Selected Work

Xverse had the users and the tech. What it didn't have was a story anyone outside the dev bubble could repeat. It was "a crypto wallet" in a market full of crypto wallets.

I repositioned it from a wallet to a premium Bitcoin neobank aimed at high-net-worth Bitcoin holders, rebuilding the brand, GTM and funnel architecture from scratch. Same core product, completely different conversation. That reframing is what made the enterprise deals and the press make sense to people who would never have cared about another wallet. On the back of it I closed Google as an enterprise partner with the B2B GTM built from zero, launched the API product from zero as a new B2B revenue line for developers and financial institutions, and ran a card waitlist that pulled 2,000 signups in 48 hours. I drove pipeline, press and partnerships through activations at Bitcoin Vegas, Bitcoin Hong Kong and Token2049.

Then the team was laid off. I rebuilt the entire growth function as one person, restructuring around AI workflows: 50% more output with 20% fewer people. The repositioning is the work I'm proudest of, because it's the clearest proof of the thing I believe: the best tech doesn't win, the best-understood product does.

My job was to grow the monetised products and land the partnerships that put them in front of the right audiences.

I scoped, pitched and closed deals with Jason Derulo, Scott Melker (Wolf of All Streets) and other high-profile talent, turning their audiences into product users. The Derulo deal took two or three meetings with his team, then a face-to-face, then a signed contract: the same deal-closing muscle I'd built selling to Walmart a decade earlier, used in a completely different industry. I launched Krown Trading School from zero, a fully monetised education product with master trader Eric Krown, and overhauled the CRM and onboarding to lift top-of-funnel conversion by more than 40% within 90 days. I closed affiliate partnerships with Bybit, TradingView, Coingecko and finance influencers with 1M+ audiences.

The lesson that stuck: people do business with people, not logos. Every one of those deals closed because I understood the human on the other side before I pitched.

For 7.5 years I ran trade marketing and pricing strategy across 15+ Latin American markets on a $10M+ annual budget spanning B2C campaigns, hardware and B2B partner initiatives. I built and led a regional team, working directly with MDs and country GMs to turn global strategy into local programmes.

But the real education was watching how Red Bull builds a brand. The F1, the cliff divers, the cartoons, the whole machine existed to do one thing: get people talking about Red Bull when no one was watching. The conversation at the bar was the metric. You can't buy that conversation. You earn it by fitting into something people already care about.

That's the lens I bring to crypto infrastructure now. Most infra companies try to buy attention. I know how to build the kind people give you for free.

HyperionDev was an edtech scaling internationally. I owned a $2M+ annual media budget and a team of 10+ plus agencies across two continents, and tripled revenue in under a year. I sourced 10,000+ qualified applicants for UK Department for Education-funded coding bootcamps, landed university partnerships with Imperial College London and the University of Manchester, and ran the in-house creative studio end to end: design, copy, video, broadcast, all A/B tested. I partnered directly with Product to redesign the learner UX, turning funnel insight into product decisions that moved activation and retention.

The part I'm proudest of is the team. When I left, the person hired to replace me, at nearly double my salary, quit after three days because they couldn't handle the intensity. High standards plus real support is how you build people who level up.

I founded Timewarp and brought sub 1-hour ecommerce grocery and retail delivery to market in South Africa before anyone else. 10,000+ app downloads in under six months, a 100,000+ item catalogue with live payment and stock integrations.

It also failed, and it cost me. I took loans to keep a dying business alive, which was an idiot move. But it taught me what no employer ever could: what it feels like to own the outcome, to fall in love with an idea the data is telling you to kill, and to start over from zero with a family depending on you. Every founder I work with now, I've been where they are.

Moms Who Trade is a trading education brand I co-founded. I created it from scratch: name, positioning, identity and GTM. The mission is simple, take any mom from zero to her first $1,000 trading.

This one's different from the rest, because I didn't just market it. I built it. I coded the app, built the trading indicators, and built the AI interfaces on top of it. 3,000+ commits in the last year. It's the clearest proof of how I work now: an operator who can take a thing from idea to brand to shipped product without a handoff. For a crypto infra company, that's the difference between a marketer who files tickets and one who builds.