Principal Product Marketing Manager - Payward Services

Kraken is a mission-focused company rooted in crypto values, seeking a Lead Product Marketing Manager for Payward Services. The role involves defining product marketing strategy, driving go-to-market execution, and shaping positioning and messaging for B2B digital asset products.

Responsibilities:

• 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

Requirements:

• 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