📌 Core Information
🔹 Job Title: Marketing Manager Africa
🔹 Company: Binance
🔹 Location: Nairobi, Kenya (Remote)
🔹 Job Type: Full-time: Remote
🔹 Category: Marketing
🔹 Date Posted: May 30, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote (Africa)
🚀 Job Overview
Key aspects of this role include:
- Driving user growth through innovative marketing strategies
- Managing and growing strategic marketing partnerships
- Developing and executing integrated marketing campaigns
- Optimizing user retention through lifecycle campaigns
- Building and growing a robust experimentation approach
- Shaping Binance's brand in key African markets
- Reporting on campaign performance and providing data-driven insights
ASSUMPTION: This role requires a strong background in acquisition marketing, performance marketing, and integrated marketing to drive growth and engagement.
📋 Key Responsibilities
✅ Unlock new user growth through product offerings design, content marketing, social media campaigns, and affiliates collaboration
✅ Manage and grow strategic marketing partner relationships, channel experimentation, audience messaging, and spend accountability
✅ Develop and execute integrated campaigns, starting with strategy, brief, and working on executing and measuring performance
✅ Build and grow a robust paid and organic experimentation approach across creative, app store optimization, and landing page optimization to help grow ROI
✅ Own retention marketing strategies and own the lifecycle campaigns
✅ Apply deep background in acquisition marketing, performance marketing, organic, and integrated marketing to drive growth through retargeting tactics
✅ Help shape the Binance brand in key African markets
✅ Report on the effectiveness of campaigns and provide data-driven recommendations
ASSUMPTION: This role requires a high level of autonomy and the ability to work independently, with a strong focus on execution and results.
🎯 Required Qualifications
Education: A university degree relating to Marketing is a plus
Experience: Minimum 6 years of relevant marketing experience, preferably in Fintech/BtoC mobile or community-driven brand/web3
Required Skills:
- Execution-oriented mindset with humility, drive, and scrappiness
- Strong interest and knowledge in crypto/blockchain/technology
- Fluency in English
- Strong coordination skills and strategic mindset for marketing
- Familiarity with online and offline marketing avenues such as social media, community management, and event management
- Proven experience in growing and managing user base
Preferred Skills:
- Familiarity with the African market and local languages
- Experience working remotely in a global team
ASSUMPTION: Candidates with experience in the Fintech or web3 industry and a strong understanding of the African market will have a competitive advantage.
💰 Compensation & Benefits
Salary Range: $80,000 - $120,000 per year (Based on industry standards for a Marketing Manager with 5-10 years of experience in the Fintech industry, working remotely in Africa)
Benefits:
- Competitive benefits package
- Opportunities for professional growth and development
- Flexible work schedule
Working Hours: Full-time (40 hours/week), with flexibility for remote work
ASSUMPTION: Salary and benefits may vary based on individual performance, experience, and market conditions.
📌 Applicant Insights
🔍 Company Context
Industry: Binance is a leading blockchain and cryptocurrency infrastructure provider, offering a wide range of financial products and services. They are the world's largest digital asset exchange by volume.
Company Size: Binance has 1,001-5,000 employees, providing a large and diverse work environment.
Founded: Binance was founded in 2017 and has since grown to become a global leader in the blockchain and cryptocurrency industry.
Company Description:
- Binance offers a comprehensive suite of crypto products and offerings, including trading and finance, education, data and research, social good, investment and incubation, decentralization, and infrastructure solutions.
- They are committed to increasing the freedom of money for users worldwide and providing a safe, secure, and user-friendly platform for cryptocurrency trading and investment.
- Binance is dedicated to promoting blockchain education and adoption, supporting various social impact initiatives, and fostering innovation in the blockchain and cryptocurrency industry.
Company Specialties:
- Digital Assets Exchange
- Blockchain
- Cryptocurrency Exchange
- Bitcoin
- Fintech
- Ethereum
- DLT
- Exchange
- Cryptocurrency
- Altcoins
- Cryptocurrency Information
- Trading Platform
- and Finance
Company Website: https://accounts.binance.com/register?ref=42409437
ASSUMPTION: Binance's large employee base and global presence provide ample opportunities for career growth and development.
📊 Role Analysis
Career Level: This role is at the mid-level management stage, with opportunities for growth and advancement within the organization.
Reporting Structure: The Marketing Manager Africa will report directly to the Regional Marketing Director for Africa.
Work Arrangement: This role is remote, with a focus on the African market. Occasional travel may be required for meetings and events.
Growth Opportunities:
- Advancement to a regional or global marketing leadership role
- Expansion into other areas of marketing or product management within Binance
- Opportunities to work on high-impact projects and initiatives
ASSUMPTION: Given Binance's rapid growth and expansion, there are ample opportunities for career progression and development within the organization.
