Content & Marketing

Growth Marketing & Performance Lead

Designs and executes data-driven user acquisition campaigns, referral loops, and marketing funnels for Web3 protocols.

Level: SeniorMode: No-code#Growth#Funnel#Campaigns#User Acquisition

Next action

Build your Web3 proof-of-work. Start contributing and prepare for interviews based on real scenarios.

Role Guide Progress

Lane Type

Content & Marketing

Seniority Level

Senior

Execution Mode

No-code

1. Role Overview

Drives user acquisition and protocol TVL growth through systematic performance marketing, referral programs, incentive campaigns, and funnel optimization.

2. Daily Work

What you will actually do most weeks

Designing and executing growth campaigns, points programs, and seasonal incentives

Analyzing user acquisition funnels, conversion rates, and retention metrics

Collaborating with KOLs, media outlets, and partner projects for co-marketing

Managing marketing budgets and measuring campaign ROI

Expected Outputs & Deliverables

Comprehensive Growth Marketing Strategy Playbooks

Campaign performance analytics dashboards

Optimized onboarding conversion funnels

3. Skills & Tools

Must-Have Skills

Deep understanding of Web3 growth mechanics (points, airdrops, quest platforms like Galxe/Layer3)

Data-driven decision making and analytics proficiency

Campaign management and budget optimization

Ecosystem Tools

Google Analytics / MixpanelDune AnalyticsNotionZealy / Galxe

4. Proof-of-Work & Prep

Actionable Proof-of-Work

Case studies of successful growth campaigns or protocol TVL growth achievements

Self-Study Prep

Analyze growth tactics used by major protocols like Blast, EigenLayer, and Solana DeFi apps

5. Apply & Interview

Application Strategy

Submit a growth proposal outlining 3 actionable strategies to boost the target protocol's user retention

Interview Prompts

"How do you design a sustainable points/rewards campaign that attracts high-value long-term users rather than mercenary capital?"

6. Guide Roadmap

Step 1

Growth Funnel Fundamentals

Master acquisition, activation, retention, and referral metrics.

Step 2

Web3 Campaign Tools

Learn quest platforms, points systems, and attribution tracking.

Step 3

Data Analysis

Track user behavior using Dune and product analytics.

Step 4

Growth Lead Placement

Apply to fast-growing Web3 protocols and startups.