Head of Marketing

As Head of Marketing at PancakeSwap, you lead the function responsible for converting the protocol's execution across three strategic pillars-defending and growing AMM market share, expanding institutional liquidity and RWA products, and building distribution capability through Aggregator and API integrations-into brand equity, user mindshare, and ecosystem reputation. You drive meaningful change by diagnosing gaps in conventional execution and static channel mix, and by proactively opening new distribution and growth channels.

What you'll do

• Redefine PancakeSwap's brand voice and visual language to build differentiated positioning in a crowded DeFi landscape
• Discover and operationalize new distribution channels beyond the standard crypto playbook (Twitter/X, Telegram), including community-led platforms, creator economies, crypto-native media, Web2 surfaces, and emerging channels
• Build PancakeSwap's reputational equity with institutional audiences, developer communities, and mainstream crypto media
• Lead the development of a multilingual, multi-regional KOL and Key Opinion Builder (KOB) system
• Turn Div2 launch milestones (xStocks, RWA products, institutional partnerships) into high-impact brand moments
• Build a growth marketing framework where channel investment and content priorities are decided by data, partnering closely with Product and BD on GTM plans for major feature launches (Aggregator, xStocks, PropAMM)
• Establish a clear Marketing funnel (Awareness → Activation → Retention) with quantitative metrics reported directly to the CEO
• Assess the existing Marketing team, define clear roles and workflows aligned with your leadership style, and identify capability gaps
• Propose resourcing or outsourcing strategies to address team needs
• Drive deep adoption of AI tools across content production, channel analytics, and community operations to materially improve team output per headcount

What you bring

• 5+ years of crypto or Web3 marketing experience, with at least one verifiable case of building a brand or growth system from scratch
• Deep understanding of DeFi products (DEX, AMM, aggregators) and the ability to translate complex technical products into clear user-value narratives
• Demonstrated channel innovation instinct with concrete experience achieving meaningful reach through non-conventional or emerging channels, not just the standard crypto stack
• Data-driven decision-making as your default, with the ability to build Marketing dashboards independently and adjust strategy based on quantitative results
• Proven team leadership experience, able to quickly establish working cadences, give direct performance feedback, and develop team members
• Fluency in English; Chinese proficiency is a strong plus given PancakeSwap's primary userbase

Nice to have

• Prior Marketing leadership at a major DEX, CEX, or on-chain infrastructure project
• Familiarity with the BNB Chain ecosystem or hands-on BSC community operations experience
• Experience with institutional-grade or compliant DeFi product communications (RWA, regulated assets)
• Heavy personal use of AI productivity tools for generative content, automated workflows, and channel analytics

About PancakeSwap

PancakeSwap is the largest DEX on BNB Chain and consistently ranks in the global top three by 30-day volume. In 2026, the protocol is executing across three strategic pillars: defending and growing AMM market share, expanding institutional liquidity and RWA products, and building distribution capability through Aggregator and API integrations.