Marketing Generalist, BitGo Labs

BitGo•Palo Alto, CA

About The Position

BitGo Labs is seeking a hands-on marketing generalist to bring fast-built, live products to market alongside product and engineering teams. The role supports 90-day product cycles, from defining the first target user, positioning, messaging, and distribution strategy before development is complete through launch, adoption measurement, and campaign iteration. Products must offer value or economics enabled by crypto and be buildable quickly with AI. Some products will become businesses, while others and their campaigns will be shut down based on results. The role involves building demand-generation and SEO programs, creating and testing landing pages and copy with AI tools, leading launch social media and community engagement, and using analytics to evaluate user adoption and conversion. The marketer will set measurable success criteria in advance, make independent decisions in a small, fast-moving team, and stop underperforming campaigns to apply the learning to new initiatives. There is no stable roadmap, large agency support, or formalized playbook.

Requirements

Professional experience in marketing, growth, communications, or a related field.
A proven track record of driving user acquisition and engagement.
Experience marketing something from nothing, such as a side hustle, startup, newsletter, or personal brand.
Ability to prototype with AI tools, build landing pages, generate copy, and run analytics.
Comfort with crypto or the ability and willingness to learn quickly.
Understanding of internet culture, crypto Twitter (X), and what motivates people to click.
Ability to make decisions independently in a small team with short cycles.
Ability to discontinue one's own campaigns, learn from results, and move on quickly.

Responsibilities

Define early target users, product positioning, messaging, and distribution channels before products are fully built.
Develop demand-generation and SEO programs to attract users.
Use AI to create and optimize landing pages, test copy, and support organic growth.
Own social media strategy and represent product launches in crypto communities.
Engage directly with early adopters.
Analyze results, track user adoption, and distinguish effective conversion activity from noise.
Set measurable campaign success criteria before launch.
Stop underperforming campaigns and apply learnings to subsequent efforts.