Partner up with product and strategy teams to own the roadmap for the Exchange (Advanced) and main app (Mainstream) verticals.Develop value propositions that differentiate our platform in a competitive global market.Partner with data, analytics and product to define user personas (e.g. retail traders, crypto newcomers, high-frequency traders) and map tailored journeys for each.Lead on creative/copy positioning and brief submission for growth teams to deliver impactful and localised campaigns.Work closely with product managers to align on roadmap priorities and customer feedback loops.Partner up with the product team to manage the go-to-market planning for feature launches.Conceptualise integrated marketing campaigns across in-app, email, web, social, and earned media for UA to execute.Partner with marketing, growth and product teams to ensure campaigns are timely, scalable, and data-informed.Coordinate with local market teams and growth to adapt messaging for region-specific rollouts: localisation across product messaging, local behaviour and competitive landscape.Analyze market trends and conduct competitive benchmarking to identify opportunities and threats.Run user interviews, feedback loops, and surveys to understand pain points and improve UX/messaging.Feed findings back into product and growth teams to inform prioritization and positioning.Design lifecycle programs that drive user activation, trading volume, and long-term retention.Conceptualise promotions, streaks, and incentive programs that reward engagement and boost retention.Work with data, analytics and product teams to identify drop-off points and optimize onboarding and reactivation flows.Work with Growth and Product to define KPIs across funnel metrics, retention, and campaign impact.Report using tools like GA4, Tableau, Mixpanel: work closely with analytics and product to iterate quickly. 