Web3 Copywriter Jobs in Africa

Building the Future of Open Finance

Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system.

Before you apply, we encourage you to explore our culture page to understand what drives us and how we work.

The team

Founded in 2011, Kraken is one of the world's longest-standing crypto platforms, trusted by over 10 million individuals and institutions across the globe. It offers spot trading, margin, futures, staking, and OTC services, with products built for both individual investors and institutional clients.

Kraken’s Consumer Creative & Design team owns end-to-end creative execution for Kraken Consumer and Krak. Our disciplines cover performance ad creative, 2D and 3D design, motion design, AI video creative and web design, turning growth strategy into creative that converts across paid, owned and organic surfaces. We work closely with Product Marketing, Performance Marketing, Content & Social, Lifecycle and our regional leads, holding the line on brand and messaging quality on everything that ships.

The opportunity

As our Senior Performance Video Creative, you concept, produce and ship paid video for Kraken and Krak. You ideate, generate, edit and ship, and you treat gen AI as a core production method rather than a novelty. You take a project from idea to a finished, approved, multi-market asset set, and you bring a real feel for what people stop on, share and screenshot.

You report to the Creative Lead, Consumer Creative & Design, who gives you direction, feedback and cover in reviews. This is a senior individual contributor role with no direct reports. Senior here means craft and speed leadership: you set the bar for paid video on the team, work with AI-enabled processes, collaborate closely with other Krakenites in and outside the team, and are the person others come to with video questions.

• Own paid video for Kraken Consumer across product launches, campaigns, promotions and always-on activity.

• Build for channels like Meta, TikTok, YouTube, LinkedIn, Reddit and X. You know what wins where, and you build to each platform’s specs and native feel.

• Concept and cut performance video so campaigns ship as complete cross-format sets.

• Produce AI-generated and AI-assisted video, and know when AI is the fastest route to a great ad and when it isn’t. Keep your tooling current as the models change, and build repeatable workflows the rest of the team can reuse.

• Bring ideas to briefs rather than executing them literally. Pitch culturally timely, internet-native concepts that nobody asked for, including experimental ones alongside BAU work, and build the winners into creative pillars we can keep using.

• Version and localize video at scale across markets, languages, formats and regulatory requirements. In a typical month you’ll have roughly a dozen workstreams in flight at once, most spanning several formats and several markets.

• Build creative with testing in mind. Performance Marketing owns test design, cadence and readouts. You own the creative response: reading the results, forming a point of view on why a variant won, and turning that into the next round of hooks, concepts and cuts.

• Flex into AI-assisted paid static when a campaign calls for it, working from the team’s brand baselines.

• Partner with Product Marketing, compliance and regional teams to get work approved without losing the idea.

• Hold a high craft bar on your own work and keep your files clean enough for other people to build on.

What you bring

• 5+ years in performance video creative at a high-volume in-house team or performance agency, ideally in fintech, crypto, gaming or another regulated category.

• A portfolio submitted with your application. Paid video above all, with the brief or objective alongside the work and the result where you’re able to share it. Include two or three full video cuts, at least one AI-generated or AI-assisted piece with a short note on what was tooling and what was you, and one concept you tested where you can talk us through what the data said and what you changed.

• Real video skills, from concept to finished, sound-designed cut.

• High-level command of gen AI video and image tooling, with shipped work to show for it.

• Platform-native instincts across Meta, TikTok and YouTube. You can explain why the same idea needs a different build on each one.

• Experience inside a structured creative testing program. You’re fluent in the metrics your creative moves (thumb-stop rate, hook rate, CTR, CVR, CPA and ROAS), you can tell a real winner from low performers, and can translate test results into a creative decision.

• Fluency in internet and meme culture, with comedic instincts and a feel for what’s about to feel dated.

• Speed without sloppiness. Comfortable with fast turnarounds, several review rounds and late changes.

• Comfort working inside regulatory constraints, with work that survives risk warnings, disclaimers and market-specific requirements.

• A solid copywriting instinct for scripts and on-screen text. Plain language, value first, no hype and no jargon.

Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis.

Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution.

We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.

Our commitment

Payward is powered by people from around the world and we celebrate the diverse talents, backgrounds, contributions, and unique perspectives that everyone brings to the table. We hire based on merit, seeking out people with the right abilities, knowledge, and skills for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgeable about crypto.

We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Results are considered alongside experience and interviews, and are not the sole basis for any employment decision.

As an equal opportunity employer, we don't tolerate discrimination or harassment of any kind, whether based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status, or any other protected characteristic as outlined by federal, state, or local laws.

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