Paid Ads & Search Specialist (Africa) at Binance

About the Role

As a Local Market Digital Specialist (Africa), you will be instrumental in driving Binance's connection with local users to expand our active user base. Leveraging your expertise in growth digital marketing, including Paid Ads, SEO, ASO, affiliates traffic, referrals, and email marketing, you will identify crucial opportunities within the local market to reach and activate new users. We are looking for a creative and rigorous individual who cares deeply about utilizing all digital media channels to connect with new audiences and build a lasting brand. Your primary focus will be driving tangible results and significantly growing our customer base.

Responsibilities

• Adapt the global paid strategy to reflect local realities by transcreating, never just translating, and owning the market narrative for local campaigns, performance creatives, and associated design briefs.
• Provide expert guidance and activation for local channels in parallel with global platforms.
• Continuously monitor daily, weekly, and monthly performance metrics and proactively address anomalies using tools such as AppsFlyer, Sensor Tower, and Similarweb, escalating issues as necessary.
• Drive local Search Engine Optimization initiatives in collaboration with editorial and content teams, including optimizing for local search engines where applicable.
• Support SEO efforts by managing link building and content review, and increasing visibility within AI generated answers (AEO/GEO) for local language queries.
• Feed crucial local intelligence back to the global team, covering competitor moves, cultural shifts, regulatory changes, and local user behavior to strategically shape our approach, moving beyond simple execution.

Requirements

• Ideally, possess over three years of experience in performance marketing, specifically within paid advertising and SEO, with experience in the crypto or FinTech industry being highly desirable.
• Demonstrate native level fluency in local markets, which encompasses not only language but also consumer psychology, understanding the local competitive landscape, the crypto reputation, and unique local user behavior.
• Possess strong performance data literacy, showing a solid grasp of data analytics and online customer acquisition, with the ability to interpret and articulate the 'why' behind the data, not just state if it is high or low.
• Have working knowledge of SEO fundamentals, including on-page optimization and link building. (Bonus experience in AIO and GEO is a plus).
• Proven experience with local platforms, channels, or campaigns, including managing at least one local channel for paid advertising and designing at least one local campaign.
• Must be a fluent English speaker, alongside an understanding of relevant local languages.

Why Join Binance

• Be a part of shaping the future of finance.
• Collaborate with world-class talent in a user-centric global organization that operates with a flat structure.
• Tackle challenging projects within a fast-paced and innovative environment, working with significant autonomy.
• Thrive in a results-driven workplace that offers opportunities for continuous learning and career growth.
• Receive a competitive salary and company benefits.
• Enjoy a remote first, work from home arrangement (this may vary depending on the specific nature of the role and team).

Binance is dedicated to being an equal opportunity employer. We strongly believe that a diverse workforce is fundamental to our success. By submitting an application, you confirm that you have read our Candidate Privacy Notice. We utilize artificial intelligence (AI) tools to support aspects of the hiring process, such as application review, resume analysis, or assessing responses for potential inconsistencies. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are made exclusively by humans. For more details on data processing, please contact us.

How to Apply

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