Principal Product Marketing Manager - Payward Services

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As a fully remote company, we have Krakenites in 70+ countries who speak over 50 languages. Krakenites are industry pioneers who develop premium crypto products for experienced traders, institutions, and newcomers to the space. Kraken is committed to industry-leading security, crypto education, and world-class client support through our products like Kraken Pro, Desktop, Wallet, and Kraken Futures.

Become a Krakenite and build the future of crypto!

Payward Services enables fintechs, banks, exchanges, asset managers, and DeFi protocols to embed trusted digital asset products into their platforms via a single API. Our services spans crypto trading infrastructure, on/off-ramps, tokenized equities, derivatives and prediction markets, staking and yield, and indices and market data. We serve the platforms shaping the next era of finance.

As the Lead Product Marketing Manager for Payward Services, you will own go-to-market strategy and execution for one of Kraken's highest-potential B2B growth areas — building the positioning, narratives, and enablement that drive client acquisition and revenue.

• Define product marketing strategy for Payward Services: Partner with product, sales, and BD teams to craft the GTM vision across our full infrastructure suite — crypto trading, on/off-ramps, tokenized equities, derivatives, staking, and indices.

• Drive GTM execution: Own end-to-end go-to-market planning and execution for Payward Services product launches, service line expansions, and client integrations. Translate complex infrastructure offerings into clear, compelling market narratives.

• Shape positioning and messaging: Develop differentiated positioning for each service line and each client segment — fintechs, banks, exchanges, asset managers, and DeFi protocols. Build messaging that speaks to real business outcomes, not feature lists.

• Build and scale sales enablement: Create the collateral, playbooks, battlecards, case studies, and objection handling frameworks that help the Payward Services sales team acquire and retain clients. Own the rebrand of existing Ramp and Embed materials under the Payward Services identity.

• Own the content and social proof engine: Develop client case studies, video testimonials, and thought leadership content that builds Payward Services' credibility in market. Partner with design and content teams to bring stories to life across web, sales, and campaigns.

• Lead market and competitive intelligence: Develop deep expertise on the B2B digital asset infrastructure landscape — including competitor offerings, buyer dynamics, and emerging client needs across fintech, banking, and DeFi. Translate insights into messaging and strategy.

• Support demand generation: Partner with growth and paid media teams on ABM campaigns, lifecycle marketing, and inbound programs targeting priority segments. Ensure messaging consistency across every channel and touchpoint.

• Champion KPIs that matter: Align marketing impact with business outcomes — client acquisition, pipeline contribution, deal velocity, and revenue from Payward Services clients.

• 10+ years of product marketing experience in B2B fintech, financial infrastructure, or crypto, with demonstrated success marketing to institutional or enterprise clients.

• Proven track record owning GTM strategy for complex, multi-product B2B2C offerings — from positioning and messaging through launch execution and sales enablement.

• Strong understanding of the digital asset ecosystem — including crypto trading infrastructure, stablecoins, tokenized assets, DeFi protocols, and the regulatory landscape.

• Experience marketing to fintechs, banks, exchanges, or asset managers — with the ability to tailor narratives to each segment's distinct priorities and buying criteria.

• Excellent written communicator — able to distill complex infrastructure into clear, differentiated value propositions and compelling collateral.

• Collaborative and cross-functional — comfortable working across product, BD, sales, design, legal, and growth teams in a fast-moving environment.

• Data-driven — uses pipeline, conversion, and revenue metrics to evaluate marketing impact and prioritize efforts.

• Strategic thinker who can zoom out to set the vision while also rolling up their sleeves to execute.

Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis.

Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.

We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.

Kraken is powered by people from around the world and we celebrate all Krakenites for their diverse talents, backgrounds, contributions and unique perspectives. We hire strictly based on merit, meaning we seek out the candidates with the right abilities, knowledge, and skills considered the most suitable for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgable about crypto!

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments are designed to evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Assessment results are considered alongside other relevant information, such as experience and interviews, and are not the sole basis for any employment decision.

As an equal opportunity employer, we don’t tolerate discrimination or harassment of any kind. Whether that’s based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status or any other protected characteristic as outlined by federal, state or local laws. 

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