Consumer Marketing Lead - Alpen Finance

Job description

# Consumer Marketing Lead — Alpen Finance Alpen Finance is an early-stage consumer financial app for people who want more useful ways to hold and use Bitcoin and stablecoins (Alpen Finance is currently an internal project name). Our vision is a global, Bitcoin-native, neobank-like experience that gives people access to services such as borrowing, earning interest, and spending while preserving greater control over their money. Alpen Finance is being built by Alpen Labs, which develops infrastructure for financial markets on Bitcoin. Our zero-knowledge technology and programmable Layer 2 infrastructure make new financial applications possible on Bitcoin. Our team includes members from zkSync, Uniswap, Mina and P2P, alongside contributors to major open-source blockchain projects. We bring together experience across financial technology, onchain finance, payments, product, and marketing. ## The role We’re hiring a Consumer Marketing Lead to build the consumer marketing function for Alpen Finance and acquire its first meaningful base of customers. The product is prelaunch. We have an initial brand, positioning, and go-to-market direction, but no proven acquisition playbook or established channel mix. You’ll build on that foundation, test the assumptions behind it, and turn it into a focused strategy and practical marketing plan. The immediate focus is acquisition and execution: identifying promising early customers, translating the product’s value into effective messaging, testing channels, and building qualified demand ahead of launch. You’ll use customer conversations, campaign results, and early product behavior to refine the approach and inform product and launch decisions. This is a hands-on role for a marketer with meaningful consumer mobile app experience, broad marketing fundamentals, and entrepreneurial judgment. You’ll work closely with leadership, product, and engineering while personally driving strategy and execution through launch, adoption, and growth. ## What you’ll do - **Develop and execute the marketing strategy.** Build on the existing brand and go-to-market foundation to establish clear priorities, campaigns, budgets, and an operating cadence. - **Identify valuable early customers.** Test hypotheses about audiences, use cases, and customer needs. Understand what would motivate people to try Alpen Finance and keep using it. - **Refine positioning and messaging.** Turn the product’s value into clear, compelling communication, using customer research and experiments to improve it. - **Build the acquisition mix.** Test content, community, referrals, partnerships, creators, events, and selective paid media, including approaches suited to markets where conventional advertising is constrained. - **Personally run campaigns and experiments.** Create assets, launch programs, evaluate results, and turn promising approaches into repeatable acquisition programs. - **Own marketing for the unveiling and launch.** Coordinate campaigns, content, channel activity, early access, and customer communications. Build demand while setting accurate expectations and sustain momentum after launch. - **Improve the customer journey.** Work with product and engineering to understand friction from awareness and onboarding through activation, repeat use, and referral. Connect the marketing promise with the experience customers have in the app. - **Use evidence to guide growth.** Establish measurement and feedback loops, distinguish meaningful demand from low-intent interest, and evaluate customer quality, retention, and economics. Bring those findings into decisions about marketing investment, launch markets, and product priorities. ## What we’re looking for - **Relevant experience:** 3+ years in marketing or growth, with meaningful ownership of go-to-market strategy, customer acquisition, and adoption. - **Consumer mobile app experience:** You have directly marketed or grown a consumer app and understand the journey from discovery and installation to activation and repeated use. - **Early-stage launch experience:** You have helped take a consumer product from prelaunch or an early stage through launch and meaningful adoption, building an approach before an established playbook existed. - **Customer and product judgment:** You can point to examples where customer research or behavior changed your audience, positioning, campaigns, or product priorities. - **Broad marketing ownership:** You can connect customer understanding, positioning, messaging, acquisition, and lifecycle marketing, and decide what matters most at each stage. - **Hands-on execution:** You can turn strategy into campaigns, content, experiments, and day-to-day operating work. - **Commercial judgment:** You use activation, retention, referral, acquisition costs, and customer economics to decide where to invest. - **Cross-functional ownership:** You work effectively with product, engineering, and leadership, and move work forward with incomplete information. Experience with consumer financial apps—particularly wallets, payments, neobanking, lending, cards, investing, or brokerage—is strongly preferred. We’re especially interested in experience helping people adopt new financial behaviors through an app. We care more about demonstrated work, ownership, and judgment than a particular title or career path. ## Additional experience we value - Consumer Bitcoin or crypto products. - Familiarity with U.S. and U.S.-adjacent consumer markets, particularly how Bitcoin and fintech users think about trust, money, and adopting financial apps. - Community, creator, referral, partnership, content-led, or product-led acquisition. - Marketing products that require clear explanations of risk and meaningful customer trust. ## Why join - **Build an early marketing function:** Turn an initial product and brand direction into an effective consumer launch and acquisition strategy. - **Meaningful ownership:** Shape how we reach our first customers, communicate the product’s value, and grow adoption. - **An open challenge:** Find effective ways to market a financial app that does not fit neatly into conventional consumer-finance categories. - **Close collaboration:** Work directly with leadership, product, and engineering to connect customer needs with what we build. - **Visible impact:** Help turn new Bitcoin infrastructure into useful financial experiences for consumers.