Responsibilities

1. Brand Building and Positioning

Develop and execute the company’s global brand strategy, defining the brand’s core values, differentiated positioning, and long-term development roadmap;

Shape a professional, trustworthy, and cutting-edge brand image, enhancing awareness and reputation among Web3 user groups such as cryptocurrency, DeFi, and NFT communities.

2. Multi-Channel User Acquisition and KOL Partnerships

Design and implement efficient, compliant user growth strategies, integrating multi-channel resources such as social media, community management, affiliate marketing, SEO/SEM, and email marketing;

Expand and manage partnerships with global KOLs, KOCs, media outlets, and community leaders to build a high-ROI influencer marketing network.

3. Large-Scale Online and Offline Event Planning and Execution

Lead the planning and execution of global online events such as product launches, AMAs, hackathons, and airdrops, as well as offline industry summits, meetups, and brand pop-ups, strengthening user engagement and brand exposure;

Coordinate cross-departmental resources including product, technology, and compliance to maximize event effectiveness.

4. Content Marketing

Develop a user-centric content ecosystem encompassing educational materials, trend insights, product analyses, and success stories, across blogs, videos, whitepapers, and social media platforms;

Drive localized content strategies tailored to linguistic and cultural preferences in different regional markets (e.g., North America, Southeast Asia, the Middle East, and Latin America).

5. Data Analysis and Growth Strategies

Establish a marketing KPI framework to monitor core metrics across channels, including customer acquisition cost (CAC), lifetime value (LTV), and conversion rates;

Continuously optimize marketing strategies based on A/B testing, funnel analysis, and user behavior insights to drive sustainable growth.

6. Market Budget Management

Develop the annual marketing budget, allocating resources effectively across brand, growth, events, content, and other modules;

Monitor spending efficiency to maximize ROI and regularly report input-output analysis to senior management.

7. Risk Control and Reputation Management

Closely monitor global regulatory developments, community sentiment, and industry risks, and prepare contingency plans;

Respond swiftly to crisis incidents, collaborating with legal and PR teams to safeguard brand reputation and user trust.

8. Team Building and Management

Build and lead a global marketing team (including brand, growth, content, and events functions), establishing efficient collaboration mechanisms;

Develop talent pipelines and foster an innovative, agile, and results-driven team culture.

Qualifications:

1. Minimum 5 years of experience in marketing, growth, or brand-related roles, with at least 2 years in the Web3, cryptocurrency, fintech, or internet platform sectors;

2. Proven experience in leading brand building and user growth projects from zero to one or through scaling phases;

3. Familiarity with mainstream Web3 communities (Twitter, Discord, Telegram, Reddit, etc.) ecosystems and user behaviors;

4. Excellent cross-cultural communication skills, capable of coordinating multi-timezone and multilingual teams;

5. Data-driven with proficiency in analytics tools such as Google Analytics, Mixpanel, and Tableau;

6. Strong awareness of compliance, security, and reputational risks, with the ability to navigate gray areas;

7. Fluent in English; additional language skills are a plus.