Head of Marketing

Cryptopay is seeking a Head of Marketing who will have the unique opportunity to create and execute a marketing strategy for Cryptopay Business product. This role offers a blank canvas to develop a comprehensive plan to enhance our brand recognition and drive leads' interest in our product. You will work closely with the sales and product teams, developing the Cryptopay Business.

The job supposes you being in London and working in the office in a hybrid mode.

Marketing Strategy Development for Cryptopay Business product:

• Conduct market research and analysis to understand industry trends, customer needs, and competitive landscape.
• Define clear marketing objectives and KPIs aligned with business goals.
• Develop marketing plans, including segmentation, targeting, positioning, and messaging strategies.
• Collaborate with cross-functional teams to ensure integration of marketing efforts with product development, sales, and customer service initiatives.

• Regularly evaluate and adjust the marketing strategy based on performance metrics and market dynamics.

  
  

Value Proposition Management Across Cryptopay Product Range:

• Identify and articulate unique value propositions for each product and service offered by Cryptopay.
• Develop compelling messaging and positioning strategies to communicate the value proposition effectively to target audiences.
• Ensure consistency in messaging across all marketing channels and customer touchpoints.
• Continuously refine and enhance value propositions based on customer feedback, market trends, and competitive analysis.

Brand Building and Communication:

• Define the brand identity, values, and voice to differentiate Cryptopay in the market.
• Develop and execute brand-building initiatives, including advertising campaigns, content marketing, events, and sponsorships.
• Establish brand guidelines and ensure adherence across all marketing materials and communication channels.
• Monitor brand perception and sentiment, and proactively address any issues or opportunities for improvement.

Maintain Competitive Landscape Analysis:

• Monitor competitors' marketing strategies, product offerings, pricing, and messaging.
• Conduct regular SWOT analysis to identify Cryptopay's strengths, weaknesses, opportunities, and threats in comparison to competitors.

• Provide actionable insights and recommendations based on competitive intelligence to inform marketing strategy and decision-making.

  
  

Train All New Team Members with Department-Specific Onboarding:

• Develop and maintain comprehensive onboarding materials and training programs for new marketing team members.
• Ensure new hires receive proper orientation on Cryptopay's brand, products, target audience, marketing tools, and processes.

• Provide ongoing support and mentorship to facilitate the integration and development of new team members.

  
  

Marketing Channel Performance Management:

• Monitor the performance of marketing channels (e.g., social media, email, paid advertising) against predefined KPIs and benchmarks.
• Analyze channel-specific metrics such as reach, engagement, conversion rates, and ROI to optimize marketing spend and tactics.

• Implement A/B testing and experimentation to identify the most effective channels and messaging strategies.

  
  

Marketing Funnel Management:

• Map out the customer journey from awareness to conversion and beyond, identifying key touchpoints and conversion opportunities.
• Optimize the marketing funnel by implementing tactics to attract, engage, and nurture leads at each stage.
• Implement marketing automation tools and workflows to streamline lead management and improve conversion rates.
• Analyze funnel performance metrics and identify areas for improvement to increase overall marketing effectiveness.

Oversight of Marketing Lead Qualification Process:

• Define criteria and processes for qualifying marketing leads before passing them to the sales team.
• Collaborate with the sales team to establish lead scoring models and ensure alignment on lead qualification criteria.
• Monitor and analyze lead quality and conversion rates to optimize lead qualification processes and improve sales outcomes.
• Implement lead nurturing strategies to engage leads until they are ready for sales engagement.

• 10+ years of experience in marketing (B2B fintech or gaming).
• Bachelor's degree in Marketing, Business Administration, or related field; Master's degree preferred.
• Proven experience in marketing leadership roles, experience within the cryptocurrency or fintech industry is a must.
• Strong understanding of cryptocurrency market trends, customer behavior, and regulatory landscape.
• Excellent strategic thinking, communication, and leadership skills.
• Experience managing cross-functional teams and working in a global context.
• Proficiency in English (additional languages are a plus).

• Work in a hybrid mode in our office in London.
• Strong team of professionals and growth opportunities within the company.
• Adequate management that hears and listens, and in case of controversial decisions is guided by numbers.
• Comfortable working conditions.