Institutional & B2B Demand Generation Manager
Building the Future of Crypto
Our Krakenites are a world-class team with crypto conviction, united by our desire to discover and unlock the potential of crypto and blockchain technology.
What makes us different?
Kraken is a mission-focused company rooted in crypto values. As a Krakenite, you’ll join us on our mission to accelerate the global adoption of crypto, so that everyone can achieve financial freedom and inclusion. For over a decade, Kraken’s focus on our mission and crypto ethos has attracted many of the most talented crypto experts in the world.
Before you apply, please read the Kraken Culture page to learn more about our internal culture, values, and mission. We also expect candidates to familiarize themselves with the Kraken app. Learn how to create a Kraken account here.
As a fully remote company, we have Krakenites in 70+ countries who speak over 50 languages. Krakenites are industry pioneers who develop premium crypto products for experienced traders, institutions, and newcomers to the space. Kraken is committed to industry-leading security, crypto education, and world-class client support through our products like Kraken Pro, Desktop, Wallet, and Kraken Futures.
Become a Krakenite and build the future of crypto!
Proof of work
The team
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.
The opportunity
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.
Skills you should HODL
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.
This job is accepting ongoing applications and there is no application deadline.
Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.
We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.
Kraken is powered by people from around the world and we celebrate all Krakenites for their diverse talents, backgrounds, contributions and unique perspectives. We hire strictly based on merit, meaning we seek out the candidates with the right abilities, knowledge, and skills considered the most suitable for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgable about crypto!
As an equal opportunity employer, we don’t tolerate discrimination or harassment of any kind. Whether that’s based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status or any other protected characteristic as outlined by federal, state or local laws.
Stay in the know
About the job
Apply for this position
Institutional & B2B Demand Generation Manager
Building the Future of Crypto
Our Krakenites are a world-class team with crypto conviction, united by our desire to discover and unlock the potential of crypto and blockchain technology.
What makes us different?
Kraken is a mission-focused company rooted in crypto values. As a Krakenite, you’ll join us on our mission to accelerate the global adoption of crypto, so that everyone can achieve financial freedom and inclusion. For over a decade, Kraken’s focus on our mission and crypto ethos has attracted many of the most talented crypto experts in the world.
Before you apply, please read the Kraken Culture page to learn more about our internal culture, values, and mission. We also expect candidates to familiarize themselves with the Kraken app. Learn how to create a Kraken account here.
As a fully remote company, we have Krakenites in 70+ countries who speak over 50 languages. Krakenites are industry pioneers who develop premium crypto products for experienced traders, institutions, and newcomers to the space. Kraken is committed to industry-leading security, crypto education, and world-class client support through our products like Kraken Pro, Desktop, Wallet, and Kraken Futures.
Become a Krakenite and build the future of crypto!
Proof of work
The team
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.
The opportunity
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.
Skills you should HODL
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.
This job is accepting ongoing applications and there is no application deadline.
Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.
We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.
Kraken is powered by people from around the world and we celebrate all Krakenites for their diverse talents, backgrounds, contributions and unique perspectives. We hire strictly based on merit, meaning we seek out the candidates with the right abilities, knowledge, and skills considered the most suitable for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgable about crypto!
As an equal opportunity employer, we don’t tolerate discrimination or harassment of any kind. Whether that’s based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status or any other protected characteristic as outlined by federal, state or local laws.
Stay in the know