Marketing Lead

Seeking a Marketing Lead to build a marketing direction from scratch for a fintech product focused on legal crypto payments and exchanges in Russia. We are tasked with launching a modern fintech product for legal crypto payments and exchanges in Russia, including bank cards and international payments. The work will be in a startup division of a holding company.

• •Analyze competitors and conduct customer development.
• •Formulate a differentiating offer for clients.
• •Participate in filling the product backlog.
• •Lead product formation based on marketing needs (including retention and LTV).
• •Participate in user experience design.
• •Establish a paradigm of measurable metrics and monitor them.
• •Create a marketing analytics system.
• •Participate in building a product analytics system.
• •Be responsible for key marketing metrics.

• •Develop a go-to-market strategy.
• •Establish target metrics for acquisition economics.
• •Implement strategies for paid and organic traffic.
• •Launch content marketing.
• •Launch CRM marketing.
• •Create main conversion landing pages and funnels.
• •Work on optimizing the sales funnel conversion.
• •Maintain a continuous cycle of traffic source optimization.

• •Establish positioning.
• •Develop Tone of Voice.
• •Create a brand pyramid.
• •Create corporate identity and brand artifacts.
• •Ensure consistency across all communication channels.
• •Implement marketing strategies for brand communications (POSM, PR, media, and special projects).

• •Work on a modern product in the rapidly growing crypto payments market. All projects are within the legal framework.
• •Opportunity to be part of the largest legal crypto project in Russia.
• •Build marketing from scratch and directly influence the product.
• •Strong team focused on results.
• •Minimal bureaucracy.
• •Bonuses based on results.
• •Conditions are discussed individually.

• •Experience launching products from scratch.
• •Strong expertise in product marketing.
• •Experience building marketing without an existing team.
• •Ability to formulate unit economics of the project.
• •Excellent understanding of marketing, unit, and product metrics.
• •Contacts in the market and ability to quickly establish a delegation system.
• •Experience in manual setup and optimization of search and targeted advertising.
• •Direct experience with CPA channels.
• •Good understanding of SEO.
• •Familiarity with Yandex.Metrica and GA4, experience with BI.
• •Experience with mobile traffic (CPI, ASO) and analytics (AppMetrika, AppsFlyer) is desirable.
• •Ability to quickly launch proper A/B tests.
• •Experience with content, CRM, and brand marketing, including PR direction.
• •Copywriting skills.
• •Experience hiring and managing a team.
• •English language B1+.
• •Independence and a high level of responsibility.
• •Experience in fintech or crypto projects is a significant plus.