Product Marketing Manager - South Asia

Job description

Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, Web3 features, and more. We leverage the power of digital assets and blockchain to build an inclusive financial ecosystem to advance the freedom of money and improve financial access for people around the world. ### Responsibilities - Own end-to-end go-to-market strategy for priority Binance products across South Asia markets, from planning and execution to optimization across launches, feature adoption, lifecycle campaigns, and market-specific growth initiatives. - Define goals, audience, positioning and messaging, and drive execution of initiatives to achieve business outcomes. This includes market research, competitive analysis, campaign design, copywriting, stakeholder coordination, product and design collaboration, launch execution, and post-campaign analysis. - Localize global product narratives into market-specific messaging, campaigns, and education initiatives tailored to South Asian user behaviors, languages, and cultural contexts. - Partner closely with Legal, Compliance, Policy, and regional teams to ensure all product marketing initiatives are locally relevant, compliant, and aligned with Binance’s risk standards. - Conduct user research, analyze customer feedback, and synthesize market insights to influence product roadmap, positioning, and regional growth strategy. - Work across owned, earned, paid, community, CRM, in-app, and lifecycle channels to drive product adoption and engagement. - Monitor industry trends, emerging growth tactics, and competitor activities to identify new opportunities and best practices in product marketing. - Champion Binance’s marketing experimentation culture by testing measurable and scalable programs that you'll optimize and launch based on learnings. ### Requirements - 5+ years of overall experience in product marketing, growth marketing, lifecycle marketing, or related roles, including at least 3 years of hands-on experience in the cryptocurrency/Web3 ecosystem. - Experience building GTM plans for complex consumer, fintech, trading, or financial products. - Strong understanding of marketing principles, product adoption drivers, growth frameworks, and user lifecycle management, with the ability to independently drive large-scale campaigns from concept to execution. - Strong analytical mindset with excellent data interpretation skills. Ability to identify trends, diagnose performance issues, and translate insights into actionable growth strategies. - Excellent written and verbal communication skills, with the ability to simplify complex products into clear, compelling messaging. - Deep understanding of South Asia markets, including user behavior, local channels, communities, cultural nuances, and competitive dynamics. - Strong collaboration skills and a proven ability to influence cross-functional teams. - Ability to operate at both strategic and executional levels, moving seamlessly from market strategy to hands-on campaign delivery. - A self-starter with the ability to work with a high sense of urgency and entrepreneurial spirit.