Lead Generation Marketer, Institutional

Role Overview

We are hiring a Lead Generation Marketer to drive qualified new leads into our institutional business. This person will design, run, and measure creative campaigns across our full institutional product surface, partnering closely with sales to ensure every lead generated is one the team can credibly convert.

Key Responsibilities

Campaign strategy and execution

• Design and run creative, multi-channel lead generation campaigns across our institutional product lines, including:
• OTC trading
• Liquidity provisioning
• Token launch and distribution
• Custody and staking
• Digital asset treasuries
• Asset management
• Other emerging institutional offerings
• Tailor messaging, channels, and offers to the specific buyer personas within each product line (traders, treasurers, CIOs, founders, allocators, etc.)
• Build always-on lead generation engines alongside targeted, campaign-led pushes around launches and market moments

Measurement and pipeline contribution

• Define what a qualified lead looks like for each product line, in partnership with sales
• Instrument campaigns end-to-end so every lead is tracked, attributed, and measurable from first touch through to sales acceptance and closed-won
• Report on cost per lead, lead-to-MQL, MQL-to-SQL, and pipeline contribution by campaign, channel, and product
• Continuously optimize spend, creative, and channel mix based on what is actually producing pipeline

Sales partnership

• Work hand in hand with the institutional sales team to align on target accounts, messaging, and lead quality
• Build feedback loops with sales so campaigns are tuned to what is converting, not just what is generating volume
• Support sales with collateral, sequences, and account-level campaigns where useful (ABM-style plays)

Channel and tooling ownership

• Run campaigns across paid (LinkedIn, search, programmatic), owned (email, webinars, gated content), and earned channels as appropriate
• Own and operate the lead gen tech stack (CRM, marketing automation, attribution, enrichment) and keep data clean and reliable
• Identify and test new channels, formats, and creative approaches, especially AI-assisted workflows that can scale output

Requirements

• 4-5 years of demonstrable experience generating qualified B2B leads at scale, with clear examples of campaigns you have designed, run, and measured
• Strong analytical mindset. Comfortable defining funnels, instrumenting attribution, and reporting on pipeline contribution rather than vanity metrics
• Hands-on experience with CRM and marketing automation platforms (HubSpot, Salesforce, Marketo, or similar) and lead enrichment tooling
• Proven ability to partner with sales teams in a complex, considered-purchase environment
• Comfort operating autonomously, prioritising across multiple product lines, and shipping campaigns end-to-end
• Strong written English and the ability to brief or produce campaign creative and copy
• Familiarity with AI tooling for campaign ideation, copy, audience research, and workflow automation

Nice to Have

• Working knowledge of crypto, digital assets, or traditional capital markets and the institutional buyer landscape
• Experience marketing to OTC desks, hedge funds, family offices, asset managers, corporate treasuries, or token issuers
• ABM (account-based marketing) experience targeting named accounts
• Experience running webinars, events, or research-led campaigns as lead generation vehicles
• Comfort with paid LinkedIn, paid search, and programmatic B2B channels at a hands-on level

What Success Looks Like in the First 6 Months

• A defined, agreed lead qualification framework with sales for each major institutional product line
• At least two flagship lead gen campaigns launched, measured, and iterated on
• A clear, trusted dashboard of lead volume, cost per lead, and pipeline contribution by product and channel
• Documented, repeatable campaign playbooks the wider marketing team can build on