Product Marketing Manager (Performa)

We are looking for a Product Marketing Manager to drive the growth of Performa, EMCD's B2B payments product. This role is ideal for someone who combines strategic thinking with hands-on execution and has experience building positioning, go-to-market strategy, and demand generation in crypto, fintech, or payments.

Key Responsibilities:

• Full-stack marketing role covering strategy and hands-on execution across all channels for an early-stage B2B payments product.

• Own Performa's positioning, messaging, competitive differentiation.

• Product marketing: shape the product narrative, test hypotheses, develop ICP profiles, refine value propositions, and run messaging experiments.

• Lead GTM planning and execution for new features, client segments, and market entries.

• Drive and manage demand generation campaigns end-to-end — from brief to optimization.

• Build and maintain the full sales enablement kit: decks, battle cards, objection guides, one-pagers.

• Produce funnel content: whitepapers, case studies, landing pages, product briefs.

• Own social media: write content, manage posting cadence, and grow Performa's presence in B2B crypto/fintech channels.

• Manage the Performa website: create and update landing pages, own content freshness, and build new pages using Claude Code or similar AI-assisted tools.

• Partner with PR, ORM, and SEO teams to align narratives and amplify reach.

• Establish feedback loops with Sales/BD and account teams to continuously sharpen messaging.

Requirements:

• 3–4 years of B2B (must!) product marketing experience, at least 2 in a startup or early-stage company (must!).

• Deep domain background in crypto, fintech, or payments — infrastructure layer, not consumer surface.

• Genuinely hands-on: comfortable owning both strategy and day-to-day execution without delegation.

• Proven ability to build positioning and GTM from scratch with limited resources.

• Experience running demand generation campaigns independently — setup, targeting, optimization, reporting.

• Comfortable managing and updating websites: creating landing pages, editing copy, working with CMS or code-based tools.

• Strong writing and storytelling skills — can turn a technical spec into a buyer-relevant narrative.

• Experience working directly with product and sales/BD teams.

• Russian is a mandatory language, English at B1+ level or higher.

Challenges:

• Performa is an early-stage B2B product — there is no established playbook, brand awareness, or pipeline to inherit.

• This is a one-person PMM seat: you own strategy and execution simultaneously, across product marketing, demand gen, content, social, and web.

• Crypto B2B market is fragmented and noisy — cutting through requires sharp positioning, not volume.

• Website and landing page ownership requires comfort with code-based or AI-assisted tooling, not just CMS drag-and-drop.

Nice to Have:

• Claude Code or similar AI coding tool experience for building and managing web pages.

• Proficiency with AI tools for content production, research, and workflow automation.

• Experience with B2B automation and lead gen tools (Clay, Apollo, HubSpot sequences, or similar).

• Experience in high-growth crypto markets: CIS, MENA, LATAM, or APAC.

What we offer:

• Fully remote work from anywhere in the world.

• 100% paid vacation and sick leave.

• Opportunity to build and own the marketing function from an early stage.

• Direct impact on product growth, positioning, and business strategy.

• International team of professionals passionate about Web3 and innovation.

If you're excited about building a product from the ground up, shaping its market presence, and making a direct impact on business growth, we'd love to hear from you. Apply now and join us on Performa's growth journey!