Growth · Performance · GTM
I run growth for high-conviction products. Paid ads, GTM, attribution, the boring measurement plumbing that makes the rest work. Most recently at Hype, one of the biggest crypto marketing agencies, across tens of projects.
Before crypto: paid ads for DTC ecom brands and mobile apps. Same job, different industry. The fundamentals don't move.
Work Experience
I do the whole stack. Research, strategy, paid, measurement. With founders, growth teams, creatives, community leads. Not a specialist for one slice.
Plan the launch. Pick the story, sequence the channels, set what counts as a win. I've run launches for L1s, infra protocols, hardware wallets, and exchanges.
Paid ads on Meta, Google, X, Reddit, and LinkedIn. Including the part where you have to convince each platform that crypto ads are okay, which is most of the work.
Tracking, attribution, the whole funnel. Built from zero when there's nothing. Fixed when it's broken. The boring work that decides whether the ads actually count.
Production stacks that do real marketing work. Research, intel, audit, brief, paid, creative. Not toys. They pull from multiple sources and feed into the actual day job.
Marketing only works when it matches what the product is and where it's going. The work that decides if a campaign is the right campaign before any spend hits.
An audit that runs before any strategy. Tells you where you actually sit in the market, so the plan matches reality. Replaces vibes with data.
Projects
Frameworks
A 4-check audit you run before writing any strategy. Branded search, share of voice, community signal, AI citation. Tells you what marketing should actually be doing right now. No guessing.
View on GitHub →Plots how loud you are against how much real usage you have. Separates real growth from paid-for growth, so strategy doesn't get built on a lie.
Only 5% of any market is ready to buy today. The other 95% aren't, yet. This model splits time and budget between the two, so you stop fighting other marketers over the same 5%.
Side projects
Daily accountability with stakes. You sign a written lease with your own eviction story. A landlord checks in every day, and quotes your own words back when you wobble. Miss three days, the building evicts you publicly. I built it to keep myself on my toes. I'm tenant #1.
Sign a lease →Everyone's busy telling you AI will replace you. Throughline is for the people who'd rather get ahead of it. Maps what you already know, shows the gaps, builds the game plan to close them. So you stay unreplaceable.
Stacks
A stack of agents that runs the full marketing job: audit, intel, brief, diagnostic, strategy, paid, creative. Every step wired from how I actually work. Runs end to end on real engagements.
A graph that holds my content ideas and how they connect: extends, contradicts, supports, sparked_by. An agent reads any node and drafts the post, thread, or article. In my voice, from my real notes.
Writing
Most crypto projects think they have a conversion problem. The data says they have a stage problem. That's why growth feels stuck even when the execution is clean.
Read →A new crypto card launches almost every week now. Scroll CT on any given day and there's a fresh announcement. New card. New neobank. New 'spend your crypto anywhere' product.
Read →Crypto payment cards did $607 million in on-chain volume in March 2026, a new record. RedotPay processed $390 million of that. The next closest competitors each did about $60 million.
Read →Crypto spent the last cycle getting very good at building new primitives, and yet mainstream adoption remained harder than it should have been.
Read →Skills
Tech stack
Paid media
Analytics & attribution
AI & automation
Intel
Creative