Marketer

SITUATION BEFORE Platform I built from scratch faced 8-month ARR stagnation at $45M. The "investment entertainment" category we created wasn't translating into unified brand-content-token architecture. Content-to-commerce journey broken: 128M Netflix/CNBC views yet only 14% of conversion path captured by last-click attribution. Three external agencies diluted brand voice with 45-day production turnaround. CAC at $89 with no embedded growth loops. Analytics fragmented across 7 tools with conflicting data. Zero A/B testing infrastructure. ACTIONS & RESOURCES DEPLOYED Marketing Analytics & Conversion Architecture Designed 5-stage conversion funnel (View → Engage → Register → Activate Wallet → Invest) achieving 0.86% viewer-to-registration rate, 10% registration-to-wallet activation, $340 average first purchase. Deployed Segment CDP + Amplitude analytics replacing 7 fragmented tools into single source of truth. Built custom 23-touchpoint attribution model revealing average user had 7.3 interactions before conversion — identified $1.2M wasted spend on misattributed channels. Built AI Growth Desk (3 ML engineers + 2 growth marketers) enabling 47 A/B tests vs. 6 in prior year. Performance Marketing & Paid Acquisition Rebuilt paid acquisition stack with channel-level ROI tracking. Reallocated $1.2M from underperforming channels identified by attribution model. CAC reduced from $89 to $72 (-19%), achieving 52% below fintech industry benchmark. Maximized celebrity partnership strategy: Wozniak drove +340% organic search traffic; Montoya reduced LatAm CAC to $28 vs. $54 European benchmark. LTV increased from $340 to $456 (+34%) through improved onboarding and retention mechanics. LTV/CAC ratio improved from 3.8x to 6.3x. Content, Brand & Earned Media Personally led 8-month Netflix and 4-month CNBC syndication negotiations, securing 70/30 revenue-share in our favor vs. standard 50/50 industry terms. 128M cumulative views generating $14.6M earned media value at $0 placement cost. Entertainment-first approach achieving 10-15x higher engagement vs. traditional fintech advertising. Consolidated 3 external agencies into 12-person in-house content studio, reducing production cycle from 45 to 12 days (-73%). Built 40+ specialist team across 12 countries with 94% OKR completion rate. RESULTS & IMPACT Revenue & Unit Economics ▸ ARR: $45M → $87M (+93%) over 17 months through unified brand-content-token architecture. ▸ CAC: $89 → $72 (-19%) | 52% below fintech industry benchmark through attribution-driven reallocation. ▸ LTV: $340 → $456 (+34%) | LTV/CAC: 3.8x → 6.3x through improved onboarding and retention. ▸ $1.2M budget savings identified through 23-touchpoint attribution model replacing last-click. Marketing Operations ▸ 110,000 organic wallet activations. Content production cycle: 45 → 12 days (-73%). ▸ 47 A/B tests shipped (vs. 6 prior year) through AI Growth Desk. Brand & Earned Media ▸ 128M views across Netflix/CNBC generating $14.6M earned media value at $0 placement cost. ▸ 40+ specialist marketing team across 12 countries | 94% OKR completion.

SITUATION BEFORE DeFi-native hedge fund with strong performance but limited institutional penetration. Portfolio reporting relied on TVL, APY, and impermanent loss — meaningless to traditional allocators requiring Sharpe ratios, VaR, and correlation matrices for fiduciary compliance. Every diagnostic took 15+ minutes. No ABM infrastructure for institutional outreach. Brand positioning fragmented across NA, Asia, and Europe with no unified narrative. Sales motion focused on quick conversions without understanding institutional buyer journey complexity. ACTIONS & RESOURCES DEPLOYED Institutional Product Marketing & Positioning Defined institutional messaging framework translating DeFi metrics into the language traditional allocators actually use — Sharpe ratios, VaR calculations, and correlation matrices generated automatically from on-chain data. This positioning work required architecting an AI-powered diagnostic platform to make the translation possible: portfolio analysis reduced from 15+ minutes to sub-45 seconds (96% reduction). Designed positioning for infrastructure supporting 90+ blockchain networks (EVM and non-EVM) with institutional-grade MPC custody via Fordefi partnership. Marketing Strategy & ABM Conducted evidence-based buyer journey research mapping 17-touchpoint institutional acquisition path. Key discovery: investors completing full education sequence showed 240% larger initial positions — shifted entire strategy from quick conversions to deep trust-building content. Built ABM infrastructure targeting family offices and allocators with segmented outreach, attribution tracking, and nurturing sequences calibrated to 17-touchpoint journey. Developed multi-jurisdictional brand framework with unified institutional narrative. Created thought leadership content positioning fund as bridge between traditional finance and crypto. RESULTS & IMPACT ▸ Diagnostic speed: 15+ min → sub-45 seconds (96% reduction). Platform supporting 90+ chains with institutional-grade custody. ▸ +23% AUM growth through institutional investor acquisition strategy via ABM and thought leadership content. ▸ +47% qualified institutional leads with allocated capital (not merely interested observers) through account-based marketing program. ▸ 240% larger initial positions from investors completing full education nurturing sequence vs. quick-conversion path.

