User Growth Lead - Latam

About the role

This role focuses on driving user growth for Binance's BigPay platform across Latin American markets. The User Growth Lead will be responsible for creating and implementing comprehensive strategies that cover the entire user lifecycle, from initial acquisition to long-term engagement. This involves identifying new growth avenues, understanding user personas, and staying ahead of market trends in fintech and crypto payments.

A key aspect of this position is cross-functional collaboration. The User Growth Lead will work closely with Product, Marketing, Data, and Business teams to ensure growth initiatives are aligned and effectively executed. This includes acting as a liaison between marketing and product to launch and optimize features and campaigns, and driving initiatives across various regional and stakeholder groups.

Success in this role is measured by key performance indicators such such as user acquisition, activation, engagement, retention, customer acquisition cost, and return on investment. The ideal candidate will use data insights, experimentation, and analytics to continuously refine campaign performance and improve growth funnels. They will also explore strategic partnerships and platform collaborations to accelerate user expansion.

The salary for this role ranges from $82,000 to $138,000 annually.

Skills that matter here

• user growth: This role requires leading end-to-end user growth initiatives with a focus on acquisition, activation, retention, and engagement.
• fintech: Experience in fintech, digital banking, or crypto payments is necessary to understand the landscape and develop relevant growth models.
• data: A strong analytical mindset is needed to use data insights and experimentation for optimizing campaign performance and decision-making.
• LatAM markets: The role specifically targets user growth in Latin American markets, and experience in this region is highly preferred.
• platform ecosystem growth: The role involves building growth frameworks that combine product-led growth, ecosystem partnerships, and campaign-driven acquisition.
• project management: Excellent project management and execution capabilities are required to organize and run user growth campaigns and events effectively.

Who this role suits

• Someone with at least five years of experience in growth roles within financial technology or crypto environments.
• An individual who is comfortable working cross-functionally and can act as a bridge between different departments.
• A person with an entrepreneurial mindset, capable of exploring non-traditional growth opportunities and new customer segments.
• A data-driven professional who uses analytics and experimentation to optimize performance and make informed decisions.

From the employer

User Growth Strategy

• Lead and execute end-to-end user growth initiatives for the platform, with a focus on LatAM markets.
• Develop scalable acquisition, activation, retention, and engagement strategies across fintech and platform ecosystems.
• Identify new growth opportunities, untapped user personas, and emerging market trends.
• Build growth frameworks that combine product-led growth, ecosystem partnerships, and campaign-driven acquisition.

Product & Marketing Collaboration

• Partner closely with Product, Marketing, Data, and Business teams to align growth priorities and roadmap execution.
• Act as the bridge between marketing and product teams to ensure growth features and campaigns are effectively launched and optimized.
• Drive cross-functional growth initiatives across multiple stakeholders and regional teams.

Campaigns & Events

• Organize and execute user growth campaigns, online/offline events, and ecosystem activations.
• Design platform growth scenarios combining e-commerce, fintech use cases, and real-world payment adoption.
• Develop campaigns inspired by successful fintech growth models (e.g. ecosystem/channel-based acquisition similar to leading digital banks).
• Create innovative acquisition channels and community-driven engagement programs.

Data-Driven Growth Execution

• Own growth KPIs including acquisition, activation, engagement, retention, CAC, and ROI metrics.
• Use data insights, experimentation, and growth analytics to optimize campaign performance.
• Establish reporting frameworks and continuously improve growth funnels through testing and iteration.

Ecosystem & Market Expansion

• Understand the fintech landscape including crypto payments, crypto cards, embedded finance, and digital banking ecosystems.
• Explore strategic partnerships and platform collaborations to accelerate user growth.
• Help define regional growth playbooks that can scale globally.

• 5+ years of experience in user growth, growth marketing, product growth, or platform growth roles.
• Strong understanding of user growth concepts, lifecycle management, and acquisition channels.
• Experience in fintech, digital banking, crypto payments, crypto cards, or related financial ecosystems.
• Proven experience launching and scaling growth campaigns with measurable business outcomes.
• Strong analytical mindset with experience using data to drive decision-making.
• Ability to work cross-functionally across Product, Marketing, Operations, and Business teams.
• Entrepreneurial mindset with the ability to explore non-traditional growth opportunities and new customer segments.
• Experience in LatAM markets is highly preferred.
• Excellent project management and execution capabilities.
• Experience in platform ecosystem growth or e-commerce growth strategies.
• Familiarity with referral systems, partnership-led growth, and community-driven acquisition.
• Experience working in high-growth startups or fintech environments.
• Knowledge of crypto/web3 user behavior and payment ecosystems is a plus.

• Shape the future with the world’s leading blockchain ecosystem.
• Collaborate with world-class talent in a user-centric global organization with a flat structure.
• Tackle unique, fast-paced projects with autonomy in an innovative environment.
• Thrive in a results-driven workplace with opportunities for career growth and continuous learning.
• Competitive salary and company benefits.
• Work-from-home arrangement (the arrangement may vary depending on the work nature of the business team).