Growth Marketing Lead-ANZ

About the Role
We are looking for a Senior Marketing Manager to lead brand-led growth for Binance Australia. This role sits at the intersection of brand strategy, integrated campaigns, and localized execution, ensuring Binance’s global brand is translated into a trusted, culturally relevant presence in the Australian market.You will own brand consistency, narrative, and campaign excellence, while working closely with global marketing, product, PR, compliance, and local partners. This is a senior, hands-on role requiring strong judgment, structure, and maturity in a regulated financial environment.

Key Responsibilities

• Brand Strategy & Positioning

• Own and evolve Binance Australia’s brand strategy, ensuring alignment with global brand standards while localizing for the Australian market

• Translate complex crypto concepts into clear, credible, and consumer-friendly messaging

• Act as brand guardian across all channels (ATL, BTL, digital, partnerships, community, events, content)

• Integrated Marketing Campaigns

• Lead end-to-end planning and execution of integrated campaigns (brand, product, education, partnerships)

• Develop campaign narratives, creative briefs, and go-to-market plans across paid, owned, and earned channels

• Ensure campaigns balance brand building + measurable growth outcomes

• Local Market Leadership

• Be the key marketing lead for Australia, with strong understanding of local consumer behavior, media landscape, and cultural nuances

• Partner with PR, legal, and compliance teams to ensure messaging is accurate, responsible, and regulator-ready

• Manage local agencies and creative partners (media, creative, production)

• Stakeholder & Cross-Functional Collaboration

• Work closely with global marketing, regional leadership, product, and comms teams

• Clearly articulate local needs and feedback to global stakeholders

• Collaborate with partnerships and community teams to amplify brand presence

• Performance & Brand Health

• Track and report on brand health metrics (awareness, consideration, trust) alongside campaign KPIs

• Use insights to refine messaging, channels, and investment strategy

• Balance long-term brand equity with short-term performance goals

Requirements

• 8–12+ years of marketing experience, ideally in financial services, fintech, crypto, technology, or regulated industries

• Proven track record in brand marketing and integrated campaigns, not just performance marketing

• Experience working with global brands and adapting them for local markets

• Strong agency management experience (creative, media, PR)

• Excellent brand judgment – understands tone, narrative, and long-term equity

• Strong strategic thinking with the ability to structure complex problems clearly

• Comfortable owning messaging in sensitive or regulated contexts

• Execution & LeadershipHighly self-motivated, structured, and execution-oriented

• Able to operate independently while aligning with global frameworks

• Strong communication skills – confident presenting to senior stakeholders