Binance is hiring a Global Product Marketing Lead in Marketing — Hong Kong. The overview below is synthesized from the employer posting on jobs.lever.co: factual requirements and scope are preserved, but prose is rewritten with editorial context. Verify details and apply via the employer link.
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.
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
Day-to-day scope for the Global Product Marketing Lead as described in the posting:
- 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 .
- 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.
- 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.
- 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.
- 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.
- Performance & Iteration
Track every launch and campaign. Know what worked, what didn't, and why.
- 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
Experience and skills the team lists as required:
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.