About Truly Truly is a venture-backed RWA protocol redefining access to real estate via DeFi. We’re creating a tokenized ETF of U.S. real estate that everyone around the world can invest in permissionlessly. The token is fungible, composable, free of transfer restrictions, and is compliant with U.S. securities regulations. Whether a crypto-native investor wants to earn non-correlated returns, or a crypto-agnostic investor wants an easy way to invest in U.S. real estate, it just works. We are working towards our product launch and a Token Generation Event (TGE). We’re seeking an experienced Head of Marketing to drive our go-to-market strategy, build community, and establish Truly as a leading brand in DeFi.
The Role
As the Head of Marketing, you will be at the forefront of Truly’s market entry, responsible for building brand presence and attracting early adopters, particularly amongst degens and other crypto-native users. You will drive growth initiatives, establish partnerships with other protocols, and build momentum leading up to our TGE. This is a high-impact role where you will oversee all aspects of Truly’s marketing, including community building, social media, and GTM campaigns. As workload scales, you’ll work alongside external agencies and potentially hire and manage a small team.
Key Responsibilities
- Narrative Development: Establish Truly as a pioneer in permissionless real estate investing, a first in crypto. Differentiate our product from typical crypto investments by highlighting the unique advantages of tokenized real estate accessible to all.
- Community Growth & Engagement: Launch and manage a Points program to incentivize early user engagement ahead of the TGE. Develop strategies to cultivate and retain an active community of crypto-native investors, whales, and on-chain institutions.
- Campaign Strategy & Execution: Lead all marketing initiatives, from launch through TGE, including content creation, influencer marketing, and targeted campaigns.
- Protocol Partnerships: Identify and foster strategic partnerships with other protocols, enabling users to stack rewards across platforms and increasing visibility within DeFi.
- Go-To-Market Coordination: Work cross-functionally across internal and external teams (e.g., Agencies, other protocols) to execute a cohesive GTM strategy for both the protocol launch and TGE.
- Channel Management: Identify, develop, and optimize marketing channels, with an initial focus on Twitter and a flexible approach for exploring others as needed.
- Metrics & KPI Tracking: Define and monitor KPIs to evaluate the effectiveness of marketing initiatives, making data-driven adjustments to maximize user acquisition and drive TVL growth.
Requirements
- Crypto-Native Experience: Deep understanding of DeFi with a strong network in the crypto community. This role demands an individual who “lives and breathes” crypto.
- Strategic Marketing Acumen: Proven experience developing and executing growth strategies in DeFi or other tier-1 crypto projects, ideally with a focus on community engagement and brand-building.
- Player-Coach Leadership: Comfortable executing as an individual contributor (IC) with the ability to build and manage a team as the workload scales.
- Hands-On with Social Channels: Expertise in Twitter, Telegram, and other high-impact channels for crypto marketing, with experience evaluating and scaling new channels.
- Analytical Mindset: Ability to develop data-informed strategies, utilizing engagement and acquisition metrics to drive decisions.
- Self-Starter & Adaptable: Entrepreneurial spirit with the adaptability needed to thrive in a fast-paced, early-stage environment.
Preferred Experience
- Previous Leadership Role: Experience in a senior marketing position within a crypto company, or as a founder with a strong marketing focus.
- TGE & Community Building Experience: Prior experience leading marketing of a defi protocol through a TGE
- Technical Knowledge: Familiarity with on-chain metrics and the ability to interpret analytics for marketing optimization.
What We Offer
- A remote-first environment with flexibility and a competitive salary, equity, and token package.
- An opportunity to lead and shape the marketing efforts at a pioneering DeFi company focused on real estate tokenization.
- A chance to be part of a high-growth startup, working at the intersection of blockchain and financial services, building a product with real-world impact. A collaborative and dynamic work culture, where innovation, autonomy, and leadership are encouraged, and your work has a direct impact on the company’s success.
