Principal Product Marketing Manager - Payward Services

Join Us as a Principal Product Marketing Manager - Payward Services

At Kraken, we are looking for a Principal Product Marketing Manager to lead our Payward Services team. In this role, you'll drive our go-to-market strategy and execution, helping to shape the future of digital asset products for our clients.

About the Role

As the Lead Product Marketing Manager for Payward Services, you will oversee one of Kraken's most promising B2B growth areas. Your work will focus on building the positioning, narratives, and enablement that drive client acquisition and revenue.

What You'll Do

• Define product marketing strategy: Collaborate with product, sales, and business development teams to create a go-to-market vision for our infrastructure suite, including crypto trading, on/off-ramps, tokenized equities, derivatives, staking, and indices.
• Drive go-to-market execution: Manage the planning and execution of product launches, service line expansions, and client integrations. Simplify complex infrastructure offerings into clear market narratives.
• Shape positioning and messaging: Develop unique positioning for each service line and client segment, focusing on real business outcomes rather than just features.
• Build and scale sales enablement: Create collateral, playbooks, battlecards, case studies, and objection handling frameworks to support the Payward Services sales team.
• Own content and social proof: Develop client case studies, video testimonials, and thought leadership content to enhance Payward Services' credibility. Work with design and content teams to share these stories effectively.
• Lead market and competitive intelligence: Gain expertise in the B2B digital asset infrastructure landscape, including competitors and client needs. Use insights to inform messaging and strategy.
• Support demand generation: Collaborate with growth and paid media teams on campaigns targeting priority segments, ensuring consistent messaging across all channels.
• Champion KPIs that matter: Align marketing efforts with key business outcomes, such as client acquisition, pipeline contribution, deal velocity, and revenue from Payward Services clients.

What We're Looking For

• 10+ years of product marketing experience in B2B fintech, financial infrastructure, or crypto, with a successful track record in marketing to institutional or enterprise clients.
• Experience owning go-to-market strategy for complex B2B2C offerings, from positioning to launch execution and sales enablement.
• Strong understanding of the digital asset ecosystem, including crypto trading infrastructure and regulatory landscape.
• Experience marketing to fintechs, banks, exchanges, or asset managers, with the ability to tailor messages to different audiences.
• Excellent written communication skills, able to translate complex ideas into clear value propositions.
• Collaborative mindset, comfortable working across various teams in a fast-paced environment.
• Data-driven approach, using metrics to evaluate marketing impact and prioritize efforts.
• Strategic thinker who can set a vision while also executing plans.

Nice to Have

Experience in crypto or a strong interest in the digital asset space would be beneficial.

What We Offer

• Competitive salary range of $150,000 - $180,000 annually, based on experience.
• Fully remote work environment with a diverse team across 70+ countries.
• Opportunities for professional growth and development.
• Comprehensive benefits package, including health, dental, and vision insurance.

We encourage you to apply even if you don't meet all the listed requirements. If you are knowledgeable about crypto and eager to contribute, we want to hear from you!

Kraken is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.