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