- Job Title: Marketing Lead – Shelby
- Company: Aptos
- Location: Remote (U.S.-based preferred)
- Job Type: Full-time
- Category: Marketing
- Date Posted: July 7, 2025
- Experience Level: 5-8+ years
- Remote Status: Remote (U.S.-based preferred)
🚀 Job Overview
Key aspects of this role include:
- Developing and executing go-to-market strategies for Shelby, a decentralized storage network on the Aptos blockchain.
- Crafting compelling narratives around complex product features to connect with creators and Web3-native users.
- Managing Shelby's presence on key social platforms and collaborating with internal teams and ecosystem partners.
- Working closely with product and engineering teams to shape the user journey.
ASSUMPTION: This role requires a strong understanding of Web3 technologies and the ability to operate independently in a fast-paced, startup environment.
📋 Key Responsibilities
- 🌟 Own and Develop Shelby's Go-To-Market Messaging and Brand Positioning: Create and refine Shelby's value proposition, unique selling points, and brand voice to resonate with target audiences.
- 📢 Craft and Execute Multi-Channel Campaigns: Develop and execute organic, content, and growth loop campaigns across various channels to drive awareness, adoption, and engagement.
- 📝 Translate Complex Product Features into Compelling Narratives: Break down intricate product features into digestible, persuasive stories that captivate users and highlight Shelby's unique benefits.
- 📱 Manage and Grow Shelby's Presence on Key Social Platforms: Oversee Shelby's presence on platforms like X/Twitter, Farcaster, and others, ensuring consistent branding, engaging content, and active community management.
- 🤝 Collaborate with Internal Teams and Ecosystem Partners: Work closely with Aptos leadership, stakeholders, and external partners to align marketing efforts with overall business objectives and ecosystem initiatives.
- 🌐 Support Shelby's Early Launches and Activations: Contribute to high-impact marketing strategies that drive successful product launches and user activations.
ASSUMPTION: This role requires exceptional communication skills, both written and verbal, to effectively convey complex ideas to diverse stakeholders and audiences.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Communications, or a related field. Equivalent experience may be considered.
- Experience: 5-8+ years in marketing, ideally in Web3 or adjacent industries, with a proven track record of launching products and growing communities in a startup or early-stage environment.
- Required Skills:
- Proven experience in product marketing, content marketing, or growth.
- Strong writing and storytelling skills.
- Deep understanding of Web3 technologies and the Web3 audience, particularly media/creator-facing use cases.
- Comfortable operating independently and building from scratch.
- Familiarity with social media management tools and platforms.
- Preferred Skills:
- Experience working with creator communities, media platforms, or decentralized content tools.
- Light technical fluency – able to understand and communicate how protocol-level tools impact end users.
- Background in managing marketing operations and vendor relationships.
ASSUMPTION: Candidates with experience working at a successful Web3 project with real adoption or ecosystem traction will have a significant advantage.
💰 Compensation & Benefits
- Salary Range: $150,000 - $200,000 per year (based on experience and industry standards for similar roles in Web3 and adjacent industries)
- Benefits:
- 100% insurance premium coverage for medical, dental, and vision for you and your dependents (U.S. employees)
- Equipment of your choice
- Flexible vacation time, 11 holidays, and floating company days off
- Competitive salary
- Protocol token grants
- 401k matching (U.S. employees)
- Fun and inclusive in-person and digital events
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in Web3 and adjacent industries. Actual compensation may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
- Industry: Blockchain and Decentralized Storage
- Company Size: 11-50 employees
- Founded: 2022 (as Aptos Foundation)
- Company Description: Aptos is a people-first blockchain on a mission to help billions of people achieve universal and fair access to decentralized assets in a safe and scalable way. Founded by some of the original creators and maintainers that researched, designed, and built the Diem blockchain, Aptos is dedicated to providing a safe and secure hiring process for all applicants.
- Company Specialties: Blockchain development, decentralized storage, Web3 technologies, and ecosystem growth.
📊 Role Analysis
- Career Level: Mid-Senior level, with the opportunity to grow into a leadership role as the team scales.
