Work

I joined LayerEdge when it was a Bitcoin Layer 2 rollup. I left it as a ZK proof aggregation and verification infrastructure protocol. The pivot happened in between, and it was the most demanding strategic problem I've worked on.

When the product changes completely, everything changes. The narrative, the positioning, the partner strategy, the pitch. We had existing relationships built on a thesis that no longer existed. I had to decide what to keep, what to abandon, and what the new story was — before the new story was obvious.

I wrote every external word during that transition. Technical blog posts, investor memo, pitch deck, GitBook docs, Twitter threads, GTM documentation. Not because I'm a writer, but because nobody else could have written them — you can only write the narrative if you've been in every product and partner conversation.

By the end: 45+ ecosystem dApps onboarded, 18+ LOIs with ZK partners, integrations with RiscZero, Succinct, Nexus, Fermah. A 300-person conference and VC Night in Vietnam that I organised end to end. A 100+ KOL network across Southeast Asia.

The thing I learned: narrative isn't spin. At a pivot, narrative is how the company decides what it actually is. Writing it down makes it real.

Cryption was running two bets at once. Cryption Knights — an NFT collection — and DappFactory, a no-code platform for building decentralised apps. I managed community across both, which sounds like one job but was actually two very different problems.

The NFT side taught me something uncomfortable: most of what people call "community" in crypto is just coordinated anticipation. Everyone is waiting for the price to move. The moment it doesn't, the Discord empties. I watched this happen in real time. The people who stayed after the speculation cleared were the only ones who'd ever actually cared.

DappFactory was different. It was trying to do something genuinely hard — make blockchain accessible to people who couldn't write Solidity. The documentation I wrote for it had to work for someone who understood neither smart contracts nor the product. That meant learning to locate the exact moment where a user's mental model breaks, and then writing directly at that break.

I spent two years on Telegram and Discord, answering questions at 2am, writing guides nobody asked me to write, translating decisions from the dev team into language the community could trust. It was unglamorous work.

What it gave me was an instinct I've used in every role since: the difference between a community and an audience. An audience consumes. A community has something at stake. You can feel the difference in how people react when something goes wrong.

Before LayerEdge, I ran marketing and growth across multiple early-stage Web3 protocols through Auroblocks. The work was varied — SEO, content, community, launches, ambassador programs — and it taught me how to move fast across many different surfaces without losing coherence.

The most valuable thing I built here wasn't any single campaign. It was operational discipline. SOPs for content, frameworks for launches, AI-assisted workflows before AI-assisted workflows were common. The kind of systems that let a small team punch above its weight.

300% growth in website impressions. A full testnet launch for Chimp Exchange. 50+ engagement quests on Zealy. These numbers matter, but they're outputs of the system, not the thing itself.

Before that: a brief stint writing crypto content (Crypto Pe Charcha), then co-founding a small digital marketing agency (AdsMark Media) from cold outreach alone — five clients, two six-month retainers, no warm introductions. I shut it down to go into Web3 full-time.

And before anything: I co-built an NFT marketplace with a team I met entirely online. No company, no funding, no predefined roadmap. We shut it down after funding didn't materialise. The NFT bull run followed two months later.

I think about that a lot. The lesson wasn't "you were right but early" — it was that conviction and timing are separate variables, and you can have one without the other.