Product Marketing Lead, Custody
Ripple📌 Core Information
🔹 Job Title: Product Marketing Lead, Custody
🔹 Company: Ripple
🔹 Location: New York, United States
🔹 Job Type: Full-time
🔹 Category: 📦 Product Marketing
📌 Essential Job Details
🚀 Job Overview
As the Product Marketing Lead for Ripple Custody, you'll define positioning and go-to-market strategy for Ripple's custody product targeting fintech and crypto business segments. This role combines deep industry knowledge with strategic marketing expertise to champion customer needs, create compelling messaging, and collaborate cross-functionally to drive product adoption in a rapidly evolving blockchain environment.
ASSUMPTION: The job is for Ripple's custody product specifically (a service that securely stores digital assets for clients), based on the title and description mentioning "Ripple Custody" repeatedly. This appears to be a senior individual contributor role focused on a specific product line rather than a people management position.
📋 Key Responsibilities
✅ Serve as the subject matter expert on fintech and crypto business customers, using market insights to shape custody product strategy
✅ Develop segment-specific go-to-market strategies including customer profiles, personas, value propositions, and geographic focus
✅ Create differentiated positioning and messaging tailored to specific market segments
✅ Lead coordination and execution of product launches
✅ Partner with Sales Enablement to deliver high-quality enablement materials and sessions
✅ Collaborate with growth marketing, communications, and creative teams to activate go-to-market strategy
✅ Work with business development on engagement and joint go-to-market opportunities with ecosystem partners
🎯 Required Qualifications
Education: BA/BS degree
Experience: 6+ years in B2B Product Marketing or equivalent GTM strategy role
Skills:
- Understanding of blockchain and crypto market landscape
- Experience bringing enterprise technology products to market (preferably blockchain/crypto products)
- Leadership and influence in cross-functional, diverse environments
- Collaboration skills in matrix organizations
- Ability to develop differentiated positioning for complex concepts
- Outstanding verbal and written communication
💰 Compensation & Benefits
Salary Range: $168,000 - $210,000 USD (for New York)
Benefits:
- Competitive bonuses and equity
- Healthcare (physical and mental)
- Retirement plans
- Family support programs
- Employee giving match
- Mobile phone stipend
- R&R days
- Wellness reimbursement
- Flexible vacation policy
- Parental leave and family planning benefits
- Catered lunches and fully-stocked kitchens
Industry Comparison: The compensation package is competitive for Product Marketing Lead roles in the blockchain/fintech industry in New York, with the salary range aligning with or slightly exceeding market rates for similar roles in the region.
📌 Applicant Insights
🔍 Company Context
Industry Position: Ripple is a leading blockchain company focused on building crypto solutions for financial institutions, businesses, and governments to improve the global financial system.
Company Size: Not specified
Company Stage: Growth-stage technology company with established market presence in the cryptocurrency/blockchain space
ASSUMPTION: Based on the mention of "fast-paced start-up environment" combined with reference to established teams and global operations, Ripple appears to be a growth-stage company rather than an early-stage startup. The company has a significant market presence in the cryptocurrency space, particularly in cross-border payments solutions.
📊 Role Analysis
Career Level: Senior individual contributor
Reporting Structure: Not specified
Team Size/Composition: Not specified, but mentions being part of a global Product Marketing team
Growth Opportunities: Opportunity to influence product strategy, work with leadership teams, and develop expertise in an evolving blockchain market
ASSUMPTION: This appears to be a senior individual contributor role with strategic influence based on the years of experience required (6+) and the leadership aspects mentioned. Growth opportunities likely include advancing to Director-level positions or expanding scope to additional products.
🌍 Location & Work Environment
Office Type: Hybrid (10+ days per month in office)
Geographic Context: New York is a major financial hub with a high cost of living and growing blockchain/crypto sector
Work Schedule: Full-time with some flexibility
Regional Considerations: New York has strong fintech and traditional finance sectors, providing access to key financial institutions that may be target customers
ASSUMPTION: The work environment details are based on the listing mentioning "In-office collaboration for moments that matter is important to our culture, and we give managers and teams the flexibility to decide which 10+ days a month they come in."
💼 Interview & Application Insights
Typical Process: Initial screening, marketing-focused interviews, cross-functional interviews with product/sales teams, case study or presentation on positioning strategy
Key Assessment Areas: Industry knowledge, strategic thinking, messaging development capabilities, collaboration skills, communication effectiveness
Application Tips: Highlight experience with blockchain/crypto products, demonstrate understanding of B2B marketing in fintech, showcase examples of successful go-to-market strategies and cross-functional leadership
ATS Keywords: Product marketing, go-to-market, blockchain, cryptocurrency, digital assets, custody, B2B marketing, positioning, messaging, cross-functional collaboration, fintech
ASSUMPTION: These insights are based on standard interview processes for senior product marketing roles in technology companies, particularly those in the blockchain/cryptocurrency space.