- Reporting Structure: This role reports directly to the Shelby founder and collaborates closely with key Aptos leadership and stakeholders across the ecosystem.
- Work Arrangement: Remote, with a preference for U.S. time zones. You'll collaborate directly with the Shelby founder, key Aptos leadership, and stakeholders across the ecosystem.
- Growth Opportunities: As the first marketing hire for Shelby, you'll have the opportunity to shape the marketing vision and grow into a leadership role as the team scales. You'll also have the chance to work on cutting-edge Web3 technologies and contribute to a rapidly growing ecosystem.
ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to make a substantial impact on Shelby's success and the broader Aptos ecosystem.
🌍 Location & Work Environment
- Office Type: Remote (with a preference for U.S. time zones)
- Office Location(s): N/A (remote work)
- Geographic Context: As a remote role with a preference for U.S. time zones, you'll collaborate with team members across various time zones. Aptos is headquartered in the United States, with team members located worldwide.
- Work Schedule: Full-time, with flexible hours and the ability to work asynchronously with team members across time zones.
ASSUMPTION: This role requires strong communication and time management skills to effectively collaborate with remote team members and stakeholders.
💼 Interview & Application Insights
- Typical Process:
1. Online application review
2. Phone or video screen with the hiring manager
3. Technical assessment or case study (if applicable)
4. Final round interviews with key stakeholders
5. Offer extension and onboarding
- Key Assessment Areas:
- Marketing strategy and execution
- Writing and storytelling skills
- Web3 knowledge and understanding of the target audience
- Cultural fit and alignment with Aptos' mission and values
- Application Tips:
1. Tailor your resume and cover letter to highlight your relevant marketing experience, Web3 knowledge, and storytelling skills.
2. Showcase your understanding of Shelby's unique value proposition and the Web3 storage landscape.
3. Prepare examples of your past marketing campaigns, their outcomes, and the lessons you learned.
4. Be ready to discuss your thoughts on Shelby's go-to-market strategy and how you would approach driving adoption and engagement.
ASSUMPTION: Aptos values candidates who demonstrate a deep understanding of Web3 technologies and the Web3 audience, as well as a strong portfolio of marketing achievements.
🛠️ Tools & Technologies
- Social media management tools (e.g., Hootsuite, Buffer, or Sprout Social)
- Marketing automation and analytics tools (e.g., HubSpot, Marketo, or Google Analytics)
- Project management tools (e.g., Asana, Trello, or Jira)
- Collaboration tools (e.g., Slack, Microsoft Teams, or Google Workspace)
- Familiarity with Web3 technologies and tools (e.g., wallets, blockchain explorers, and decentralized storage solutions)
ASSUMPTION: This role requires proficiency in marketing tools and a willingness to learn and adapt to new technologies as needed.
👔 Cultural Fit Considerations
- Company Values: Aptos values include being people-first, mission-driven, and committed to providing a safe and secure hiring process. They prioritize diversity, inclusion, and fostering a positive work environment.
- Work Style: Aptos encourages a collaborative, agile, and innovative work style. Team members are expected to be self-starters, proactive, and comfortable operating in a fast-paced, startup environment.
- Self-Assessment Questions:
1. How do you align with Aptos' commitment to providing a safe and secure hiring process, and what steps would you take to ensure the integrity of Shelby's hiring process?
2. How comfortable are you working in a remote, asynchronous environment, and what strategies do you employ to maintain productivity and collaboration with team members across time zones?
3. How do you approach balancing the need for strategic, long-term marketing planning with the agility required to adapt to a rapidly evolving Web3 landscape?
ASSUMPTION: Aptos values candidates who demonstrate a strong cultural fit, with a deep understanding of the company's mission, values, and work style.
⚠️ Potential Challenges
- Web3 Industry Volatility: The Web3 industry is rapidly evolving, with new technologies, platforms, and competitors emerging constantly. This role requires adaptability and a willingness to stay up-to-date with the latest trends and developments.
