Work

I joined LayerEdge when it was a Bitcoin L2. I left it as a ZK proof aggregation protocol. Owning GTM through that pivot was the hardest growth problem I've worked on — because every input to the funnel changed at once: ICP, positioning, partner motion, messaging, pipeline.

When the product resets, so does the pipeline. Dead partner convos had to be re-qualified against a new thesis. Ecosystem outreach had to be rebuilt from zero. I ran the full GTM stack — ICP definition, partner sourcing, outbound, activation, content — and rewrote the funnel in real time while the product was still shipping.

I wrote every external word during that transition. Technical blog posts, investor memo, pitch deck, GitBook docs, Twitter threads, GTM collateral. Not because I'm a writer, but because GTM engineering means the person running pipeline has to also own the narrative — the two can't sit in different heads.

Outputs that mattered: 50+ integrations and partners spanning across a 100+ protocol ecosystem, including RiscZero, Succinct, Nexus, and Fermah. A 300-person conference and VC Night in Vietnam I ran end-to-end. A 100+ KOL activation network across Southeast Asia driving top-of-funnel in our highest-intent region.

The lesson: growth at a pivot isn't a campaign problem, it's a systems problem. You rebuild the pipeline, the narrative, and the measurement at the same time — or none of it compounds.

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

The NFT side taught me something uncomfortable about growth in crypto: most of what gets reported as "community" is just coordinated anticipation. The engagement metrics look great until price stops moving — then the Discord empties. I stopped optimising for top-line activity numbers and started tracking retention past the speculative window. That's where the real GTM signal was.

DappFactory was an activation problem. It was trying to make blockchain accessible to builders who couldn't write Solidity — classic PLG challenge. I owned onboarding docs, developer activation flows, and funnel instrumentation. The docs had to meet users at the exact point their mental model broke, or they'd churn silently. I learned to locate that break and write directly at it.

Two years of Telegram, Discord, Intercom-style support at 2am, onboarding guides, and translating product decisions into language the ecosystem could trust. Unglamorous growth work, but it's where I learned the instinct I've used in every role since: an audience consumes, a community converts. You can measure the difference the moment something breaks.

Before LayerEdge, I ran GTM and growth across multiple early-stage Web3 protocols through Auroblocks. The work spanned the full stack — SEO, content, activation, launches, partner motion, ambassador pipelines — and it taught me how to move fast across many surfaces without the narrative or measurement falling apart.

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 repeatable growth systems that let a small team punch above its weight.

A big part of the job was identifying which growth platforms were actually working in the current cycle and partnering with them early — Zealy, Galxe, TaskOn, Layer3 — so our protocols caught the first-mover advantage before acquisition costs compressed. That's GTM engineering at the ecosystem level: spotting the channel before it's obvious, then owning it.

300% growth in website impressions. A full testnet launch for Chimp Exchange. Multiple protocol launches taken from zero to active community. The 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) built entirely on cold outbound — five clients, two six-month retainers, zero warm intros. That was my first real GTM system: ICP hypothesis, outbound sequence, conversion, retention. 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. In growth, that instinct never leaves you.