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Own the product growth marketing strategy for NEA, with a strong focus on measurable business outcomes, including user acquisition, activation, trading activity, retention and revenue.
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Develop a deep understanding of CeFi products and crypto trading, including Spot, Derivatives, Earn, Copy Trading, Trading Bots, VIP products and other key trading tools, and identify which products and features can become meaningful growth drivers in each market.
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Build and execute product-led GTM strategies based on local user behavior, competitor dynamics and market opportunities rather than relying primarily on brand campaigns or offline events.
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Work closely with Product, Business, BD, VIP, Affiliate and regional teams to translate product capabilities into user acquisition, conversion and monetization opportunities.
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Use data to understand the full user funnel, identify growth bottlenecks and continuously optimize campaigns, product positioning, incentives, conversion journeys and user segmentation.
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Understand and effectively use different digital and growth marketing tools, including performance marketing, CRM, lifecycle marketing, referral, affiliate, KOL/influencer channels, promotions and incentive mechanisms.
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Develop clear user segmentation strategies across retail traders, active traders, high-value users and other relevant customer groups, and design differentiated product propositions and growth strategies for each segment.
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Act as the voice of NEA users to global Product teams by identifying product gaps, competitive disadvantages and emerging user needs, and help prioritize opportunities that can materially improve growth.
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Conduct structured analysis of competitors, including their products, pricing, incentives, campaigns, user journeys and growth mechanisms, and translate insights into actionable recommendations.
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Establish clear KPIs and measurement frameworks for major marketing initiatives, with strong accountability for their impact on product adoption and business growth.
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Develop market-specific GTM strategies with appropriate consideration for local regulatory requirements, user targeting, communication boundaries and distribution approaches, working closely with relevant internal stakeholders.
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Build scalable growth playbooks that can be tested in individual NEA markets and expanded when proven successful.
