Kraken Digital Asset Exchange

Institutional and B2B Demand Generation Manager

Kraken Digital Asset Exchange

full-time

Posted on:

Origin:  • 🇺🇸 United States

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Job Level

SeniorLead

About the role

  • Orchestrate ABM campaigns: Take a hands-on role to build and execute campaigns that reach high-value institutional and B2B audiences. Dynamically manage and refine target account lists in partnership with Sales, leveraging intent data, firmographics, and blockchain analytics to ensure precision targeting.
  • Run integrated global campaigns: Lead multi-channel demand generation initiatives across display, CTV, LinkedIn, Reddit, X, digital out of home, gifting, and other channels to engage prospects internationally. Scale inbound lead acquisition while running complementary automated outbound programs, ensuring both channels work together to maximize reach, coverage, and conversion.
  • Activate event-driven demand generation: Design and execute lead generation campaigns tied to key institutional conferences and industry events. Run pre-event activation and post-event follow-up programs that translate brand presence into sales opportunities and revenue impact.
  • Partner across Sales and Growth: Collaborate closely with Sales to maintain and prioritize target account lists across institutional and B2B segments based on TAM research and market intelligence. Work hand-in-hand with Product Marketing, Content, and Design teams to ensure the right narratives and assets are delivered to the right audiences at the right time.
  • Leverage data to accelerate growth: Operate with a metrics-first mindset to track funnel velocity and identify the growth levers that matter most. Continuously analyze campaign performance, channel effectiveness, and conversion data to optimize programs and demonstrate ROI. Keep close pulses on lifted accounts, MQLs, CPL, CAC, LTV, and payback.
  • Stay ahead of the market: Closely follow Kraken’s product developments and the broader institutional crypto landscape. Translate these insights into demand generation strategies that position Kraken as the trusted partner of choice for institutional clients and B2B buyers.

Requirements

  • 7–10 years of demand generation or growth marketing experience, ideally in crypto, fintech, SaaS, and/or trading platforms, with a focus on institutional and B2B audiences.
  • Proven expertise running ABM and multi-channel demand gen programs — including across display, CTV, LinkedIn, Reddit, X, digital out of home, gifting, and other channels — to drive measurable pipeline impact.
  • Experience marketing to institutional and enterprise client segments, with a strong grasp of their buying journeys, decision drivers, and engagement preferences.
  • Hands-on success executing ABM campaigns: building and managing target account lists leveraging intent data, firmographics, and blockchain analytics to prioritize outreach.
  • Event-driven demand gen expertise, including running lead generation campaigns before, during, and after conferences to maximize sales opportunities.
  • Collaborative, customer-obsessed mindset with experience partnering across Sales, Product Marketing, Content, and Design to align messaging, assets, and outreach.
  • Highly analytical and data-driven — adept at tracking funnel velocity, identifying growth levers, and using performance data to optimize campaigns and prove ROI.
  • Strategic thinker with strong execution skills — able to operate independently, manage competing priorities, and thrive in fast-moving environments.
  • Strong communication skills across formats (Slack, docs, presentations, verbal) and audiences, with the ability to influence stakeholders at all levels.
  • Passion for growth and collaboration — supports peers and helps raise the bar for the team.