About this Marketing Lead, Consumer App role at Alpen Labs
About Alpen Labs
Alpen Labs builds infrastructure for financial markets on Bitcoin.
Alpen Finance, currently an internal project name, is our vision for a Bitcoin-native, neobank-like experience: a best-in-class way for users to hold and use BTC and stablecoins while accessing financial services such as credit, earning interest, spending, and so on.
Alpen is the platform that makes this possible directly on Bitcoin, giving users access to modern financial services without requiring them to trust centralized intermediaries. Alpen uses zero-knowledge technology and programmable Layer 2 infrastructure to achieve this.
Our team includes engineers and researchers from organizations such as Blockstream Research, zkSync, Palantir, and Nethermind, as well as contributors to major open-source cryptography and blockchain projects.
The Role
We are hiring a Consumer Marketing Lead to build the marketing function for Alpen Finance from the ground up.
The product is prelaunch, with no established acquisition playbook or proven channel mix. You will develop the marketing approach needed to take it from its initial unveiling through launch and its first meaningful base of customers, then continue to scale what works.
The immediate focus is consumer acquisition: identifying the right prospective customers, translating the product’s positioning into effective marketing, testing channels and campaigns, and building qualified demand before launch.
This is a highly hands-on, commercially oriented role requiring broad marketing fundamentals and strong judgment. You will work closely with leadership, product, and engineering while personally driving both strategy and execution.
What You’ll Do
Build the marketing foundation
Develop a focused consumer marketing strategy for Alpen Finance.
Turn the product vision into clear marketing priorities, campaigns, and operating plans.
Establish the measurement and feedback loops needed to understand what is working.
Create a practical roadmap from prelaunch audience development through launch and postlaunch growth.
Define and advocate for the marketing investment needed to execute the strategy.
Own consumer acquisition
Identify and prioritize the audiences most likely to become valuable early customers.
Find effective ways to reach them in a market where conventional paid advertising may be constrained.
Test channels such as content, community, referrals, partnerships, creators, events, and selective paid media.
Build and operate acquisition programs and prelaunch campaigns.
Turn promising experiments into repeatable acquisition programs.
Prepare and execute the launch
Own the consumer-facing marketing plan for the product’s unveiling and launch.
Coordinate the campaigns, content, channel activity, and customer communications needed for launch.
Build interest before the product is live while setting accurate expectations.
Establish a sustained marketing cadence beyond the initial announcement.
Find and validate product-market fit
Test hypotheses about the customers, use cases, and problems where Alpen Finance can create the most value.
Use customer conversations, acquisition experiments, and product behavior to identify genuine demand and product pull.
Distinguish meaningful PMF signals from attention or low-intent signups.
Bring customer and market evidence into decisions about positioning, product priorities, launch markets, and go-to-market strategy.
Connect acquisition to product usage
Shape the customer journey from awareness and waitlist participation through onboarding, borrowing, card use, and referral.
Work with product and engineering to connect the marketing promise with the product experience.
Understand where customers engage, convert, retain, or drop out.
Evaluate acquisition activity based on customer quality, behavior, and economics, not reach alone.
What We’re Looking For
We’re looking for an entrepreneurial, commercially- minded, hands-on consumer fintech marketer who can build an early-stage marketing operation, acquire a product’s first meaningful customers, and scale what works.
Core Capabilities
3+ years of relevant marketing experience, with meaningful ownership of GTM, customer acquisition, and growth.
Consumer fintech: Experience marketing a consumer fintech, lending, payments, cards, wallet, brokerage, or similarly trust-sensitive financial product.
Zero-to-one consumer marketing: You have helped take a consumer product from prelaunch or very early stage through launch and meaningful adoption, and understand how marketing changes once real customers and acquisition data exist.
Consumer acquisition: You have directly owned acquisition strategy and execution and can identify, test, and scale effective channels.
PMF and commercial judgment: You have owned metrics such as CAC, conversion, activation, retention, referral, or payback and can use them to make decisions about where to invest.
Marketing fundamentals: You can connect customer understanding, positioning, messaging, content, channels, and measurement.
Hands-on execution: You can turn strategy into campaigns, assets, experiments, and operating work.
Customer and market judgment: You can form useful hypotheses from incomplete information, test them, and adjust based on evidence.
Cross-functional ownership: You can move work forward across product, engineering, leadership, and other stakeholders.
We care more about demonstrated work, ownership, and judgment than a particular title or career path.
Valuable Experience
Crypto or Bitcoin products with unconventional customer behavior or acquisition channels.
Community, creator, referral, partnership, content-led, or product-led acquisition.
Marketing products that require customers to understand risk and place meaningful trust in the company.
Why Alpen Labs
Build from zero: Create the consumer marketing function and acquisition approach from the beginning.
Meaningful ownership: Shape how a new Bitcoin financial application reaches its first customers.
Market challenge: Solve acquisition problems for a product that does not fit neatly into conventional consumer-finance categories.
Technical ambition: Work alongside leading engineers and researchers building new infrastructure for Bitcoin-native finance.
Visible impact: Connect Alpen’s technology with useful financial experiences for consumers.
