1.
Global GTM Strategy & Execution
Own end-to-end go-to-market for Binance’s global product portfolio — positioning, messaging, audience segmentation, launch strategy, channel orchestration, and post-launch optimization. Every major launch will have a clear reason why it matters, who it’s for, why now, and what user behavior we want to drive . Define what success looks like — awareness, adoption, activation, retention, engagement, revenue, sentiment — and deliver against it.
2.
Product Storytelling That Actually Lands
Translate complex products — derivatives, on-chain mechanics, stablecoins, yield, custody — into value propositions and narratives that real humans understand, trust, and act on. Make the hard stuff feel obvious. Make the powerful stuff feel inevitable. Help Binance move from “shipping many features” to telling fewer, sharper, higher-impact product stories. Partner with Brand, Creative, Content, Social, and Regional to make sure stories become campaigns — not just feature announcements.
3.
Voice of the User & Market
Be the sharpest synthesizer in the room. Pull signal from user research, customer feedback, market trends, competitor moves, product data, campaign performance, and regional insights — and feed it back into Product and Business teams to shape what we build and how we grow. Advocate relentlessly for user clarity, trust, and product-market fit.
4.
Team Building & Transformation
Take a team of talented individual PMMs and transform it into a high-performing, integrated global function. Hire, develop, and retain top talent. Raise the quality bar on positioning, launch readiness, storytelling, and post-launch learnings. Build the playbooks, frameworks, and rituals that make great PMM scalable at Binance.
5.
Cross-Functional Orchestration
Be the connective tissue across Product, Growth, Regional, Brand, Social, PR/Comms, Legal, Compliance, Business, and CS. Lead through influence, not org chart. Build informal authority through clarity, judgment, and follow-through. Anticipate blockers, clarify ownership, and make sure key launches don’t get lost between functions.
Track every launch and campaign. Know what worked, what didn’t, and why. Live in the data, not above it. Turn insights into the next playbook. Continuously improve Binance’s product marketing system over time.
7.
AI-Native Operating Model
Use AI aggressively across research, customer insight synthesis, messaging, content creation, localization, competitive analysis, and workflow. Help the team become faster, sharper, and more scalable — while balancing AI productivity with human judgment, creativity, and taste.