SITUATION BEFORE Season 1 proved entertainment could drive investment interest, but democratization mission was one-directional. Viewers engaged with celebrity experts (Steve Wozniak, Juan Pablo Montoya) but had no participation pathway beyond watching. UGC minimal: 200 videos in 6 months. Viral coefficient 0.4 — meaning $2.1M monthly paid acquisition dependency. Organic traffic only 18% of total. ARR approximately $25M. ACTIONS & RESOURCES DEPLOYED Community Growth & Viral Marketing Built gamified UGC platform with 70/30 revenue share in creators' favor, transforming passive viewers into active brand ambassadors with economic skin in the game. Designed 7-tier achievement system (bronze through diamond), weekly competitions with prize pools, public leaderboards. Together with the engineering team, developed creator analytics infrastructure with real-time performance dashboards enabling data-driven content optimization. Engineered viral mechanics: points per share, featured placement for top sharers, referral tracking with 23-touchpoint attribution. SEO & Content Strategy Recruited 4-person SEO team building content clustering around 12 educational pillars. Achieved 92 keywords in Google top-3 positions. Organic traffic grew +146% through programmatic SEO and educational content. Structured creator onboarding with brand guidelines and content playbooks — each creator became a distribution channel with consistent brand voice. Performance Marketing Optimization Attribution analysis identified $1.2M wasted spend across misattributed channels. Reallocated budget to high-performing touchpoints and creator incentives. ROAS improved +47%. Segment CDP + Amplitude infrastructure revealed 7.3 average touchpoints per conversion — fundamentally changed budget allocation strategy. RESULTS & IMPACT ▸ Videos: 200 → 4,000+ (+1,900%). Viral coefficient: 0.4 → 1.28 — each user bringing 1.28 new users, creating exponential growth. ▸ UGC platform ROI: 9.2x. 340,000 referred users at $0 CAC through viral mechanics. ▸ 92 keywords Google top-3. Organic traffic +146%. ROAS: +47%. ▸ ARR trajectory $25M → $45M established.

SITUATION BEFORE Greenfield opportunity solving three fundamental market failures: 98% of people excluded from startup investing due to accreditation requirements, retail investors lacking access to professional due diligence, and 7-10 year liquidity traps making venture investing impractical. Entrepreneurs outside Silicon Valley struggled to access VC funding. Zero platform, zero brand, zero users — with validated tokenomics and regulatory framework ready for execution. ACTIONS & RESOURCES DEPLOYED Go-to-Market Strategy & Brand Launch Defined market requirements and collaborated with 8-person engineering team to translate go-to-market strategy into platform features, ensuring marketing-driven architecture from day one. Created unified brand design system with 220 reusable components ensuring consistency across all customer touchpoints, accelerating campaign deployment by 80%. Translated validated Unicoin tokenomics into customer-facing value propositions enabling investor liquidity through secondary market. Built multi-jurisdictional compliance messaging supporting SEC Reg D and 50+ international frameworks across 12 languages. Celebrity Partnerships & Ambassador Marketing Executed celebrity partnership strategy: Wozniak brought Silicon Valley credibility (TechCrunch, Wired, The Verge coverage), Montoya unlocked Latin America and motorsport audiences. Built dual-stakeholder go-to-market: retail investors ("invest in what inspires you") and tech startups ("reach millions of potential investors"). Designed ambassador engine with automated onboarding, performance tracking, and tiered commissions across 480 influencer partnerships. RESULTS & IMPACT ▸ Platform launched across 50+ countries at 99.7% uptime. Campaign deployment speed: -80% through design system. ▸ 250,000 verified investors Year 1. $42M GMV. Viewer-to-investor exploration rate: 73% vs. 45% industry standard. ▸ Ambassador CAC: $34 vs. $61 benchmark (-44%). Top 50 KOLs drove 62% of conversions. ▸ Category "investment entertainment" established. ARR: $5M → $25M.

