Product Marketing Manager - South Asia

Overview

Own go-to-market strategy for priority Binance products across South Asia markets, from planning and execution through optimization of launches, feature adoption, lifecycle campaigns, and market-specific growth initiatives.

What you'll do

• Define goals, audience, positioning and messaging, and drive execution of initiatives to achieve business outcomes.
• Conduct 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 with Legal, Compliance, Policy, and regional teams to ensure 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 the marketing experimentation culture by testing measurable and scalable programs that you will optimize and launch based on learnings.

What you'll need

• 5+ years of overall experience in product marketing, growth marketing, lifecycle marketing, or related roles.
• 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 from market strategy to hands-on campaign delivery.
• A self-starter with a high sense of urgency and entrepreneurial spirit.

Details

• Remote-first, work-from-home arrangement (may vary depending on the nature of the role and team).