Global Product Marketing Lead

Job description

Binance is the world's largest crypto exchange, serving 319M+ users across 100+ countries. We ship some of the most sophisticated and innovative financial and technology products in the world, and a fast-growing suite of consumer, institutional and AI offerings. But here's the truth: our products are often better than the stories we tell about them. We're looking for a world-class Product Marketing leader to change that — someone who can turn complex crypto and fintech products into clear, human, compelling stories that drive global adoption, and build the PMM function that powers Binance's next chapter of growth. This is a rare role to define how hundreds of millions of people understand crypto, finance, and the future of money. You'll sit at the center of Product, Growth, Regional Marketing, Brand, Social, Comms, Legal/Compliance, and CS — close to the CMO, close to product & business units, and close to the community and markets. The right person here will define how Binance is understood by the next billion users. ### Responsibilities 1. Global GTM Strategy & Execution 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. Every major launch will have a clear reason *why it matters*, *who it's for*, *why now*, and *what user behavior we want to drive* . Define what success looks like — awareness, adoption, activation, retention, engagement, revenue, sentiment — and deliver against it. 2. Product Storytelling That Actually Lands Translate complex products — derivatives, on-chain mechanics, stablecoins, yield, custody — into value propositions and narratives that real humans understand, trust, and act on. Make the hard stuff feel obvious. Make the powerful stuff feel inevitable. Help Binance move from "shipping many features" to telling fewer, sharper, higher-impact product stories. Partner with Brand, Creative, Content, Social, and Regional to make sure stories become campaigns — not just feature announcements. 3. Voice of the User & Market Be the sharpest synthesizer in the room. Pull signal from user research, customer feedback, market trends, competitor moves, product data, campaign performance, and regional insights — and feed it back into Product and Business teams to shape *what we build* and *how we grow*. Advocate relentlessly for user clarity, trust, and product-market fit. 4. Team Building & Transformation Take a team of talented individual PMMs and transform it 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. Build the playbooks, frameworks, and rituals that make great PMM scalable at Binance. 5. Cross-Functional Orchestration Be the connective tissue across Product, Growth, Regional, Brand, Social, PR/Comms, Legal, Compliance, Business, and CS. Lead through influence, not org chart. Build informal authority through clarity, judgment, and follow-through. Anticipate blockers, clarify ownership, and make sure key launches don't get lost between functions. 6. Performance & Iteration Track every launch and campaign. Know what worked, what didn't, and why. Live in the data, not above it. Turn insights into the next playbook. Continuously improve Binance's product marketing system over time. 7. AI-Native Operating Model 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, creativity, and taste. ### Requirements Must-Haves - 8+ years in product marketing, GTM, 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, not vanity numbers. - Deep familiarity with global consumer markets — how users think, what they trust, and what makes them click. - Working knowledge of crypto/Web3 or fintech. This is a huge plus. You don't need to be an OG, but you need to understand the products, the users, and the regulatory complexity. If you've worked in consumer fintech and are crypto-curious with a track record of fast learning, talk to us. - Consumer product instincts — you've marketed products used by millions, not just enterprise SaaS. - Exceptional creative judgment and taste — you can tell when a narrative is sharp vs. generic, when a campaign is brave vs. safe, when copy is alive vs. dead. - Strong analytical chops — you can build a segmentation, read a funnel, pressure-test a forecast, 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 in ambiguity — you can bring structure to chaos and operate in a fast-paced, global, remote-first environment. - Fluent in English. Mandarin as a huge bonus. You'll work daily across global and diverse leaders and teams. Strongly Preferred - Experience in crypto, blockchain, exchanges, wallets, DeFi, payments, trading, or consumer financial products. - Marketing to global audiences across multiple regions, cultures, and regulatory environments. - Experience building or transforming a PMM function from the ground up. - Working effectively with Legal, Compliance, and Communications in a regulated or reputation-sensitive industry. - Bilingual English/Mandarin language is required to be able to coordinate with overseas partners and stakeholders.