SITUATION BEFORE Concept-stage project with bold hypothesis: entertainment content could solve access inequality (98% excluded by accreditation), information asymmetry (no professional due diligence for retail), and liquidity traps (7-10 year lock-ups). No comparable product existed. Everything required validation before committing significant resources. ACTIONS & RESOURCES DEPLOYED Market Validation & Category Positioning Coined "investment entertainment" as new category — convergence of media, fintech, and crypto. Core insight: traditional platforms start with selling; we start with entertaining. Executed systematic pre-launch validation with A/B-tested landing pages and waitlist mechanics. Key discovery: "invest in what inspires you" resonated 340% better than traditional fintech positioning. Collaborated with securities attorneys across US, EU, Asia structuring compliant go-to-market with proactive regulator engagement (SEC, FCA, FINMA). Tokenomics & Financial Modeling Developed AI-powered tokenomics simulator modeling 10,000+ scenarios for Unicoin supply, demand, and price dynamics — providing the financial foundation for all marketing projections and pricing strategy. Designed utility token solving the liquidity problem: purchase tokens → invest in portfolio companies → exit via secondary market (vs. 7-10 year IPO wait). Built 5-year financial projections with sensitivity analysis informing go-to-market investment decisions. RESULTS & IMPACT ▸ Tokenomics model: <4% variance from post-launch actuals. Compliant framework across 50+ jurisdictions. ▸ 120,000 pre-launch registrations confirming market appetite. Data foundation enabling $10M+ development investment. ▸ ARR: $0 → ~$5M first operational year. Entertainment-first positioning validated.

SITUATION BEFORE Three independent products (PerpeX perpetual trading, Tringlr non-custodial wallet, Entropy L2 scaling) with no unified brand or marketing strategy. PerpeX showed 93% user dormancy: 12,000 registered, only 800 MAU. Platform profitability negative with unsustainable liquidity mining costs. Monthly churn at 34%. FTX/Luna crisis destroyed market trust industry-wide. ACTIONS & RESOURCES DEPLOYED Retention Marketing & Predictive Analytics Developed unified brand positioning across three products with shared identity layer and SSO, embedding cross-sell messaging throughout user journey. Deployed AutoML for predictive churn scoring — identified at-risk users 14 days before churn with 78% accuracy, enabling targeted retention campaigns. Informed tokenomics optimization through marketing data: reinforcement learning for dynamic rewards balancing long-term sustainability vs. short-term incentives, improving platform profitability 2.8x. Brand Trust & Crisis Communications Built industry-first Proof of Reserves dashboard showing 1:1 asset backing with on-chain verification — launched proactively during trust crisis while competitors remained silent. Brand sentiment improved +52% in 3 weeks during peak crisis period. Earned Gartner Cool Vendor recognition. Designed gamified referral leagues with weekly/monthly leaderboards driving organic acquisition at scale. Events, Community & B2B Partnerships Organized 'Future of DeFi' summit (1,500 offline + 12,000 online attendees) establishing thought leadership in institutional crypto. Closed Huobi Cloud deal through 6-month negotiation structuring white-label revenue-share model — $4M B2B revenue at 71% margin. RESULTS & IMPACT Growth & Unit Economics ▸ MAU: 800 → 120,000 (150x growth). $1.4B trading volume generated. ▸ Churn: 34% → 13%. ML churn prediction: 78% accuracy at 14-day advance warning. ▸ +$6.8M ARR. Tokenomics optimization improving platform profitability 2.8x. Brand & B2B ▸ Brand sentiment: +52% in 3 weeks during industry crisis. Gartner Cool Vendor recognition. ▸ $4M Huobi Cloud B2B revenue at 71% margin. 'Future of DeFi' summit: 13,500 total attendees.

SITUATION BEFORE Platform growth depended entirely on direct user acquisition with no developer ecosystem. Third-party builders had no SDK, documentation, or incentives. TVL plateaued as internal team couldn't scale alone. Enterprise and retail acquisition competed for same resources. GitHub presence minimal. ACTIONS & RESOURCES DEPLOYED Developer Ecosystem Marketing Launched 'Hack with Vault.ist' developer program: comprehensive documentation portal, sandbox environment, weekly office hours connecting builders with engineering team. Established $500K developer fund with milestone-based disbursement tied to measurable TVL contribution. Community building through hackathons and technical content positioning GitHub as developer acquisition channel. Enterprise Marketing & B2B Pipeline Separated B2C viral acquisition from B2B enterprise pipeline with distinct messaging, conversion paths, and KPIs. Built enterprise sales playbook: ideal customer profile, qualification criteria, demo environment, case studies. RESULTS & IMPACT ▸ 1,100 active developers producing 14 production dApps. GitHub engagement: +420%. ▸ TVL: +54% over 10 months through developer-contributed applications and liquidity. ▸ +32% qualified enterprise leads through separated B2B pipeline with dedicated playbook.

