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Marketing Director, Shelby Platform

US/Global (Remote)

Aptos is a people-first blockchain on a mission to help billions of people achieve universal and fair access to decentralized assets in a safe and scalable way.

Founded by some of the original creators and maintainers that researched, designed, and built the Diem blockchain to serve this purpose, we have dedicated several years toward this mission. We believe the open-source Diem technology we have developed is an important foundation of a safe and scalable web3 world where everyone has more equitable opportunities to grow and access financial assets with lower fees and fewer intermediaries.  

Aptos (Ohlone for "The People") encompasses our mission and ethos for why we build.

As Marketing Director, you will own the strategic vision, operational execution, and team growth for all marketing functions supporting Shelby. You will be a senior leader contributing to broader company direction, driving demand, awareness, and adoption of the platform, and building a scalable marketing machine. You’ll partner across product, engineering, BD/partnerships, community, and executive leadership to deliver high-impact programs that move key metrics.

You must be comfortable in ambiguity, roll up your sleeves, and also think several quarters ahead.

Key Responsibilities

Strategy & Positioning

  • Define and own the brand positioning, messaging architecture, and narrative for Shelby in the Web3 / creator infrastructure space.
  • Conduct competitive analysis, market research, customer and developer insights to spot white space and positioning opportunities.
  • Develop a long‑term marketing roadmap aligned with company goals, OKRs, and revenue/protocol adoption targets.

Demand Generation & Growth

  • Maintain (and create where necessary) all marketing channels (X, LinkedIn, Youtube) working hand in hand with a marketing agency.
  • Lead performance marketing (paid, growth loops, referral, partnerships) to generate high-quality acquisition, trial, and usage, optimizing CAC, LTV, and conversion funnels.
  • Design and execute multi-channel campaigns (paid, content, SEO/SEM, social, influencer, email, webinars, events) to build full-funnel demand.
  • A/B test messaging, channels, creatives, and user flows; apply data-driven rigor to improve conversion rates and ROI.

Content & Thought Leadership

  • Oversee content strategy (blog, white papers, stance pieces, video, webinars) that elevates Shelby’s brand and educates developers, creators, and ecosystem partners.
  • Drive PR, earned media, and analyst coverage to position Shelby as a leading decentralized storage solution.
  • Own the storytelling around complex technical features, translating them into compelling narratives for target personas.

Community, Ecosystem & Partnerships

  • Build and nurture relationships with developer communities, creators, media platforms, ecosystem partners, and open-source contributors.
  • Design programs (hackathons, grants, ambassador programs, integration co‑marketing) to encourage adoption and network effects.
  • Collaborate with Partner & BD teams to co-create marketing initiatives and amplify reach via aligned partners.

Team Leadership & Operations

  • Hire, mentor, and scale a cross-functional marketing team (product marketing, growth, content, community).
  • Define and operationalize marketing processes, tools, systems (analytics, CRM, marketing ops).
  • Manage vendor relationships and budgets, ensuring ROI and alignment with strategic priorities.
  • Align marketing OKRs with company goals and own quarterly deliverables, forecasts, and reporting.

Metrics & Accountability

  • Define and track key performance indicators (KPIs) across the funnel (awareness, acquisition, activation, retention, conversion).
  • Establish dashboards, reporting cadence, and data governance to ensure marketing decisions are grounded in metrics.
  • Own budget allocation, forecasting, and impact measurement for marketing investments.

Qualifications & Experience

Required (Senior / Director level):

  • 5+ years of marketing experience, with significant experience in B2B, SaaS, platform, developer, or tech marketing.
  • 2+ years in a leadership or senior individual contributor role owning full-funnel marketing strategy and execution.
  • Experience launching new products or platforms, ideally in a startup, early-stage environment, or high-growth company.
  • Deep familiarity with Web3, blockchain, or adjacent technology ecosystems (e.g. creator platforms, decentralized infrastructure).
  • Proven record in growth / demand generation, content marketing, product marketing, or ecosystem marketing.
  • Strong storytelling skills and ability to simplify technical complexity for diverse audiences.
  • Experience managing a marketing team and mentoring mid-level marketers.
  • Comfortable working in ambiguity, iterative environments, and scaling processes from scratch.
  • Strong analytical mindset, capacity to dive into data, and translate insights into action.

Preferred / Nice to Have:

  • Experience launching or marketing infrastructure or protocol-level products in Web3.
  • Existing network in creator, media, or decentralized content communities.
  • Experience with developer marketing or community-led growth.
  • Familiarity with token-based incentive models, DAO, grants, or crypto economics.
  • Some technical fluency (facing API, smart contract, or protocol-level integration).

What You’ll Gain

  • The opportunity to build and shape a marketing organization from the ground up.
  • A visible leadership role with strategic influence at the executive level.
  • Real impact on adoption, narrative, and growth for a leading decentralized storage solution.
  • Exposure to Web3 innovation, developer ecosystem, and creator infrastructure.
  • Competitive compensation, equity or token grants, benefits, and a mission-driven, inclusive culture.

Our Benefits

  • 100% insurance premium coverage for medical, dental, and vision for you and your dependents (US Employees)
  • Equipment of your choice
  • Flexible vacation time, 11 holidays, and floating company days off 
  • Competitive Salary
  • Protocol Token Grants
  • 401k matching (US Employees)
  • Fun and inclusive in-person and digital events

Aptos is committed to diversity in the workplace, and we’re proud to be an Equal Opportunity Employer. We do not hire on the basis of race, color, religion, creed, gender, national origin, citizenship, age, disability, veteran status, marital status, pregnancy, parental status, sex, gender expression or identity, sexual orientation, or any other basis protected by local, state or federal law. All employment is decided based on qualifications, merit, and business need.

We are committed to providing a safe and secure hiring process for all applicants. Unfortunately, there are individuals who may attempt to impersonate Aptos or our employees for fraudulent purposes.
To protect yourself, please be aware of the following:
  • We will never ask you for payment of any kind during the application or onboarding process, including fees for background checks, training, or equipment.
  • We will always communicate with you using our official company email domain.
  • We will never request your personal financial information, such as your social security number or bank account details, during the initial application stages or via email or a video/voice call when onboarding.

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