Main Takeaways
Meet Moxi, Binance’s rockstar affiliate program manager who has charted a career path from an entry-level zero to absolute hero thanks to her hardcore work ethic.
Quiet and steadfast, introverted and insightful, team members can rely on Moxi to design and execute data-driven solutions, strategies and campaigns to attract new users all over the world.
Moxi breaks down what collaboration means for the marketing team at Binance and how effective collaboration and win-win attitude drive everyone to reach greater heights.
Moxi is a paradox: an assertive professional over-achiever with the calm temperament of a spiritual hermit. As an Affiliate Program Manager at Binance, Moxi is a quiet yet powerful force driving Binance's global mission.
Born in a picturesque small city, Moxi left her hometown for better educational opportunities in another city, followed by a courageous leap to pursue international experience and tertiary education in South Korea. She had to master the Korean language from scratch in order to excel in her new environment. Her early journey set a pattern of bold decisions that would later define her career.
After earning a Business Administration degree at Korea University in Seoul, Moxi began her career in the import and export material trade industry. Managing logistics and working with diverse teams sharpened her attention to detail and precision, traits that would later help her Binance. “Every number and document had to be perfect,” she recalls. “I was managing critical international shipments and bulk orders. This taught me to triple-check my work – something that’s second nature to me now.”
But the allure of working for a greater mission kept tugging at her. The pivot came in 2019 when she joined Binance’s Customer Service team.
“Crypto was entirely new to me,” Moxi recalls. A university friend had once given her a convincing introduction to Bitcoin, creating a deep-lasting impression in her mind. When the opportunity to join Binance emerged, she remembered this passionate talk and jumped at the chance, leaving behind a traditional trajectory for a leap into the unknown.
When she started, she took up an entry-level role in the Customer Service department that required Korean language fluency. After a couple of years in CS, she was thirsty for more challenges, to master something she had never done before.
In 2021, a colleague told her that there was an opening under the Affiliate Marketing program, so she applied for that role internally based on referral from her friend.
From a Customer Service Agent to a Stellar Affiliate Program Manager
Transitioning from a customer service role to the affiliate team wasn’t an easy path. Moxi had no prior experience in affiliate marketing, and the learning curve was steep.
“I started from the ground up. Almost every day in the first two years, I worked longer hours and overtime to catch up,” Moxi recounts. Despite the challenges, she was driven by gratitude for the opportunity.
“Binance could have hired someone with more expertise, but they believed in me. That trust motivated me to push myself. I owed it to myself and to the company to make it count.”
Today, as an Affiliate Program Manager, Moxi describes her role as a "two-way filter" between Binance users and the Referral program. “I analyze, calculate, and reorganize information to ensure users get the best experience possible.”
Her responsibilities include spearheading new referral campaigns, collaborating with product and tech teams to enhance the affiliate experience, and analyzing data to monitor program and campaign performance to develop upcoming optimization strategies. Moxi’s role is critical to ensure that the most vital component of Binance’s user acquisition engine runs smoothly and keeps getting better.
Collaboration is Key to High Performance
Moxi’s day-to-day work reflects her meticulous work ethic. Mornings begin with approving affiliate applications, followed by poring over data to analyse results and performance of past campaigns, and detect trends and anomalies. The rest of the day is usually a whirlwind of cross-functional collaboration: strategizing with the Data team, providing optimization requests to the Product team, and liaising with local teams.
Collaboration, Moxi emphasizes, is the cornerstone of her success. Managing multiple high-priority projects across many teams, like Product, Data, Risk, and Legal means that communication has to be clear, consistent, and efficient. For each of her projects, Moxi maintains task alignment across all teams through regular updates and check-ins. She always makes sure she consults data to make quick decisions, which helps the team stay on track and keep the campaigns moving forward.
Her colleagues describe her as a quiet powerhouse — an introvert whose steadfast performance speaks for itself.
“I don’t think you need to be loud, super social, and public-facing in order to collaborate well or excel at Binance. I’m not the type who joins every glamorous event or party or networking opportunity with the who’s who in crypto. You won’t find my pictures in the Binance Blockchain Week’s archives,” she laughs. “But I focus on meaningful collaborations that drive results.”
Moxi does not work directly with celebrities, influencers, and KOLs, which enables her to be a strict and impartial gatekeeper in adhering to the data-backed strategies and standards the team has come up with. Moxi is known for making data-driven decisions to evaluate all affiliate requests objectively, no matter who these affiliates are. She admits, however, that she derives a great sense of pride and satisfaction from seeing her campaign plans executed by influential figures, reaching a big audience.
One of her proudest moments is a referral campaign that rewarded users with $100 in stablecoin gift cards. The campaign helped onboard over a million new users — a significant milestone for both Moxi and Binance.
Another example of effective collaboration at Binance was a recent referral campaign, launched within a short window of time as BTC inched close to the historical $100,000 price milestone. For that campaign, with just three days lead time to launch, she sought input from leadership, rallied stakeholders across departments, and ensured every detail, from creative assets to campaign mechanics, was executed flawlessly.
Life Outside Work
Outside of Binance, Moxi is a different person. “At work, I’m a perfectionist. But in life, I’m laid-back,” she confesses. Her hobbies, which include traveling, snowboarding, playing the keyboard and guitar, and dancing, reflect this relaxed attitude. “I’m terrible at all of them, but I enjoy the process. It’s my way of balancing the intensity of work.”
In order to work more efficiently and sync better with the central marketing timezone, last year, she also made a decision to move to Dubai, one of the crypto capitals of the world that straddles the West and the East.
Since she moved to Dubai, she perfected her time management even further, allowing her time to explore new hobbies. As part of her personal self-care routine, she makes sure that she walks at least thirty minutes daily and goes out at least once in the weekend to do shopping or eat a nice meal.
Aspiring for More Growth and Transformation
Reflecting on her journey, Moxi acknowledges how much she has grown alongside Binance. “I used to be a perfectionist, wanting to do everything on my own,” she says. “Now, I’ve learned to let go and trust my team. Collaboration has taught me that we achieve more together.”
As she charts her future, Moxi is focused on even greater goals. She wants to take on more responsibility while maintaining a sustainable pace. In five years, she envisions herself contributing to significant projects that drive innovation at Binance.
Here’s what Moxi has to say to anyone aspiring to join Binance: “Collaboration isn’t just about teamwork. It’s about creating something greater than the sum of its parts. And at Binance, that’s exactly what we do every day. Be adaptable and proactive. This is not a place for routine work. It’s a fast-paced environment where every decision counts.”
If Moxi’s story inspires you to join the dream team at Binance and make a life changing impact on the future of finance, apply here.
