Product Marketing Lead

Job OverviewWe 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 Responsibilities1. 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 & ExecutionDevelop 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 ResearchConduct 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 ManagementAct 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.RequirementsBachelor’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.