🛠️ Tools & Technologies
While specific tools aren't mentioned, product marketers in blockchain companies typically use:
- Market research tools (e.g., CB Insights, PitchBook)
- CRM systems (e.g., Salesforce)
- Content management systems
- Analytics platforms
- Collaboration tools (e.g., Slack, Microsoft Teams)
- Presentation software (e.g., PowerPoint, Google Slides)
ASSUMPTION: These tools represent standard technology used in enterprise product marketing roles and are not explicitly mentioned in the job description.
👔 Cultural Fit Considerations
Company Values: Innovation, inclusion, collaboration, impact-focused
Work Style: Entrepreneurial, fast-paced, team-oriented, cross-functional
Self-Assessment:
- Are you passionate about the cryptocurrency/blockchain industry?
- Do you thrive in collaborative environments requiring cross-functional partnership?
- Can you translate complex technical concepts into clear, compelling messaging?
- Are you comfortable working in a fast-paced environment with evolving priorities?
ASSUMPTION: The cultural elements are inferred from phrases like "entrepreneurial," "fast-paced start-up environment," references to cross-functional collaboration, and statements about diversity and inclusion in the workplace.
⚠️ Potential Challenges
Potential candidates should consider:
- The rapidly evolving regulatory landscape in the cryptocurrency industry
- Need to collaborate across multiple teams and functions
- Fast-paced environment requiring adaptability and quick learning
- Complex, technical products that need to be translated into accessible messaging
- Emerging market with evolving customer needs and competitive landscape
ASSUMPTION: These challenges are inferred from the nature of the role and industry rather than explicit statements in the job listing. The blockchain/crypto industry is known for its regulatory challenges, rapid evolution, and technical complexity.
📈 Similar Roles Comparison
This role differs from similar positions in the following ways:
- Traditional FinTech Product Marketing: Requires deeper understanding of blockchain technology and digital asset custody specifically
- General Crypto Marketing: More focused on B2B enterprise solutions rather than consumer-facing products
- Product Management: Centered on marketing strategy rather than product development, though close collaboration with product teams is required
- Sales Enablement: More strategic and positioning-focused, though includes supporting sales through enablement materials
ASSUMPTION: This comparison is based on standard industry role definitions and the specific responsibilities outlined in the job description.
📝 Sample Projects
In this role, you might work on projects such as:
- Developing segment-specific value propositions for fintech companies adopting digital asset custody
- Creating a comprehensive launch strategy for new custody product features
- Producing competitive analysis and differentiation messaging for Ripple Custody compared to other solutions
- Building sales enablement materials that effectively communicate custody product benefits to prospects
- Developing partner marketing strategies with complementary blockchain service providers
ASSUMPTION: These projects are illustrative examples based on the listed responsibilities and common activities for product marketing roles focused on crypto custody solutions.
❓ Key Questions to Ask During Interview
- How does Ripple Custody differentiate itself in the market, and what are the key challenges in communicating that value proposition?
- What are the primary target segments for Ripple Custody, and how might these evolve over the next 1-2 years?
- How does the product marketing team collaborate with product development to incorporate market feedback?
- What are the key metrics used to measure success for product marketing initiatives at Ripple?
- How is Ripple navigating the current regulatory environment for custody solutions, and how does that impact marketing strategy?
- Can you describe the cross-functional collaboration process for major product launches?
ASSUMPTION: These questions are suggested based on the role type and industry context and may need adaptation for specific interviews.
📌 Disclaimer
⚠️ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
📌 Next Steps for Applicants
To effectively pursue this opportunity:
- Research Ripple's custody solution and understand how it fits into their broader product portfolio
- Update your resume to highlight relevant B2B product marketing experience, especially any related to blockchain, fintech, or enterprise software
- Incorporate key terms like "go-to-market strategy," "product positioning," "cross-functional collaboration," "blockchain," and "crypto" throughout your application materials
- Prepare specific examples that demonstrate your ability to simplify complex technical products and develop compelling messaging
- Research current trends in digital asset custody solutions, particularly for institutional clients
- Connect with current Ripple employees on LinkedIn if possible to gain insights about the company culture
- Prepare to discuss how your experience aligns with the needs of marketing to fintech and crypto business segments