The Role
About us
Aave Labs builds innovative products leveraging blockchain technologies. Aave Labs' suite includes the Aave app, unleashing the Aave Protocol and its native stablecoin GHO, and Family, a design-first mobile crypto wallet. Our vision is to build a people-powered internet that benefits all.
Our culture
Having cultivated a thriving, collaborative culture, our team is kind, welcoming and passionate about what we are building. We celebrate differences and seek to develop and retain the most talented people from a diverse candidate pool from all over the world. No matter where you are based, no ghost will be left behind and we appreciate every moment we get to work and have fun together.
About the role:
Reporting directly to the VP of Marketing, you’ll play a key role in defining how our product connects with users - from positioning and messaging to go-to-market strategy and user adoption.
You’ll collaborate closely with Marketing, Product, and Design teams to craft compelling narratives, ensure impactful launches, and help shape the direction of our consumer strategy. This is a highly strategic and hands-on role for someone who excels in fast-moving, cross-functional teams and enjoys balancing big-picture thinking with detailed execution.
This is a unique opportunity to join Aave Labs on its mission to reshape the financial landscape and help define how millions experience the future of finance.
How you can make an impact:
- Own the end-to-end development and execution of go-to-market plans for new features and offerings. Partner with leadership and stakeholders to ensure effective launches that drive awareness, engagement, and adoption
- Act as the voice of the market within the team. Lead efforts in market intelligence, segmentation, and ideal customer profiling to inform product decisions and ensure our positioning is strong and differentiated
- Develop clear, resonant messaging frameworks that articulate the product’s value proposition across audiences. Lead message testing and refinement to ensure clarity and impact
- Deeply understand customer needs through qualitative and quantitative insights. Translate these into actionable personas, user journeys, and recommendations that influence both product development and marketing execution
- Create core product marketing assets - landing pages, in-app comms, lifecycle emails, FAQs - working with designers and copywriters to bring ideas to life
- Measure and report on the impact of product marketing initiatives, always optimising for results
Let's connect if you have:
- 7+ years of experience in product marketing, ideally in fintech, payments, or high-growth consumer tech
- A proven track record of launching and scaling products in fast-moving, customer-focused environments
- Excellent written and verbal communication skills - you simplify the complex and know how to tell a great story
- Deep user empathy and the ability to turn insights into action
- Experience with paid media for relevant audience
- Strong analytical skills - comfortable interpreting data to inform strategy and measure success
- A collaborative approach and the ability to work cross-functionally with multiple teams
- Adaptability - you thrive in ambiguity and love solving new problems at speed
Nice to haves:
- Experience working on global products and diverse markets
- Knowledge of modern payment systems, wallets, DeFi protocols or digital finance tools
Haven’t quite met all the criteria? Let’s not miss out on the chance to speak. Whilst you might not meet every single requirement, you might bring other, more exciting skills to the companies!
Equal opportunities statement:
Aave Labs celebrates diversity and views each and every team member as a separate individual with their own unique identity. No matter your race, religion, gender, ethnicity, age, disability, sexual orientation or even the wallet you use, we welcome you at Aave Labs. As an equal opportunities employer, we take accountability and believe in everyone's potential to build, create and inspire changes. With a mission to build a diverse workforce, we are proud to foster a working environment in which everyone can feel safe and valued for who they are.
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The Company
What We Do
Aave Labs is the original author and key contributor of the Aave Protocol and a software technology company founded by Stani Kulechov. The team builds blockchain-based products that power decentralized finance, including the Aave Protocol, the Aave-native stablecoin GHO, and Horizon, an institutional platform for borrowing against tokenized real-world assets. Aave is DeFi’s largest and most trusted lending protocol, where users can earn, borrow, save, and swap alongside millions of others worldwide.
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