Growth Lead – Northeast Asia
Job Description:
- Own the product growth marketing strategy for NEA, focusing on user acquisition, activation, trading activity, retention and revenue
- Develop understanding of CeFi products and crypto trading, including Spot, Derivatives, Earn, Copy Trading, Trading Bots and VIP products, and identify growth drivers
- Build and execute product-led GTM strategies based on local user behavior, competitor dynamics and market opportunities
- Work with Product, Business, BD, VIP, Affiliate and regional teams to translate product capabilities into acquisition, conversion and monetization opportunities
- Analyze the full user funnel and optimize campaigns, product positioning, incentives, conversion journeys and user segmentation
- Use digital and growth marketing tools including performance marketing, CRM, lifecycle marketing, referral, affiliate, KOL/influencer channels, promotions and incentive mechanisms
- Develop user segmentation strategies and differentiated product propositions for retail traders, active traders, high-value users and other customer groups
- Represent NEA users to global Product teams by identifying product gaps, competitive disadvantages and emerging user needs
- Conduct competitor analysis covering products, pricing, incentives, campaigns, user journeys and growth mechanisms
- Establish KPIs and measurement frameworks for marketing initiatives and own their impact on product adoption and business growth
- Develop market-specific GTM strategies considering regulatory requirements, user targeting, communication boundaries and distribution approaches
- Build scalable growth playbooks for testing in individual NEA markets and expansion when successful
- Deliver measurable impact on product adoption, active users, trading activity, revenue, acquisition and activation efficiency, retention, reactivation, high-potential segment conversion, priority product adoption, product/market gaps and cross-team collaboration
Requirements:
- Strong CeFi and crypto product knowledge is essential
- Understanding of how centralized exchanges work and familiarity with major trading products, user journeys and the competitive landscape
- Strong product sense
- Highly data-driven and commercially minded
- Strong understanding of digital growth tools and mechanics, including performance marketing, CRM/lifecycle marketing, referral, affiliate, KOL channels, promotions, incentives and conversion optimization
- Proven experience driving measurable business or product growth
- Strong understanding of crypto user behavior, particularly active traders and high-value users
- Ability to work cross-functionally with Product and Business teams and influence priorities without relying on direct reporting lines
- Strong market judgment and awareness of regulatory and market environments
- Ability to balance growth ambition with responsible execution, including user segmentation, targeting, communication and channel strategies
- Strong analytical capability in market research, competitive analysis, funnel analysis and campaign performance
- Strong communication and leadership skills
- Experience in major North East Asian crypto markets is highly preferred
- Fluency in 1 or more NEA language and English
Benefits:
- Competitive total compensation package
- L&D programs and Education subsidy for employees' growth and development
- Various team building programs and company events
- Wellness and meal allowances
- Comprehensive healthcare schemes for employees and dependants
- More that we love to tell you along the process!
