Product Manager - CRM

BUILDING THE FUTURE OF OPEN FINANCE

Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system.

THE TEAM

Founded in 2011, Kraken is one of the world's longest-standing crypto platforms, trusted by over 10 million individuals and institutions across the globe. It offers spot trading, margin, futures, staking, and OTC services, with products built for both individual investors and institutional clients.

Kraken’s B2B organization serves a diverse range of institutional and professional clients, supported by a growing ecosystem of sales tools and customer relationship management platforms. As our business continues to scale, we are seeking an experienced CRM Product Manager to define and drive the product strategy for the tools and workflows that enable our sales teams.

This role will own the CRM roadmap and prioritization across multiple B2B sales teams, partnering closely with Sales, Engineering, Operations, and other stakeholders to translate business needs into scalable product solutions. You will help establish a clear vision for how Salesforce and other sales technologies support Kraken’s go-to-market organization while creating greater consistency across platforms, processes, and data.

The ideal candidate combines strong product management fundamentals with practical Salesforce fluency. You are comfortable navigating competing stakeholder priorities, turning ambiguous requests into well-defined product requirements, and making thoughtful trade-offs across multiple teams and platforms. You understand how sales organizations operate and can distinguish between product, process, data, and technology challenges.

This is first and foremost a product and strategy role. You will have enough hands-on knowledge of CRM platforms to scope solutions, challenge assumptions, and occasionally unblock straightforward configuration needs, while partnering with administrators and engineers for implementation.

THE OPPORTUNITY

• Own and evolve the CRM and sales tooling product strategy and roadmap across Kraken’s B2B sales organization, defining how Salesforce and other sales platforms should support different sales motions and customer segments
• Lead prioritization across competing stakeholder needs, making clear, data-informed trade-offs and sequencing work against available delivery capacity
• Serve as the first product-level point of assessment for incoming CRM needs, evaluating urgency, identifying underlying product, process, integration, or data issues, and translating requests into clearly scoped work
• Establish and continuously improve scalable intake and prioritization processes that provide teams with a consistent path for requesting CRM enhancements and support
• Drive product coherence across multiple CRM and sales platforms, defining clear ownership of records, workflows, integrations, and data across systems
• Partner directly with sales leaders and end users to understand friction across workflows such as lead management, account management, pipeline progression, forecasting, and customer data quality
• Translate sales and business needs into product requirements rather than one-off solutions, identifying opportunities to solve recurring or systemic challenges at scale
• Write clear product requirements, user stories, specifications, and acceptance criteria that enable administrators and engineers to execute effectively
• Partner closely with Engineering and technical teams on CRM integrations, establishing clear requirements, ownership boundaries, and escalation paths between connected systems
• Act as a trusted partner to Sales, Engineering, Operations, and leadership, facilitating trade-off discussions and maintaining alignment on roadmap priorities and product decisions
• Apply strong working knowledge of Salesforce Sales Cloud concepts, including objects, fields, record types, flows, assignment rules, permissions, and declarative configuration, to accurately scope solutions and evaluate implementation approaches
• Identify opportunities to improve CRM adoption, data quality, workflow consistency, and sales productivity through thoughtful product and process improvements
• Help define and measure what a high-performing CRM ecosystem looks like for Kraken’s B2B organization, using qualitative and quantitative insights to inform roadmap decisions
• Support the evolution and consolidation of Kraken’s sales technology ecosystem, reducing unnecessary complexity and helping prevent fragmented processes and data silos as the organization scales

WHAT YOU BRING

• 4+ years of experience as a Product Manager, Product Owner, or similar role delivering technology, tooling, or workflow improvements for a Sales, Revenue, or broader go-to-market organization
• Strong working knowledge of Salesforce Sales Cloud as a product owner, power user, administrator, or admin-adjacent Product Manager, including familiarity with objects, record types, flows, assignment rules, and declarative configuration
• Demonstrated ability to own a product roadmap and prioritize competing requests across multiple stakeholder groups, teams, or business units
• Proven ability to take ambiguous or loosely defined business requests and translate them into scoped, actionable, and estimable requirements for technical delivery teams
• Strong product requirements and specification writing skills, with the ability to clearly communicate business context, user needs, expected outcomes, and acceptance criteria
• Experience partnering closely with both technical and non-technical stakeholders, including Engineering, Sales leadership, business operations teams, and end users
• Strong understanding of B2B sales processes and concepts, including pipeline stages, lead routing, service-level expectations, account management, and forecasting
• Ability to determine whether an issue is best addressed through product functionality, system configuration, integration changes, process improvements, or data remediation
• Strong analytical and troubleshooting skills, with a structured approach to investigating complex workflows and identifying root causes
• Excellent written and verbal communication skills, with the ability to explain technical concepts and product trade-offs clearly to a wide range of audiences
• Ability to operate autonomously in a fast-paced, evolving environment while managing multiple priorities and maintaining strong stakeholder alignment
• Strong organizational and prioritization skills, with the judgment to distinguish urgent business needs from lower-impact requests and keep teams focused on the highest-value work

NICE TO HAVES

• Experience working with CRM environments that integrate with upstream or downstream systems of record, including ownership of product requirements and workflows across system boundaries
• Experience supporting or rationalizing multiple CRM or sales platforms within the same organization
• Salesforce Administrator certification or equivalent hands-on Salesforce experience
• Experience with additional sales or customer engagement platforms such as Attio, Outreach, Front, or similar tools
• Familiarity with Salesforce marketing automation and lead-generation workflows, including MCAE/Pardot or related platforms
• Experience in fintech, financial services, payments, crypto, or digital asset business models
• Experience working with complex B2B or institutional sales organizations supporting multiple customer segments or sales motions

Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis.

Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.

We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.

OUR COMMITMENT

Payward is powered by people from around the world and we celebrate the diverse talents, backgrounds, contributions, and unique perspectives that everyone brings to the table. We hire based on merit, seeking out people with the right abilities, knowledge, and skills for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgeable about crypto.

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Results are considered alongside experience and interviews, and are not the sole basis for any employment decision.

As an equal opportunity employer, we don't tolerate discrimination or harassment of any kind, whether based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status, or any other protected characteristic as outlined by federal, state, or local laws.

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