Binance is hiring a Product Marketing Manager - South Asia in Marketing (India, Bangalore).
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 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.
Key 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.
Qualifications & 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.
Why Binance
- Shape the future with the world's leading blockchain ecosystem
- Collaborate with talent in a user-centric global organization with a flat structure
- Tackle unique, fast-paced projects with autonomy in an innovative environment
- Thrive in a results-driven workplace with opportunities for career growth and continuous learning
- Competitive salary and company benefits
- Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team)
Binance is committed to being an equal opportunity employer. We believe that having a diverse workforce is fundamental to our success.
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About Binance
Binance, launched in 2017 by Changpeng Zhao in Shanghai and now globally distributed, is the largest crypto exchange by spot and derivatives volume, serving 180M+ registered users. Its ecosystem spans Binance Exchange, BNB Chain, Trust Wallet, Labs investments and institutional custody. After settling major regulatory actions in 2023-24, Binance rebuilt its compliance stack and expanded in Dubai, Paris and Brazil. Location spread reflects its distributed model with hubs in Dubai, Taipei and remote. Candidates should expect high bar for detail, on-call ownership and ability to ship at exchange scale. Candidates joining Binance enter a high-velocity, globally distributed operational model that prioritizes exchange matching engine throughput, 24/7 system availability, and strict global compliance standards.