Company Overview
Our client, a globally regulated financial services group with a strong presence across brokerage, digital assets, and fintech, is expanding its crypto exchange division. With operations across multiple jurisdictions and a rapidly growing user base, the organization is focused on scaling its digital asset platform, strengthening global brand positioning, and driving sustainable client acquisition across institutional and retail segments.
As part of its next phase of growth, the group is seeking a Marketing Director to lead the global crypto marketing strategy and execution.
Role Overview
The Marketing Director Crypto will own the end-to-end marketing strategy for the exchange platform, driving user acquisition, retention, brand authority, and revenue growth across international markets.
This is a senior leadership role requiring deep crypto industry knowledge, performance marketing expertise, and the ability to build scalable, data-driven marketing engines across digital channels.
Key Responsibilities
- Define and execute the global marketing strategy for the crypto exchange across retail and institutional segments.
- Lead performance marketing initiatives across paid media, affiliates, influencer marketing, and partnerships to drive user acquisition and trading volume.
- Develop and manage brand positioning within the digital assets ecosystem, ensuring strong differentiation in competitive markets.
- Oversee CRM, lifecycle marketing, retention campaigns, and loyalty programs to improve user engagement and LTV.
- Build and scale affiliate and IB programs tailored to crypto audiences.
- Collaborate closely with Product, Trading, Payments, and Compliance teams to align marketing campaigns with platform features and regulatory requirements.
- Optimize marketing funnel performance using advanced analytics, attribution models, and data-driven decision-making.
- Lead global launch campaigns for new tokens, features, staking products, and ecosystem initiatives.
- Manage external agencies, media partners, and influencer networks across key regions.
- Build and mentor a high-performing crypto marketing team across performance, content, CRM, and brand.
Requirements
- 812+ years of marketing experience, with at least 5+ years in crypto, digital assets, or blockchain-related businesses.
- Proven track record in scaling crypto exchanges, trading platforms, or Web3 ecosystems.
- Strong expertise in performance marketing (Google, Meta, programmatic, native, crypto ad networks).
- Deep understanding of token launches, liquidity campaigns, staking promotions, and trading incentives.
- Experience managing affiliate and IB-driven acquisition models.
- Strong analytical mindset with experience in attribution tools, BI dashboards, and performance optimization.
- Understanding of regulatory marketing constraints within crypto and financial services environments.
- Experience managing multi-country campaigns across emerging and developed markets.
- Strong leadership capabilities with experience in building and scaling marketing teams.
- Bachelor's degree in Marketing, Business, or related field (MBA preferred).
Preferred
- Experience working within regulated financial services environments.
- Exposure to derivatives, CFDs, or multi-asset trading platforms.
- Strong network within crypto KOLs, influencers, and digital communities.
