CONSUMER MARKETING LEAD — ALPEN FINANCE
Alpen Finance is an early-stage consumer financial app for people who want more useful ways to hold and use Bitcoin and stablecoins (Alpen Finance is currently an internal project name). Our vision is a global, Bitcoin-native, neobank-like experience that gives people access to services such as borrowing, earning interest, and spending while preserving greater control over their money.
Alpen Finance is being built by Alpen Labs, which develops infrastructure for financial markets on Bitcoin. Our zero-knowledge technology and programmable Layer 2 infrastructure make new financial applications possible on Bitcoin.
Our team includes members from zkSync, Uniswap, Mina and P2P, alongside contributors to major open-source blockchain projects. We bring together experience across financial technology, onchain finance, payments, product, and marketing.
THE ROLE
We’re hiring a Consumer Marketing Lead to build the consumer marketing function for Alpen Finance and acquire its first meaningful base of customers.
The product is prelaunch. We have an initial brand, positioning, and go-to-market direction, but no proven acquisition playbook or established channel mix. You’ll build on that foundation, test the assumptions behind it, and turn it into a focused strategy and practical marketing plan.
The immediate focus is acquisition and execution: identifying promising early customers, translating the product’s value into effective messaging, testing channels, and building qualified demand ahead of launch. You’ll use customer conversations, campaign results, and early product behavior to refine the approach and inform product and launch decisions.
This is a hands-on role for a marketer with meaningful consumer mobile app experience, broad marketing fundamentals, and entrepreneurial judgment. You’ll work closely with leadership, product, and engineering while personally driving strategy and execution through launch, adoption, and growth.
WHAT YOU’LL DO
- Develop and execute the marketing strategy. Build on the existing brand and go-to-market foundation to establish clear priorities, campaigns, budgets, and an operating cadence.
- Identify valuable early customers. Test hypotheses about audiences, use cases, and customer needs. Understand what would motivate people to try Alpen Finance and keep using it.
- Refine positioning and messaging. Turn the product’s value into clear, compelling communication, using customer research and experiments to improve it.
- Build the acquisition mix. Test content, community, referrals, partnerships, creators, events, and selective paid media, including approaches suited to markets where conventional advertising is constrained.
- Personally run campaigns and experiments. Create assets, launch programs, evaluate results, and turn promising approaches into repeatable acquisition programs.
- Own marketing for the unveiling and launch. Coordinate campaigns, content, channel activity, early access, and customer communications. Build demand while setting accurate expectations and sustain momentum after launch.
- Improve the customer journey. Work with product and engineering to understand friction from awareness and onboarding through activation, repeat use, and referral. Connect the marketing promise with the experience customers have in the app.
- Use evidence to guide growth. Establish measurement and feedback loops, distinguish meaningful demand from low-intent interest, and evaluate customer quality, retention, and economics. Bring those findings into decisions about marketing investment, launch markets, and product priorities.
WHAT WE’RE LOOKING FOR
- Relevant experience: 3+ years in marketing or growth, with meaningful ownership of go-to-market strategy, customer acquisition, and adoption.
- Consumer mobile app experience: You have directly marketed or grown a consumer app and understand the journey from discovery and installation to activation and repeated use.
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