Product Marketing Lead

About the role

This is a foundational role for a marketing generalist who is energized by building pipeline, running experiments, and letting data drive what comes next. You will be responsible for establishing marketing as a core function and shaping how we reach, educate, and engage institutional buyers. This includes working closely with our founders and BD team to develop positioning, create technical content, launch demand gen programs, and build the systems and reporting that connect marketing to pipeline and revenue. You'll have broad ownership, but your mandate is to build the foundation: refine our narrative, create repeatable go-to-market motions, establish our presence in the market, and help us learn what works. As the function grows, you'll help shape where we invest next and what the future marketing team should look like.

Responsibilities

• This is a highly cross-functional role that spans product marketing, content, demand generation, events, and communications. Success in this role is less about doing everything at once and more about identifying the highest-leverage opportunities and executing them well. You will play a role in:
• Demand Generation & Pipeline
• Design and execute demand generation programs that drive qualified pipeline for the BD team across both inbound and account-based motions.
• Partner closely with BD on account-based campaigns targeting priority institutional accounts.
• Define marketing metrics and reporting (pipeline contribution, MQLs, conversion rates, CAC) and report against them to leadership.
• Positioning & Content
• Shape end-to-end product positioning and messaging across Cubist's product suite, tailored to distinct buyer personas across crypto-native teams, trading firms, and tradfi institutions.
• Refine the core narrative that differentiates Cubist from MPC providers, HSM vendors, and competing key management platforms.
• Build technical marketing collateral including one-pagers, case studies, website copy and collateral that BD can deploy in active deals.
• Brand & Thought Leadership
• Promote Cubist's thought leadership through technical content, blog posts, research reports, and security analyses.
• Build and nurture analyst and press relationships that shape how the category is defined and how Cubist is perceived within it.
• Drive Cubist's voice and strategy across digital channels including website, GEO/SEO, paid acquisition, and social presence on LinkedIn and X.
• Events & Field Marketing
• Own Cubist's presence at industry conferences including booth strategy, speaking submissions, sponsored content, and BD enablement.
• Organize pre-event, on-site, and post-event programs that convert conference activity into pipeline.
• About You
• B2B Expertise: 8+ years in B2B product marketing, content marketing, and/or growth marketing roles, ideally at crypto infrastructure, fintech, or developer-facing B2B companies.
• Experimental Mindset: You're comfortable running experiments, killing what doesn't work, and doubling down on what does. You don't get too attached to your own ideas.
• Buyer Acumen: You know how to meet buyers where they are and help them connect the dots between the challenges they're facing and the opportunities they're missing.
• Builder Mentality: You want to be the first marketing hire at a high-leverage company, not the tenth at an established one. You are comfortable working around ambiguity and have high agency for growth.
• Industry Network: Existing relationships with crypto-native press, analysts, podcast hosts, and conference organizers are a strong plus.
• About Cubist
• Cubist is a self-custody operating platform for programmable money, tokenized assets, and on-chain finance. We empower global institutions including banks, payment processors, trading fi

Benefits

Additional Information

Cubist builds the infrastructure layer that enables institutions to securely operate and scale digital asset products. Our developer platform protects the keys, logic, and workflows behind trading, payments, stablecoins, AI agents, crypto protocols, and more. For the last four years, Cubist has grown through technical depth and strong execution. We've built deep relationships with a small number of highly sophisticated customers, maintained exceptional retention, and established a strong position in parts of the market that are notoriously difficult to penetrate. At the same time, many people who should know us don't. We are often underrepresented in many of the conversations and market narratives where we belong. This is your opportunity. This role is not about creating a market where none exists or generating interest in an unproven product. It's about helping the right customers discover, understand, and trust a platform that already supports critical infrastructure like MetaMask's agentic stack, Avalanche's Core wallet, and Lombard's Bitcoin bridge. As Cubist's first dedicated marketing hire, you'll have the opportunity to translate product and customer success into broader awareness and adoption.

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