Responsibilities
- Own the end-to-end P2P growth strategy for Pakistan, including merchant recruitment, liquidity depth, and P2P order conversion rates.
- Build and manage a network of anchor P2P merchants and high-volume traders to ensure competitive pricing and strong order fill rates.
- Identify payment corridor gaps (EasyPaisa, JazzCash, bank transfer) and work with the product team to optimise supported payment methods.
- Monitor market-level P2P spread trends and competitor pricing, and adapt tactics to maintain platform competitiveness.
- Drive volume growth on the P2P orderbook through targeted merchant incentive schemes, volume-based rebates, and maker/taker promotions.
- Develop and execute localised acquisition campaigns across digital channels (Meta, Google, TikTok, YouTube, local publishers) tailored to Pakistan's unique regulatory and cultural context.
- Build a community-led growth engine — grow and activate Telegram, WhatsApp, and local crypto community channels.
- Forge partnerships with local influencers, educators, and YouTube/TikTok crypto creators to drive organic trust and brand awareness.
- Design referral and invite programmes calibrated to Pakistani user behaviour and cost-per-acquisition economics.
- Track and improve key top-of-funnel metrics: new registrations, KYC completion rate, first deposit rate, and first trade rate.
- Design and execute activation sequences (push, in-app, email, SMS) that move newly registered users from sign-up to first trade within a defined window.
- Develop targeted trading incentive programmes: zero-fee periods, trading bonuses, spot trading competitions, and P2P merchant perks.
- Use behavioural segmentation to identify users who have deposited but not traded, and design targeted nudges to convert them.
- Work with the Product team to identify and remove friction points in the trading journey — onboarding, KYC, deposit, and first order placement.
- Track activation KPIs: time-to-first-trade, deposit-to-trade conversion, and D1/D7/D30 trading rates.
- Build a retention playbook for the Pakistan market using lifecycle cohort analysis to identify where users drop off and designing targeted interventions.
- Own the CRM strategy for Pakistan: personalised push notifications, in-app messages, email flows, and SMS campaigns segmented by trading behaviour.
- Design and manage loyalty mechanics: rewards programmes, trading streaks, milestone badges, and VIP tier benefits calibrated to local user psychology.
- Run A/B tests on messaging, timing, offer structure, and channel mix to continuously improve retention metrics.
- Track retention KPIs: 30/60/90-day active trading rates, average sessions per week, and churn rate by cohort and segment.
- Build and operate a structured reactivation programme targeting lapsed users, segmented by recency, frequency, and last activity type.
- Design win-back campaigns (P2P incentives, spot bonuses, personalised outreach) tailored to why specific user segments churned.
- Leverage local channels — WhatsApp, SMS, Telegram — for high-reach, low-cost reactivation in the Pakistani context.
- Run time-limited reactivation offers during high-relevance moments: market volatility events, feature launches, and local promotional seasons (Ramadan, Eid).
- Track reactivation KPIs: lapsed user reactivation rate, cost-per-reactivated user, and revenue from reactivated cohorts.
- Own Pakistan growth reporting: weekly and monthly dashboards covering acquisition, activation, retention, and revenue metrics.
- Conduct regular cohort analysis to understand user quality by acquisition channel, campaign, and time period.
- Translate data insights into clear recommendations for senior stakeholders and product roadmap input.
- Maintain a structured experimentation backlog — hypothesis-driven A/B tests with clear success metrics and learnings.
Benefits
- Competitive total compensation package benchmarked to top-tier crypto and fintech companies.
- Performance bonus tied to growth KPIs with uncapped upside for exceptional results.
- Crypto allowance and access to the platform's trading features at zero or reduced fees.
- Remote-first flexibility with the option to work from our Karachi or Lahore offices.
- Learning & Development programmes and education subsidies.
- Various team-building programmes and company events.
- Wellness and meal allowances.
- Comprehensive healthcare schemes for employees and dependants.
Work Arrangement
Remote (Country)
Additional Information
- Strong written and verbal communication in both Urdu and English.
- Remote-first flexibility with the option to work from Karachi or Lahore offices.
