Head of Growth – DeFi
Coinme
full-time
Posted on:
Location Type: Remote
Location: United States
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Job Level
About the role
- Own end-to-end go-to-market strategy for Bitcoin Dollar's USD Vault and BTC Vault launches, with a singular focus on driving TVL growth and wallet activations
- Build and execute crypto-native marketing across Twitter/X, Discord, Telegram, and crypto media — develop the content engine, voice, and narrative that positions Bitcoin Dollar's vaults as the highest-yield USD and BTC products in DeFi
- Identify, recruit, and manage relationships with KOLs, DeFi influencers, and crypto-native content creators to amplify awareness
- Drive listings and visibility on DefiLlama, DeFi Pulse, CoinGecko, Zapper, and major DeFi aggregators
- Develop and execute partnership strategy with complementary protocols (lending markets, yield aggregators, wallets, and DeFi platforms) to expand distribution and sBTCD composability across the ecosystem
- Design and launch growth programs including referral loops, early depositor incentives, points programs, and community campaigns to bootstrap and retain TVL
- Run structured customer discovery — define two to three core user personas (yield-seeking stablecoin holders, BTC long-term holders seeking yield, DeFi power users), validate positioning through on-chain wallet analysis and user interviews, and build a deep understanding of what drives depositor behavior
- Conduct competitive analysis across the DeFi yield landscape (Gauntlet, Steakhouse, Sentora, Ethena, Sky, Morpho, Pendle, Aave, Yearn, Lido, etc.) to identify positioning opportunities and inform product roadmap decisions
- Serve as the voice of the customer to the engineering team — translate user feedback and market intelligence into actionable product insights that shape the roadmap
- Establish, track, and report on growth metrics including TVL, wallet growth, conversion funnels, community engagement, and retention
- Represent Bitcoin Dollar at industry events, conferences, Twitter Spaces, and podcasts to build brand credibility and ecosystem relationships
Requirements
- 5+ years in growth, marketing, or business development with at least 2+ years in DeFi or crypto
- Demonstrated track record of growing a DeFi protocol's TVL, community, or user base — you can point to specific results
- Deep understanding of DeFi mechanics: yield farming, liquidity provision, vaults, staking, governance tokens, and on-chain analytics
- Strong crypto-native network and presence — active on Twitter/X, Discord, and Telegram with real relationships in the ecosystem
- Product marketing instincts: ability to define user personas, run customer discovery, conduct competitive analysis, and translate market insights into positioning and messaging
- Proficiency with on-chain analytics tools such as Dune, Nansen, or Arkham for user research and competitive intelligence
- Excellent written communication — you can craft compelling narratives, threads, and content that resonate with DeFi audiences
- Scrappy, self-directed executor who thrives as an individual contributor building the playbook from scratch, not managing a team
- Strong analytical skills with ability to set up growth dashboards, run experiments, and make data-driven decisions
- Comfortable operating in ambiguity at an early-stage protocol where priorities shift and you wear many hats
- Ability to work overlap with EST or PST
Benefits
- Health insurance
- Flexible work arrangements
- Professional development opportunities
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
growth marketingbusiness developmentDeFi mechanicsyield farmingliquidity provisionvaultsstakinggovernance tokenson-chain analyticscompetitive analysis
Soft Skills
written communicationanalytical skillsself-directed executionadaptabilitycustomer discoveryrelationship managementnarrative craftingdata-driven decision makingproblem-solvinguser persona definition