Head of Marketing

PancakeSwap LP; Hong Kong; On-site; HKD 900,000 - 1,200,000; Full time

Job summary

PancakeSwap is seeking a marketing leader to shape brand strategy, drive growth, and build an AI-enhanced team. You will redefine our brand voice for a crowded DeFi landscape, create non-traditional distribution channels, and lead data-driven GTM for major launches like xStocks and RWA.

Fluent English required; Chinese proficiency a strong plus. You will build a multilingual KOL/KOB network and align marketing with product and BD to accelerate adoption across the PancakeSwap ecosystem.

Qualifications

• 5+ years of crypto / Web3 marketing experience with at least one brand or growth system built from scratch.
• Deep understanding of DeFi products (DEX, AMM, aggregators) and translating complex tech to user value.
• Demonstrated channel innovation through non-conventional or emerging platforms.
• Data-driven decision making; ability to build marketing dashboards.
• Proven team leadership and cadence development.
• Fluent English; Chinese proficiency a strong plus.

Responsibilities

• Redefine PancakeSwap's brand voice and visual language to differentiate in DeFi.
• Discover and operationalize new distribution channels beyond the standard crypto stack (Twitter/X, Telegram) - community-led platforms, creator economies, crypto-native media, Web2 surfaces.
• Build PancakeSwap's reputational equity with institutional audiences, developer communities, and mainstream crypto media.
• Lead the development of a multilingual, multi-regional KOL and Key Opinion Builder (KOB) system.
• Turn Div2 milestones - xStocks, RWA products, institutional partnerships - into high-impact brand moments.
• Design GTM plans for major feature launches (Aggregator, xStocks, PropAMM) with data-driven budgets and roadmaps.
• Establish a Marketing funnel (Awareness Activation Retention) with metrics reported to the CEO.
• Assess the Marketing team, define roles/workflows, propose resourcing/AI adoption to improve output per headcount.

Skills

Crypto/Web3 marketing

Brand building

Growth marketing

Data-driven decisions

Team leadership

English fluency

Chinese proficiency

Job description

PancakeSwap is the largest DEX on BNB Chain and consistently ranks in the global top-three by 30-day volume. In 2026 the protocol is executing across three strategic pillars: defending and growing AMM market share (Div1), expanding institutional liquidity and RWA products (Div2), and building distribution capability through Aggregator and API integrations (Div3)

Marketing's role is to convert execution on those three pillars into brand equity, user mindshare, and ecosystem reputation - and to proactively open new distribution and growth channels, not simply amplify existing content. The H1 2026 internal review identified conventional execution and a static channel mix as the primary gaps in the current Marketing function. We need a lead who can diagnose this situation and drive meaningful change.

Responsibilities

2.1 Brand Strategy & Innovative Distribution

Redefine PancakeSwap's brand voice and visual language to build differentiated positioning in a crowded DeFi landscape. Discover and operationalize new distribution channels beyond the standard crypto playbook (Twitter/X, Telegram) - community-led platforms, creator economies, crypto-native media, Web2 surfaces, and whatever emerges next.

Build PancakeSwap's reputational equity with institutional audiences, developer communities, and mainstream crypto media. Lead the development of a multilingual, multi-regional KOL and Key Opinion Builder (KOB) system. Turn Div2 launch milestones - xStocks, RWA products, institutional partnerships - into high-impact brand moments.

2.3 Growth Marketing & Data-Driven Execution

Build a growth marketing framework where channel investment and content priorities are decided by data. Partner closely with Product and BD to design GTM plans for every major feature launch: Aggregator, xStocks, PropAMM. Establish a clear Marketing funnel (Awareness Activation Retention) with quantitative metrics reported directly to the CEO.

2.4 Team Building & AI-Powered Efficiency

Quickly assess the existing Marketing team, define clear roles and workflows aligned with your leadership style, and identify capability gaps. Propose resourcing or outsourcing strategies where needed. Drive deep adoption of AI tools across content production, channel analytics, and community operations to materially improve team output per headcount.

Requirements

Must-Have

• 5+ years of crypto / Web3 marketing experience, with at least one verifiable case of building a brand or growth system from scratch.
• Deep understanding of DeFi products (DEX, AMM, aggregators) and the ability to translate complex technical products into clear user-value narratives.
• Demonstrated channel innovation instinct: concrete experience achieving meaningful reach through non-conventional or emerging channels, not just the standard crypto stack.
• Data-driven decision-making as a default: able to build Marketing dashboards independently and adjust strategy based on what the numbers say.
• Proven team leadership: able to quickly establish working cadences, give direct performance feedback, and develop team members.
• Fluent in English; Chinese proficiency a strong plus given PancakeSwap's primary userbase.

Nice-to-Have

• Prior Marketing leadership at a major DEX, CEX, or on-chain infrastructure project.
• Familiarity with the BNB Chain ecosystem or hands-on BSC community operations experience.
• Experience with institutional-grade or compliant DeFi product communications (RWA, regulated assets).
• Heavy personal use of AI productivity tools - generative content, automated workflows, channel analytics.