The team
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.
The opportunity
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.
Skills you should HODL
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.