📌 Core Information
🔹 Job Title: Director of Social Marketing
🔹 Company: Coinbase
🔹 Location: Remote - USA
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: June 18, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Remote-First
🚀 Job Overview
Key aspects of this role include:
- Developing and executing Coinbase’s social marketing strategy
- Leading the Social team to drive impactful campaigns and build community
- Shaping the narrative in the crypto and Web3 space
- Collaborating cross-functionally with Product, Comms, Policy, and Brand
- Managing a team of social strategists and content managers
ASSUMPTION: This role requires a strategic thinker with a strong background in social marketing and team leadership. The ideal candidate will have experience working in fast-paced, innovative environments and be comfortable managing stakeholders at all levels.
📋 Key Responsibilities
✅ Own the development and execution of Coinbase’s social marketing strategy, setting clear KPIs for success
✅ Lead audience mapping, targeting, and paid media plans to execute on social strategy and key campaigns
✅ Accelerate growth in social followings and engagement rates across all channels
✅ Establish rigor and best practices for working cross-functionally with various teams
✅ Drive reporting and learnings through clear data-driven measurements
✅ Ensure the social media strategy is operationalized, including calendar ownership, budget management, reporting, and cross-functional partnerships
✅ Strategically coordinate with executive leadership in moments of crisis or emergency, and thoughtfully advise on urgent communications
✅ Manage a team of social strategists and content managers to flawlessly execute the strategy
ASSUMPTION: The ideal candidate will have experience in brand marketing, advertising, or communications, as well as a strong understanding of the tech or finance industries.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, or a related field (or equivalent experience)
Experience: 12+ years of experience driving social marketing in fast-paced, highly innovative, dynamic environments, with a combination of in-house and agency experience strongly preferred. 5+ years of experience leading social marketing teams.
Required Skills:
- Proven track record of articulating strategy and gathering buy-in from stakeholders
- Deep understanding of brand and social metrics, and the ability to connect them back to business objectives
- Strong analytical skills and the ability to leverage data to construct compelling narratives to influence leaders
- Ability to chart a course for team members and guide them from strategy through execution and measurement
- Can successfully build trusting relationships with executive stakeholders and is looked to as a trusted advisor when urgency and fast action are paramount
Preferred Skills:
- Experience in Tech or Finance
- Experience in Brand Marketing/Advertising or Comms
ASSUMPTION: The ideal candidate will have experience working with external vendors and internal stakeholders to best engage with two core audiences - the crypto curious and the crypto forwards.
💰 Compensation & Benefits
Salary Range: $253,895 - $298,700 USD (target annual salary, may vary based on location and experience)
Benefits:
- Medical, Dental, Vision, and 401(k)
- Target Bonus and Target Equity
Working Hours: Full-time (40 hours per week), with in-person participation required throughout the year for team and company-wide offsites
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Director of Social Marketing role with the required experience level. The final offer may vary based on the candidate's qualifications and the company's compensation structure.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services, specifically focused on digital currency and blockchain technology
Company Size: 1,001-5,000 employees (remote-first company)
Founded: 2012, with a mission to bring more innovation, efficiency, and equality of opportunity to the world by building an open financial system
Company Description:
- Coinbase is a digital currency wallet and platform where merchants and consumers can transact with new digital currencies like bitcoin, ethereum, and litecoin
- The company aims to make digital currency accessible and approachable for everyone, with a focus on being the most trusted company in its domain
- Coinbase offers user-focused products that are easier and more intuitive to use
Company Specialties:
- Digital Currency
- Software
- Payment Processing
- Bitcoin
- Technology
- API
- Cryptography
- Bitcoin Exchange
- Digital Currency Exchange
- Virtual Currency
- FinTech
- Ethereum
- Ether
- and Blockchain
Company Website: http://www.coinbase.com
ASSUMPTION: Coinbase is a well-established company in the digital currency and blockchain space, with a strong focus on innovation and user experience.
📊 Role Analysis
Career Level: Senior-level role, reporting directly to the VP of Marketing
Reporting Structure: This role will manage a team of social strategists and content managers, and will report directly to the VP of Marketing
Work Arrangement: Remote-first, with in-person participation required throughout the year for team and company-wide offsites
Growth Opportunities:
- Potential to grow into a more senior role within the Marketing organization
- Opportunity to shape the narrative in the crypto and Web3 space and make a significant impact on the company's success
- Chance to work with a diverse and talented team of marketing professionals
ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to make a real impact on the company's success in the crypto and Web3 space.
