Director, Performance Marketing

About RockWallet

RockWallet is a financial technology company made up of people who think differently about how digital assets can be managed, accessed, and used.

At RockWallet, our vision is for anyone to be able to access and thrive in the digital economy. It’s our mission to help our customers make the most of these opportunities by building products that empower people to navigate digital asset usage easily, securely, and with confidence. Our self-custodial, multicurrency wallet puts you in charge of your digital assets. RockWallet’s app makes it quick and easy to buy, use, store, and swap top cryptocurrencies, all in one place, on your mobile phone. We are a customer-focused company obsessed with providing the best customer experience and customer support. RockWallet is registered with FinCEN as a Money Service Business. Find out more here at www.rockwallet.com.

Role Overview

RockWallet is seeking a Director, Performance Marketing to own and scale our full paid acquisition engine across mobile and web. This is a senior, hands-on leadership role responsible for acquiring high-intent users into a regulated crypto wallet, optimizing the complete funnel from app install → registration → KYC verification → first transaction → repeat usage.

This leader will operate at the intersection of growth strategy, campaign execution, analytics, and compliance, directly managing high-impact campaigns while mentoring a high-performance marketing team. Success in this role is measured not by installs alone, but by verified, transacting users at profitable unit economics.

The ideal candidate has deep experience in fintech, crypto, payments, or another regulated consumer product, and understands how to drive growth within strict advertising and compliance environments.

The Director of Performance Marketing will report to the VP, Marketing.

This is a remote position with a preference for candidates based in Canada and the United States in the Eastern Time Zone.

Responsibilities

Full-Funnel Growth Ownership

• Own the entire performance marketing funnel: install → account creation → KYC verification → first funded transaction → retention.
• Optimize toward high-value conversion events, including verified users, first purchase, swaps, deposits, and repeat transactions.
• Continuously improve CAC, ROAS, LTV, retention, and cohort performance across markets.

Hands-On Campaign Execution

• Personally plan, launch, manage, test, and scale campaigns across: Google Ads, Meta (Facebook / Instagram), Apple Search Ads, X/Twitter, Reddit, YouTube
• Programmatic and emerging crypto-native networks
• Build audiences, manage bids and pacing, deploy creatives, configure sequencing, and directly pull performance data.

Mobile User Acquisition & Attribution

• Lead mobile acquisition using attribution platforms such as: AppsFlyer, Branch, Adjust, or Kochava.
• Manage and optimize App Store and Google Play conversion performance.
• Reconcile attribution across platforms and internal analytics.

Crypto & Fintech Advertising Compliance

• Design compliant campaign structures that meet crypto advertising policies across all major platforms.
• Partner with Legal and Compliance to ensure all messaging, creatives, and funnels meet regulatory and platform standards.
• Navigate crypto advertiser certifications and policy enforcement processes.

Testing, Optimization & Experimentation

• Lead structured A/B and multivariate testing on:

- Creatives

- Audiences

- Landing flows

- KYC onboarding steps

• Run incrementality testing and budget re-allocation in real time based on performance.

Data, Financial Modelling & Reporting

• Own daily, weekly, and monthly performance reporting across:

- CAC

- ROAS

- LTV

- NPV

- Retention and cohort health

• Translate campaign-level data into executive-level insights and budget recommendations.

Team Leadership & Cross-Functional Collaboration

• Build a performance marketing team, with cross-functional mentorship of areas directly responsible for revenue-generating campaigns and initiatives. Must be comfortable operating alone, while building a team based on proven results.
• Collaborate closely with Product, Engineering, Design, Data, and Compliance teams to optimize onboarding and transaction flows.
• Maintain competitive intelligence across the crypto and fintech landscape.

Candidate Profile and Required Experience

• 8+ years of experience in performance, growth, or digital marketing.
• 2+ years in a senior leadership role with direct, hands-on campaign ownership.
• Proven success in acquiring users for mobile apps with regulated onboarding (KYC/AML).
• Demonstrated ability to scale verified users and card-conversion funnels.
• Advanced experience managing seven-figure annual paid media budgets is preferred.

Technical & Analytical Expertise

• Expert in Google Ads, Meta Ads, Apple Search Ads, and analytics platforms.
• Strong fluency in attribution modelling, cohort analysis, retention modelling, and LTV forecasting.
• Hands-on experience with mobile attribution tools (AppsFlyer, Branch, Adjust, Kochava).
• Ability to independently build live dashboards and performance monitoring systems.

Crypto & Fintech Advantage

• Previous experience in crypto, fintech, payments, neobanking, or regulated marketplaces strongly preferred.
• Deep understanding of crypto ad policy restrictions and compliant messaging frameworks.
• Experience with crypto-native channels (Reddit crypto communities, X/Twitter crypto audiences, Brave Ads, influencer CPA networks) is a major asset.

Leadership & Mindset

• Highly analytical, commercially minded, and execution-driven.
• Comfortable operating in fast-moving startup and scale-up environments.
• Strong communicator with a proven ability to align cross-functional teams around growth objectives.
• Deep personal interest in digital assets, security, and financial empowerment.

Want to join us?

We’re expanding our team globally, looking for the right people to help us grow.

Benefits

• Join a dynamic and forward-thinking Marketing organization in one of the fastest-evolving industries
• Work from home with ownership of your domain
• Benefits
• A competitive salary
• Diverse and dynamic work environment
• Work-life balance and support for career development
• A collaborative work environment that values creativity, ambition and results

HOW TO APPLY: Please submit your resume in our preferred file – .PDF not in .DOC. Thank you.

We thank all interested applicants; however, only those under consideration will be contacted.

RockWallet, LLC is an Equal Employment Opportunity/ Veterans/Disabled/LGBT and Affirmative Action employer. We are committed to diversity and building a team that represents a variety of backgrounds, perspectives, and skills. We do not discriminate and all decisions we make are made on the basis of qualifications, merit, and business need. Our goal is to be one global diverse team that is representative of our customers, in an inclusive environment where we can continue to innovate and grow together.