Marketing Lead, Consumer App

Consumer Marketing Lead

About Alpen

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, and spending.

Alpen 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.

About 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 help determine who our first customers should be, which problems and use cases matter most to them, and how to bring the product to market.

This means developing and testing positioning, building qualified demand, and acquiring our first meaningful base of customers. It also means using customer conversations and early product behavior to influence what we build, how we launch, and where we focus next.

We’re looking for a hands-on marketer with meaningful consumer mobile-app experience, broad marketing fundamentals, and entrepreneurial product judgment. You will work closely with leadership, product, and engineering while personally driving strategy and execution—from early customer discovery through launch, adoption, and growth.

What you’ll do

Find the first customers and help shape product-market fit

Identify and test hypotheses about the customers, use cases, and problems where Alpen Finance can create the most value.

Use customer conversations, market research, and experiments to understand what would motivate people to try the product and keep using it.

Develop and test positioning, messaging, and the consumer value proposition.

Distinguish meaningful demand and product-market-fit signals from attention or low-intent signups.

Bring customer and market evidence into decisions about product priorities, launch markets, and go-to-market strategy.

Own go-to-market and launch

Build a practical marketing plan from prelaunch audience development through launch and early adoption.

Own the consumer-facing marketing for the product’s unveiling and launch, including campaigns, content, channel activity, and customer communications.

Build interest before the product is live while setting accurate expectations.

Establish the priorities, operating cadence, and marketing investment needed to execute.

Build acquisition and lifecycle programs

Find effective ways to reach prospective customers in a market where conventional paid advertising may be constrained.

Test channels such as content, community, referrals, partnerships, creators, events, and selective paid media.

Personally build and run campaigns, assets, and experiments, turning promising approaches into repeatable programs.

Shape the customer journey from awareness and waitlist participation through onboarding, activation, repeat use, and referral.

Evaluate growth through customer quality, behavior, retention, and economics.

Work closely with product and engineering

Connect the marketing promise with the product experience.

Understand where customers engage, convert, retain, or drop out, and use those findings to improve both marketing and the product.

Establish measurement and feedback loops that help the team decide what to test, change, or invest in next.

What we’re looking for

Relevant experience: 3+ years in marketing or growth, with meaningful ownership of go-to-market strategy, customer acquisition, and adoption.

Consumer mobile-app experience: You have directly marketed or grown a consumer mobile app and understand the journey from discovery and installation to activation and repeated use.

Zero-to-one experience: You have helped take a consumer product from prelaunch or an early stage through launch and meaningful adoption, building an approach before an established playbook existed.

Product and customer judgment: You can point to examples where customer research or behavior changed your target audience, positioning, use cases, or product priorities.

Broad marketing ownership: Your experience connects customer understanding, positioning, messaging, acquisition, and lifecycle marketing. You can work across these areas and decide what matters most at each stage.

Hands-on execution: You can turn strategy into campaigns, content, experiments, and day-to-day operating work.

Commercial judgment: You use activation, retention, referral, acquisition costs, and customer economics to make decisions about where to invest.

Cross-functional ownership: You work effectively with product, engineering, and leadership, and can move work forward with incomplete information.

Experience with consumer financial apps—particularly wallets, payments, neobanking, lending, cards, investing, or brokerage—is strongly preferred. We are especially interested in experience helping people adopt new financial behaviors through an app.

We care more about demonstrated work, ownership, and judgment than a particular title or career path.

Nice to have

Experience with consumer Bitcoin or crypto products.

Understanding of consumer behavior in U.S. and U.S.-adjacent markets, particularly how Bitcoin and fintech users think about trust, money, and adopting new financial apps.

Experience with community, creator, referral, partnership, content-led, or product-led acquisition.

Experience marketing products that require customers to understand risk and place meaningful trust in the product.

Why this role

Build from zero: Create the consumer marketing function and help shape the launch of a new financial app.

Meaningful ownership: Influence who we serve, how we position the product, and how we reach our first customers.

An open challenge: Discover what drives adoption for a product that does not fit neatly into conventional consumer-finance categories.

Technical ambition: Work alongside engineers and researchers building new infrastructure for Bitcoin-native finance.

Visible impact: Connect Alpen’s technology with useful financial experiences for consumers.