Head of Organic Growth

Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system. Before you apply, we encourage you to explore our culture page to understand what drives us and how we work.

The Team

Founded in 2011, Kraken is one of the world’s longest-standing crypto platforms, trusted by over 10 million individuals and institutions across the globe. Offering spot trading, margin, futures, staking, and OTC services, with products built for both individual investors and institutional clients. Kraken Pro is where serious traders live. Millions of them. But a great product only wins if the right traders find it, trust it, and actually fund an account. Right now, our organic engine isn’t pulling its weight. You’re going to fix that.

The Opportunity

We’re seeking a hands-on Head of Organic Growth to own how Kraken Pro gets discovered and how curious traders become active ones. At Kraken, understanding our brand ethos, mission, and the traders we serve is essential. Organic is where brand and acquisition meet. We’re looking for a player-coach who moves fast but thinks long-term, gets in the weeds while leading from the front, and knows that traffic means nothing if it doesn’t convert. This role demands sharp B2C acquisition instincts, a product-first mindset, an obsession with UX, and a self-starter attitude.

Responsibilities

• Own organic acquisition. Build and run the strategy across SEO, content, social, community, referrals, and partnerships to bring high-intent traders to Kraken Pro.
• Find out if people convert. Map the funnel from first touch to first trade, report on it clearly, and figure out where traders drop off and how to win them back.
• Make UX your edge. Work with Product and Design to audit and improve landing pages, sign-up flows, onboarding, and in-product moments. Great acquisition dies in bad UX, and you know it.
• Acquire through brand. Make every growth channel a brand-building one. Reach is easy to buy; trust is what makes traders stay.
• Know the product cold. Use Kraken Pro like a trader would, understand what makes it better, and turn those strengths into growth levers.
• Lead a lean, scrappy team. Set direction, coach, and unblock a small team, while staying hands-on enough to ship, test, and fix things yourself.
• Test and learn. Run experiments across channels and funnel steps, double down on what works, and kill what doesn’t.
• Report what matters. Build clear dashboards and insights that show leadership what’s driving growth, what isn’t, and what to do next.
• Ship responsibly. Partner with Legal/Comms to ensure compliant, accurate, and aligned messaging across regions and platforms.

What you’ll bring

• 5+ years in B2C acquisition or growth marketing, ideally in fintech, crypto, trading or gaming with experience in a player-coach role leading a small team.
• Product savvy. You understand how products work, why people use them, and how to turn features into growth.
• UX instinct. You can spot friction in a flow from a mile away and brief Product and Design on how to fix it.
• High AI competency. Enabling you to multiply your impact and keep up with demand.
• Analytical rigor. Comfortable with funnels, cohorts, attribution, and experimentation, and able to turn data into decisions and clear stories.
• Speed under pressure. Markets don’t wait for approval cycles and neither do you.
• Range as a marketer. SEO, content, social, lifecycle, partnerships. You know enough about each to direct the work, and you can roll up your sleeves when needed.
• Taste. Knowing which channels and tactics not to pursue is as valuable as knowing which to scale.
• Familiarity trading culture, and the language traders use.
• Strong communication and leadership skills, with the ability to align cross-functional teams around a shared growth goal.