• Partner up with product and strategy teams to own the roadmap for the Exchange vertical. • 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 localized 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. • Conceptualize 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: localization across product messaging, local behavior 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. • Conceptualize 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, Mix panel: work closely with analytics and product to iterate quickly.