Open to opportunities

Sada Leung

@sadaleung

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Crypto-native marketing expert with 13+ years of experience.

Hong Kong

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What I'm looking for

I am looking for a dynamic role where I can leverage my marketing expertise to drive growth in the crypto or fintech sectors, while fostering a collaborative and innovative company culture.

I am a crypto-native marketing expert with over 13 years of experience driving growth for top-tier exchanges and fintech firms. As a founding member of global marketing teams at AAX and BIT, I have successfully led multi-market expansion, developed go-to-market strategies, and executed full funnel user acquisition campaigns. My passion lies in building high-performance teams and advocating for a decentralized future.

In my current role as Marketing Director at BIT Crypto Exchange, I built a global team from the ground up and launched our trading platform across multiple APAC and EMEA markets. This effort contributed to a remarkable increase of over 70,000 registered users within the first year. I have a proven track record of developing data-driven user acquisition strategies that drive double-digit ROI growth year over year, and I thrive on collaborating with product teams to align our roadmap with user insights.

Previously, I played a key role in launching the AAX platform, achieving a user base of over 1 million within two years. My experience spans various sectors, including banking and advertising, where I have honed my skills in digital marketing, SEO, and content strategy. I am dedicated to leveraging my expertise to drive impactful marketing initiatives in the ever-evolving crypto landscape.

Experience

Work history, roles, and key accomplishments

Current

Marketing Director

Current

BIT Crypto Exchange

Feb 2022 - Present (3 years 4 months)

Built and scaled a high-performance global marketing team, launching and positioning BIT's trading platform across APAC and EMEA markets. Developed and executed data-driven user acquisition strategies, contributing to a significant increase in registered users and market rankings. Spearheaded Go-To-Market strategies for key product features and organized high-impact events to drive visibility and

Team Building User Acquisition Google Ads Social Media Marketing PR Event Management SEO Strategy Content Marketing

Senior Marketing Manager

AAX Limited

Apr 2021 - Feb 2022 (10 months)

Played a key role in launching the AAX platform, building the foundational marketing team and strategy. Created multi-channel acquisition funnels, achieving a user base of over 1M+ within two years. Designed and executed global campaigns, improving CAC by 30% through data-driven testing.

Paid Media Content Marketing PR Influencer Marketing Campaigns SEO Strategy

Digital Marketing Manager

AAX Limited

May 2019 - Apr 2021 (1 year 11 months)

Managed SEO strategy and web content development, leading to #1 search rankings for multiple high-intent crypto keywords. Collaborated with product and tech teams on UX optimization and feature launches, including spot and derivative trading platforms.

SEO Strategy Content Development Product Launches Spot Trading Derivatives Digital Marketing Campaign Management Market Research

Assistant Manager, Card Product Acquisition

Standard Chartered Bank

Aug 2018 - May 2019 (9 months)

Devised online acquisition and engagement strategies, implementing targeted campaigns to drive card activations and usage. Regularly reviewed and optimized the bank's card product portfolio to ensure market competitiveness. Coordinated cross-functionally to ensure compliance and maintain a consistent customer experience.

Market Competitiveness Compliance Customer Experience Retail Banking Marketing Strategy

Senior Marketing Officer, E-Business

UOB Kay Hian (HK) Limited

Sep 2015 - Aug 2018 (2 years 11 months)

Developed e-business and digital marketing strategies, creating content and campaigns to promote the firm's trading platforms. Organized regular seminars and events featuring leading listed companies to engage the client base. Managed the company website and intranet, performing analytics, budgeting, and competitor analysis.

Digital Marketing Content Creation Campaign Management Event Management Analytics Budgeting Competitor Analysis

Brand Executive

Leo Burnette, Publicis Groupe

Mar 2014 - Sep 2015 (1 year 6 months)

Managed and serviced various local, China, and regional accounts for leading brands. Contributed to strategic planning, creative development, and budgeting across multiple client projects.

Account Management Strategic Planning Budgeting Client Servicing Brand Management Project Management Market Analysis Communication Skills

Business Development Officer

Act Enterprises Limited

Sep 2012 - Dec 2013 (1 year 3 months)

Provided account servicing for global brands such as MasterCard Worldwide, BOC Credit Card, and Qatar Airways. Executed 360 campaigns, events, and business development initiatives.

Business Development Global Brands Client Relationship Management Marketing Campaigns Project Coordination Communication Negotiation

Education

Degrees, certifications, and relevant coursework

The Chinese University of Hong Kong & The Education University of Hong Kong

Bachelor Degree, English Studies & English Education

Completed a double degree program in English Studies and English Education. Gained comprehensive knowledge in linguistic theories, literary analysis, and pedagogical practices for teaching English.

University of Illinois in Urbana-Champaign

Coursework, English Studies and English Education

Undertook coursework in English Studies and English Education. Expanded academic understanding of linguistic principles and educational methodologies during a study period.