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Head of US Marketing

New York, New York, United States

About 21Shares

21Shares makes investing in digital assets as easy as buying shares using your conventional broker or bank. Investors can purchase our crypto ETPs easily, safely and securely in a regulated framework on the SIX Swiss Exchange in USD, Euros and GBP, on BX Swiss in CHF, on Boerse Stuttgart in Euros, on DB Xetra as well as Wiener Boerse ( Vienna Exchange) in Euros. We offer the most expansive suite of crypto ETPs available on regulated European exchanges.

Founded in 2018, 21Shares is led by a team of talented entrepreneurs and experienced professionals from the asset management and banking industry. Headquartered in Zurich, the company has launched several exchange-traded products such as NEAR and ONDO in the last twelve months

 

About The Role

21Shares is seeking a Head of US Marketing to lead the GTM strategy for their US asset management business. Reporting to the Global Head of Marketing based in Zurich, you will play a critical role in driving marketing strategy, product positioning, and messaging for digital asset ETFs. Based in New York, as a leader in the marketing team, you will help develop and execute strategies to bring products to market, working closely with sales, research, product, and other cross-functional teams to ensure a unified and effective approach.

The ideal candidate is a strategic thinker with a deep understanding of financial markets, an interest in digital assets, and a proven track record of successfully launching and scaling products. You are an organized self-starter with the ability to manage multiple initiatives and thrive in a fast-paced environment.

 

Key Responsibilities

  • Lead the go-to-market strategy for 21Shares’ U.S.-based digital asset ETFs, ensuring successful product launches and scaling.
  • Leverage market research, client analysis, and competitive intelligence to inform GTM strategy and differentiation.
  • Position and grow the 21shares brand in the US as the most trusted and preferred crypto expert 
  • Develop product positioning, messaging, and marketing plans for new launches in close collaboration with sales, product, research, and the wider Marketing teams.
  • Partner with product teams to influence the roadmap based on market and customer insights.
  • Create and execute post-launch marketing campaigns that drive awareness, adoption, and retention of digital asset products.
  • Collaborate on sales collateral, training materials, and presentations to equip sales teams with the tools they need to succeed.
  • Serve as the voice of the customer internally and externally, representing 21Shares in industry events and with partners.
  • Collaborate with cross-functional teams to ensure alignment and consistency across all marketing and product initiatives.

 

Qualifications

  • 5+ years of product marketing experience, preferably in asset management, financial services, or fintech.
  • Proven experience in developing and executing go-to-market strategies for financial products.
  • Strong analytical skills, ability to use data to drive decision-making, and attention to detail.
  • Excellent communication and storytelling skills, with the ability to translate complex concepts into clear and compelling messaging.
  • Ability to manage and lead multiple projects and work cross-functionally in a fast-paced environment.
  • Passion and interest in digital assets

This role can be based in New York, and will be expected to work from either our New York office in a hybrid model Monday - Wednesday.

(NYC only) Pursuant to Section 8-102 of title 8 of the New York City administrative code, the base salary range for this role is $190,000 - 250,000. Total compensation packages are based on a wide array of factors unique to each candidate, including but not limited to skill set, years & depth of experience, certifications and specific office location. This may differ in other locations due to cost of labor considerations.

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