Own the go-to-market strategy for the Crypto.com DeFi Wallet, focusing on user lifecycle, product positioning, and growth campaigns.
Crypto.com is building the next frontier of self-custody and on-chain finance. As we scale the Crypto.com DeFi Wallet, we’re looking for a Growth Marketing Hacker based in Hong Kong to own the go-to-market strategy, user lifecycle, and product positioning across our suite of decentralized wallet features: from asset management to staking, DeFi integrations, swaps, derivatives etc.
This is a high-impact role for someone who understands the nuances of Web3 UX and can translate complex protocols into compelling user value. You’ll act as the bridge between product, growth, and community, working in close partnership with product managers to drive adoption, engagement, and trust in a self-custodial ecosystem.
Key Responsibilities
1. Strategy & Positioning
- Partner up with product and strategy teams to own the roadmap for the DeFi Wallet and Crypto.com on-chain features.
- Define and refine messaging that communicates user benefits across self-custody, cross-chain access benefits, and security.
- Develop clear user personas (e.g. DeFi users, NFT collectors, crypto-curious, token based) and craft personalized journeys to drive acquisition.
- Lead on creative/copy positioning and brief submission for growth teams to deliver impactful and localised campaigns.
- Partner closely with product managers to ensure alignment between roadmap, market insights, and messaging.
2. Launch Execution
- Lead GTM for new features like token swaps, staking and more.
- Lead the conceptualisation of marketing campaigns across email, app, social, content, and community channels for execution teams to deploy.
- Leverage, and DeFi partnerships to amplify reach within the on-chain community.
- Coordinate cross-functionally with product, CRM, UA, design, partnerships, media and comms teams to ensure seamless, impactful launches and on-going adoption across sports and crypto ecosystems.
- Drive growth loops by aligning product incentives with marketing levers and user behavior.
3. Customer Insights & Market Intelligence
- Conduct user research, interviews, and data analysis to understand motivations, pain points, and market gaps to exploit and inform product roadmaps.
- Benchmark against leading DeFi wallets (e.g. MetaMask, Trust Wallet) and emerging trends in Web3 UX.
- Feed insights back into the product and growth teams to refine roadmap and campaign strategy.
4. Growth & Retention
- Launch lifecycle campaigns that educate users on DeFi features and drive engagement.
- Use gamification, reward mechanisms, and token incentives to encourage deeper wallet usage, where it is compliant to do so.
- Partner up with products to optimize user flows: from onboarding to swap/stake.
5. Performance & Reporting
- Work with Growth and Product to define KPIs across funnel metrics, retention, and campaign impact
- Report using tools like GA4, Tableau, Mixpanel: work closely with analytics and product to iterate quickly.
Requirements
- 3-to-5 years of experience in product marketing: ideally DeFi Web3 wallet background
- Proven success launching and scaling B2C products or platforms and growing adoption and revenue sustainably.
- Excellent communication and copywriting skills: you can simplify complex ideas and tell stories that convert.
- Highly collaborative, with experience working cross-functionally in fast-paced environments. Bias to action.
- Analytical mindset with proficiency in marketing analytics and user research.
- Experience in regulated industries or financial services is a plus.
- Bonus: Crypto native or familiarity with community-led growth.
Top Skills
Ga4
Mixpanel
Tableau
Crypto.com Singapore Office
Singapore
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