Growth Marketing Lead-ANZ

Role Summary

We are looking for a Senior Marketing Manager to lead brand-led growth for Binance Australia. This role sits at the intersection of brand strategy, integrated campaigns, and localized execution, ensuring Binance’s global brand is translated into a trusted, culturally relevant presence in the Australian market.You will own brand consistency, narrative, and campaign excellence, while working closely with global marketing, product, PR, compliance, and local partners. This is a senior, hands-on role requiring strong judgment, structure, and maturity in a regulated financial environment.

Responsibilities

• Brand Strategy & Positioning
• Own and evolve Binance Australia’s brand strategy, ensuring alignment with global brand standards while localizing for the Australian market
• Translate complex crypto concepts into clear, credible, and consumer-friendly messaging
• Act as brand guardian across all channels (ATL, BTL, digital, partnerships, community, events, content)
• Integrated Marketing Campaigns
• Lead end-to-end planning and execution of integrated campaigns (brand, product, education, partnerships)
• Develop campaign narratives, creative briefs, and go-to-market plans across paid, owned, and earned channels
• Ensure campaigns balance brand building + measurable growth outcomes
• Local Market Leadership
• Be the key marketing lead for Australia, with strong understanding of local consumer behavior, media landscape, and cultural nuances
• Partner with PR, legal, and compliance teams to ensure messaging is accurate, responsible, and regulator-ready
• Manage local agencies and creative partners (media, creative, production)
• Stakeholder & Cross-Functional Collaboration
• Work closely with global marketing, regional leadership, product, and comms teams
• Clearly articulate local needs and feedback to global stakeholders
• Collaborate with partnerships and community teams to amplify brand presence
• Performance & Brand Health
• Track and report on brand health metrics (awareness, consideration, trust) alongside campaign KPIs
• Use insights to refine messaging, channels, and investment strategy
• Balance long-term brand equity with short-term performance goals

Requirements

• 8–12+ years of marketing experience, ideally in financial services, fintech, crypto, technology, or regulated industries
• Proven track record in brand marketing and integrated campaigns, not just performance marketing
• Experience working with global brands and adapting them for local markets
• Strong agency management experience (creative, media, PR)
• Excellent brand judgment – understands tone, narrative, and long-term equity
• Strong strategic thinking with the ability to structure complex problems clearly
• Comfortable owning messaging in sensitive or regulated contexts
• Execution & LeadershipHighly self-motivated, structured, and execution-oriented
• Able to operate independently while aligning with global frameworks
• Strong communication skills – confident presenting to senior stakeholders

Why Binance

• Shape the future with the world’s leading blockchain ecosystem
• Collaborate with world-class 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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