utilization, and referrals.

• Collaborate with product and engineering teams to align the marketing promise with the product experience.

• Evaluate customer engagement, conversion rates, retention, dropout rates, quality, behavior, and economic factors.

⛳️ Requirements

• Over 3 years of relevant marketing experience, with significant responsibilities in go-to-market strategies, customer acquisition, and growth.

• Experience promoting a consumer fintech, lending, payments, cards, wallet, brokerage, or similarly trust-sensitive financial product.

• Proven experience guiding a consumer product from prelaunch or early stage through to launch and significant market adoption.

• Direct responsibility for acquisition strategy and execution, including identifying, testing, and scaling effective channels.

• Experience managing customer acquisition costs, conversion rates, activation, retention, referral, or payback metrics, and utilizing them for investment decision-making.

• Ability to integrate customer insights, positioning, messaging, content strategies, channels, and measurement.

• Capability to translate strategy into campaigns, assets, experiments, and operational tasks.

• Ability to formulate hypotheses from incomplete information, test them, and adjust based on findings.

• Competence in advancing work across product, engineering, leadership, and other stakeholders.

• Experience with crypto or Bitcoin products is advantageous.

• Background in community engagement, creator partnerships, referral strategies, content-led, or product-led acquisition is beneficial.

• Experience marketing products that require customers to comprehend risks and place significant trust is valuable.

🏝️ Benefits

• Build from the ground up: Establish the consumer marketing function and acquisition strategy from scratch.

• Significant ownership: Influence how a new Bitcoin financial application reaches its initial customers.

• Market challenge: Tackle acquisition issues for a product that doesn't neatly fit into traditional consumer finance categories.

• Technical ambition: Collaborate with top engineers and researchers developing new infrastructure for Bitcoin-native finance.

• Visible impact: Connect Alpen’s technology with practical financial experiences for consumers.