Responsibilities

• Partner up with product and strategy teams to own the growth strategy for the Exchange (Advanced) vertical.
• Develop stories and campaigns that differentiate our platform in a competitive global market.
• Partner with data, analytics and product to define user personas (e.g. retail traders, crypto newcomers, high-frequency traders) and map tailored journeys for each.
• Lead on creative/copy positioning and brief submission for growth teams to deliver impactful and localised campaigns.
• Work closely with product managers to align on roadmap priorities and customer feedback loops.
• Partner up with the product team to manage the go-to-market planning for feature launches.
• Conceptualise integrated marketing campaigns across in-app, email, web, social, and earned media for UA to execute.
• Partner with marketing, growth and product teams to ensure campaigns are timely, scalable, and data-informed.
• Coordinate with local market teams and growth to adapt messaging for region-specific rollouts: localisation across product messaging, local behaviour and competitive landscape.
• Analyze market trends and conduct competitive benchmarking to identify opportunities and threats.
• Run user interviews, feedback loops, and surveys to understand pain points and improve UX/messaging.
• Feed findings back into product and growth teams to inform prioritization and positioning.
• Design lifecycle programs that drive user activation, trading volume, and long-term retention.
• Conceptualise promotions, streaks, and incentive programs that reward engagement and boost retention.
• Work with data, analytics and product teams to identify drop-off points and optimize onboarding and reactivation flows.
• Work with Growth and Product to define KPIs across funnel metrics, retention, and campaign impact.
• Report using tools like GA4, Tableau, Mixpanel: work closely with analytics and product to iterate quickly.

Requirements

• 7+ years of experience in product marketing: ideally crypto or financial background
• Proven success launching and scaling B2C products or platforms and growing adoption and revenue sustainably.
• Excellent communication and copywriting skills: you can simplify complex ideas and tell stories that convert.
• Highly collaborative, with experience working cross-functionally in fast-paced environments. Bias to action.
• Analytical mindset with proficiency in marketing analytics and user research.
• Experience in regulated industries or financial services is a plus.