Ava Protocol needed to rebrand and reposition itself from a little-known Polkadot project into a leading Ethereum-friendly protocol. In addition, we needed to launch our mainnet within a 6 month timeline while competing against established players like Chainlink and Superfluid. We needed to stand out in the blockchain automation space while navigating a complete identity rebuild.
I spearheaded a complete overhaul—from the name and logo to the core vision, messaging, and website—and launched a multi-channel marketing blitz focused on developer enablement, strategic partnerships, and community engagement. My research indicated a lack of developer enablement marketing to companies building on Ethereum Layer 2s such as EigenLayer and Soneum. I launched a multi-channel marketing blitz to position Ava Protocol as the go-to on-chain automation provider for projects on emerging layer-2 chains. If a developer was on Ethereum or Soneum, I wanted to be a keystone in their dApp development narrative. By aggressively leveraging earned media placements on crypto news platforms, SEM targeting partner chains, paid search, live events partnerships, and community engagement, and even developer documentation, I strategically positioned Ava Protocol as close ecosystem partners to Ethereum and Soneum to align with their pre-existing branding and communities.
In just one month, we onboarded many of the top operators on EigenLayer, managing over $4 billion in current TVL. Our efforts led to a partnership with Soneum, where Ava became the sole automation provider for their incubator program, a surge to 12,000+ unique wallets, 35+ ecosystem dApp partners, and solidified Ava Protocol as an industry automation leader.
Leadership and Strategy:
• Strategic Vision: Expert in crafting targeted messaging that cuts through market noise, helping companies actualize their industry vision and connect with key audiences.
• Cross-Functional Leader: Skilled in building consensus across departments—sales, business development, engineering, and customer success—to derive product insights and enhance customer experiences.
• Results-Driven Marketer: Proficient in developing captivating content, orchestrating agile multi-channel campaigns, and synthesizing results using intuitive reporting for informed decision-making.
GTM and Product Marketing:
• Spearheaded Developer Enablement and Community Growth: Established developer and community channels and tools to collect product feedback and empower users. Refined product messaging and use cases, amplifying launch efforts within the developer community.
• 4x Content Output and Engagement: Created a comprehensive content and amplification pipeline, increasing outbound content and readership by 4x. Maintained a consistent flow of press releases, earned media, interviews, blogs, and case studies to effectively reach target audiences.
• Drove Business Relations Leading to $4B backing: Led developer relations efforts, onboarding major operators and validators in the blockchain industry. Propelled Ava Protocol to achieve a total value locked (TVL) of $4 billion staked.
Community, Ecosystem, and Events
• Enhanced Social Media and Community Engagement: Launched new social media channels and revamped engagement strategies, doubling X, LinkedIn, and Warpcast followers and spiking engagement across all platforms (including Telegram and Discord).
• Executed Global Events Strategy: Developed and implemented a global events strategy, forming strong partnerships and increasing average event attendance by over 300%.
• Forged Strategic Partnerships with Leading Blockchains: Developed partnership programs resulting in alliances with prominent Web3 players such as Soneium, EigenLayer, and Polkadot.
