smithaa99

Led 'Token of the Week' customer promotion, launching 6 new coins, generating $3 Million in new revenue. Sourced and conducted 16 customer interviews, discovering 2 new high-spending personas for marketing. Led strategy on Deloitte Fast 500, VC-funded crypto/fintech payments platform, mobile wallet app. Owned strategy, performance, demand generation, acquisition/retention, UX for multiple product lines.

Submitted and won Shorty Award and One Club Awards for Verizon cryptographic verification project. Led blockchain / NFT / Web3, cryptocurrency, TV, data strategy for MadHive, in tandem with Blockchange-funded dev shop MadNetwork and AdLedger. Led team of 2 reports, marketing (pitch decks, one-pagers, email newsletters, press releases, whitepapers), brand awareness, client education, KOL/community engagement on Discord & Telegram (AMAs, airdrops). Created supporting personas, competitive analysis, feature messaging/naming, product documentation for Ethereum ecosystem L1 Mainnet, Testnet, crypto staking platform, dApps.

Achieved highest historical revenue from #3 Demand partner in campaign for advertising transparency, winning Star of the Quarter award from leadership. Launched log-level reporting offering to agencies, resulting 217% YOY growth for key agency. Worked cross-functionally with execs (i.e. Sales, Product, Engineering, Operational) and team of 5 to grow ad products, solutions in U.S., EMEA, APAC, go-to-market messaging for 2020 Nasdaq IPO. Led Video/Mobile/Ecosystem content strategy, value proposition, marketing pushes (sales playbooks, case studies, blogs, email, PR), product FAQs, refining GTM process, testing Voice of the Customer program.

KPIs/ROI tied to top 20 account growth percentage, with emphasis on upselling, cross-selling, including existing accounts in various verticals (Entertainment, Gaming, Health, CPG/Retail, Auto, etc.). Trained team of 10+ AEs, sales enablement, co-marketing collateral (one-pagers, product playbooks, case studies, videos), RFP responses, QBRs, analyst research, in-person and virtual events (Ad Week, GDC, CES). Worked with Fortune 500 clients and agencies to drive go-to-market positioning, pricing/naming, 3rd party partnerships (i.e. Tapjoy, Celtra, Samsung, Roku) for multi-screen programmatic video ad units.

Worked with NYC office and international team in Cape Town, London, Dubai, Buenos Aires. Planned, executed paid/earned media campaigns using emerging martech trends, servicing Google clientele including Ferrari, DVF, Startups (Draft Kings, Canary etc.). Presented strategic business opportunities in RFP recommendations, on customized data-driven marketing integrations with sales, product, analytics team to upsell and meet revenue goals for multiple platform stacks.