You have a strong product and a team that understands it deeply. What you don’t have is someone who owns the marketing function: the positioning, the visibility, the outreach, the systems that make it run without constant founder input.
The real problem
Web3 projects tend to communicate exceptionally well internally and poorly externally. The thinking is rigorous. The product is genuinely interesting. But the narrative hasn’t been translated for the audiences that matter, the content infrastructure is held together with good intentions, and no one has had the bandwidth to fix it properly.
That’s not a content problem, but rather a structural one, and it’s solvable.
What I actually do
01
Own the narrative
Positioning, messaging, and the through-line that makes a technically complex product legible to investors, partners, press, and users. Built around what your project actually is, not a generic web3 template.
02
Build content infrastructure
Blog, newsletter, campaign architecture—systems that run consistently and reinforce the same message across every touchpoint. Not more content. The right content, in the right place, working together.
03
AI and search visibility
How AI systems find and represent your project shapes how you get discovered. I audit the current picture and rebuild the information architecture that determines it.
04
Outreach and ecosystem presence
Targeted outreach to the right people—partners, press, community—backed by a presence that holds up when they search for you.
Why my background matters here
Six years inside Web3—Algorand Foundation, Decentraland, Concordium— means I’ve done this work at real organisations with real stakes. I know the difference between web3 projects that communicate well and ones that don’t, and I know exactly what’s structurally missing in the ones that don’t. A decade in marketing means I have the tools to fix it.
Recent projects
Let’s talk about where you’re stuck.
If your product is strong and your marketing isn’t keeping up, tell me what’s not working. We’ll figure out from there whether it makes sense.
FAQs
What does a fractional marketing lead engagement look like? Either project-based—a specific brief, a defined scope, a clear deliverable—or ongoing retained capacity where I function as your marketing lead part-time. The work is shaped around what the team actually needs.
How is this different from hiring a marketing manager? A full-time hire makes sense when you need someone embedded five days a week. A fractional engagement gives you senior strategic and executional capacity without the overhead — and without waiting six months to hire the right person.
What stage of project is this for? Teams past early traction who have a product worth communicating and need someone to own how it’s communicated. Not pre-launch, not seed-stage trying to find product-market fit.
What don’t you do? Brand strategy from scratch, paid ads management, or growth hacking. This is strategic marketing ownership—positioning, narrative, content systems, and visibility—for teams that need the function built and run properly.