ctrlaltf

Led content and market strategy for a yield-generating stablecoin product positioned for crypto card infrastructure, bridging institutional product design with retail adoption. Managed KOL relationships, community platforms, and partner coordination for product releases; built and maintained marketing analytics dashboards for performance tracking. Implemented data-driven campaign frameworks, optimising budget allocation and tracking conversion across on-chain and social channels.

Designed and executed a liquidity-first GTM strategy for the L1 staking layer launch, coordinating institutional investor onboarding workflows, smart contract communications, and DeFi builder partnerships. Built service frameworks to align product, compliance, and growth teams during a multi-phase high-stakes launch, ensuring institutional clients had seamless pre- and post-launch experiences. Managed cross-functional delivery pipelines from pre-launch through live product; served as the senior escalation point for partner and operational issues.

Managed GTM campaigns for existing features and new product launches with budgets of $1M–$5M USD. Oversaw institutional and trading team onboarding to support competitive DEX volume; coordinated token whitelisting, new asset pair listings, and co-marketing with ecosystem projects. Owned cross-departmental workflows for feature delivery; maintained operational databases and created project plans, timelines, and budgets aligned to launch milestones. Evaluated user and client feedback systematically to drive product and service improvements.

Implemented targeted GTM strategies across diverse regions, achieving measurable improvements in product adoption and ecosystem onboarding for the Near Protocol. Enhanced builder community engagement; contributed to the 3-phase mainnet launch strategy and flagship conference NEARCON. Directed advertising, PR, and media programmes; optimised strategies based on performance data analysis.

Served as the primary operational interface between Aave's institutional partners, banks, and compliance teams for 2+ years, managing complex stakeholder relationships across a regulated DeFi environment with significant institutional capital at stake. Led UK/EU product launches end-to-end, owning the intersection of product, legal, compliance, and marketing — including GDPR adherence, regulatory sign-off, and coordinated go-to-market execution. Acted as crisis resolution lead for operational and reputational issues, coordinating rapid cross-functional responses across product, legal, and communications. Supported the launches of GHO stablecoin, Lens Protocol, and Family — managing delivery timelines, stakeholder alignment, and compliance checkpoints from scoping through to release. Managed and mentored a team of 3, overseeing day-to-day operations, professional development, and delivery quality across multiple concurrent workstreams.

Delivered GTM advisory and strategy consulting to DeFi and Web3 projects during early ecosystem growth phase. Supported protocol launch planning, community strategy, and market positioning for early-stage projects.

Managed daily operations, customer service delivery, and financial pipeline for one of Web3's earliest DApp discovery platforms. Led decentralised app onboarding and user engagement, fostering global partnerships and organising community events and hackathons. Ran A/B testing in collaboration with product teams to refine user experience; applied data-driven insights to inform strategic decisions.