Performance Marketing Manager

This role is for someone who thinks in audiences before platforms. As Senior Performance Marketing Manager you'll own paid acquisition, our affiliate programme, and cross-channel campaign coordination end-to-end. That means setting the strategy, running the experiments, and being accountable for the outcomes.

We’re a fully remote-first, async-first startup with product-market fit in a niche (and booming) domain: crypto taxes. If you value ownership, technical excellence, and clear communication over meetings and process complexity, Koinly is the place for you.

What you'll do

Paid acquisition & channel strategy

Own and scale paid acquisition end-to-end across channels. Google Ads is our current backbone but identifying and validating new channels (crypto communities, niche placements, contextual integrations) is a core part of the job, among others.

• Build and manage the performance marketing playbook: channel mix, budget allocation, bidding strategy, campaign structure.

• Design and run integrated campaigns across paid, email, social, and content — tied to key moments like tax season across our markets (US, UK, AU, CA, EU).

• Manage budgets responsibly, scaling what works and cutting what doesn't, always tied to ROI.

Affiliate program

Own the affiliate program from recruitment and onboarding to commission structure, performance monitoring, and fraud detection. You'll identify high-value affiliates, negotiate terms, and grow relationships, working closely with Partnerships on warm intros, among other opportunities.

Performance & optimisation

• Write and iterate on ad copy, develop landing page briefs, and direct creative assets — you're self-sufficient here,

• Run structured experiments across copy, creative, audience segmentation, and landing page experience,

• Build dashboards and reporting frameworks that make ROI visible and actionable,

• Go beyond platform-reported ROAS — cohort analysis, incrementality, and the gap between what Google tells you and what's actually happening,

Who you are

You're a performance marketer at heart who thinks in audiences before platforms. You have experience with a technically-minded, crypto-native community and figure out how to reach them in a way that doesn't feel like an ad.

• 5-8 years in performance marketing or paid acquisition, ideally B2C SaaS.

• You understand this audience because you've marketed in crypto, fintech, or a similarly complex regulated space, or you have a track record reaching developer, trader, or technically-minded audiences. Or you're simply one of them (active DeFi participation, on-chain activity; not someone who bought ETH once on Coinbase...).

• Strong command of Google Ads with a track record of scaling paid budgets with measurable ROI.

• Creative channel thinking: you've identified and tested non-obvious acquisition opportunities, not just optimised existing ones.

• SQL and data proficiency: you can analyse funnels, build reports, and run your own analysis without relying on a data team.

• Ability to write compelling ad copy and direct creative production, even without a dedicated creative team behind you.

• Comfortable operating autonomously in a remote, async environment.

Bonus points

• Affiliate program management experience.

• Experience with seasonal demand businesses (tax, travel, education, retail).

• Familiarity with attribution modelling, cohort analysis, and multi-channel reporting.

• Technical automation mindset, you've written Google Ads scripts, built automated reporting, or used AI tools to scale your workflow.