🌍 Location & Work Environment
Office Type: Remote (with occasional travel)
Office Location(s): Nairobi, Kenya
Geographic Context:
- Nairobi is the capital and largest city of Kenya, with a population of over 4 million people.
- Kenya is a major hub for technology and innovation in Africa, with a thriving startup ecosystem.
- The cost of living in Nairobi is relatively low compared to other major cities in the region.
Work Schedule: Full-time (40 hours/week), with flexibility for remote work
ASSUMPTION: The remote work arrangement allows for a better work-life balance and the opportunity to work from various locations within Africa.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call interview with the hiring manager
- Case study or assignment to assess marketing skills and strategic thinking
- Final interview with the regional marketing director or other senior stakeholders
Key Assessment Areas:
- Marketing strategy and campaign development
- Data analysis and reporting
- Cultural fit and alignment with Binance's values
- Problem-solving and critical thinking skills
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing experience and skills
- Demonstrate your understanding of the African market and local consumer behavior
- Showcase your ability to work independently and manage remote teams
- Prepare for behavioral and situational interview questions that focus on your marketing experience and achievements
ATS Keywords: User Growth, Content Marketing, Social Media Campaigns, Affiliates Collaboration, Marketing Partner Relationships, Audience Messaging, Retention Marketing, Acquisition Marketing, Performance Marketing, Organic Marketing, Integrated Marketing, Brand Development, Campaign Reporting, Data-Driven Recommendations, App Store Optimization, Landing Page Optimization
ASSUMPTION: Binance's hiring process is competitive, and candidates with relevant marketing experience and a strong understanding of the African market will have a better chance of success.
🛠️ Tools & Technologies
- Google Analytics
- Social media management tools (e.g., Hootsuite, Buffer)
- Marketing automation platforms (e.g., HubSpot, Marketo)
- CMS and website management tools (e.g., WordPress, Wix)
- Design and graphics tools (e.g., Canva, Adobe Creative Suite)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the marketing channels and platforms used by Binance.
👔 Cultural Fit Considerations
Company Values:
- User-centric
- Pioneering
- Global
- Innovative
- Customer Obsessed
Work Style:
- Results-driven and execution-focused
- Collaborative and team-oriented
- Adaptable and open to feedback
- Data-driven and analytical
Self-Assessment Questions:
- How do you align with Binance's user-centric and customer-obsessed values in your marketing approach?
- How do you stay updated with the latest trends and developments in the blockchain and cryptocurrency industry?
- How do you balance autonomy and collaboration when working remotely with a global team?
ASSUMPTION: Binance values candidates who are passionate about blockchain technology, customer-focused, and results-driven in their marketing approach.
⚠️ Potential Challenges
- Managing remote teams and stakeholders across different time zones
- Navigating the unique cultural and regulatory landscape of the African market
- Keeping up with the rapid pace of change and innovation in the blockchain and cryptocurrency industry
- Balancing the need for creativity and innovation with the need for data-driven decision-making
ASSUMPTION: These challenges can be overcome through strong communication, adaptability, and a deep understanding of the African market and local consumer behavior.
📈 Similar Roles Comparison
- Compared to other marketing manager roles, this position has a stronger focus on user growth and acquisition, as well as a greater emphasis on data-driven decision-making and performance marketing.
- In the African market, this role may require a deeper understanding of local consumer behavior and cultural nuances, as well as the ability to navigate the unique regulatory landscape of the region.
- Career progression in this role may involve moving into a regional or global marketing leadership position, or expanding into other areas of marketing or product management within Binance.
ASSUMPTION: This role offers a unique opportunity to drive growth and engagement in the African market, with the potential for significant impact and career advancement.
📝 Sample Projects
- Developing and executing a targeted social media campaign to drive user acquisition in a specific African market
- Conducting market research and analysis to identify trends and opportunities in the African blockchain and cryptocurrency industry
- Managing and growing a strategic partnership with a local African fintech company to drive user growth and engagement
ASSUMPTION: These sample projects are intended to illustrate the types of initiatives and campaigns that the Marketing Manager Africa may be responsible for developing and executing.
❓ Key Questions to Ask During Interview
- How does this role fit into Binance's overall marketing strategy for the African market?
- What are the key priorities for this role in the first 90 days?
- How does Binance support the professional development and growth of its marketing team members?
- What are the most significant challenges facing the African blockchain and cryptocurrency industry, and how can this role help address them?
- How does Binance approach diversity, equity, and inclusion in its marketing efforts and team composition?
ASSUMPTION: These interview questions are designed to provide insight into the strategic priorities, team dynamics, and company culture of Binance's marketing team.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant marketing experience and skills
- Prepare for behavioral and situational interview questions that focus on your marketing experience and achievements
- Follow up with the hiring manager within one week of submitting your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
