The posting
As GTM Lead — GoBTC Pay, you own go-to-market for a product at the start of its life, on both sides of a two-sided market.
Two words we use precisely here. Supply means merchants — the places where Bitcoin can be spent. They are also our paying customer, which makes them unusual: we acquire them like a client and count them like inventory. Demand means payers — the people who choose to spend Bitcoin rather than hold it. They are not our customer, and they are the harder of the two problems: the whole category has struggled for a decade with the question of why anyone would spend an appreciating asset.
You own both sides, they behave nothing alike, and part of your first quarter is establishing how much real demand exists rather than assuming it. You will build the launch playbook once and then run it market by market alongside regional BD Managers, Product and Ops. This is a senior expert role without direct reports, with unusually direct commercial line of sight.
Responsibilities
- Own the category narrative for Bitcoin payments: why a merchant should accept BTC, why a customer would choose to pay with it, and why with us.
- Feed market intelligence, objections and competitive insight back into Product.
- Build the merchant proposition and messaging by segment and own sales enablement end to end.
- Build the merchant pipeline with acquisition and activation.
- Run co-marketing with live merchants and turn early adopters into reference cases and proof.
- Own the payer proposition and build the payer-facing side of every market launch.
- Partner with institutional partners (banks, wallets) on joint marketing in coordination with the BD team.
- Define the metrics and reporting for campaigns together with analytics; run launch post-mortems and feed learnings into the next cycle.
- Brief and quality-control creative and content produced by Brand & Content and Design.
- Operate as the most senior GTM authority in the room: you influence decisions at executive level without formal authority, set the standard other marketers follow, and mentor without line-managing.
Requirements
- 5+ years in B2B or B2B2C product marketing / GTM in payments, acquiring, fintech infrastructure or SaaS.
- You have launched a product into new markets and built the enablement that a field sales team actually used.
- Strong sales-enablement craft: you can write a deck that closes and a case study that persuades a CFO.
- Comfortable being the entire marketing function for a pre-revenue product for the first year — no benchmarks, no historical data, no team to delegate to, and you personally build the first version of everything.
- Experience in a category-creation launch where the buyer did not yet know the product existed.
- Understanding of merchant economics: settlement, chargebacks, checkout conversion, cost of acceptance.
- Experience working shoulder to shoulder with BD or field sales in multiple geographies.
- Intellectually honest about demand: you would rather tell us a segment does not convert than build a campaign on a hopeful assumption.
- Fluent English and excellent business writing.
Nice to Have
- Two-sided market or marketplace GTM experience, where supply and demand had to be sequenced rather than launched together.
- Crypto payments, stablecoin settlement or digital asset experience.
Benefits
- Professional growth: support for courses, conferences, and English learning (up to 100% coverage).
- Work-life fit: remote or hybrid format with flexible hours across international teams.
- Paid leave: up to 20 vacation days + 8 company holidays + 5 personal days per year
- Recognition programs: structured performance reviews and team awards.
- Team culture: retreats in international locations (for example, company apartments in Cyprus).
