Head of Marketing

Better Money

The company is the Bitcoin company. With the company, you can buy and sell bitcoin, pay bills, and borrow against your holdings. From individuals to businesses, the company is purpose-built for every step of the Bitcoin journey. Available in more than 100 countries — including the U.S., Europe, Latin America, and Africa — the company is building a better financial system powered by Bitcoin. Bitcoin is better money. The company is how you use it.

Role

The company has built one of the leading brands in Bitcoin, a global customer base, and a large organic audience without building a traditional marketing organization.

Now we are looking for a senior marketing leader to build that organization from the ground up.

As Head of Marketing, you will determine how the company goes to market, how we acquire and retain customers, how we bring new products to market, how we measure marketing performance, and what team, systems, agencies, and capabilities we need to build over time.

You will own marketing strategy, customer acquisition, lifecycle marketing, product marketing, go-to-market strategy, attribution, marketing operations, budget, and team development.

This is a builder role. You will not inherit a mature marketing organization. You will build one.

You should be comfortable moving between strategy and execution: defining the plan, building the infrastructure, launching the first programs, determining what works, and then hiring a team around the capabilities that deserve to scale.

The company already has a strong brand, voice, and organic distribution. It is about building the marketing capabilities that amplify them, translate them into customer growth, and extend them across products and markets.

You will work closely with Product, Data, Finance, Brand, and Communications and report directly to the CEO.

Responsibilities

• Develop and own the company's global marketing strategy, priorities, operating plan, and budget.

• Build the marketing organization from the ground up, including its people, processes, technology, measurement systems, agencies, and operating cadence.

• Develop a deep understanding of the company's customers, segments, behaviors, and motivations, and use those insights to shape positioning, acquisition strategy, product adoption, and marketing investment.

• Own go-to-market strategy for major product launches, new markets, and strategic initiatives.

• Build product marketing capabilities that clearly communicate who the company's products are for, why they matter, and how they should be positioned in the market.

• Build a scalable customer acquisition engine across paid search, app stores, affiliates, creators, partnerships, sponsorships, referrals, and other channels.

• Identify and develop new acquisition channels rather than relying exclusively on established performance marketing playbooks.

• Establish clear channel economics, including customer acquisition cost, lifetime value, payback periods, cohort performance, incrementality, and return on marketing investment.

• Build the company's marketing attribution, analytics, and measurement infrastructure in partnership with Data and Engineering.

• Own lifecycle marketing across onboarding, activation, engagement, product adoption, cross-sell, reactivation, and retention.

• Develop programs that increase adoption of the company products among existing customers.

• Turn the company's existing audience, brand, content, and organic distribution into measurable customer acquisition and revenue channels.

• Build and optimize referral, affiliate, creator, and partner marketing programs.

• Determine the appropriate mix of internal capabilities, agencies, technology, and external partners.

• Hire, lead, and develop the marketing team as the function grows.

• Partner closely with Brand and Communications to ensure that growth strengthens the company's brand and maintains the trust we have built with customers.

We are not looking to manufacture vanity metrics or pursue growth at any cost. The company's marketing organization should compound trust, attract high-quality customers, and build durable, economically rational growth.

What Success Looks Like

Over your first 12–18 months

• the company has a clear marketing strategy, operating plan, budget, and company-wide marketing cadence.

• We have a strong understanding of our customers and the segments where the company has the greatest opportunity to win.

• Major product launches and strategic initiatives have disciplined go-to-market strategies.

• We understand CAC, LTV, payback, incrementality, cohort performance, and channel economics well enough to allocate capital with confidence.

• the company has developed multiple repeatable and scalable customer acquisition channels.

• Lifecycle marketing materially improves onboarding, activation, product adoption, retention, and customer value.

• the company's existing brand and organic audience translate more systematically into customer growth and revenue.

• The company has built the marketing infrastructure, systems, and measurement capabilities required to scale.

• A high-performing marketing team has been built around the channels and capabilities that prove they work.

What We're Looking For

• Significant experience leading growth or marketing at a scaled consumer technology, fintech, financial services, or similarly complex business.

• Experience building or materially transforming a marketing function rather than simply inheriting and operating an established organization.

• A true builder mentality. You should be comfortable personally doing work before you have a team to delegate it to.

• Demonstrated success building, testing, and scaling customer acquisition channels.

• Strong command of marketing economics, including CAC, LTV, payback periods, cohort analysis, attribution, incrementality, and return on investment.

• Experience implementing marketing attribution, analytics, and measurement infrastructure.

• Experience managing meaningful marketing budgets and allocating spend based on performance.

• Strong understanding of lifecycle marketing and conversion across the customer funnel.

• Strong product marketing and go-to-market instincts, including customer segmentation, positioning, messaging, and product launches.

• Experience with partnerships, creators, affiliates, referral programs, or other nontraditional acquisition channels.

• Experience marketing high-consideration or high-value products where trust and customer quality matter as much as acquisition volume.

• Strong appreciation for brand and the judgment to know when marketing should amplify an existing brand rather than reinvent it.

• Proven ability to recruit, manage, and develop high-performing teams.

• Strong cross-functional operator who can work effectively with Product, Data, Finance, Brand, Communications, and executive leadership.

• Comfortable operating with ambiguity, making decisions with incomplete information, and building systems where none previously existed.

• Genuine interest in Bitcoin and a strong understanding of the company's Bitcoin-only positioning.

US - Based Positions

• Salary range: $246K - $273K

• Equity in a high-growth startup

• Cell phone and internet reimbursement

• Flexible PTO, sick leave, and parental leave

• No trading fees when you buy and sell bitcoin on the company

We do not make hiring decisions based on educational history whatsoever. Our Founder is a college dropout. We employ high school dropouts, PHD candidates and everything in-between. We do not hire credentials. We simply hire talented, passionate individuals who are excited to be a part of our team.

By clicking submit application below, you consent to our use and processing of your data as described in our Candidate Privacy Notice .

Use of AI. The company uses AI-assisted tools to help review, assess, and verify applications and support the integrity of our recruitment process. A human is always involved in our hiring decisions — we do not rely on automated processing alone.