Lead global brand strategy and positioning across app, web, social and offline channels. Own end-to-end integrated campaigns and cross-cultural storytelling bridging Western Crypto Twitter and Asian/Chinese audiences. Monitor market trends and competitors, translate brand sentiment and SOV metrics into strategy, oversee creative agencies, and coordinate with PR and Legal for crisis management. Manage cross-functional teams and external vendors in a fast-paced environment.
We are hiring for a global top-tier digital asset exchange, serving millions of users across multiple continents. The company operates in a highly competitive, fast-moving market and is known for strong product execution, deep liquidity, and rapid global expansion.
Responsibilities- Brand Strategy & Positioning: Define and evolve the brand’s global DNA, ensuring a consistent voice and visual identity across all touchpoints (App, Web, Social, Offline).
- Integrated Campaigns: Lead the end-to-end execution of large-scale brand awareness campaigns, from World Cup sponsorships to localized community activations.
- Cross-Cultural Narrative: Craft compelling stories that translate seamlessly between Western "Crypto Twitter" (X) culture and the nuances of the Asian/Chinese crypto landscape.
- Market Intelligence: Monitor industry trends and competitor moves to ensure the exchange remains a "top-of-mind" choice for both retail traders and institutional clients.
- Creative Oversight: Manage internal and external creative agencies to produce world-class visual assets, videos, and copy.
- Crisis Management: Work closely with PR and Legal to protect brand equity during market volatility or regulatory shifts.
- Experience: 5+ years of brand management experience, preferably with a top-tier exchange, global fintech, or a high-growth "Unicorn" tech company.
- Language: Native-level fluency in Mandarin Chinese (written/spoken) and professional proficiency in English.
- Crypto Native: Deep understanding of blockchain technology, DeFi, NFTs, and the psychological drivers of crypto traders.
- Analytical Rigor: Ability to turn brand sentiment data and "Share of Voice" (SOV) metrics into actionable marketing strategies.
- Leadership: Proven track record of managing cross-functional teams and external vendors in a fast-paced, high-pressure environment.
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