LS Retail, an Aptos Company

Chief Marketing Officer

• Own the strategic vision, operational execution, and team growth for all marketing functions supporting Shelby
• Serve as a senior leader contributing to broader company direction and executive collaboration
• Drive demand, awareness, and adoption of the Shelby platform and build a scalable marketing machine
• Partner across product, engineering, BD/partnerships, community, and executive leadership to deliver high-impact programs
• Define and own the brand positioning, messaging architecture, and narrative for Shelby
• Conduct competitive analysis, market research, and developer/customer insights to identify positioning opportunities
• Develop a long-term marketing roadmap aligned with company goals, OKRs, and revenue/protocol adoption targets
• Maintain and create marketing channels (X, LinkedIn, YouTube) working with a marketing agency
• Lead performance marketing (paid, growth loops, referral, partnerships) and optimize CAC, LTV, and conversion funnels
• Design and execute multi-channel campaigns (paid, content, SEO/SEM, social, influencer, email, webinars, events)
• A/B test messaging, channels, creatives, and user flows to improve conversion rates and ROI
• Oversee content strategy (blog, white papers, stance pieces, video, webinars) and drive PR/earned media/analyst coverage
• Own storytelling around complex technical features and translate them into compelling narratives for target personas
• Build and nurture relationships with developer communities, creators, media platforms, partners, and open-source contributors
• Design programs (hackathons, grants, ambassador programs, integration co-marketing) to encourage adoption and network effects
• Collaborate with Partner & BD teams for co-created marketing initiatives and amplified reach
• Hire, mentor, and scale a cross-functional marketing team (product marketing, growth, content, community)
• Define and operationalize marketing processes, tools, and systems (analytics, CRM, marketing ops)
• Manage vendor relationships and budgets, ensuring ROI and alignment with strategic priorities
• Align marketing OKRs with company goals and own quarterly deliverables, forecasts, and reporting
• Define and track KPIs across the funnel and establish dashboards, reporting cadence, and data governance
• Own budget allocation, forecasting, and impact measurement for marketing investments

Marketing Director