Growth Lead, Pakistan

Responsibilities

- Partner with the Regional Marketing Lead to develop and execute comprehensive growth strategies tailored to the Pakistan market, ensuring alignment with global business objectives and regional OKRs

- Lead the planning and execution of localized product campaigns, growth experiments, and user lifecycle programs across web and app channels to drive measurable user growth and funnel conversion

- Own and optimize full-funnel growth across all channels, including but not limited to: Paid Acquisition: Performance marketing across Meta, Google, TikTok, and other ad networks — budget allocation, audience targeting, creative testing, and ROI optimization

- KOL & Influencer Marketing: Identify, onboard, and manage local KOLs, content creators, and brand ambassadors to drive awareness and user acquisition at scale

- Offline Marketing: Plan and execute on-the-ground activations, university tours, community events, and brand partnerships to build local presence and trust

- O2O (Online-to-Offline): Design and execute online-to-offline growth loops — from digital lead generation to offline conversion — including local merchant partnerships, ground activations, and hyperlocal campaigns

- Organic & Community: Manage SEO/ASO, community channels, social media presence, and referral programs to drive cost-efficient, sustainable growth

- Localize global marketing campaigns and product initiatives to ensure cultural relevance and market fit for Pakistani users

- Map out the end-to-end user journey and identify opportunities to improve conversion at every stage — from awareness to activation, retention, and advocacy

- Leverage data analytics and user feedback to continuously monitor campaign performance, iterate on strategies, and improve ROI and user experience

- Constantly explore and experiment with new channels, creatives, and growth tactics to unlock incremental acquisition and engagement

- Help shape and elevate the Binance brand presence in Pakistan in creative, compliant, and impactful ways

- Build, lead, and mentor a high-performing local growth team, fostering a culture of experimentation, accountability, and data-driven decision-making

Requirements:

- 7+ years of relevant growth, marketing, or user acquisition experience, preferably in a leading internet/tech company or fast-paced fintech environment

- Deep understanding of the Pakistan market — its digital landscape, user behavior, regulatory environment, and growth channels

- Proven expertise in omnichannel growth, with hands-on experience across paid ads, KOL/influencer marketing, offline activations, and O2O growth strategies

- Strong knowledge of the fintech industry; experience in the crypto/blockchain industry is preferred

- Proven track record of driving user growth and managing performance marketing budgets at scale

- Highly data-driven with strong analytical skills; comfortable working with dashboards, funnel analysis, attribution models, and growth experimentation frameworks

- Familiar with OKR-driven work culture — able to translate high-level objectives into actionable plans and measurable outcomes

- Experience in building and managing a team, with a hands-on leadership style

- Execution-oriented mindset with the humility, drive, and scrappiness to get things done in a resource-constrained environment

- Strong coordination, stakeholder management, and strategic thinking skills

- Fluent in English; proficiency in Urdu is a strong advantage