Product Marketing Director

Your Purpose

As the Product Marketing Director for Bitso Retail, you will be responsible for understanding our customers’ needs, our products and business priorities, bringing the three together to drive commercial success; connecting deep and relevant customer insights with strategic brand positioning and effective go-to-market plans to ensure that our products not only resonate with our customers’ needs, but also stand out in a competitive market. You will be responsible for accelerating product adoption and growth by making our value proposition clear, compelling and consistent across every interaction.

You will lead the product marketing and ensure they are the voice of the customer within the organization and the voice of the product in the market – you will be a key bridge between these 2 worlds to make sure we are delivering high impact value propositions to our customers. You will work at the intersection of product, marketing, growth and operations to drive measurable business impact and help millions to grow their wealth in Latin America.

This includes leading the product marketing to drive the design and execution of the product marketing strategy owning its overall success. The ideal candidate will have a solid track record of strategic thinking, implementing innovative marketing initiatives, proven success in the achievement of business objectives, financial retail expertise, content writing experience and management of product marketing experiences including guiding projects through all stages of a multi-channeled marketing campaigns from initial development to execution to metrics/ROI analysis.

This is a career-defining opportunity to build an iconic, generation-defining brand in one of the most dynamic industries in the world. You will shape how millions of people in Latin America perceive and interact with cryptocurrency and connect the world of digital assets and traditional finances, driving our business and our mission forward. Success in this role requires an understanding of Bitso’s products, markets, and customers as well as Asset Management trends, and the knowledge and ability to connect them.

Reports To

VP of Product

Who You Are

You are a seasoned marketing leader with a demonstrated history of scaling disruptive products from startup to market leader. You blend creative brand-building with a quantitative, results-obsessed approach to growth, who is not afraid to roll up their sleeves. You understand what makes customers trust, adopt, and engage with financial products—especially in the areas of investments and cross-border payments. You bring a solid grasp of growth levers across the product lifecycle, from go-to-market execution to long-term engagement strategies. You are data-driven by default, comfortable working with correlation, causality, and statistical analysis to uncover actionable insights and influence decisions. You balance storytelling with analytical depth, can distill complex financial concepts into user-centric narratives, and are naturally curious about what drives user behavior. You thrive in cross-functional teams, own outcomes, and want to help millions in Latin America achieve financial freedom

• Proven Senior Leader: You have 6+ years of progressive marketing experience, including at least 3 years in a senior leadership role.
• Fintech or Crypto Native: You are deeply fluent in the financial services, consumer fintech, or crypto space.
• Master Marketeer & Storyteller: You have a proven track record of developing and implementing product marketing strategies that successfully position and scale products, capturing significant market share and cultural relevance.
• Data-Driven Strategist: You have strong analytical skills to interpret data, identify trends, and apply findings to future product strategy programs with the ability to hold your team accountable to ambitious growth targets.
• LATAM Expert: You possess a deep, nuanced understanding of the Mexican market and key consumer segments across Latin America. You have proven success localizing global strategies for regional impact.
• Inspirational Leader: You have exceptional leadership skills with a gift for attracting, developing, and retaining top talent.
• Bilingual & Tech-Forward: You have full professional fluency in English and Spanish (Portuguese is a strong plus) and are a forward-thinker on the application of AI and new technologies to increase marketing impact and velocity.
• Collaborative Partner: You have experience working in lockstep with regulatory and compliance teams in a fast-moving, regulated industry.

What You Will Do

• Architect our Value Proposition Narrative: Evolve and scale our value proposition positioning to ensure customers trust Bitso and perceive its products as simple, innovative and empowering.
• Deeply understand our B2C customers and their financial goals: Use qualitative and quantitative research to uncover insights that shape product narratives and growth strategies.
• Develop go-to-market strategies for new product launches and feature enhancements: Craft messaging, positioning, and marketing plans that resonate with key customer segments.
• Drive product adoption and usage across the full lifecycle: Create and optimize campaigns and journeys that boost acquisition, engagement, and retention using clear hypotheses, experimentation, and performance metrics.
• Collaborate with Product, Data, Design, Growth, CLM, and Brand teams to ensure alignment between the product roadmap and marketing strategies.
• Analyze performance through data: Track key metrics, uncover insights, and iterate strategies based on what works. You’ll identify causality versus correlation and apply those learnings to improve future efforts.
• Be the market expert. Constantly monitor competitors, market shifts, user behavior, and regulatory trends to inform strategy and uncover opportunities for differentiation.
• Evangelize the user perspective internally, ensuring marketing, product, and executive stakeholders stay connected to customer needs and opportunities.
• Lead & Scale a World-Class Team. Mentor, manage, and inspire a high-performing product marketing organization. You will foster a culture of excellence, collaboration, and innovation, empowering your teams to do the best work of their careers.

Research in Diversity, Equity, and Inclusion suggests that individuals may hesitate to apply for jobs if they do not meet all the listed criteria. At Bitso, we value diversity and your unique strengths could be just what we’re looking for. If this role excites you but you don’t match every point in the description, we still want to hear from you.

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