🌍 Location & Work Environment
Office Type: Remote-first, with in-person participation required throughout the year for team and company-wide offsites
Office Location(s): Remote - USA
Geographic Context:
- The United States has a well-established digital currency and blockchain industry, with a strong focus on innovation and growth
- The remote-first work arrangement allows for flexibility and work-life balance, while also promoting diversity and inclusion
- The United States offers a large and diverse market for digital currency and blockchain technology
Work Schedule: Full-time (40 hours per week), with flexible hours and the ability to work remotely
ASSUMPTION: The remote-first work arrangement offers flexibility and work-life balance, while also promoting diversity and inclusion. However, in-person participation is required throughout the year for team and company-wide offsites.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the HR team
- In-depth interviews with the hiring manager and other team members
- Final round with the VP of Marketing
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Experience in social marketing and team leadership
- Ability to work cross-functionally with various teams
- Cultural fit and alignment with Coinbase's mission and values
Application Tips:
- Tailor your resume and cover letter to highlight your experience in social marketing and team leadership
- Be prepared to discuss your experience working with external vendors and internal stakeholders
- Showcase your understanding of the crypto and Web3 space, and how you can contribute to shaping the narrative
ATS Keywords: Social Marketing, Strategy Development, Audience Mapping, Data Analysis, Team Leadership, Stakeholder Management, Campaign Execution, Community Building, Brand Voice, Crisis Communication, Budget Management, Cross-Functional Collaboration, Performance Metrics, Content Management, Engagement Strategies, Analytical Skills
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, problem-solving skills, and experience in social marketing and team leadership. The ideal candidate will also demonstrate a strong cultural fit and alignment with Coinbase's mission and values.
🛠️ Tools & Technologies
- Social media platforms (e.g., Twitter, Facebook, Instagram, LinkedIn)
- Social media management tools (e.g., Hootsuite, Buffer, Sprout Social)
- Data analysis and visualization tools (e.g., Google Analytics, Tableau, Power BI)
- Project management tools (e.g., Asana, Trello, Jira)
ASSUMPTION: The ideal candidate will have experience using social media management tools, data analysis and visualization tools, and project management tools to execute social marketing strategies and measure performance.
👔 Cultural Fit Considerations
Company Values:
- Put the customer first
- Take extreme ownership
- Bias towards action
- Default to open
- Be inclusive
- Lead by example
Work Style:
- Collaborative and cross-functional
- Data-driven and analytical
- Fast-paced and innovative
- Remote-first with a focus on results, not hours worked
Self-Assessment Questions:
- Do you have experience working in a remote-first environment, and are comfortable with the flexibility and accountability it requires?
- Are you comfortable working with external vendors and internal stakeholders to best engage with two core audiences - the crypto curious and the crypto forwards?
- Do you have experience working with executive stakeholders and are comfortable acting as a trusted advisor when urgency and fast action are paramount?
ASSUMPTION: Coinbase values a diverse and inclusive work environment, with a strong focus on collaboration, data-driven decision-making, and innovation. The ideal candidate will be comfortable working in a remote-first environment and will be able to thrive in a fast-paced, dynamic work environment.
⚠️ Potential Challenges
- The crypto and Web3 space is rapidly evolving, requiring the ideal candidate to stay up-to-date with industry trends and developments
- The role may require working with external vendors and internal stakeholders to best engage with two core audiences - the crypto curious and the crypto forwards, which can be challenging at times
- The remote-first work arrangement may present challenges in terms of communication and collaboration, requiring the ideal candidate to be proactive and self-motivated
- The role may require working with executive stakeholders and acting as a trusted advisor when urgency and fast action are paramount, which can be stressful and demanding
ASSUMPTION: The ideal candidate will be comfortable working in a fast-paced, dynamic environment and will be able to thrive in the face of challenges and uncertainty.
📈 Similar Roles Comparison
- This role is unique in its focus on shaping the narrative in the crypto and Web3 space, and requires a strong background in social marketing and team leadership
- The crypto and Web3 industry is rapidly evolving, with new opportunities and challenges emerging constantly
- This role offers significant growth potential for the right candidate, with the opportunity to make a real impact on the company's success
ASSUMPTION: The ideal candidate will have experience working in a fast-paced, dynamic environment and will be comfortable navigating the unique challenges and opportunities presented by the crypto and Web3 space.
📝 Sample Projects
- Developing and executing a social media strategy to drive engagement and growth for a new cryptocurrency launch
- Managing a team of social strategists and content managers to execute a cross-functional marketing campaign for a blockchain-based gaming platform
- Analyzing social media data to identify trends and insights, and using that information to inform future marketing strategies
ASSUMPTION: The ideal candidate will have experience working on similar projects and will be able to demonstrate their ability to develop and execute social media strategies, manage teams, and analyze data to inform marketing decisions.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Marketing organization, and how this role fits into that structure?
- How does Coinbase approach shaping the narrative in the crypto and Web3 space, and how can this role contribute to that effort?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does Coinbase support the professional development and growth of its employees, particularly in the Marketing organization?
- What is the company's approach to work-life balance, and how does that manifest in a remote-first work environment?
ASSUMPTION: The ideal candidate will ask thoughtful and insightful questions that demonstrate their understanding of the role, the company, and the industry. They will also be prepared to discuss their experience and qualifications in detail.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience in social marketing and team leadership
- Prepare examples of your experience working with external vendors and internal stakeholders to best engage with two core audiences - the crypto curious and the crypto forwards
- Be prepared to discuss your understanding of the crypto and Web3 space, and how you can contribute to shaping the narrative
- Follow up with the Coinbase HR team one week after submitting your application to inquire about the status of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
