Global Product Marketing Lead

As Global Product Marketing Lead at Binance, you own end-to-end go-to-market strategy and execution for the world's largest cryptocurrency exchange by trading volume and registered users, trusted by 300+ million people across 100+ countries. You lead a team of product marketers to transform how Binance tells product stories, drives user adoption, and connects complex blockchain and fintech offerings to real human needs at global scale.

What you'll do

• Own end-to-end go-to-market for Binance's global product portfolio: positioning, messaging, audience segmentation, launch strategy, channel orchestration, and post-launch optimization. Define success metrics (awareness, adoption, activation, retention, engagement, revenue, sentiment) and deliver against them.
• Translate complex products (derivatives, on-chain mechanics, stablecoins, yield, custody) into value propositions and narratives that users understand and trust. Partner with Brand, Creative, Content, Social, and Regional teams to turn stories into campaigns.
• Be the primary synthesizer of user research, customer feedback, market trends, competitor moves, product data, campaign performance, and regional insights. Feed this intelligence back to Product and Business teams to shape what you build and how you grow.
• Build and transform a team of product marketers into a high-performing, integrated global function. Hire, develop, and retain top talent. Raise the quality bar on positioning, launch readiness, storytelling, and post-launch learnings.
• Act as connective tissue across Product, Growth, Regional, Brand, Social, PR/Comms, Legal, Compliance, Business, and Customer Success. Lead through influence and clarity, anticipate blockers, and ensure key launches stay on track across functions.
• Track every launch and campaign. Analyze what worked, what didn't, and why. Turn insights into the next playbook and continuously improve Binance's product marketing system.
• Use AI aggressively across research, customer insight synthesis, messaging, content creation, localization, competitive analysis, and workflow. Help the team become faster, sharper, and more scalable while balancing AI productivity with human judgment and creativity.

What you bring

• 8+ years in product marketing, go-to-market, or growth marketing, with at least 3 years leading teams.
• A portfolio of launches you're proud of: products or campaigns that moved real business metrics.
• Deep familiarity with global consumer markets and how users think, trust, and decide.
• Working knowledge of crypto, Web3, or fintech. If you've worked in consumer fintech and are crypto-curious with a track record of fast learning, you're a strong candidate.
• Consumer product marketing experience: you've marketed products used by millions, not enterprise SaaS.
• Exceptional creative judgment and taste. You can distinguish sharp narratives from generic ones, brave campaigns from safe ones, and alive copy from dead copy.
• Strong analytical skills. You can build segmentations, read funnels, pressure-test forecasts, and turn data into decisions.
• Proven people leadership: hiring, developing, and retaining strong marketing talent; transforming teams, not just inheriting them.
• AI-native operator: you use AI aggressively to 10x output.
• Comfort operating in ambiguity within a fast-paced, global, remote-first environment.
• Bilingual fluency in English and Mandarin Chinese to coordinate with overseas partners and stakeholders.

Nice to have

• Experience in crypto, blockchain, exchanges, wallets, DeFi, payments, or trading.
• Marketing to global audiences across multiple regions, cultures, and regulatory environments.
• Building or transforming a product marketing function from the ground up.
• Working effectively with Legal, Compliance, and Communications in a regulated or reputation-sensitive industry.

What we offer

• Competitive salary and company benefits
• Remote-first, work-from-home arrangement (may vary depending on the nature of the role and team)
• Opportunity to shape the future of finance and work with world-class talent in a user-centric global organization
• Autonomy to tackle challenging projects in a results-driven, innovative environment with opportunities for career growth and continuous learning

About Binance

Binance is the world's largest cryptocurrency exchange by trading volume and registered users, trusted by 300+ million people across 100+ countries. The company is known for industry-leading security, user fund transparency, trading engine speed, deep liquidity, and a broad portfolio of digital-asset products spanning trading, finance, education, research, payments, and institutional services.