Growth Marketing Lead-ANZ

Binance; Australia; Remote; AUD 140,000 - 190,000; Full time

Benefits offered by this job

Remote-first

Job summary

Binance Australia seeks a Senior Marketing Manager to drive brand-led growth, translating the global Binance brand into a locally trusted, culturally relevant presence. You will oversee brand consistency, narratives, and campaign excellence while partnering with global marketing, product, PR, compliance, and local partners.

This senior, hands-on role requires strong judgment, structure, and maturity in a regulated financial environment. Remote-first setup with collaboration across teams.

Qualifications

• 8–12+ years of marketing experience in financial services, fintech, crypto, tech, or regulated industries.
• Proven track record in brand marketing and integrated campaigns, not only performance marketing.
• Experience adapting global brands for local markets and managing agencies.
• Excellent brand judgment on tone, narrative and long-term equity.
• Strong strategic thinking and ability to structure complex problems.
• Comfortable messaging in sensitive or regulated contexts.
• Strong communication skills for presenting to senior stakeholders.

Responsibilities

• Own and evolve Binance Australia brand strategy aligned with global standards while localizing for Australia.
• Translate crypto concepts into clear, credible consumer messaging across channels.
• Act as brand guardian across ATL, BTL, digital, partnerships, events, and content.
• Lead end-to-end integrated campaigns (brand, product, education, partnerships).
• Develop narratives, briefs, and go-to-market plans across paid/owned/earned.
• Balance brand-building with measurable growth outcomes.
• Lead Australia marketing with local market insights and regulator-ready messaging.

Skills

Brand marketing

Integrated campaigns

Agency management

Strategic thinking

Regulatory context

Leadership

Cross-functional collaboration

Communication to senior stakeholders

Job description

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, and more. Our mission is to increase the freedom of money and financial access for people around the world.

About the Role

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.

Key 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 of finance
• Collaborate with world-class talent in a user-centric global organization with a flat structure
• Tackle challenging projects in a fast-paced and innovative enviornment with autonomy
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning
• Competitive salary and company benefits
• Remote-first, work-from-home arrangement (may vary depending on the nature of the role and team)

Binance is committed to being an equal opportunity employer. We believe that having a diverse workforce is fundamental to our success.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.