21Shares is the world’s first and largest issuer of digital asset ETPs, with the mission of making investing in digital assets accessible to all.
With offices in New York, London, and Zurich, the team is dedicated to revolutionizing digital asset investing by bridging the worlds of traditional finance and decentralized finance.
Since 2018, 21Shares has supported investors in gaining access to digital asset products worldwide. 21Shares now manages ~$7 billion in assets with over 50 exchange-traded products globally, including the first spot Bitcoin and spot Ethereum ETPs. Most recently, the firm launched six US-domiciled digital asset ETFs including ARKB, one of the largest spot Bitcoin products in the industry.
About the Role
At 21Shares, you will be part of a dynamic, forward-thinking team that’s transforming the future of investing. We offer competitive compensation, excellent benefits, and the opportunity to grow in a fast-paced, innovative environment.
We are seeking a Product Marketing Manager (PMM) to lead the go-to-market (GTM) strategy for our US asset management business. You will play a critical role in driving marketing strategy, product positioning, and messaging for our digital asset ETFs. As a leader in the marketing team, you will help develop and execute strategies to bring products to market, working closely with sales, product, and other cross-functional teams to ensure a unified and effective approach.
The ideal candidate is a strategic thinker with a deep understanding of financial markets, an interest in digital assets, and a proven track record of successfully launching and scaling products. You are an organized self-starter with the ability to manage multiple initiatives and thrive in a fast-paced environment.
Key Responsibilities
- Lead the go-to-market strategy for 21Shares’ U.S.-based digital asset ETFs, ensuring successful product launches and scaling.
- Leverage market research, client analysis, and competitive intelligence to inform GTM strategy and differentiation.
- Develop product positioning, messaging, and marketing plans for new launches in close collaboration with sales, product, and finance teams.
- Partner with product teams to influence the roadmap based on market and customer insights.
- Create and execute post-launch marketing campaigns that drive awareness, adoption, and retention of digital asset products.
- Collaborate on sales collateral, training materials, and presentations to equip sales teams with the tools they need to succeed.
- Serve as the voice of the customer internally and externally, representing 21Shares in industry events and with partners.
- Collaborate with cross-functional teams to ensure alignment and consistency across all marketing and product initiatives.
Required Skills and Qualifications
- 5+ years of product marketing experience, preferably in asset management, financial services, or fintech.
- Proven experience in developing and executing go-to-market strategies for financial products.
- Strong analytical skills, ability to use data to drive decision-making, and attention to detail.
- Excellent communication and storytelling skills, with the ability to translate complex concepts into clear and compelling messaging.
- Ability to manage and lead multiple projects and work cross-functionally in a fast-paced environment.
- Passion and interest for digital assets.
(NYC only) Pursuant to Section 8-102 of title 8 of the New York City administrative code, the base salary range for this role is $170,000 - $190,000. Total compensation packages are based on a wide array of factors unique to each candidate, including but not limited to skill set, years & depth of experience, certifications and specific office location. This may differ in other locations due to cost of labor considerations.
