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Job Overview

21.co is the world’s leader in providing access to crypto through simple and easy to use products. 21.co is the parent company of 21Shares and Amun, and its mission is to build bridges into the crypto world.

21Shares is the world’s largest issuer of cryptocurrency exchange traded products (ETPs) and is powered by Onyx, a proprietary technology platform used to issue and operate cryptocurrency ETPs for 21Shares and third parties. 21Shares mission is to make crypto easy.

Amun is a blockchain infrastructure company focused on making purchasing crypto more accessible by offering a suite of tools for passive strategies across major DeFi platforms. Amun’s mission is to simplify your crypto journey.

The company was founded in 2018 by Hany Rashwan and Ophelia Snyder and is a global organization, with offices in Zurich and New York. Cathie Wood, Chief Executive Officer & Chief Investment Officer of ARK Invest is a board member.

21.co is seeking a Product Marketing Manager to lead the strategizing, planning and executing a wide range of product rollouts, overseeing 40+ crypto ETPs listed on regulated exchanges and new products on 21.co roadmap. The Product Manager will be the gatekeeper of the KPIs and budget for all marketing initiatives across owned, organic and paid channels.


  • Identify crypto ETPs and other investment products value proposition with Product and Research team, including
    • Analyzing market research to position products
    • Identifying key features in products that will appeal to investors
    • Collaborating on naming, factsheet, FAQ development prior to product launch
  • Product rollout:
    • Develop Go-to-Market plan with Sales, Product and Research; and oversee product KPIs and overall budget
    • Develop launch campaign calendar with Content / Performance / Local Marketing functions to ensure consistent and compelling messages across marketing channels (Landing pages, paid ad creatives, blog posts, product page, sales brochures)
  • On-going initiatives:
    • Oversee market / customer response, creating an effective feedback loop.
    • Develop post-launch growth campaigns and suggestions to future product iterations
    • Populate campaign analytics to Marketing Dashboard for optimization


  • 5+ years of experience in Product Marketing in fintech / crypto / traditional finance
  • Analytical mind and strong quantitative skills, with working knowledge of Marketing analytics tools
  • Excellent project management communication skills across functions (Product, Sales, Research, Content, Design)
  • Attention to detail on execution, prior copywriting experience is a plus

(NYC only) Pursuant to Section 8-102 of title 8 of the New York City administrative code, the base salary range for this role is $100,000 - $200,000. Total compensation packages are based on a wide array of factors unique to each candidate, including but not limited to skill set, years & depth of experience, certifications and specific office location. This may differ in other locations due to cost of labor considerations.

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21Shares Overview

21Shares makes investing in digital assets as easy as buying shares using your conventional broker or bank. Investors can purchase our crypto ETP easily, safely and in complete security in a regulated framework on the SIX Swiss Exchange in USD, Euro and GBP, BX Swiss in CHF, Boerse Stuttgart in Euro, DB Xetra as well as Wiener Boerse (Vienna Exchange) in Euro. IT is the most expansive suite of crypto ETPs available on regulated European exchanges.

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Latest Tweets from 21Shares

Join us at the @Fprofessionell Kongress 2023 Mannheim on March 29-30! We’re excited to have Adrian Fritz (Senior Research Associate) speak at the event. Come visit us at booth #99 on Thursday, March 30th at 11:10 am in Room: Saal 4. https://t.co/94BEVlE53K https://t.co/frkQBcPXTC

22nd Mar 23 @ 13:12 0 2 5

Join us at the @finance20ch - Crypto Assets 23 conference in Zurich to hear @elindinga , 21Shares Director of Research, speak about the untapped opportunity for digital assets to onboard billions of people. #Finance20ch #CryptoAssets23 #21Shares https://t.co/16ZJ9FsqJk

21st Mar 23 @ 18:00 5 0 3

21Shares is proud to announce that we have won first prize at the @QUANTworkshop Diaman Awards as the best ETP provider! We are honored to receive this recognition and would like to thank our customers for their continued support. 🎉🎉🎉 #digitalassets #21Shares #ETP https://t.co/SRRiUYyEh7

21st Mar 23 @ 13:32 0 2 7

Check out crypto news headlines that you might have missed over the weekend. Comment down below about your thoughts. Sign up for our newsletter to stay in the loop! 📰📈📊 #businessnews #cryptonews #newsletter https://t.co/H1Gs5ff81N https://t.co/6sfubfwm5v

20th Mar 23 @ 18:00 0 3 4

📢 Join @hany and @elindinga in a thought-provoking analyst call discussing the state of banking in the US, bitcoin mining, and the ramifications of Ethereum's Shanghai upgrade. Tune in to the recording on YouTube and stay ahead of the curve! https://t.co/Em6ZX4qEUW

17th Mar 23 @ 18:00 0 1 5

Our co-founder and president, @OpheliaBSnyder will be one of the panelists discussing the Swiss Blockchain Ecosystem in the @SGE webinar next week. Click on the link below to register your attendance: https://t.co/gC4KMlh8I4 https://t.co/DwmSPbx6gu

17th Mar 23 @ 13:43 0 3 6

RT @hany: When we see decreased demand for products, we usually delist. The focus is on what our customers want! That's what happened here…

17th Mar 23 @ 12:19 0 6 0