Principal Product Manager - Discovery & Onboarding(Exchange)

About the role

This Principal Product Manager role at Crypto.com is central to improving the user journey on its Exchange platform. The primary focus involves optimizing conversion rates from the initial landing page visit through to account activation. This includes designing and implementing analytics frameworks, defining event taxonomies, and building real-time dashboards to track user behavior and identify friction points in the sign-up process.

A key part of this position is taking ownership of the entire onboarding funnel, from email and phone verification to KYC initiation. The successful candidate will define conversion targets, track performance weekly, and drive improvements through UX iterations and controlled experiments. This also involves working with legal and compliance teams to manage regional onboarding variations while ensuring a smooth user experience.

Additionally, the role encompasses designing sign-up reward mechanics in collaboration with marketing, ensuring these incentives effectively drive registration. The Principal Product Manager will also be responsible for modernizing the login and authentication experience across web and mobile platforms, aiming for faster login times and leading the adoption of passwordless authentication methods like passkeys, while ensuring compliance and security against modern abuse vectors.

The salary for this Principal Product Manager role ranges from $150,000 to $250,000 USD.

Skills that matter here

• Analytics and instrumentation: This role requires designing and implementing comprehensive behavioral analytics frameworks, defining event taxonomies, and building real-time dashboards to monitor conversion funnels.
• Product Management: The position demands extensive experience in product management, specifically owning and optimizing conversion funnels, sign-up processes, and authentication modernization.
• A/B testing: The role involves running a structured, high-velocity A/B testing program to optimize landing pages and other conversion points.
• UX iteration: This position requires driving improvements in conversion performance and user experience quality through continuous UX iteration and experimentation.
• AI-native product development practices: The role encourages using agentic AI tools and championing AI-native product development practices to enhance efficiency.

Who this role suits

• A product leader with 6-8+ years of experience who thrives on solving complex conversion and authentication challenges.
• Someone with a strong analytical mindset, capable of designing and interpreting behavioral analytics frameworks to drive product improvements.
• An individual who can balance user experience with security and compliance requirements, especially in a global context.
• A person comfortable working in a high-growth, fast-paced environment, potentially within fintech or crypto, with a proven track record of measurable impact.

From the employer

Key Responsibilities:

• Landing & Conversion Optimisation
• Design and implement a comprehensive behavioural analytics framework across Exchange landing pages — covering scroll depth, content engagement, CTA performance, drop-off attribution, and device and geo segmentation.
• Define the event taxonomy in partnership with Engineering and Data, ensuring every meaningful pre-sign-up user action is instrumented, labelled, and queryable at scale.
• Build and own real-time funnel dashboards that give the full team visibility into the landing-to-sign-up conversion journey.
• Conduct continuous analysis using session-recording and heatmap tooling (FullStory, Hotjar, Microsoft Clarity, or equivalent) to surface engagement patterns and conversion opportunities.
• Translate behavioural insights into hypotheses and work with Design and Content to optimise page layout, messaging hierarchy, trust signals, and CTA placement.
• Run a structured, high-velocity A/B testing programme across landing pages — targeting a minimum of four experiments per month once infrastructure is established.
• Evaluate and improve how content on Exchange pages creates clear hooks and logical pathways that guide high-intent visitors toward account creation.

• Onboarding Funnel (Sign-up to KYC Initiation)
• Own conversion performance and UX quality at every step of the post-sign-up journey:
• Email submission — CTA clarity, form design, and value proposition at the moment of commitment.
• Email verification — delivery reliability, link click-through rate, re-send UX, and expiry handling.
• Phone submission — international dialling UX, number format validation, and regional trust signals.
• Phone verification (OTP) — delivery speed and reliability, SMS fallback, retry logic, and expiry management.
• KYC initiation — clear expectation-setting on documents required, estimated time, and next steps, so users arrive at the KYC stage informed and prepared rather than surprised.
• Define conversion targets at each step, track actuals on a weekly cadence, and drive improvements through UX iteration and controlled experimentation.
• Ensure step-level drop-off is fully attributed to specific friction points rather than absorbed into aggregate funnel metrics.
• Work with Legal and Compliance to accommodate regional onboarding variations without creating dead-end experiences for users in specific markets.

• Sign-up Rewards
• Design and own the reward mechanics tied to the sign-up event — welcome bonuses, sign-up campaign incentives, and promotional offers that activate at account creation.
• Work with Marketing and Campaigns to define reward value, eligibility criteria, and communication timing at the sign-up stage, ensuring rewards are positioned as a conversion trigger rather than an afterthought.
• Instrument reward redemption tracking to measure the direct impact of sign-up incentives on registration conversion rate and downstream funnel progression.
• Build fraud-resistance into reward mechanics at the sign-up boundary — specifically multi-accounting, disposable email sign-ups, and synthetic identity abuse of promotional offers.
• Own the clean handoff to the Verification & Activation PM: sign-up reward is claimed at account creation; the KYC completion, first-deposit, and first-trade reward ladder is owned downstream.

• Login & Authentication
• Own the sign-in experience across web, iOS, and Android — targeting time-to-login below 10 seconds for returning users.
• Lead the Exchange's path toward passwordless-first authentication: passkeys (FIDO2/WebAuthn) as the strategic direction, with Face ID and on-device biometrics as the primary implementation layer, and passcode or password as a fallback rather than the default.
• Drive adoption of passkey and biometric authentication as leading-indicator metrics for the modernisation of the authentication stack.
• Own session management, device identification, and session hijacking protection in partnership with Security and Risk.
• Design and maintain account recovery flows that balance user access needs with ATO prevention.
• Ensure compliance with regional authentication regulations — including Strong Customer Authentication (SCA) — without introducing friction that degrades the experience for legitimate users.
• Architect guardrails against modern authentication abuse vectors, including AI-generated identity attacks and automated credential abuse, as a PM-driven design constraint from the outset.

• AI-Native Ways of Working
• Use agentic AI tools — Cursor, Claude Code, Gemini, LibreChat, Glean, or equivalent — with human-in-the-loop practices to reduce the time from insight to experiment to shipped improvement.
• Champion AI-native product development practices across your squad.

Requirements:

• Experience
• 6–8+ years in Product Management.
• Proven experience at a high-growth technology company — crypto exchange, fintech, neo-bank, or multi-asset broker preferred but not mandatory — where you have personally owned and solved the problems described in this role: conversion funnel optimisation, sign-up instrumentation, authentication modernisation, or onboarding reward design.
• Proven track record owning a sign-up, onboarding, or authentication funnel end-to-end — with measurable conversion improvements as evidence of impact.
• Analytics and instrumentation.
• Deep hands-on experience with product analytics tools.