Marketing case studies
Five pieces of work in crypto and technology: four in-house at eBay and Improbable, and one freelance for Bitmain. Each sets out the brief, my role, what I did and what changed, with the numbers and where they came from.
Strategy · SEO · Social
Restarting a marketing function that had stopped
A product with a digital presence that had gone quiet: social channels with no engagement for days at a time, a site ranking only for its own name. As Head of Marketing I rebuilt the function over twelve months: strategy, search, social and the team to run them.
Read the case studyPeak daily impressions on X, from under 100
Strategy · Community · Content
Proving a blockchain’s performance claim by breaking it in public
The brief was to prove a performance claim. Instead of a whitepaper, we built a fully on-chain voxel MMO and invited the public to stress-test the network with it. I led the marketing of the launch.
Read the case studyPlayers onboarded during the testnet phase
Strategy · Social · SEO · Content · Analytics
Leading marketing for eBay’s NFT marketplace through the 2022 crash
eBay bought KnownOrigin as the NFT market fell 57%. Leading a team of five, I rebuilt the measurement, moved the team off last-click attribution, and put the creators at the centre of the marketing.
Read the case studySite traffic over six months, against a falling market
SEO · Paid · Localisation
Making the world’s largest miner manufacturer visible in English
Dominant in Asia and close to invisible in English search. As a freelance lead I did the technical repair, localised twelve thousand words and rebuilt the paid search account.
Read the case studyOrganic traffic across the US and EU, over six months
Activation · Research · Community
Introducing sneaker collectors to digital ownership
eBay tested whether sneaker collectors would take up digital collectibles at two events, OG Drops Manchester and Sneaker Con London. I ran the KnownOrigin side, with a claim route that started from an email address, not a wallet.
Read the case studyOf event attendees claimed a digital collectible
Marketing and communications across the group. 900+ posts generating around 1.65 million impressions, and go-to-market for activations with the BBC, Major League Baseball and Yuga Labs.
Founded and grew a cryptocurrency news publication into one of the sector’s recognised titles.