Work

Problem

Ctrl (formerly XDEFI) needed a complete rebrand and GTM reset — new positioning, community migration from the old brand, and growth systems built from scratch to drive wallet adoption in a competitive multi-chain market.

What I Did

• Led the full XDEFI → Ctrl rebrand including naming, messaging, visual identity, and community transition
• Built multi-channel growth engine across X, Telegram, Discord, and Reddit
• Expanded and managed community to 120,000+ members with automated engagement workflows
• Implemented growth tracking dashboards and experiment frameworks

System Built

Automated community growth system with social monitoring, engagement workflows, and real-time dashboards tracking user acquisition and retention.

Results

• 150%+ user growth during tenure
• Contributed to $185M+ in trading volume
• Rebrand contributed to ~400% market cap growth
• Community scaled to 120,000+ members

First 30/60/90 Days for a Similar Team

30 days: audit existing channels and attribution, identify quick-win growth loops. 60 days: stand up automated engagement workflows and content engine. 90 days: launch experiment framework and optimize top-performing channels.

Problem

Stealth DeFi protocol preparing for public launch with no existing marketing presence. Needed GTM strategy, community building from zero, and fundraising support for a technically complex cross-chain product.

What I Did

• Designed narrative positioning for complex cross-chain DeFi technology
• Built and managed ambassador programs from scratch
• Led NFT fundraising campaign strategy and execution
• Created community growth playbook across Discord, Telegram, and Twitter

System Built

Ambassador program pipeline with automated onboarding, task tracking, and performance-based rewards system.

Results

• Secured $11.5M+ in total funding
• $1.5M NFT raise executed successfully
• ~200% engagement growth through ambassador programs
• $150K+ in NFT revenue generated

First 30/60/90 Days for a Similar Team

30 days: define positioning and audience segmentation. 60 days: launch ambassador program and seed community channels. 90 days: execute fundraising campaign with full marketing support.

Problem

Developer-focused cross-chain SDK with no marketing foundation. Needed SEO infrastructure, content systems, and scalable growth mechanisms for a highly technical audience — all built and handed off within a focused 3-month sprint.

What I Did

• Built GTM foundation from zero including positioning, messaging, and content strategy
• Developed SEO infrastructure and content engine targeting developer audiences
• Implemented automated growth systems: reply workflows, SEO tracking, and LLM testing loops
• Led multi-channel growth across X, Telegram, Discord, Reddit, and Facebook

System Built

AI-assisted content engine with SEO/AEO architecture, automated distribution, social monitoring, and LLM visibility tracking — designed to run independently after handoff.

Results

• +169% high-intent traffic growth
• 1,100%+ impression growth
• Established scalable, repeatable content pipeline

First 30/60/90 Days for a Similar Team

30 days: SEO audit + keyword/topic map. 60 days: content engine live with automated distribution. 90 days: experiment loops running, LLM visibility tracking in place, full handoff to internal team.

Problem

Established influencer marketing platform wanting to expand into the crypto vertical. Needed someone to build and scale the entire business line from scratch.

What I Did

• Launched the crypto division end-to-end: positioning, sales pipeline, and service delivery
• Developed partnerships with crypto projects and managed six-figure campaign budgets
• Created campaign playbooks and client onboarding processes

Results

• Generated $2M+ in annual billables from the new crypto division
• Built repeatable campaign execution framework

First 30/60/90 Days for a Similar Team

30 days: market analysis and service packaging. 60 days: pipeline built with first clients closed. 90 days: delivery playbooks documented, team scaled to handle volume.

Problem

NFT project at earliest stage needing community-led growth strategy and a successful mint launch in a crowded market.

What I Did

• Built community from zero across Discord, Twitter, and collector channels
• Designed and executed multi-platform launch campaign
• Managed influencer partnerships and collaborative marketing efforts

Results

• Grew ThorGuards community to 20,000+ members
• Raised $3.5M at launch

First 30/60/90 Days for a Similar Team

30 days: community strategy + channel setup. 60 days: growth campaigns and partnership pipeline live. 90 days: launch execution with full community activation.