Product Marketing Lead - Global
Company: Binance
Location: Remote
About Binance:
Binance is the world's largest crypto exchange, serving over 319 million users across more than 100 countries. We deliver sophisticated and innovative financial, technology, consumer, institutional, and AI offerings. Our mission is to help people understand and engage with the future of finance.
The Opportunity:
We are seeking a world-class Product Marketing leader to transform how we tell the story of our complex crypto and fintech products. You will translate these into clear, human, and compelling narratives that drive global adoption. This is a rare opportunity to define how hundreds of millions of people understand crypto, finance, and the future of money. You will work closely with Product, Growth, Regional Marketing, Brand, Social, Comms, Legal/Compliance, and CS, reporting to the CMO.
Responsibilities:
- Global GTM Strategy & Execution: Own end-to-end go-to-market strategies, including positioning, messaging, segmentation, launch planning, channel orchestration, and post-launch optimization. Define success metrics (awareness, adoption, revenue, etc.) and drive results.
- Product Storytelling: Translate complex products (derivatives, on-chain mechanics, stablecoins, yield, custody) into value propositions and narratives that resonate with users. Elevate Binance's storytelling from feature announcements to high-impact product narratives.
- Voice of the User & Market: Synthesize insights from user research, customer feedback, market trends, competitive analysis, and product data to inform product development and growth strategies. Advocate for user clarity, trust, and product-market fit.
- Team Building & Transformation: Lead and transform a team of talented PMMs into a high-performing, integrated global function. Hire, develop, and retain top talent. Raise the quality bar for positioning, launch readiness, and storytelling.
- Cross-Functional Orchestration: Serve as the connective tissue across Product, Growth, Regional, Brand, Social, PR/Comms, Legal, Compliance, Business, and CS. Lead through influence, build informal authority, and ensure successful launch execution.
- Performance & Iteration: Track launch and campaign performance, analyze data, and derive insights to continuously improve the product marketing system.
- AI-Native Operating Model: Aggressively utilize AI across research, insight synthesis, messaging, content creation, localization, and competitive analysis to enhance team speed, sharpness, and scalability.
Requirements (Must-Haves):
- 8+ years in product marketing, GTM, or growth marketing, with at least 3 years leading teams.
- A portfolio showcasing successful product launches or campaigns that moved key business metrics.
- Deep familiarity with global consumer markets and user behavior.
- Working knowledge of crypto/Web3 or fintech. Experience in consumer fintech with a track record of fast learning is also considered.
- Strong consumer product marketing experience (products used by millions).
- Exceptional creative judgment and taste in messaging and campaigns.
- Strong analytical skills for segmentation, funnel analysis, and data-driven decision-making.
- Proven people leadership experience: hiring, developing, and retaining talent; transforming teams.
- AI-native operator, proficient in using AI to amplify output.
- Comfort operating in ambiguity within a fast-paced, global, remote-first environment.
- Fluent in English. Mandarin is a significant bonus.
Strongly Preferred:
- Experience in crypto, blockchain, exchanges, DeFi, payments, trading, or consumer financial products.
- Experience marketing to global audiences across diverse regions, cultures, and regulatory environments.
- Experience building or transforming a PMM function.
- Experience working with Legal, Compliance, and Communications in regulated or reputation-sensitive industries.
- Bilingual English/Mandarin.
Note: AI tools may be used to support parts of the hiring process, but final hiring decisions are made by humans.