Director, Paid Marketing

kraken.com · United Kingdom

directorfull timeremote
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Role at a Glance

Kraken is hiring a Director to lead its entire global paid acquisition function — Paid Search, Paid Social, App Acquisition, Display, Video, Affiliates, and KOL channels. You will own budget allocation, team leadership, measurement strategy, and cross-functional partnerships. A senior, high-autonomy role for a data-driven marketing leader with 8+ years in high-growth consumer tech or fintech. Fully remote, based in the UK. Salary not disclosed.

What This Role Is

This is a full-ownership performance marketing leadership position inside Kraken Consumer. You will set and execute global paid acquisition strategy, translate customer segment data into channel and creative decisions, and build a rigorous experimentation culture across the full funnel. The role demands someone equally comfortable setting investment frameworks and coaching a team as they are reviewing incrementality test results or partnering with Finance and Compliance on capital allocation. Strategy, analytics, people leadership, and cross-functional influence — all in one seat.

About Kraken

Founded in 2011, Kraken is one of the oldest continuously operating cryptocurrency exchanges in the world, now serving more than 10 million individual and institutional clients globally. It sits within Payward — a parent group that also includes NinjaTrader, Breakout, xStocks, and CF Benchmarks — built around a shared mission of making financial infrastructure more open and globally accessible. Kraken's product range spans spot trading, margin, futures, staking, and OTC services, designed for both retail investors and institutional counterparts.

What You Will Own

  • Set and execute Kraken Consumer's global paid acquisition strategy across Paid Search, Paid Social, App Acquisition, Display, Video, Affiliates, and KOL channels
  • Control acquisition budgets and capital allocation decisions, optimising spend based on CAC, cohort quality, payback periods, incrementality, and long-term customer value
  • Convert customer segment insights into targeted channel, creative, and messaging strategies for Kraken's highest-value user groups
  • Build and embed an experimentation culture spanning creative testing, audience targeting, landing pages, onboarding flows, and full-funnel conversion
  • Partner across Product, Lifecycle, CRM, Data, Finance, and Marketing to improve the customer journey from first touch through activation, engagement, and retention
  • Design and maintain measurement frameworks that combine attribution modelling, incrementality testing, cohort analysis, and structured experimentation
  • Lead, develop, and scale the Performance Marketing and Affiliate/KOL teams, including agency relationships and scalable operating rhythms
  • Run regular business reviews using performance data and experiment outcomes to surface opportunities to scale, improve, or exit specific investments
  • Scout new acquisition channels and technologies to accelerate Kraken Consumer's global customer growth

Must-Have Qualifications

  • 8+ years leading multi-channel performance marketing at a high-growth consumer technology, fintech, or crypto business
  • Demonstrated success running large-scale acquisition programmes across web and mobile — including Google, Meta, Apple Search Ads, and comparable paid platforms
  • Deep command of acquisition economics: CAC, LTV, cohort analysis, incrementality testing, attribution modelling, and payback analysis
  • Hands-on experience managing affiliate, creator, influencer, or KOL partnerships alongside traditional paid media channels
  • Strong analytical ability — translating experimentation results, attribution data, and customer signals into commercial budget decisions
  • Track record of improving conversion across the full customer journey: creative, landing pages, onboarding, and lifecycle
  • Proven people leader who has built, coached, and scaled high-performing marketing teams while managing external agencies and partners
  • Effective cross-functional collaborator with Product, Data, Finance, Legal, and Compliance stakeholders
  • Comfortable operating in fast-paced, regulated industries where growth, customer trust, and compliance must coexist

Nice to Have

  • Hands-on experience with Marketing Mix Modelling (MMM), geo testing, or comparable techniques for measuring harder-to-attribute spend
  • Working fluency with SQL, cohort modelling, forecasting, or equivalent analytical tools
  • Experience building an in-house growth creative or landing-page testing capability
  • Background in crypto or fintech — though Kraken explicitly welcomes applicants who are passionate about the space without prior industry experience

Skills Breakdown: Required vs. Nice-to-Have

This director-level role demands both strategic breadth and analytical precision. The non-negotiable skill set covers multi-channel paid media (Search, Social, App, Display, Video), acquisition economics (CAC, LTV, incrementality, attribution), people leadership, and cross-functional execution in a regulated environment. Nice-to-haves extend into advanced measurement methodology (MMM, geo testing), SQL fluency, in-house creative capability, and crypto or fintech domain knowledge. Notably, Kraken explicitly invites applications from candidates without a crypto background who are genuinely interested in the space.

Salary & Compensation

No salary range has been published for this position. Kraken's posting contains no compensation figures, and JobForMe does not speculate on pay. Given the seniority — a Director owning global budgets and a multi-team function — candidates should expect a senior executive compensation band, but the specifics must be confirmed directly with Kraken's recruitment team. There is no stated application deadline; Kraken accepts submissions on an ongoing basis. Candidates may also redact age, birth date, and education graduation dates from their CV if they choose.

Location & Work Model

This is a fully remote position scoped to the United Kingdom. No office attendance requirements are mentioned in the posting. Visa sponsorship eligibility is not stated — candidates who require sponsorship should confirm availability with Kraken's recruitment team before applying. No relocation assistance is referenced. Payward employs people across multiple countries, but this specific opening is listed for UK-based candidates.

Frequently asked questions

Is this Director, Paid Marketing role fully remote?

Yes. The position is listed as remote-eligible, scoped to the United Kingdom, with no office attendance requirements stated in the job posting.

Which paid channels will this Director own?

The role covers Paid Search, Paid Social, App Acquisition, Display, Video, Affiliates, and KOL (Key Opinion Leader) channels globally — the full paid acquisition mix for Kraken Consumer.

What is the salary for this role at Kraken?

Kraken has not disclosed a salary range in this posting. Candidates should raise compensation expectations directly with the recruitment team during the interview process.

Is crypto or fintech experience required to be considered?

No. Crypto and fintech experience is listed as a nice-to-have, not a hard requirement. Kraken explicitly encourages applications from candidates passionate about the space even without prior crypto industry experience.

Which teams will this Director lead?

The Director will lead the Performance Marketing team and the Affiliate/KOL team directly, while also managing external agency relationships and cross-functional partnerships across Product, Data, Finance, Legal, and Compliance.

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