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