Job Overview
We are looking for a strategic and execution-oriented Product Marketing Lead to drive the market positioning, product communication, and user growth of KuCoin’s core products.
As a key bridge between the Product and Marketing teams, the Product Marketing Lead will be responsible for developing product marketing strategies, leading Go-to-Market (GTM) initiatives, increasing product awareness and adoption, and leveraging market insights and user research to drive business growth.
This is a player-coach role combining both leadership and hands-on execution. In addition to managing a small product marketing team, the successful candidate is expected to remain deeply involved in day-to-day execution, including product positioning, marketing planning, content development, and project delivery.
Key Responsibilities
1. Product Positioning & Go-to-Market (GTM)
- Own the market positioning, value proposition, and differentiation strategy for KuCoin’s core products, including Spot, Futures, Earn, Launchpad, Payments, and other key product lines.
- Lead the planning and execution of Go-to-Market (GTM) strategies for new products, major product launches, and key feature releases.
- Translate complex product features and technical capabilities into clear, compelling, and user-centric value propositions.
- Develop differentiated product messaging and communication strategies tailored to different user segments and markets.
- Partner closely with Product and Project Management teams to strengthen product commercial value, market positioning, and competitive advantage.
2. Product Marketing Strategy & Execution
- Develop and execute product marketing plans to increase product visibility, user awareness, adoption, and engagement.
- Own the end-to-end execution of product marketing initiatives, from strategy and campaign planning to content development and implementation.
- Collaborate with Brand, PR, Social Media, Growth, Community, and other marketing functions to maximize product communication and campaign impact.
- Drive integrated marketing initiatives across online, offline, community, and other relevant channels.
- Continuously optimize marketing strategies, messaging, and content based on performance data and user feedback to improve conversion and business outcomes.
3. User Insights & Market Research
- Conduct ongoing user research, market research, and competitive analysis to identify industry trends, customer needs, and market opportunities.
- Develop a deep understanding of user behavior, product usage scenarios, and customer pain points to identify opportunities for product growth.
- Establish and monitor key product marketing metrics, including user acquisition, activation, conversion, retention, and product penetration.
- Leverage data and insights to evaluate campaign effectiveness and continuously improve product marketing strategies.
4. Cross-functional Collaboration & Project Management
- Act as a key coordinator across Product, Project Management, Marketing, and Regional teams to ensure strong alignment between product capabilities, messaging, and market strategies.
- Develop product marketing materials, messaging frameworks, sales enablement materials, and other go-to-market resources.
- Support Business Development, Customer Support, Community, and Regional teams in understanding product value propositions and improving product promotion effectiveness.
- Drive cross-functional projects from strategy through execution, ensuring alignment, accountability, and timely delivery.
Requirements
- Bachelor’s degree or above in Marketing, Business Administration, Communications, or a related field.
- 5+ years of experience in Product Marketing, Growth Marketing, or a related field.
- Experience in Internet, FinTech, cryptocurrency, digital assets, trading platforms, or other technology-driven industries is highly preferred.
- Proven track record of successfully launching and growing digital products.
- Strong understanding of product positioning, value proposition development, GTM strategy, and product communication frameworks.
- Strong capabilities in market research, user analysis, and competitive analysis.
- Data-driven mindset with a strong understanding of user growth funnels, product metrics, and marketing performance analysis.
- Excellent project management and cross-functional collaboration skills, with the ability to manage multiple initiatives simultaneously in a fast-paced environment.
- Strong sense of ownership, accountability, and execution. Willingness to remain hands-on and drive projects through to measurable results.
- Excellent communication and presentation skills.
- Fluency in both Chinese and English is required, with Chinese being a mandatory requirement for this role.