Brand Strategy

Responsibility

• Define and evolve Bitget’s global brand positioning, core value proposition, and messaging hierarchy.
• Develop a robust Brand Narrative Framework that connects our product strengths (e.g., security, liquidity, innovation) with user emotional needs (e.g., freedom, empowerment, trust).
• Create and maintain comprehensive Brand Guidelines, including tone of voice, visual identity principles, and strategic playbooks for different markets and audience segments.
• Partner with C‑suite and department heads to align brand strategy with long‑term business goals, product roadmaps, and market expansion plans.
• Lead the strategic development of major corporate initiatives, including global sponsorships, high‑profile partnerships, and category‑defining product launches.
• Translate market insights, competitor moves, and cultural trends into actionable strategic recommendations that keep Bitget ahead of the curve.
• Own the Brand Tracking System: Define key metrics (awareness, consideration, preference, sentiment, SOV) and lead regular consumer research initiatives.
• Turn data into insights: Use qualitative and quantitative research to identify emerging opportunities, mitigate reputational risks, and measure the ROI of brand investments.
• Conduct deep‑dive analysis on user behavior and cultural shifts within the Web3, fintech, and broader tech landscapes.
• Act as the Brand Guardian: Ensure consistency and quality across all global touchpoints, including PR, Social, Content, Product Marketing, Events, and Community.
• Collaborate closely with Creative, Content, and Regional teams to brief and guide the execution of high‑impact campaigns.
• Manage relationships with external strategic partners, including branding agencies, research firms, and media consultants.

Requirements

• 7+ years of experience in brand strategy, marketing strategy, or integrated communications, with at least 3 years in a leadership or senior individual contributor role.
• Deep Web3/Crypto Native Knowledge: Proven understanding of the crypto ecosystem (exchanges, DeFi, wallets, infrastructure) and the unique challenges of building trust in this industry.
• Strategic Storytelling: Exceptional ability to craft clear, compelling, and emotionally resonant narratives that simplify complex technical concepts.
• Data‑Driven Mindset: Strong experience using brand metrics, market research, and performance data to inform strategic decisions and prove impact.
• Global Perspective: Experience developing brand strategies for multi‑market or global audiences, with an appreciation for cultural nuances.
• Excellent Communication: Fluent in English (written and verbal), with strong presentation skills capable of influencing senior stakeholders.
• Experience working with top‑tier global tech brands, fintech giants, or leading crypto protocols.
• Background in managing large‑scale brand transformations or rebranding initiatives.
• Familiarity with key growth markets (Asia, LATAM, MENA, Europe) and their specific cultural/consumer dynamics.
• Additional language skills (Mandarin etc.) are a plus.