Principal Product Manager - Discovery & Onboarding(Exchange)

Crypto.com

21d•Hybrid

About The Position

This role owns the end-to-end user journey from first visit to fully activated account across four deeply connected areas: Landing & Conversion, Onboarding, Sign-up Rewards, and Login & Authentication. The Product Manager will be responsible for building and owning the behavioral analytics layer, running an A/B testing program, optimizing the sign-up funnel, managing reward and incentive mechanics, and ensuring a fast, secure, and modern authentication journey for returning users. This is an execution-first, high-ownership role requiring the PM to drive stakeholders to unblock, prioritize, and ship without waiting for direction. The role involves close collaboration with Growth, Design, Engineering, Data/Analytics, Security/Risk, and Verification & Activation PM teams.

Requirements

6–8+ years in Product Management
Proven experience at a high-growth technology company – crypto exchange, fintech, neo-bank, or multi-asset broker preferred but not mandatory – where you have personally owned and solved the problems described in this role: conversion funnel optimisation, sign-up instrumentation, authentication modernisation, or onboarding reward design
Proven track record owning a sign-up, onboarding, or authentication funnel end-to-end – with measurable conversion improvements as evidence of impact
Deep hands-on experience with product analytics platforms – Mixpanel, Amplitude, Segment, GA4, or equivalents
Able to write SQL to build funnel queries and cohort analyses independently
Practical experience with session-recording and heatmap tooling – knows how to design an event taxonomy from scratch, not just consume one
Experienced in designing and running statistically valid A/B experiments – including managing peeking bias, sample ratio mismatch, and novelty effects
Proficient with experimentation platforms – Optimizely, VWO, LaunchDarkly, Statsig, or equivalent
Understands end-to-end event instrumentation: client-side event firing, server-side validation, and data pipeline to analytics warehouse – able to review an instrumentation spec with Engineering and identify gaps
Comfortable discussing OTP delivery architecture, FIDO2/WebAuthn/passkey implementation, session token design, and ATO prevention systems with Engineering teams
Understands how regional compliance requirements (SCA, GDPR, ePrivacy) affect tracking consent flows and authentication architecture
Can identify a conversion-degrading UX problem from a session recording and produce a testable hypothesis within hours
Sharp on information hierarchy, trust signal placement, CTA design, and onboarding flow sequencing across web and mobile
Demonstrable use of agentic AI tools (Cursor, Claude Code, Gemini, LibreChat, or equivalent) with human-in-the-loop practices to measurably accelerate the discovery-to-delivery lifecycle – required, not a nice-to-have

Nice To Haves

Crypto exchange, fintech, neo-bank, or multi-asset broker experience preferred
Experience with FullStory, Hotjar, Microsoft Clarity, or equivalent session-recording and heatmap tooling
Experience with Optimizely, VWO, LaunchDarkly, Statsig, or equivalent experimentation platforms
Experience with agentic AI tools like Cursor, Claude Code, Gemini, LibreChat, Glean, or equivalent

Responsibilities

Design and implement a comprehensive behavioural analytics framework across Exchange landing pages, covering scroll depth, content engagement, CTA performance, drop-off attribution, and device and geo segmentation.
Define the event taxonomy in partnership with Engineering and Data, ensuring every meaningful pre-sign-up user action is instrumented, labelled, and queryable at scale.
Build and own real-time funnel dashboards that give the full team visibility into the landing-to-sign-up conversion journey.
Conduct continuous analysis using session-recording and heatmap tooling to surface engagement patterns and conversion opportunities.
Translate behavioural insights into hypotheses and work with Design and Content to optimise page layout, messaging hierarchy, trust signals, and CTA placement.
Run a structured, high-velocity A/B testing programme across landing pages, targeting a minimum of four experiments per month once infrastructure is established.
Evaluate and improve how content on Exchange pages creates clear hooks and logical pathways that guide high-intent visitors toward account creation.
Own conversion performance and UX quality at every step of the post-sign-up journey: email submission, email verification, phone submission, phone verification (OTP), and KYC initiation.
Define conversion targets at each step, track actuals on a weekly cadence, and drive improvements through UX iteration and controlled experimentation.
Ensure step-level drop-off is fully attributed to specific friction points rather than absorbed into aggregate funnel metrics.
Work with Legal and Compliance to accommodate regional onboarding variations without creating dead-end experiences for users in specific markets.
Design and own the reward mechanics tied to the sign-up event – welcome bonuses, sign-up campaign incentives, and promotional offers that activate at account creation.
Work with Marketing and Campaigns to define reward value, eligibility criteria, and communication timing at the sign-up stage, ensuring rewards are positioned as a conversion trigger.
Instrument reward redemption tracking to measure the direct impact of sign-up incentives on registration conversion rate and downstream funnel progression.
Build fraud-resistance into reward mechanics at the sign-up boundary – specifically multi-accounting, disposable email sign-ups, and synthetic identity abuse of promotional offers.
Own the clean handoff to the Verification & Activation PM: sign-up reward is claimed at account creation; the KYC completion, first-deposit, and first-trade reward ladder is owned downstream.
Own the sign-in experience across web, iOS, and Android – targeting time-to-login below 10 seconds for returning users.
Lead the Exchange's path toward passwordless-first authentication: passkeys (FIDO2/WebAuthn) as the strategic direction, with Face ID and on-device biometrics as the primary implementation layer, and passcode or password as a fallback rather than the default.
Drive adoption of passkey and biometric authentication as leading-indicator metrics for the modernisation of the authentication stack.
Own session management, device identification, and session hijacking protection in partnership with Security and Risk.
Design and maintain account recovery flows that balance user access needs with ATO prevention.
Ensure compliance with regional authentication regulations – including Strong Customer Authentication (SCA) – without introducing friction that degrades the experience for legitimate users.
Architect guardrails against modern authentication abuse vectors, including AI-generated identity attacks and automated credential abuse, as a PM-driven design constraint from the outset.
Use agentic AI tools – Cursor, Claude Code, Gemini, LibreChat, Glean, or equivalent – with human-in-the-loop practices to reduce the time from insight to experiment to shipped improvement.
Champion AI-native product development practices across your squad.