Senior Product Marketing Manager Marketing & Communications London

CoinShares
Role Summary:

Attitudes towards crypto investment are changing and CoinShares is at the forefront of this shift. With over $6 billion of assets under management, our products are used by investors across the globe to gain exposure to crypto markets without the need to use unregulated crypto exchanges or self-custody their tokens.

As the Senior Product Marketing Manager at CoinShares, you will take ownership of developing and executing product marketing strategies for a range of innovative crypto ETPs (Exchange Traded Products). This role acts as the bridge between key departments, including sales, research, compliance, and product development, while collaborating closely with marketing experts across content, design, motion, events, and website management. By connecting insights from these teams, you will ensure alignment across all touchpoints, helping to drive commercial success and strategic positioning. You will manage multiple projects working in an agile and fast-moving environment at the forefront of the digital asset investment industry.

Your focus will be on positioning CoinShares products within key European markets, overseeing their go-to-market strategy, and continuously optimising marketing efforts to reach institutional, intermediary, and retail clients. You will be responsible for building the CoinShares brand, driving product adoption, and ensuring the narrative around our offerings resonates with target audiences.

Duties & Responsibilities:

Product marketing strategy:

• Define products positioning, key benefits and features, messaging.
• Build ETP marketing roadmap.
• Work closely with internal teams such as sales, product, legal, and compliance to ensure messaging aligns with regulatory requirements and strategic goals.

Support products lifecycle:

• Drive launches for our products by working closely with a range of cross-functional teams – product managers, sales, design, PR, and engineering.
• Manage products’ lifecycle and development proactively with marketing actions (communications, partnerships, promotions, )

Market & customer analysis:

• Analyse the market, competitive landscape and news/trends – to seize key opportunities and help in positioning the products and maintain their lifecycle.
• Understand and know our customers – collect insight to better understand product use cases, pain points and expectations.

Content development:

• Oversee and assist in the creation of educational and thought-leadership content, including articles, webinars, podcast scripts, and other media that supports product marketing efforts.

Undertaking any other such duties as may be reasonably required by the role.

Qualifications, Skills & Experience:

• Previous buy-side experience in product marketing or other relevant roles within the asset management or financial services sectors essential.
• Strong knowledge of and interest in the ETF/ETP industry, with an ability to articulate the structure’s specific benefits from an investor’s perspective essential.
• A proven ability to organise and drive large-scale marketing campaigns across various platforms, including digital, events, and media essential.
• Experience in regulated environments and a solid understanding of compliance considerations for financial marketing essential.
• Excellent communication skills, with the ability to translate complex financial products into clear, compelling messages essential.
• Strategic and analytical mindset with a proven ability to use data to inform decision-making.
• Leadership experience, with a track record of either managing direct reports, leading cross-functional projects, or mentoring junior staff essential.
• A curiosity and/or passion for digital assets and their current and future impact on traditional investment portfolios essential.
• Experience working with hybrid and remote teams across different time zones an advantage.
• Previous experience in the crypto or digital assets sector an advantage.