Lead Binance Australias brand-led growth: define and localize brand strategy, translate crypto concepts for consumers, plan and execute integrated campaigns, manage agencies and cross-functional stakeholders, ensure regulatory-compliant messaging, and track brand health alongside performance metrics to balance long-term equity with measurable growth.
Binance is a leading global blockchain ecosystem behind the world’s largest cryptocurrency exchange by trading volume and registered users. We are trusted by 300+ million people in 100+ countries for our industry-leading security, user fund transparency, trading engine speed, deep liquidity, and an unmatched portfolio of digital-asset products. Binance offerings range from trading and finance to education, research, payments, institutional services, Web3 features, and more. We leverage the power of digital assets and blockchain to build an inclusive financial ecosystem to advance the freedom of money and improve financial access for people around the world.
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
Why Binance
• Shape the future with the world’s leading blockchain ecosystem
• Collaborate with world-class talent in a user-centric global organization with a flat structure
• Tackle unique, fast-paced projects with autonomy in an innovative environment
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning
• Competitive salary and company benefits
• Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team)
Binance is committed to being an equal opportunity employer. We believe that having a diverse workforce is fundamental to our success.
By submitting a job application, you confirm that you have read and agree to our Candidate Privacy Notice.
Binance Melbourne, Victoria, AUS Office
Melbourne, VIC, Australia
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