heymugiwara

Joined at pre-pivot stage. Led strategic repositioning from single-feature exchange to full-scale fintech platform. Drove product pivot based on market research and behavioral analysis — redefined positioning, ICP, and platform roadmap direction Built marketing function from Zero to launch in 3 months: brand, channels, content, digital Organized Blockchain Life 2025 presence — generated 1000+ qualified leads, conversion to card activation ~46% Designed pre-launch Whitelist mechanic for iOS — built qualified demand and community pipeline ahead of launch, replacing cold-start with warm activation Delivered full product and brand redesign aligned with new platform positioning

Built full marketing system from scratch. JTBD-based research directly shaped product roadmap and pricing decisions. Grew validated node count from 4000+ to 8000+ across 80+ networks over 18 months Reduced CAC by ~35%through structured AARRR funnel and data-driven channel optimization Increased activation rate from 18% to 31% via improved onboarding and messaging Scaled organic traffic 2.8× YoY — built SEO and digital system from zero Led JTBD research that influenced product feature prioritization and tier pricing model

Rebuilt loyalty, partnership, and digital strategy for one of Russia's leading gaming retail brands. Redesigned loyalty framework — repeat purchase rate grew from 22% to 38% over 14 months Secured co-marketing integrations with Blizzard, Riot Games, Valve — combined audience reach ~4.2M Managed 360° marketing ops with ~$250K annual budget: campaigns, content, partnerships, digital Optimized product assortment and pricing via sales analytics — contributed to +18% avg order value Built cross-channel communication flows that increased overall engagement by ~40%