About the Role
You will build Alpen Finance’s consumer marketing function from the ground up. You will develop the acquisition strategy, identify valuable early customers, test channels and campaigns, prepare and execute the launch, validate product-market fit, and connect marketing activity with onboarding, usage, retention, referrals, and customer economics.
Requirements
- 3+ years of relevant marketing experience with ownership of go-to-market, acquisition, and growth.
- Experience marketing a consumer fintech, lending, payments, cards, wallet, brokerage, or similarly trust-sensitive financial product.
- Experience taking a consumer product from prelaunch or early stage through launch and meaningful adoption.
- Direct ownership of acquisition strategy and execution.
- Experience using CAC, conversion, activation, retention, referral, or payback metrics to guide investment decisions.
- Knowledge of customer understanding, positioning, messaging, content, channels, and measurement.
- Ability to turn strategy into campaigns, assets, experiments, and operating work.
- Ability to form hypotheses from incomplete information, test them, and adjust based on evidence.
- Ability to work across product, engineering, leadership, and other stakeholders.
- Crypto or Bitcoin product experience is valuable.
- Experience with community, creator, referral, partnership, content-led, or product-led acquisition is valuable.
- Experience marketing products requiring customer trust and risk understanding is valuable.
Responsibilities
- Develop the consumer marketing strategy and operating roadmap.
- Translate the product vision into marketing priorities and campaigns.
- Establish measurement and feedback loops.
- Define the marketing investment required for execution.
- Identify and prioritize valuable early customer audiences.
- Test content, community, referral, partnership, creator, event, and paid-media channels.
- Build and operate acquisition programs and prelaunch campaigns.
- Turn successful experiments into repeatable acquisition programs.
- Own the consumer marketing plan for the product unveiling and launch.
- Coordinate launch campaigns, content, channels, and customer communications.
- Build prelaunch interest and set accurate expectations.
- Establish a sustained postlaunch marketing cadence.
- Test customer, use-case, and product-market-fit hypotheses.
- Use customer conversations, acquisition experiments, and product behavior to identify demand.
- Distinguish meaningful product-market-fit signals from low-intent signups.
- Bring customer and market evidence into positioning, product, market, and go-to-market decisions.
- Shape the customer journey from awareness through waitlist participation, onboarding, borrowing, card use, and referrals.
- Connect marketing promises with the product experience.
- Analyze engagement, conversion, retention, and drop-off.
- Evaluate acquisition based on customer quality, behavior, and economics.