Product Marketing Manager (Performa)

EMCD; Hong Kong; Remote; HKD 706,000 - 1,020,000; Full time

Benefits offered by this job

Fully remote work from anywhere in the

100% paid vacation and sick leave

Opportunity to build and own the营销?

Job summary

EMCD is seeking a Product Marketing Manager for Performa, our B2B payments product. You will own positioning, messaging, and GTM strategy while driving demand generation across channels.

You’ll work hands-on from strategy to execution in a fast-growing crypto/fintech environment, shaping the product narrative, ICPs, and value propositions to accelerate growth and adoption. This one-person PMM role requires strong writing, website and content ownership, and close collaboration with Sales/BD, PR,

Qualifications

• 3–4 years of B2B product marketing experience, including 2+ years in startups or early-stage companies.
• Deep crypto/fintech/payments domain experience.
• Hands-on with strategy and day-to-day execution; able to own initiatives without delegation.
• Proven ability to build positioning and GTM from scratch with limited resources.
• Experience running demand generation campaigns end-to-end.

Responsibilities

• Own positioning, messaging, and differentiation for Performa.
• Shape product narrative, test hypotheses, develop ICPs, refine value propositions.
• Lead GTM planning and execution for new features and market entries.
• Drive and manage demand generation campaigns end-to-end.
• Build and maintain sales enablement materials: decks, battle cards, one-pagers.
• Produce funnel content: whitepapers, case studies, landing pages.
• Own Performa website content and updates, including AI-assisted pages.
• Partner with PR, ORM, and SEO teams to amplify reach.
• Establish feedback loops with Sales/BD to sharpen messaging.

Skills

B2B product marketing

Crypto/fintech domain knowledge

Hands-on execution

Strategic storytelling

Tools

CMS tools

AI coding tools (Claude Code)

Job description

EMCD is one of the largest crypto ecosystems in the industry, serving hundreds of thousands of users worldwide since 2017. We build products that help individuals and businesses interact with digital assets through secure, scalable, and user-friendly solutions.

Today, EMCD's ecosystem includes a global mining pool, wallet, savings products, exchange services, payment solutions, and other infrastructure products powering the future of Web3.

We are looking for a Product Marketing Manager to drive the growth of Performa, EMCD's B2B payments product. This role is ideal for someone who combines strategic thinking with hands‑on execution and has experience building positioning, go-to-market strategy, and demand generation in crypto, fintech, or payments.

Key Responsibilities:

• Full-stack marketing role covering strategy and hands‑on execution across all channels for an early-stage B2B payments product.
• Own Performa's positioning, messaging, competitive differentiation.
• Product marketing: shape the product narrative, test hypotheses, develop ICP profiles, refine value propositions, and run messaging experiments.
• Lead GTM planning and execution for new features, client segments, and market entries.
• Drive and manage demand generation campaigns end-to-end — from brief to optimization.
• Build and maintain the full sales enablement kit: decks, battle cards, objection guides, one-pagers.
• Produce funnel content: whitepapers, case studies, landing pages, product briefs.
• Own social media: write content, manage posting cadence, and grow Performa's presence in B2B crypto/fintech channels.
• Manage the Performa website: create and update landing pages, own content freshness, and build new pages using Claude Code or similar AI-assisted tools.
• Partner with PR, ORM, and SEO teams to align narratives and amplify reach.
• Establish feedback loops with Sales/BD and account teams to continuously sharpen messaging.

Requirements:

• 3–4 years of B2B (must!) product marketing experience, at least 2 in a startup or early-stage company (must!).
• Deep domain background in crypto, fintech, or payments — infrastructure layer, not consumer surface.
• Genuinely hands‑on: comfortable owning both strategy and day‑to‑day execution without delegation.
• Proven ability to build positioning and GTM from scratch with limited resources.
• Experience running demand generation campaigns independently — setup, targeting, optimization, reporting.
• Comfortable managing and updating websites: creating landing pages, editing copy, working with CMS or code-based tools.
• Strong writing and storytelling skills — can turn a technical spec into a buyer‑relevant narrative.
• Experience working directly with product and sales/BD teams.
• Russian is a mandatory language,English at B1+ level or higher.
• Performa is an early‑stage B2B product — there is no established playbook, brand awareness, or pipeline to inherit.
• This is a one‑person PMM seat: you own strategy and execution simultaneously, across product marketing, demand gen, content, social, and web.
• Crypto B2B market is fragmented and noisy — cutting through requires sharp positioning, not volume.
• Website and landing page ownership requires comfort with code‑based or AI‑assisted tooling, not just CMS drag‑and‑drop.

Nice to Have:

• Claude Code or similar AI coding tool experience for building and managing web pages.
• Proficiency with AI tools for content production, research, and workflow automation.
• Experience with B2B automation and lead gen tools (Clay, Apollo, HubSpot sequences, or similar).
• Experience in high‑growth crypto markets: CIS, MENA, LATAM, or APAC.

What we offer:

• Fully remote work from anywhere in the world.
• 100% paid vacation and sick leave.
• Opportunity to build and own the marketing function from an early stage.
• Direct impact on product growth, positioning, and business strategy.
• International team of professionals passionate about Web3 and innovation.

If you're excited about building a product from the ground up, shaping its market presence, and making a direct impact on business growth, we'd love to hear from you.