Coinut is Singapore's Longest-Running Digital Assets Business
Coinut has a strong foundation in the digital asset and financial services industry. As the company continues to expand globally, it is strengthening its position at the intersection of digital assets, institutional financial services, payments, OTC, and cross-border value movement.
We are looking for an exceptional Marketing Head who can take Coinut's established market presence and transform it into a globally recognized, trusted, and commercially powerful fintech and digital asset brand.
This is a senior leadership position for a marketing executive who understands that marketing in financial technology is not simply about visibility or communications. It is about market positioning, institutional trust, revenue generation, customer acquisition, strategic expansion, and long-term enterprise value.
The Marketing Head must be capable of determining where Coinut should compete globally; which markets and customer segments offer the greatest commercial opportunity; how Coinut should differentiate itself from digital asset competitors, fintech companies, and traditional financial institutions; how to communicate its institutional value proposition; how Marketing can generate a qualified institutional pipeline; how to strengthen Coinut's global reputation and credibility; and how the brand should evolve as the company expands into new markets and services.
KEY RESPONSIBILITIES
1. Lead Coinut's Global Marketing Strategy
- Develop and own Coinut's global marketing strategy, aligned with corporate strategy, revenue objectives, product roadmap, and international expansion plans, while establishing annual and multi-year priorities across key markets and customer segments.
- Identify high-potential markets, industries, customer segments, and strategic opportunities, and develop market-entry and expansion strategies across APAC, Europe, North America, the Middle East, and other priority markets.
- Build an integrated marketing roadmap covering brand, demand generation, lead generation, content, PR, events, partnerships, SEO/AEO, digital marketing, and corporate communications, ensuring Marketing operates as a strategic business function rather than simply a support function.
2. Own Coinut's Global Positioning
- Own Coinut's corporate positioning, brand architecture, messaging framework, and market narrative, while strengthening and leveraging the positioning Singapore's Longest-Running Digital Assets Business.
- Translate Coinut's history, experience, regulatory credibility, institutional capabilities, and technology into a compelling global value proposition, with differentiated messaging for institutional clients, financial institutions, payment companies, commodity businesses, fintechs, digital asset companies, and other strategic customer segments.
- Ensure consistent messaging across the website, sales materials, social media, PR, events, presentations, campaigns, and corporate communications, continuously evolving Coinut's positioning based on competitive movements, market trends, and business expansion.
3. Drive Global Demand Generation & Revenue Growth
- Build a sophisticated B2B demand-generation engine focused on qualified institutional and enterprise opportunities, partnering closely with Sales and Business Development to define target accounts, personas, industries, and markets and develop account-based marketing strategies for high-value institutional prospects.
- Develop integrated campaigns across content, SEO/AEO, LinkedIn, digital channels, events, partnerships, PR, email, and targeted outreach, designed to create qualified opportunities rather than simply generate traffic or engagement.
- Establish clear attribution between marketing activity, qualified opportunities, sales pipeline, and revenue, and continuously optimize marketing investment based on commercial performance.
4. Lead the Branding & Communications Function
- Establish Coinut's global corporate brand strategy and oversee brand identity, messaging, creative direction, brand governance, corporate communications, and external messaging.
- Build Coinut's reputation as a credible and established participant in global digital assets and fintech, while strengthening its presence across relevant financial services, fintech, technology, and digital asset media.
- Develop executive communication strategies for the CEO and senior leadership and ensure all external communications reflect institutional credibility, professionalism, regulatory awareness, and market maturity.
5. Build Coinut's Thought Leadership
- Position Coinut and its executives as credible industry voices on digital assets, institutional digital asset adoption, cross-border payments, financial infrastructure, digital asset settlement, OTC markets, fintech innovation, institutional liquidity, global financial markets, digital asset regulation, and emerging payment infrastructure.
- Build thought leadership through executive interviews, industry articles, research reports, whitepapers, conferences, panels, webinars, podcasts, media commentary, strategic partnerships, and industry publications.
- Move Coinut from simply participating in industry conversations to helping shape them.
6. Lead and Develop the Marketing Organization
- Lead and develop the Marketing organization across Marketing Management, Lead Generation, Branding & Communications, and Multimedia, ensuring effective execution across campaigns, digital marketing, content, PR, communications, lead generation, CRM coordination, and creative activities.
- Oversee target-account identification, prospect research, demand and lead generation, database development, qualification, sales pipeline support, corporate branding, social media, media relations, executive communications, thought leadership, marketing operations, reporting, and cross-functional coordination.
- Establish clear organizational structure, responsibilities, KPIs, workflows, performance standards, and talent requirements to build a high-performing, commercially focused marketing team.
7. Understand the Crypto & Digital Asset Business
- Possess a strong understanding of the digital asset ecosystem and how crypto businesses operate commercially, beyond general fintech knowledge.
- Demonstrate knowledge of digital asset exchanges, OTC and institutional trading, stablecoins, digital asset payments, cross-border settlement, blockchain infrastructure, liquidity, custody, regulation, institutional adoption, crypto-native businesses, financial institutions entering digital assets, and the intersection of traditional finance and digital assets.
- Translate complex technical and financial concepts into clear, credible, and commercially relevant marketing narratives.
8. Global Fintech & Market Intelligence
- Act as a senior source of market intelligence by monitoring global fintech and digital asset trends, competitors, emerging business models, institutional adoption, market developments, customer needs, and commercial opportunities.
- Analyze regulatory developments, geographic growth opportunities, competitor positioning, and opportunities for differentiation, providing the CEO and senior management with actionable market insights.
- Maintain a global mindset, recognizing differences in customer behavior, regulation, competitive dynamics, and market maturity across jurisdictions.
9. Executive & Cross-Functional Leadership
- Work directly with the CEO / President, Sales, Business Development, Product, Compliance, Operations, and Technology.
- Ensure Marketing operates as a central component of Coinut's overall growth strategy and maintains strong alignment across key business functions.
10. Global Brand Expansion
- Develop a scalable global brand strategy covering market-specific positioning, regional marketing strategies, international PR, global events, industry partnerships, strategic content, local market intelligence, regional campaigns, executive visibility, and international brand-building.
- Ensure Coinut's Singapore heritage becomes a global competitive advantage rather than simply a historical fact as the company expands internationally.
REQUIRED EXPERIENCE
- Minimum 15+ Years of Experience
- The ideal candidate should have at least 15 years of senior marketing experience, with significant exposure to one or more of the following: fintech, digital assets, cryptocurrency, blockchain, payments, banking, financial services, financial technology, institutional financial services, technology platforms, and global B2B businesses.
- Experience in a senior leadership role such as Head of Marketing, Global Marketing Director, Chief Marketing Officer, VP Marketing, Regional Marketing Director, or Marketing Director is strongly preferred.
REQUIRED QUALIFICATIONS
- 15+ years of professional marketing experience, including proven experience leading marketing teams and working with senior executives and C-level stakeholders.
- Strong understanding of fintech, financial services, crypto, and digital assets, together with strong understanding of global market dynamics.
- Experience developing global or regional marketing strategies and marketing to institutional, enterprise, or high-value B2B customers.
- Strong commercial and revenue-oriented mindset, with strong demand-generation and lead-generation experience.
- Experience in brand positioning, corporate communications, and managing significant marketing budgets.
- Experience working within regulated or highly regulated industries is strongly preferred.
