Growth Lead, Northeast Asia

Job description

## **Who We Are** At OKX, we believe that the future will be reshaped by crypto, and ultimately contribute to every individual's freedom. OKX is a leading crypto exchange, and the developer of OKX Wallet, giving millions access to crypto trading and decentralized crypto applications (dApps). OKX is also a trusted brand by hundreds of large institutions seeking access to crypto markets. We are safe and reliable, backed by our Proof of Reserves. Across our multiple offices globally, we are united by our core principles: *We Before Me*, *Do the Right Thing*, and *Get Things Done*. These shared values drive our culture, shape our processes, and foster a friendly, rewarding, and diverse environment for every OK-er. ## **About The Opportunity** We are looking for a product-driven marketing leader to accelerate the growth and adoption of OKX products across North East Asia. This is not a traditional brand or events-focused marketing role. The role sits at the intersection of **Product, Growth, Marketing and Business**, with a strong focus on understanding CeFi products, identifying market opportunities, and translating them into measurable user and business growth. The ideal candidate has strong product sense, understands crypto users and trading behavior, and is highly data-driven. You should be comfortable working closely with Product, BD, VIP, Affiliate and local market teams to identify growth opportunities, build GTM strategies, and continuously improve acquisition, activation, engagement, retention and monetization. You will also need strong judgment when operating across different market and regulatory environments, ensuring that growth strategies, user targeting and marketing execution are appropriate for each market. ## **What You’ll Be Doing** - Own the **product growth marketing strategy for NEA**, with a strong focus on measurable business outcomes, including user acquisition, activation, trading activity, retention and revenue. - Develop a deep understanding of **CeFi** **products and crypto trading**, including Spot, Derivatives, Earn, Copy Trading, Trading Bots, VIP products and other key trading tools, and identify which products and features can become meaningful growth drivers in each market. - Build and execute **product-led GTM strategies** based on local user behavior, competitor dynamics and market opportunities rather than relying primarily on brand campaigns or offline events. - Work closely with **Product, Business, BD, VIP, Affiliate and regional teams** to translate product capabilities into user acquisition, conversion and monetization opportunities. - Use data to understand the full user funnel, identify growth bottlenecks and continuously optimize campaigns, product positioning, incentives, conversion journeys and user segmentation. - Understand and effectively use different **digital and growth marketing tools**, including performance marketing, CRM, lifecycle marketing, referral, affiliate, KOL/influencer channels, promotions and incentive mechanisms. - Develop clear user segmentation strategies across retail traders, active traders, high-value users and other relevant customer groups, and design differentiated product propositions and growth strategies for each segment. - Act as the **voice of NEA users** to global Product teams by identifying product gaps, competitive disadvantages and emerging user needs, and help prioritize opportunities that can materially improve growth. - Conduct structured analysis of competitors, including their products, pricing, incentives, campaigns, user journeys and growth mechanisms, and translate insights into actionable recommendations. - Establish clear KPIs and measurement frameworks for major marketing initiatives, with strong accountability for their impact on product adoption and business growth. - Develop market-specific GTM strategies with appropriate consideration for **local regulatory requirements, user targeting, communication boundaries and distribution approaches**, working closely with relevant internal stakeholders. - Build scalable growth playbooks that can be tested in individual NEA markets and expanded when proven successful. ## **What We Look For In You** - **Strong** **CeFi** **and crypto product knowledge is essential.** You should understand how centralized exchanges work and be familiar with major trading products, user journeys and the competitive landscape. - Strong **product sense** — able to understand why users choose one product over another, identify product-market gaps, and translate product capabilities into compelling growth propositions. - Highly **data-driven and commercially minded**. Comfortable using data to diagnose problems, prioritize opportunities and measure whether marketing initiatives actually contribute to user and revenue growth. - Strong understanding of **digital growth tools and mechanics**, including performance marketing, CRM/lifecycle marketing, referral, affiliate, KOL channels, promotions, incentives and conversion optimization. - Proven experience driving **measurable business or product growth**, rather than primarily managing branding, communications, events or community activities. - Strong understanding of crypto user behavior, particularly active traders and high-value users. Direct crypto trading experience is highly desirable. - Ability to work cross-functionally with **Product and Business teams** and influence priorities without relying on direct reporting lines. - Strong market judgment and awareness of how growth strategies may need to differ across regulatory and market environments. - Ability to balance **growth ambition with responsible execution**, including appropriate user segmentation, targeting, communication and channel strategies. - Strong analytical capability in market research, competitive analysis, funnel analysis and campaign performance. - Strong communication and leadership skills, with the ability to turn complex product and market insights into clear priorities and executable plans. - Experience in major North East Asian crypto markets is highly preferred. - Fluency in 1 or more NEA Language and English. ## **What Success Looks Like** Success in this role is not measured primarily by the number of campaigns, events or impressions generated. We expect this leader to demonstrate measurable impact on: - Product adoption and active users - Trading activity and revenue - Acquisition and activation efficiency - User retention and reactivation - Conversion of high-potential user segments - Successful adoption of priority products in NEA - Identification and closing of meaningful product and market gaps - Effectiveness of collaboration between Marketing, Product and Business teams ## **Perks & Benefits** - Competitive total compensation package - L&D programs and Education subsidy for employees' growth and development - Various team building programs and company events - Wellness and meal allowances - Comprehensive healthcare schemes for employees and dependants - More that we love to tell you along the process! Notice: All official OKX vacancies are published on this website. While roles may appear on selected third-party platforms from time to time, information on other sites may be inaccurate or outdated. **If in doubt, please apply directly through our official careers website.** Information collected and processed as part of the recruitment process of any job application you choose to submit is subject to OKX's [Candidate Privacy Notice](https://www.okx.com/en-eu/help/okx-candidate-privacy-notice).