Educational, not promotional

The type of marketing I've always been drawn to is educational. Not pushing products at people, but giving them the context, the knowledge, and the full picture of an industry so they can actually make informed decisions.

That ethos has been the through line across five years working in fintech, Web3, and e-commerce.

End-to-end, not single-channel

Rather than going deep in a single channel, I've built an end-to-end understanding of how modern marketing actually works: strategy, content, influencer and creator partnerships, paid acquisition, analytics, and increasingly, AI-powered workflows.

Nearly five years across Entity Finance and SoundHouse

The bulk of my experience came from nearly three years at Entity Finance, where I worked across the full marketing function in a small, fast-moving team, plus two years at SoundHouse, where I built the e-commerce and paid marketing side from the ground up.

That environment forced a broad skillset fast, because if you didn't figure things out, they didn't get done.

16,000 to 200,000+ on X

On the content and growth side, we took the X account from 16,000 to over 200,000 followers and generated more than 9.1 million impressions. The content that drove that was a mix of educational threads breaking down Web3 tech and protocols in plain language, designed to help new users onboard into this new era of finance, alongside strategic partnerships to help extended our reach even further.

Where I've gone deepest

Influencer and creator marketing is probably the area I've gone deepest in. I built and maintained a database of over 1,000 creators through cold outreach, and from that pool I actively managed 50+ end-to-end: contract negotiation, content briefing, approvals, performance tracking, and ongoing relationship management.

Performance, kept in proportion

On the paid side, my e-commerce experience gave me a working understanding of performance marketing. I ran Meta and Google campaigns, tested different ad variants and content formats, A/B tested what worked, and scaled the ones that did.

I don't go deep into paid as a specialism, but I understand how it fits into the broader picture and how to make it work alongside organic.

Consistency beats virality

Analytics has been a constant across all of it. At Entity Finance, I tracked performance weekly and monthly across impressions, reach, engagement rate, and follower growth. But the biggest lesson wasn't in any single number, it was in the pattern over time.

The accounts that actually built lasting communities weren't the ones that went viral occasionally, they were the ones that showed up the same way every day. Virality brings a spike of strangers. Consistency is what turns a handful of them into people who actually trust you enough to stick around, ask questions, and defend you when someone else doesn't understand the project.

Automate the execution, not the thinking

More recently, I've been building AI-assisted marketing workflows: content pipelines, trend monitoring, automated research, multi-platform content systems. The interest isn't in replacing the thinking with AI.

Platforms change. Psychology doesn't.

The principle behind all of it is simple. Technology changes, platforms change, algorithms change. Human psychology doesn't. I've focused on understanding the principles behind growth rather than getting dependent on any single channel or tactic.