Growth Lead, Pakistan

Binance; Islamabad; Remote; PKR 6,000,000 - 12,000,000; Full time

Job summary

Binance is seeking a results-driven Growth & Marketing Leader to shape Pakistan's user acquisition strategy. You will partner with regional leads to design localized campaigns, optimize funnels across web and app, and manage influencer, offline, and O2O activations to drive sustainable growth.

You will own end-to-end growth programs, analyze performance, iterate on creative testing, and mentor a local team in a fast-paced environment.

Qualifications

• 7+ years of growth/marketing or user acquisition experience in high-growth environments.
• Strong understanding of Pakistan market dynamics and growth channels.
• Hands-on experience across paid ads, influencer marketing, offline activations, and O2O growth.

Responsibilities

• Partner with Regional Marketing Lead to craft growth strategies for Pakistan.
• Plan and execute localized product campaigns and lifecycle programs.
• Own full-funnel growth across channels including paid media and KOLs.
• Manage offline activations, university tours, and local partnerships.
• Drive organic growth through SEO/ASO, communities, referrals, and social channels.
• Lead data-driven optimization and ROI improvements.

Skills

Growth strategy

Paid ads

KOL marketing

Offline activations

O2O growth

Data analytics

OKR

Team leadership

English fluency

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.

Responsibilities

• Partner with the Regional Marketing Lead to develop and execute comprehensive growth strategies tailored to the Pakistan market, ensuring alignment with global business objectives and regional OKRs
• Lead the planning and execution of localized product campaigns, growth experiments, and user lifecycle programs across web and app channels to drive measurable user growth and funnel conversion
• Own and optimize full-funnel growth across all channels, including but not limited to: Paid Acquisition: Performance marketing across Meta, Google, TikTok, and other ad networks - budget allocation, audience targeting, creative testing, and ROI optimization
• KOL & Influencer Marketing: Identify, onboard, and manage local KOLs, content creators, and brand ambassadors to drive awareness and user acquisition at scale
• Offline Marketing: Plan and execute on-the-ground activations, university tours, community events, and brand partnerships to build local presence and trust
• O2O (Online-to-Offline): Design and execute online-to-offline growth loops - from digital lead generation to offline conversion - including local merchant partnerships, ground activations, and hyperlocal campaigns
• Organic & Community: Manage SEO/ASO, community channels, social media presence, and referral programs to drive cost-efficient, sustainable growth
• Localize global marketing campaigns and product initiatives to ensure cultural relevance and market fit for Pakistani users
• Map out the end-to-end user journey and identify opportunities to improve conversion at every stage — from awareness to activation, retention, and advocacy
• Leverage data analytics and user feedback to continuously monitor campaign performance, iterate on strategies, and improve ROI and user experience
• Constantly explore and experiment with new channels, creatives, and growth tactics to unlock incremental acquisition and engagement
• Help shape and elevate the Binance brand presence in Pakistan in creative, compliant, and impactful ways
• Build, lead, and mentor a high-performing local growth team, fostering a culture of experimentation, accountability, and data-driven decision-making

Requirements

• 7+ years of relevant growth, marketing, or user acquisition experience, preferably in a leading internet/tech company or fast-paced fintech environment
• Deep understanding of the Pakistan market — its digital landscape, user behavior, regulatory environment, and growth channels
• Proven expertise in omnichannel growth, with hands-on experience across paid ads, KOL/influencer marketing, offline activations, and O2O growth strategies
• Strong knowledge of the fintech industry; experience in the crypto/blockchain industry is preferred
• Proven track record of driving user growth and managing performance marketing budgets at scale
• Highly data-driven with strong analytical skills; comfortable working with dashboards, funnel analysis, attribution models, and growth experimentation frameworks
• Familiar with OKR-driven work culture — able to translate high-level objectives into actionable plans and measurable outcomes
• Experience in building and managing a team, with a hands-on leadership style
• Execution-oriented mindset with the humility, drive, and scrappiness to get things done in a resource-constrained environment
• Strong coordination, stakeholder management, and strategic thinking skills
• Fluency in English is required to be able to coordinate with overseas partners and stakeholders. Additional languages would be an advantage.

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.

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