Institutional & B2B Demand Generation Manager, Kraken
Cryptocurrency exchange
Job no longer available
Cryptocurrency exchange
501-1000 employees
Job no longer available
501-1000 employees
Company mission
To accelerate the global adoption of crypto, so that everyone can achieve financial freedom and inclusion.
Role
Who you are
- 7–10 years of demand generation or growth marketing experience, ideally in crypto, fintech, SaaS, and/or trading platforms, with a focus on institutional and B2B audiences
- Proven expertise running ABM and multi-channel demand gen programs — including across display, CTV, LinkedIn, Reddit, X, digital out of home, gifting, and other channels — to drive measurable pipeline impact
- Experience marketing to institutional and enterprise client segments, with a strong grasp of their buying journeys, decision drivers, and engagement preferences
- Hands-on success executing ABM campaigns: building and managing target account lists leveraging intent data, firmographics, and blockchain analytics to prioritize outreach
- Event-driven demand gen expertise, including running lead generation campaigns before, during, and after conferences to maximize sales opportunities
- Collaborative, customer-obsessed mindset with experience partnering across Sales, Product Marketing, Content, and Design to align messaging, assets, and outreach
- Highly analytical and data-driven — adept at tracking funnel velocity, identifying growth levers, and using performance data to optimize campaigns and prove ROI
- Strategic thinker with strong execution skills — able to operate independently, manage competing priorities, and thrive in fast-moving environments
- Strong communication skills across formats (Slack, docs, presentations, verbal) and audiences, with the ability to influence stakeholders at all levels
- Passion for growth and collaboration — supports peers and helps raise the bar for the team
What the job involves
- The Kraken Institutional team is a dynamic, client-focused group driving the growth of our B2B business
- With expertise across digital assets, SaaS solutions, and traditional finance, the team partners with leading financial institutions, corporations, and other sophisticated clients to deliver secure, scalable, and innovative products
- By working closely across sales, growth, product, and client operations, they ensure seamless experiences and tailored solutions that empower businesses to navigate the rapidly evolving world of crypto with confidence
- This is the team at the forefront of bringing institutional-grade technology and services to market, and shaping the future of financial infrastructure
- Orchestrate ABM campaigns: Take a hands-on role to build and execute campaigns that reach high-value institutional and B2B audiences
- Dynamically manage and refine target account lists in partnership with Sales, leveraging intent data, firmographics, and blockchain analytics to ensure precision targeting
- Run integrated global campaigns: Lead multi-channel demand generation initiatives across display, CTV, LinkedIn, Reddit, X, digital out of home, gifting, and other channels to engage prospects internationally
- Scale inbound lead acquisition while running complementary automated outbound programs, ensuring both channels work together to maximize reach, coverage, and conversion
- Activate event-driven demand generation: Design and execute lead generation campaigns tied to key institutional conferences and industry events
- Run pre-event activation and post-event follow-up programs that translate brand presence into sales opportunities and revenue impact
- Partner across Sales and Growth: Collaborate closely with Sales to maintain and prioritize target account lists across institutional and B2B segments based on TAM research and market intelligence
- Work hand-in-hand with Product Marketing, Content, and Design teams to ensure the right narratives and assets are delivered to the right audiences at the right time
- Leverage data to accelerate growth: Operate with a metrics-first mindset to track funnel velocity and identify the growth levers that matter most
- Continuously analyze campaign performance, channel effectiveness, and conversion data to optimize programs and demonstrate ROI
- Keep close pulses on lifted accounts, MQLs, CPL, CAC, LTV, and payback
- Stay ahead of the market: Closely follow Kraken’s product developments and the broader institutional crypto landscape
- Translate these insights into demand generation strategies that position Kraken as the trusted partner of choice for institutional clients and B2B buyers
Application process
- This job is accepting ongoing applications and there is no application deadline
Our take
Kraken is one of the world's leading and longest-standing cryptocurrency exchanges, known for its focus on transparency and security. The platform offers trading across a wide range of digital assets and fiat currencies, including USD, EUR, and CAD, and serves millions of users globally. Consistently rated as one of the most trusted and secure exchanges in the industry, Kraken has built a reputation on reliability, users protection, and a commitment to its proof-of-reserves verification that allows clients to independently confirm their holdings.
Kraken allows users to trade and invest in spot and derivatives markets, as well as participate in staking, custody, and tokenized asset products. It was also among the first exchanges to undergo a cryptographically verifiable proof-of-reserves audit and continues to lead with innovations such as tokenized US stocks ("xStocks") for non-US customers and expanded institutional services. Alongside this, the company's offerings are designed to make digital finance more accessible and complaint while supporting traders, investors, and enterprises navigating the fast-evolving crypto landscape.
On top of this success, Kraken reported a standout performance in the third quarter of 2025 - doubling its revenue year-on-year to $648M and boosting quarterly profit margins to nearly 28%. Trading volumes climbed to $562B, while assets on the platform rose to $59B, emphasizing the exchange's growth and strong customer confidence. Having expanded its product suite, strengthened its institutional reach, and invested in governance and compliance, Kraken is now in a position for continued expansion (and, potentially, a future public listing), as one of the most resilient and respected names in the global crypto market.
Freddie
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 6 rounds)
Nov 2025
$800m
LATE VC
Sep 2025
$500m
LATE VC
Total funding: $1.4bn
Company benefits
- Remote-first and work from anywhere
- Competitive salary regardless of location, and the option to be paid in crypto
- Equity grants offered with most roles
- Flexible paid time off
- Wellness Program that includes a fitness coach, free access to wellbeing apps, and a monthly wellness stipend
- Mental health and life coaching benefits for you and your dependents
- Startup-level autonomy with the scale and learning opportunities of a global platform
- Remote workstation set-up bonus
- And more!
Leadership
David Ripley
(Co-CEO)David joined Kraken in 2016 as COO and became Co-CEO in 2023. Prior to this, he co-founded Glidera where he served as the CEO for nearly 3 years. He also spent over 6 years at The Boston Consulting Group, joining as a Consultant before becoming a Project Lead and then Principal.
Arjun Sethi
(Co-CEO)Arjun is the co-founder of Tribe Capital, Foundation, Termina, and Kapital.
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