SITUATION BEFORE No crypto-banking product existed — company operated as pure trading infrastructure. Market opportunity for fiat-crypto conversion unvalidated. Enterprise clients requesting white-label had no product to evaluate. Regulatory pathway for Visa/Mastercard BIN undefined. No KYC/AML infrastructure. ACTIONS & RESOURCES DEPLOYED Conducted market research across 14,000 respondents in 28 countries mapping user pain points and willingness-to-pay — findings directly shaped product requirements for modular white-label infrastructure integrating Visa/Mastercard BIN program, KYC/AML compliance layer, and multi-currency wallet. Led 4-month build-measure-learn cycle validating product-market fit through iterative go-to-market testing. Created enterprise sales materials, demo environment, and case study framework. Negotiated preliminary BIN sponsor agreements. RESULTS & IMPACT ▸ PMF validated in 4 months. Market research insights shaped architecture later supporting 75+ B2B clients and 1M+ end users. ▸ $18M enterprise pipeline from MVP demonstrations and go-to-market strategy. ▸ 14,000-respondent research across 28 countries informing positioning, pricing, and feature priorities.

SITUATION BEFORE Early-stage crypto-fintech with blockchain expertise but no payment processing knowledge for fiat integration. No strategy for bridging SWIFT/SEPA rails with DeFi protocols. Tokenomics design prioritized short-term fundraising over sustainable utility. ACTIONS & RESOURCES DEPLOYED Applied 5+ years payment processing expertise to inform go-to-market strategy, developing positioning that connected traditional banking capabilities with DeFi innovation. Advised on token design balancing utility, governance, and value capture — ensuring sustainable tokenomics that supported long-term marketing narratives. Shaped roadmap positioning crypto card with direct fiat conversion as flagship differentiator. Developed token sale marketing framework: positioning, messaging, channel strategy, community building. Created user acquisition strategies for permissionless systems balancing growth with regulatory constraints. RESULTS & IMPACT ▸ First crypto card with direct fiat conversion shipped 2018. ▸ Contributed to $51.6M ICO — one of largest European crypto fundraises 2017-2018.

SITUATION BEFORE Hyundai and KIA perceived as value-tier competitors in European markets where premium positioning drives margins. Genesis luxury brand had zero awareness against BMW, Mercedes, Audi. Brand value approaching $10B Interbrand milestone but European digital experience fragmented across 35 markets. "Progress for Humanity" brand vision emerging globally but lacked EMEA activation infrastructure. ACTIONS & RESOURCES DEPLOYED Brand Strategy & Premium Positioning Translated global "Progress for Humanity" brand vision into regional campaigns emphasizing innovation and sustainability. Developed Genesis premium positioning through Korean craftsmanship narrative and white-glove service experience. Shifted EV perception from "affordable alternative" to "technology leader." Managed €85M budget and 70-person organization across EMEA. Drove programmatic efficiency delivering €7.4M in media savings through data-driven optimization. Digital Marketing Innovation & Brand Experience Designed end-to-end Genesis digital experience: online configurator, concierge test-drive booking, personalized follow-up automation — ensuring marketing-driven customer journey from awareness through purchase. Pioneered VR showcase platform deployed across 9 European capitals with dealer system integration. Led Blue-Link connected car platform launch with waitlist mechanics and early access programs. Created unified digital design system for Hyundai, KIA, and Genesis across 35 markets ensuring brand consistency. RESULTS & IMPACT Brand & Awareness ▸ Genesis awareness: 0% → 21% in 12 months. Brand favorability: +18 points. Red Dot Award for digital transformation. ▸ VR platform: 96M social reach across 9 European capitals. Revenue & Growth ▸ €430M Genesis pipeline from 3,600 test-drives. EV sales: +27%. ▸ €7.4M programmatic savings. Qualified leads: +40%. Blue-Link waitlist: 75,000 users.

