Marketing Lead (Self-Custodial Wallets)

Wallet in Telegram is a digital asset solution natively embedded into Telegram’s interface. Backed by The Open Platform, Wallet in Telegram gained 100M+ user accounts in 2024, and aims to make its solution available to all 1BN+ of Telegram’s users. Wallet in Telegram offers a dual-wallet experience with Crypto Wallet (a multi-chain wallet for trading and sending crypto to contacts) and TON Wallet (a self-custodial wallet with access to the TON ecosystem of dApps and tokens).

We are looking for a Web3-native Marketing Lead to drive growth for two key self-custodial products in the TON ecosystem: TON Wallet and Tonkeeper. This is a hands-on role for a strategic Web3 marketing leader who can move fast, test ideas, launch campaigns and scale growth systems across millions of users. You’ll work closely with Product, Growth, BD and Data teams to increase adoption, engagement and long-term on-chain activity.

Responsibilities:

• Own the GTM strategy for TON Wallet and Tonkeeper, including positioning, messaging, use cases, target segments and proof points for global audiences.

• Design and execute marketing initiatives supporting key product and business goals.

• Drive user acquisition through owned channels and ecosystem partnerships.

• Improve activation rates and optimize onboarding flows together with the Product team, increasing conversion to the first meaningful on-chain action.

• Drive adoption of key wallet features such as swaps, staking, ecosystem integrations and Pro capabilities.

• Manage and optimize owned communication channels including Telegram and X accounts, push notifications and in-app messaging.

• Increase retention and repeat on-chain activity through lifecycle marketing, cohort analysis and user segmentation.

• Own and analyze core growth funnel metrics (activation, retention, feature penetration, revenue per active wallet) and run structured growth experiments.

• Translate complex Web3 concepts into clear narratives and educational messaging, especially around self-custody and wallet security.

• Lead content planning supporting product launches, ecosystem updates and marketing campaigns.

• Design on-chain campaigns and incentive-driven activation strategies that increase product usage and engagement.

• Collaborate with BD, community and SMM teams to promote dApp integrations, partnerships and ecosystem initiatives, including influencer and ambassador programs.

Requirements:

• Background in marketing or growth, with at least 3 years of experience working in Web3 / crypto.

• Experience launching and scaling consumer products, fintech or Web3 platforms.

• Deep understanding of crypto ecosystems, wallets and on-chain user behavior.

• Experience working across multiple projects, products or growth initiatives.

• Understanding of growth funnels, activation mechanics and lifecycle marketing.

• Analytical mindset with ability to use data to form hypotheses and guide marketing decisions.

• Comfortable working in fast-moving startup environments with evolving structures.

• Excellent communication and writing skills in English.

• High ownership mindset and hands-on execution style.

• Experience with mobile apps or Telegram ecosystem is a plus.

• Experience coordinating small teams, contributors or freelancers is a plus.

Why it is a fantastic opportunity:

• Our business is growing at an exponential scale.

• Non-bureaucratic management that focuses on results.

• Regular performance reviews to assess your progress.

• Remote setup with access to our hubs in Dubai, Yerevan, London and Belgrade.

• Compensation for medical expenses.

• Provision of necessary equipment.

• 20 working days of paid vacation annually.

• 11 days off per year.

• 14 days of paid sick leave to support your health and recovery when needed.

• Access to internal conferences, English courses and corporate events.