Head of Growth - DeFi at Coinme

At Coinme, we’re redefining access to financial services in a digital world. By combining the cutting-edge power of blockchain technology with everyday simplicity, we make digital currencies accessible and usable for all. As the world's largest network of cryptocurrency kiosks with over 40,000 locations nationwide, we're breaking down barriers to crypto adoption through our seamless mobile app, secure digital wallet, and DeFi integrations. Beyond our consumer offerings, we're also the infrastructure powering the crypto revolution for businesses. Through our enterprise Crypto-as-a-Service (CaaS) platform, we enable businesses to launch crypto capabilities in weeks, not months. Our modular, API-first infrastructure provides everything from KYC and payment processing to liquidity and custody solutions—all fully licensed and compliant. We’re big enough to lead the charge in decentralized finance but small enough that your ideas will make waves. Every role at Coinme contributes to building a financial future where everyone has the tools to thrive. At Coinme, your growth fuels our mission. Together, we RISE. About Bitcoin Dollar Bitcoin Dollar is building a new DeFi yield primitive and structured product platform based on BTCD — a collateralized token that maintains a 50/50 BTC/USD exposure. But the real product isn't BTCD itself — it's what BTCD makes possible. When users stake BTCD, they receive sBTCD, a yield-bearing token that captures returns from the entire underlying portfolio: productive Bitcoin assets like ybBTC, productive dollar assets like sUSDe, and the portfolio's own volatility monetization engine. sBTCD becomes the most powerful collateral primitive in DeFi — because it carries yield from both sides of the balance sheet. By using sBTCD as collateral in leveraged vaults, we isolate pure exposure and build structured products on top: • The USD Vault borrows BTC against sBTCD, delivering 12–19% APY in dollar terms with zero BTC price risk to the depositor. • The BTC Vault borrows USD against sBTCD, delivering 6–14% APY denominated in BTC while preserving full Bitcoin exposure. Depositors simply choose USD or BTC. The vaults handle the leverage, the rebalancing, and the risk management. The yield flows down from sBTCD — which aggregates returns from Yield Basis, basis trades, lending markets, and internal rebalancing — into simple structured products that anyone can use. Bitcoin Dollar is built by crypto leaders from Coinme, Bullish, ShapeShift, Credora, and ether.fi, and backed by Polygon Labs and Coinme. FISC is the governance token of the ecosystem, with a fixed supply of 10 billion tokens. We're a small, high-conviction team building at the intersection of Bitcoin and DeFi. Your work here will directly shape how millions of people save and grow their wealth. The Role We're looking for a Head of Growth to own distribution, community, and go-to-market strategy for Bitcoin Dollar's vaults and token ecosystem. We aspire to remain a small team of senior-level contributors who possess the highest levels of ownership, integrity, customer empathy, and ambition for building the world's digital asset future. You'll be the person who takes a killer product that nobody knows about and makes it impossible to ignore. You'll drive TVL growth, build crypto-native community and brand, forge strategic partnerships, and run customer discovery to sharpen our positioning and product-market fit. This role is roughly 70% distribution and GTM execution and 30% product strategy and market intelligence. Key Responsibilities • Own end-to-end go-to-market strategy for Bitcoin Dollar's USD Vault and BTC Vault launches, with a singular focus on driving TVL growth and wallet activations • Build and execute crypto-native marketing across Twitter/X, Discord, Telegram, and crypto media — develop the content engine, voice, and narrative that positions Bitcoin Dollar's vaults as the highest-yield USD and BTC products in DeFi • Identify, recruit, and manage relationships with KOLs, DeFi influencers, and crypto-native content creators to amplify awareness • Drive listings and visibility on DefiLlama, DeFi Pulse, CoinGecko, Zapper, and major DeFi aggregators • Develop and execute partnership strategy with complementary protocols (lending markets, yield aggregators, wallets, and DeFi platforms) to expand distribution and sBTCD composability across the ecosystem • Design and launch growth programs including referral loops, early depositor incentives, points programs, and community campaigns to bootstrap and retain TVL • Run structured customer discovery — define two to three core user personas (yield-seeking stablecoin holders, BTC long-term holders seeking yield, DeFi power users), validate positioning through on-chain wallet analysis and user interviews, and build a deep understanding of what drives depositor behavior • Conduct competitive analysis across the DeFi yield landscape (Gauntlet, Steakhouse, Sentora, Ethena, Sky, Morpho, Pendle, Aave, Yearn, Lido, etc.) to identify positioning opportunities and inform product roadmap decisions • Serve as the voice of the customer to the engineering team — translate user feedback and market intelligence into actionable product insights that shape the roadmap • Establish, track, and report on growth metrics including TVL, wallet growth, conversion funnels, community engagement, and retention • Represent Bitcoin Dollar at industry events, conferences, Twitter Spaces, and podcasts to build brand credibility and ecosystem relationships Qualifications • 5+ years in growth, marketing, or business development with at least 2+ years in DeFi or crypto • Demonstrated track record of growing a DeFi protocol's TVL, community, or user base — you can point to specific results • Deep understanding of DeFi mechanics: yield farming, liquidity provision, vaults, staking, governance tokens, and on-chain analytics • Strong crypto-native network and presence — active on Twitter/X, Discord, and Telegram with real relationships in the ecosystem • Product marketing instincts: ability to define user personas, run customer discovery, conduct competitive analysis, and translate market insights into positioning and messaging • Proficiency with on-chain analytics tools such as Dune, Nansen, or Arkham for user research and competitive intelligence • Excellent written communication — you can craft compelling narratives, threads, and content that resonate with DeFi audiences • Scrappy, self-directed executor who thrives as an individual contributor building the playbook from scratch, not managing a team • Strong analytical skills with ability to set up growth dashboards, run experiments, and make data-driven decisions • Comfortable operating in ambiguity at an early-stage protocol where priorities shift and you wear many hats • Ability to work overlap with EST or PST Nice to Have • Experience at a yield-focused or stablecoin protocol (Gauntlet, Steakhouse, Sentora, Ethena, Sky, Morpho, Pendle, Aave, Yearn, Lido, etc.) • Background in product management or product marketing at a fintech or crypto startup • Experience designing and launching token incentive programs, points systems, or liquidity mining campaigns • Familiarity with Ethereum ecosystem tooling, ERC-20 standards, and cross-chain interoperability • Experience with institutional DeFi — understanding how treasuries, DAOs, and institutional allocators evaluate yield products • Track record of securing DeFi media coverage, podcast appearances, or crypto press placements Check out our AI Usage Guidelines to understand how we approach AI tools during the hiring process.