Marketer

Led marketing across the full lifecycle of an early Bitcoin-backed lending platform, operating through ICO, product build-out, SEC investigation, and growth phases. Scaled the platform to approximately 100,000 users and ~$300M in originated loans while aligning marketing with product, compliance, operations, and commercial performance. Rebuilt tracking and attribution around real borrower intent, identified onboarding failures, and led cross-functional improvements with product and operations. Delivered an immediate ~700% increase in loan applications through funnel, onboarding, and conversion improvements. Acted as de facto growth lead across multiple internal CMOs and external vendors, maintaining continuity across changing market, regulatory, and organisational conditions.

Led multi-market growth for a free-to-play platform with virtual currency economies, scaling users from ~1M to ~15M across Europe. Managed ~€250k/month in performance marketing spend across PPC, paid social, affiliate networks, and partnerships. Built attribution and KPI systems around real engagement and monetisation behaviour, creating a transferable growth model later applied to fintech, crypto lending, and Web3 products. Shifted acquisition from low-value registrations to monetisation-driven KPIs, improving ROI from ~€1.5M loss to ~€2M profit while reducing spend. Identified product and onboarding bottlenecks, contributing to >250% increases in monetisation on selected titles.