Binance taps Jeff Li, ex-TikTok exec as its VP of product

Binance has appointed Jeff Li as its Vice President of Product, bringing over 16 years of experience in both Web2 and Web3 product leadership and software engineering.

Jeff will oversee the expansion and enhancement of Binance’s product suite, further solidifying our position at the forefront of building the future of the blockchain and Web3 space.

Most recently, Jeff Li served as VP, Global Head of CeFi Product at a major crypto exchange, where he led its global teams developing a wide variety of centralised finance (CeFi) products in domains like growth, retail and institutional, artificial intelligence (AI), and more. Prior to that, Jeff was at TikTok, where he served as the Director of Product and Global Head of TikTok Money and Compliance Platform, overseeing a team of product managers and driving cross-functional collaboration to achieve growth and revenue at scale. Jeff’s extensive tech career also includes product development and software engineering roles at globally renowned brands such as Instagram, Twitch, and Oracle.

CEO Richard Teng said in a statement: “Jeff brings a wealth of experience in product development from some of the world’s most renowned tech companies. We are excited to have him drive product development and help us continue to bring industry-leading products to the global crypto community.” 

Jeff will oversee and manage Binance’s global product and design teams from trading and payments to Web3 services and beyond and building products designed to accelerate mass adoption of crypto and lower the barriers to entry to Web3 technology.

With global crypto adoption still below 10 percent, Jeff believes that there is still much to be done to achieve Binance’s vision of increasing the freedom of money globally. He is eager to drive industry growth, discover new use cases, and benefit more users worldwide as part of the Binance team.