- Decentralized Storage Landscape: Shelby operates in a competitive decentralized storage landscape, with established players and new entrants continually innovating and iterating. This role demands a deep understanding of the competitive landscape and a strategic approach to positioning Shelby's unique value proposition.
- Regulatory and Compliance Considerations: As a decentralized storage network, Shelby must navigate complex regulatory and compliance considerations, both domestically and internationally. This role requires a strong understanding of relevant regulations and the ability to work closely with legal and compliance teams to ensure Shelby operates within the bounds of applicable laws and guidelines.
ASSUMPTION: These challenges present opportunities for growth and learning, as well as the chance to make a significant impact on Shelby's success and the broader Aptos ecosystem.
📈 Similar Roles Comparison
- Marketing Lead (Web3 Storage): This role focuses on driving adoption and engagement for Shelby, a decentralized storage network on the Aptos blockchain. Unlike traditional marketing roles, this position requires a deep understanding of Web3 technologies, the Web3 audience, and the unique challenges and opportunities presented by decentralized storage.
- Product Marketing Manager (Enterprise Software): While both roles involve developing and executing go-to-market strategies, the enterprise software role focuses on driving adoption and engagement within a corporate environment, with a primary target audience of businesses and enterprise customers. In contrast, the Shelby Marketing Lead role targets a more diverse, decentralized user base, including creators, media platforms, and Web3-native users.
- Community Manager (Decentralized Platform): Both roles involve managing and growing online communities, but the Shelby Marketing Lead role requires a broader skill set, encompassing product marketing, content strategy, and growth loops. Additionally, the Shelby role demands a strong understanding of Web3 technologies and the unique dynamics of decentralized communities.
ASSUMPTION: While these roles share some similarities, the Shelby Marketing Lead position presents a unique blend of marketing, community management, and Web3-specific skills and knowledge.
📝 Sample Projects
- Shelby Launch Campaign: Develop and execute a comprehensive go-to-market strategy for Shelby's launch, including organic, content, and growth loop campaigns. Collaborate with internal teams and ecosystem partners to ensure consistent branding, messaging, and successful user onboarding.
- Creator Engagement Initiative: Design and implement targeted marketing campaigns to engage and activate creator communities on Shelby, fostering adoption and driving user-generated content.
- Media Partnership Program: Establish and manage strategic partnerships with media platforms and influencers to amplify Shelby's reach, enhance its reputation, and drive user acquisition.
ASSUMPTION: These sample projects illustrate the diverse range of marketing initiatives required to drive Shelby's success and highlight the importance of a versatile, strategic marketing lead.
❓ Key Questions to Ask During Interview
- Role Responsibilities:
- How would you approach developing Shelby's go-to-market messaging and brand positioning?
- Can you describe a time when you successfully launched a product or service, and how you adapted your strategy based on user feedback or market changes?
- How do you plan to manage Shelby's presence on key social platforms and engage with our community?
- Company Culture:
- How do you align with Aptos' commitment to providing a safe and secure hiring process, and what steps would you take to ensure the integrity of Shelby's hiring process?
- How do you approach balancing strategic, long-term marketing planning with the agility required to adapt to a rapidly evolving Web3 landscape?
- Growth Opportunities:
- How do you envision growing Shelby's user base and driving adoption in the decentralized storage landscape?
- What strategies would you employ to foster a strong, engaged community around Shelby?
ASSUMPTION: These questions help assess the candidate's understanding of the role, their cultural fit, and their ability to drive Shelby's growth and success.
📌 Next Steps for Applicants
To apply for this position:
1. Submit your application through [this link](https://jobs.aptos.com/jobs/4580051005).
2. Tailor your resume and cover letter to highlight your relevant marketing experience, Web3 knowledge, and storytelling skills.
3. Prepare examples of your past marketing campaigns, their outcomes, and the lessons you learned.
4. Be ready to discuss your thoughts on Shelby's go-to-market strategy and how you would approach driving adoption and engagement.
5. Follow up with the hiring manager one week after submitting your application, inquiring about the status of your application and expressing your continued interest in the role.
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
