Principal Product Manager - Discovery & Onboarding(Exchange)

Product Manager

Crypto.com Exchange serves tens of millions of users globally, and we are scaling aggressively. As we grow our reach across new markets and channels, the precision with which we understand, optimise, and personalise the journey from first visit to fully activated account becomes a core competitive advantage.

This role owns that journey end-to-end — across four deeply connected areas.

Landing & Conversion — You will build and own the behavioural analytics layer that lets us understand how users engage with our pages, what drives them toward sign-up, and where we can sharpen the experience. You will run a relentless A/B testing programme to convert high-intent visitors into registered users.

Onboarding — You will own the full sign-up funnel: email submission through to KYC initiation. Every touchpoint in this sequence is an opportunity to reduce friction, build trust, and set the user up for activation.

Sign-up Rewards — You will own the reward and incentive mechanics tied to the sign-up event: welcome bonuses, sign-up campaign offers, and any reward that activates at account creation. The goal is to use reward design as a conversion lever at the top of the funnel — pulling users from landing to registered account faster and with higher intent. Onboarding rewards from KYC completion through to first deposit and first trade are owned separately.

Login & Authentication — You will own the returning-user experience: a fast, secure, and modern authentication journey that keeps active users engaged and protects them without making them feel it.

These four areas are held by one PM because decisions in each are deeply interconnected. The trust built during onboarding shapes the authentication experience users expect. The reward mechanic at sign-up influences how users behave through KYC initiation. The quality of the login journey determines whether funded users return to trade again tomorrow.

This is an execution-first, high-ownership role. The PM who takes it drives stakeholders to unblock, prioritise, and ship — without waiting for direction.

You will work closely with:

• Growth — coordinating on landing page experience and UTM attribution upstream of sign-up
• Design — page layout, onboarding UX, authentication UI, and content hierarchy
• Engineering — analytics instrumentation, A/B test infrastructure, auth systems, and verification flows,development
• Data / Analytics — funnel dashboards, experimentation analysis, and session behavioural data
• Security / Risk — authentication architecture, ATO prevention, and fraud signal integration
• Verification & Activation PM — shared instrumentation and alignment at the KYC initiation boundary; reward ladder handoff

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 platforms — Mixpanel, Amplitude, Segment, GA4, or equivalents
• Able to write SQL to build funnel queries and cohort analyses independently
• Practical experience with session-recording and heatmap tooling — knows how to design an event taxonomy from scratch, not just consume one
• Experienced in designing and running statistically valid A/B experiments — including managing peeking bias, sample ratio mismatch, and novelty effects
• Proficient with experimentation platforms — Optimizely, VWO, LaunchDarkly, Statsig, or equivalent

Technical