Head of Branding

7 days ago

Hong Kong, Central and Western District, Hong Kong SAR China KuCoin Exchange Full time

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KuCoin is a top-tier global cryptocurrency exchange, serving over 38 million users across 200+ countries and regions . Known for its diverse asset offerings, innovative technology, and commitment to security, KuCoin continues to push the boundaries of the crypto industry. We are looking for a Head of Branding to lead and elevate our global brand strategy, driving awareness, engagement, and trust in the rapidly evolving Web3 space.

Role Overview

As the Head of Branding , you will be responsible for developing and executing KuCoin's global brand strategy, ensuring a strong, consistent, and innovative brand presence across all markets. You will work cross-functionally with marketing, product, PR, community, and business development teams to craft compelling brand narratives, drive thought leadership, and position KuCoin as the most user-friendly and trusted crypto exchange worldwide. This role requires a visionary leader with deep expertise in brand building, storytelling, creative marketing, and digital engagement —preferably within fintech, crypto, or Web3 industries.

Key Responsibilities

  • Global Brand Strategy & Positioning
    • Develop and implement a comprehensive global branding strategy that aligns with KuCoin's vision, mission, and business objectives.
    • Position KuCoin as the most trusted and innovative exchange in the crypto space, driving brand awareness, credibility, and market leadership.
    • Lead the evolution of the KuCoin brand identity, ensuring consistency across all communication channels and international markets.
  • Brand Storytelling & Content Strategy
    • Craft compelling brand narratives that resonate with both retail and institutional users, showcasing KuCoin's strengths in security, innovation, and user experience.
    • Collaborate with content, PR, and social media teams to develop high-impact brand campaigns, thought leadership initiatives, and key messaging frameworks .
    • Oversee brand content development, including videos, blogs, reports, and influencer partnerships, to ensure consistency and engagement.
  • Marketing Campaigns & Creative Direction
    • Lead the development of high-impact global marketing campaigns , from conceptualization to execution, across multiple platforms (digital, social, PR, events, etc.).
    • Work closely with creative teams to deliver visually compelling and memorable brand assets , including ads, website design, product launches, and multimedia storytelling.
    • Drive innovative Web3-native branding initiatives , leveraging NFTs, the Metaverse, and community-driven engagement strategies.
  • Brand Awareness, Trust & Reputation Management
    • Implement strategies to enhance KuCoin's brand trust and user confidence in the platform.
    • Collaborate with PR & Comms teams on crisis management, reputation management, and proactive brand communication .
    • Monitor and analyze brand sentiment, identifying opportunities for brand improvement, audience engagement, and market expansion .
  • Partnerships, Events & Community Engagement
    • Identify and cultivate strategic brand partnerships, sponsorships, and industry collaborations to enhance KuCoin's global visibility.
    • Oversee the branding of KuCoin's participation in major crypto events, fintech conferences, and community activations .
    • Develop initiatives to foster brand loyalty and advocacy among KuCoin's diverse user base.
    • Lead and mentor a team of branding and creative professionals, fostering a culture of innovation, collaboration, and excellence .
    • Work closely with Product, Growth, Compliance, and C-level leadership to align brand strategy with business goals.
    • Establish key performance metrics and ensure data-driven decision-making in brand initiatives.

Requirements

Must-Have Skills & Experience

  • 10+ years of experience in brand management, marketing, or communications , with at least 5+ years in a leadership role .
  • Proven track record of building and scaling global brands in fintech, crypto, blockchain, or tech industries.
  • Strong understanding of crypto culture, Web3 trends, and the competitive landscape .
  • Exceptional storytelling, creative direction, and brand strategy expertise .
  • Experience in multi-channel brand marketing , including digital, social, PR, content, and influencer partnerships.
  • Ability to lead global teams, manage stakeholders, and work cross-functionally in a fast-paced environment .
  • Strong analytical skills, with the ability to measure brand impact and optimize strategies based on data.
  • Excellent written and verbal communication skills in English (additional languages such as Chinese, Spanish, or Russian are a plus).

Nice-to-Have Skills

  • Experience in Web3 branding, NFT marketing, or Metaverse campaigns .
  • Strong network in the crypto and fintech space , with established relationships in media, influencers, and industry leaders.
  • Experience managing brand reputation and crisis communication in regulated industries.

Why Join KuCoin?

  • Be part of a global leader in the crypto industry , driving the future of decentralized finance and Web3 adoption.
  • Work in a dynamic, innovative, and fast-paced environment where new ideas are encouraged.
  • Shape the brand identity of a top-tier crypto exchange , making a lasting impact on millions of users.
  • Competitive compensation, remote flexibility, and opportunities for professional growth .
Seniority level

Director

Employment type

Full-time

Job function

Marketing

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