A marketing leader who sets the strategy, owns the narrative, builds the function, launches the product, drives the demand, delivers more with AI, keeps it compliant, proves the return.

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Background

I’m a Manchester-based marketing leader working across crypto, fintech and B2B technology. I’ve led marketing in-house at eBay’s Web3 team, Improbable and Tesseract, a MiCA-authorised CASP operating in DeFi, following six years agency-side.

I’m a rare combination: a creative marketer who is commercially accountable. I know what will resonate with an audience, I can explain a complex technical product in terms it understands, and I hold the work to its KPIs and its return on investment.

I’ve been in crypto since 2014, building businesses as well as marketing them. In a senior role or as a consultant, I set the direction and build the team while staying hands-on in the work, and I use AI and automation to make the team faster and more capable.

Download the CV More about me

Selected work

2022–2024 · Senior Digital Marketing Lead, eBay

Strategy, positioning and the team

Reversing a decline in a collapsing NFT market

Traffic, creator mints and sales were falling with the market. Leading a team of five, I rebuilt the measurement, moved the team off last-click attribution and repositioned the marketplace as crypto-native.

+30%

Site traffic over six months, against a falling market

Read the KnownOrigin case study

2024–2025Head of Marketing, Improbable

Building the function

Restarting a marketing function that had stopped

9,200+Peak daily impressions on X, from under 100

2025Head of Marketing, Improbable

Launching the product

Proving a blockchain’s performance claim by breaking it in public

70,000+Players onboarded during the testnet phase

2016–2021Freelance crypto marketing

Demand and the return on it

Making the world’s largest miner manufacturer visible in English

+124%Organic traffic from the US and EU over six months

2022–2023Senior Digital Marketing Lead, eBay

Testing a new market

Introducing sneaker collectors to digital ownership

56%Of event attendees claimed a digital collectible

The services behind this work: Digital marketing strategy·Search engine optimisation·Content marketing·Social media management·Paid advertising·Digital transformation·AI consultancy·AI search visibility

Working together

An employed role
Head of Marketing or equivalent, in-house, leading the function. Open to the next role, full time or contract.
Download the CV
A fractional or interim contract
Fractional head of marketing or marketing director, usually about two days a week on the retainer shown on the pricing page. I also take interim roles and defined pieces of work: a launch, a replatform, a function to set up and hand over.
Pricing
Consultancy
An audit and roadmap, an ongoing retainer or advisory days, each with a figure on the pricing page. Most consultancy engagements use two or three of the services together.
Services

Writing

14 October 2026

Checking AI's CRM recommendations against three buyer briefs

I set out to count how many of the CRMs an AI assistant recommends would suit the person asking, going by the vendors' own pages. I stopped before the comparison. What it took to verify one product is what I'm left with.

27 September 2026

Launching vaults that compliance teams could sign off

14 January 2026

The Old Playbooks Still Work. They Just Don't Look the Same.

All writing

Oliver Carding on The Marketing Desk podcast, September 2026 — The Marketing Desk, September 2026. On marketing a regulated DeFi product.

Press and speaking

Quoted in Bloomberg, The Defiant and Finance Magnates on crypto markets. Covered by Forbes and NBA.com for CryptoKaiju. On stage at NFT.NYC and NFT.London, on air with TRT World.

The full list