Performance Marketing Manager - Koinly - Remote, Europe

About the role

Koinly [https://koinly.io/] is one of the fastest-growing crypto tax platforms, trusted by hundreds of thousands of investors across the UK, Australia, Canada, and The United States. We sit at the intersection of DeFi, on-chain activity, and real-world financial compliance: the unsexy but essential infrastructure layer that every active crypto user eventually needs. We have strong product-market fit, a deeply technical and loyal user base, and a growing paid acquisition presence. We re only scratching the surface. ----------------------------------- 🎯 Why this role exists You most likely know this better than anyone: crypto users don t convert like typical SaaS audiences. They re skeptical of ads, they live in Discord and Telegram, they have wallet addresses not email addresses, and they have strong opinions about which tools they trust. Reaching them takes someone who speaks the language: not because you studied the market, but because you re actually in it. This role is for a performance marketer who understands this audience because they re part of it. Someone who can run rigorous paid acquisition and affiliate programs while also thinking creatively about where and how we can best reach crypto-native users. ----------------------------------- 🔎 Role at a glance - Mission: Own Koinly s paid acquisition, affiliate program, and cross-channel campaign coordination end-to-end. - Team: Marketing - Reports to: Head of Marketing - Location: Remote, Europe only. We don t review applications from outside Europe. - Employment type: Full-time contractor (B2B) - Experience level: 5+ years - Perks: 32 days PTO, 100% async culture, flexible schedule, and real ownership ----------------------------------- 🏗️ What you ll do Paid acquisition and channel strategy Own and scale paid acquisition end-to-end. Google Ads is our current backbone, but identifying and validating new channels is a core part of the job. Examples include crypto communities, niche placements, and contextual integrations. - Build and manage the performance marketing playbook: channel mix, budget allocation, bidding strategy, campaign structure. - Design and run integrated campaigns across paid, email, social, and content, tied to key moments like tax season across our markets (US, UK, AU, CA, EU). - Manage budgets responsibly, scaling what works and cutting what doesn t, always anchored to ROI. Affiliate program Own the affiliate program from recruitment and onboarding through commission structure, performance monitoring, and fraud detection. You ll identify high-value affiliates, negotiate terms, and grow relationships, working closely with Partnerships on warm intros and other opportunities. Performance and optimisation - Write and iterate on ad copy, develop landing page briefs, and direct creative assets. You re self-sufficient here. - Run structured experiments across copy, creative, audience segmentation, and landing page experience. - Build dashboards and reporting frameworks that make ROI visible and actionable. - Go beyond platform-reported ROAS: cohort analysis, incrementality, and understanding the gap between what Google tells you and what s actually happening in your funnel. ----------------------------------- 🧑🚀 Who you are You re a performance marketer who thinks in audiences before platforms. You have proven experience with technically-minded, crypto-native communities and know how to reach them. Required: - 5 to 8 years in performance marketing or paid acquisition, ideally in B2C SaaS. - Native-level English, written and spoken. You will write copy, communicate async across time zones, and represent the brand in written form. Strong command of the language is non-negotiable. - Genuine familiarity with the crypto space. You ve marketed in crypto, fintech, or a similarly complex regulated space, or you have a track record reaching developer, trader, or technically-minded audiences. Or you re simply one of them (active DeFi participation, on-chain activity > not someone who bought ETH once on Coinbase). - Strong command of Google Ads with a track record of scaling paid budgets with measurable ROI. - Creative channel thinking. You ve identified and tested non-obvious acquisition opportunities, not just optimised existing ones. - Strong data analysis skills. SQL proficiency, ability to build reports, run funnel analysis, and draw your own conclusions without relying on a data team. We expect you to interrogate numbers, not just read dashboards. - Ability to write compelling ad copy and direct creative production, even without a dedicated creative team. - Comfortable operating autonomously in a remote, async environment. Bonus points: - Affiliate program management experience. - Experience with seasonal demand businesses (tax, travel, education, retail). - Familiarity with attribution modelling, cohort analysis, and multi-channel reporting. - Technical automation mindset: you ve written Google Ads scripts, built automated reporting, or