• Develop and lead the GTM strategy for Beholder, driving awareness, acquisition, and retention from former Kraken wallet users, other Krakenites and non Kraken users native on chain. • Own the full end-to-end campaign management process, from strategic planning to execution, across various channels (email, social, display, ATL). • Understand and optimize the customer journey, deploying engagement strategies that maximize LTV and retention. • Translate complex financial products into compelling, easy-to-understand value propositions that resonate with diverse audiences. • Work closely with product managers, growth teams, design, analytics, and executive leadership to align marketing efforts with business objectives. • Define, track, and report on key product KPIs, including awareness, feature adoption (nMTU), and retention/LTV improvements. • Serve as the voice of the customer, championing insights to inform product roadmaps and marketing initiatives.