VP of Retail Marketing

Working At Bitso

We are a diverse team that takes pride in understanding the perspectives of others. We fully embrace working remotely and we are eager to act, improve and accelerate progress inside and outside of our organization.

To drive revolutionary changes in society and make crypto useful, we delight our customers with world-class products, deep care, and intentional empathy.

Your Purpose 

At Bitso, we are on a mission to make crypto useful and revolutionize the future of finance in Latin America. We believe in the power of borderless, secure, and accessible financial products to create opportunities and unlock prosperity for everyone.

We are seeking a visionary and results-driven marketing leader to join our executive team. As the VP of Retail Marketing, reporting directly to the General Manager of Retail, you will be the strategic architect of our brand's narrative and the primary engine of our growth. You will own the entire marketing funnel and lead a multi-disciplinary organization encompassing Brand, Performance Marketing, Creative, Content, Social Media, Lifecycle Marketing, and Operations.

This is a career-defining opportunity to build an iconic, generation-defining brand in one of the most dynamic industries in the world. You will shape how millions of people in Latin America perceive and interact with cryptocurrency, driving our business and our mission forward.

Reports To

General Manager of Retail 

Who You Are 

You are a seasoned marketing executive with a demonstrated history of scaling disruptive consumer brands from startup to market leader. You blend creative brand-building with a quantitative, results-obsessed approach to growth.

• Proven Executive Leader: You have 10+ years of progressive marketing experience, including at least 5 years in a senior leadership role managing and scaling multi-disciplinary marketing teams.

• Fintech or Crypto Native: You are deeply fluent in the financial services, consumer fintech, or crypto space. Your experience was likely honed at a high-growth consumer technology company (e.g., Nubank, Rappi, Revolut, Mercado Pago).

• Master Brand Builder & Storyteller: You have a proven track record of developing and implementing marketing strategies that successfully reposition and scale brands, capturing significant market share and cultural relevance.

• Data-Driven Strategist: You have a strong command of analytics and performance marketing, with a history of managing significant budgets and holding your team accountable to ambitious growth targets.

• LATAM Expert: You possess a deep, nuanced understanding of the Mexican market and key consumer segments across Latin America. You have proven success localizing global strategies for regional impact.

• Inspirational Leader: You have exceptional leadership skills with a gift for attracting, developing, and retaining top talent.

• Bilingual & Tech-Forward: You have full professional fluency in English and Spanish (Portuguese is a strong plus) and are a forward-thinker on the application of AI and new technologies to increase marketing impact and velocity.

• Collaborative Partner: You have experience working in lockstep with regulatory and compliance teams in a fast-moving, regulated industry.

Your Challenge 

• Architect our Brand Narrative: Evolve and scale the Bitso brand to become a household name synonymous with trust, innovation, and financial empowerment. You will pioneer comprehensive brand, content, and social media strategies that build our reputation and create a powerful emotional connection with our users.

• Build a High-Velocity Growth Engine: Command our growth and performance marketing initiatives, optimizing our budget to drive efficient user acquisition, activation, and retention. You will instill a culture of data-driven experimentation and rigor to improve key metrics like CAC, LTV, ROAS and payback period.

• Champion the Voice of the Customer: Lead our lifecycle, education, and engagement strategies to empower our users on their financial journey. Transform complex crypto concepts into simple, compelling value propositions that drive product adoption and long-term loyalty.

• Lead & Scale a World-Class Team: Mentor, manage, and inspire a high-performing marketing organization. You will foster a culture of excellence, collaboration, and innovation, empowering your teams to do the best work of their careers.

• Drive Regional & Cross-Functional Strategy: Serve as a key strategic partner to the GM of Retail and leaders across Product, Data, Legal, and Compliance. You will master the art of localization, adapting our global vision to resonate deeply within Mexico and across diverse Latin American markets while ensuring full compliance in a regulated environment.

Research in Diversity, Equity, and Inclusion suggests that individuals may hesitate to apply for jobs if they do not meet all the listed criteria. At Bitso, we value diversity and your unique strengths could be just what we're looking for. If this role excites you but you don't match every point in the description, we still want to hear from you.

Who We Are

With over 9 million users, Bitso is the leading cryptocurrency platform in Latin America. We are developing the cryptocurrency ecosystem in the region and enabling financial inclusion. We believe crypto is the future of finance, and we’re committed to making it useful by providing equal access to safe and intuitive financial products.

When we hire people for our team, we specifically test for the following traits in addition to our cultural values:

• Mission-Driven: We seek individuals who are passionate about crypto and Bitso’s mission and resilient in facing industry challenges

• High Sense of Urgency: We prioritize candidates who demonstrate a high sense of urgency and responsibility.

• Exceptional Hard Skills: We seek individuals who possess exceptional skills in their respective fields, with no room for mediocrity.

• Self-Management: We look for individuals who can independently manage their work, career, and professional development.

Compensation & Benefits

At Bitso, you are taking the front seat on the edge of crypto innovation, creating the next generation of crypto-powered products.

So for those willing to commit, adapt and pioneer the most important change of the century we offer:

• Me Time program, including unlimited paid time off.

• Remote-first work environment.

• Employee Stock Option program.

• Zero trading fees through our Bitso Alpha app.

• Extended Family Leave Policy: all birthing parents, non-birthing parents and adopting parents are eligible for a 4-months leave.

• Premium health, dental and life insurances in Mexico, Gibraltar, Colombia, USA, Brazil and Argentina.

• Monthly stipend for gym memberships, relaxation activities, sports equipment, cooking classes, books, entertainment and more.

Want to leave an undoubtedly legacy with us? Fasten your seatbelt and join this spaceship, where you will find exponential growth and the opportunity to thrive!