SITUATION BEFORE Dealer network of 1,400 locations operating with inconsistent brand execution and no digital toolkit. UEFA Euro 2012 sponsorship underutilized for brand building. Connected car services launching without integrated marketing strategy. Fleet B2B segment lacking differentiated positioning. ACTIONS & RESOURCES DEPLOYED Architected Dealer Digital Toolkit standardizing brand experience across 1,400 locations in 35 markets: marketing automation, sales enablement, lead management, compliance monitoring. Shaped Blue-Link marketing roadmap based on customer research and built feedback infrastructure connecting early adopters to product development. Led mobile-first transformation of customer journey. Executed UEFA Euro Fan-Park digital activation transforming passive sponsorship into interactive brand experience through gamification and real-time content. Developed differentiated B2B fleet positioning with ABM featuring total-cost-of-ownership narrative. Built editorial infrastructure for localized content across 35 markets. RESULTS & IMPACT ▸ UEFA activation: 2B impressions, +18% brand favorability, NPS 71. ▸ Dealer Digital Toolkit: 1,400 locations. Quote-to-purchase: -2 days. Mobile-qualified leads: +44%. ▸ €110M incremental revenue through dealer enablement. Fleet B2B: +31% YoY. Blue-Link waitlist: 75,000 users.

SITUATION BEFORE Hyundai brand perceived as budget-tier in Russian market dominated by European and Japanese competitors. Global campaigns failing to resonate with regional preferences. Dealer network of 180 locations without digital capabilities or brand standards. Market share stagnant. ACTIONS & RESOURCES DEPLOYED Developed Russia-specific brand strategy elevating perception from "budget" to "smart value" through localized campaigns, media partnerships, and dealer activation. Shaped regional marketing strategy based on market research, influencing feature prioritization and pricing for Russia-specific requirements. Introduced Social CRM and digital marketing capabilities across 180 dealerships with Dealer Digital Academy training infrastructure. Orchestrated Hyundai Solaris and KIA Rio launch campaigns positioning vehicles as aspirational yet accessible. Built repurchase program integrating lifecycle marketing touchpoints. RESULTS & IMPACT ▸ #2 C-segment market share (+11pp). Solaris/Rio exceeded targets by 22%, €67M above planned profit. ▸ Dealer compliance: 71% → 92%. 180 locations digitally enabled with Social CRM. ▸ Brand perception shift: "budget" → "smart choice." Repurchase intent: +11 points.

SITUATION BEFORE CNN's documentary and infotainment verticals lacked integrated digital experience and monetization infrastructure. Humanitarian content struggled to convert viewership into measurable impact. No systematic approach to celebrity advocacy or cause-marketing integration. Advertiser tools for premium content blocks underdeveloped. ACTIONS & RESOURCES DEPLOYED Built celebrity advocacy platform for PSA integration — the marketing infrastructure later used by CNN for DISPLACED project (2018) covering Rohingya genocide, amplified by Angelina Jolie (UNHCR Special Envoy) and Cate Blanchett (UNHCR Goodwill Ambassador). Launched 4-hour infotainment block with integrated advertiser tools. Deployed real-time sentiment analysis for editorial teams and marketing KPI frameworks. Integrated content analytics with marketing intelligence for campaign planning and promotional targeting. RESULTS & IMPACT ▸ Celebrity advocacy infrastructure: $4M+ donations, 78% video completion rate. ▸ Infotainment block: $3.6M new revenue. Watch time: +18% through personalization. ▸ Sentiment analysis reducing content-audience mismatch by 47%.

SITUATION BEFORE CNN's multiplatform expansion constrained by fragmented content distribution and inconsistent digital presence. No unified distribution strategy for emerging platforms (YouTube, iTunes, Facebook). Mobile channel nascent. Production workflows manual and error-prone. ACTIONS & RESOURCES DEPLOYED Designed multiplatform content distribution strategy across YouTube, iTunes, and Facebook, collaborating with engineering on unified API enabling consistent brand presence. Led go-to-market for CNN's first mobile alerts system. Developed brand design systems standardizing marketing materials and customer interfaces. Created platform-specific marketing strategies combining channel positioning with message optimization, A/B testing, and CRO. Established mobile as core distribution and marketing channel. RESULTS & IMPACT ▸ +35% users through integrated marketing-product approach. $400K annual operational savings via automated workflows. ▸ Mobile alerts: 280K subscribers in 90 days, 38% CTR. ▸ Design system reducing production errors by 52%. Brand consistency across all touchpoints.