# Oliver Carding — marketing leader and consultant

> Marketing strategy, SEO, content, social media and paid acquisition for crypto, fintech and B2B tech. Manchester, UK. Works worldwide.

Last updated: 2026-07-24

## About

Oliver Carding is a marketing leader based in Manchester, UK, with fifteen years building brand, growth and product marketing across crypto, fintech and B2B tech, and in crypto since 2014. Currently Head of Marketing at a MiCA-authorised digital-asset firm. Previously Head of Marketing at Improbable and Senior Digital Marketing Lead at eBay, with six years running integrated paid and organic teams agency-side before that. Founded the cryptocurrency publication CoinJournal in 2014 and the physical-to-digital NFT project CryptoKaiju in 2018.

He works as an individual consultant, not an agency. Clients deal with him directly; no account manager, and no more junior person doing the work under his name.

## Services

Eight services. The first five are the core practice; the last three are more recent additions.

- Digital marketing strategy (/services/strategy): audience research, channel planning, go-to-market and measurement frameworks. The decision-making layer that determines what to do, in what order, and how you will know it is working.
- Search engine optimisation (/services/seo): technical SEO, keyword strategy, content optimisation and authority building.
- Content marketing (/services/content-marketing): content strategy, thought leadership, ghostwriting, newsletters and distribution.
- Social media management (/services/social-media): channel strategy, community management, publishing and paid social across X, Discord, Telegram and LinkedIn.
- Paid advertising (/services/paid-advertising): Google Ads, Meta, conversion tracking, attribution and bid optimisation.
- Digital transformation (/services/digital-transformation): replatforming, measurement infrastructure, CRM and lifecycle, and the operating rhythm of a marketing team. Most problems that look like strategy problems are plumbing problems.
- AI consultancy (/services/ai-consultancy): where AI genuinely improves a marketing team's work and where it is theatre. Workflow audit, tooling, quality standards and team enablement.
- AI search visibility (/services/ai-search-visibility): answer engine optimisation. Citation auditing, content architecture, structured data and llms.txt, and monitoring — being the source an AI cites when someone asks a question in your category.

There is also a dedicated page for Web3 and crypto marketing at /web3-marketing, which is the sector specialism rather than a separate service.

## Pricing

Full detail at https://olivercarding.com/pricing. Figures are starting points, not ceilings, quoted in GBP, with nothing added on top.

- Audit and roadmap: from £3,000. Fixed fee, 3–4 weeks. Includes a technical, channel and positioning review, a competitor and search landscape, a prioritised plan with the reasoning attached, and a walkthrough. The document is yours. Most engagements start here.
- Ongoing retainer: from £4,000 per month. Roughly two days a week, priorities agreed monthly, direct access, thirty days' notice both ways. No minimum term and no lock-in.
- Advisory: £450 per day for review and working sessions. £650 for a structured strategy day including preparation and a written follow-up. Booked as needed.

What moves the number: scope rather than seniority, how much is already in place, pace, and regulatory review load in financial and regulated categories.

Not charged for: the first conversation however long it runs, scoping and writing the proposal, questions between sessions, and re-explaining something that was not explained well the first time. No hourly billing.

Rates are the same regardless of client location.

## Recent roles

- Head of Marketing, Tesseract Group, Helsinki (2025–present): a MiCA-authorised digital-asset firm. Took the firm from near-zero press presence to 59 earned-media placements across 20 outlets including repeat Bloomberg coverage; made organic search the site's number-one channel at around 43% of sessions; more than doubled website conversion rate from 0.67% to about 1.5%; led the migration from legacy WordPress to Next.js.
- Head of Marketing, Improbable (2024–2025): marketing and communications for Improbable and MSquared. 900+ social posts generating around 1.65 million impressions and 36,000 engagements; go-to-market for partner activations with the BBC, Major League Baseball and Yuga Labs.
- Senior Digital Marketing Lead, eBay / KnownOrigin (2022–2024): led a team of five across paid and organic, and acted as product manager for the marketplace squad.

## Selected work

- MSquared (2024–2025): restarted a dormant marketing function. Peak daily impressions on X went from under 100 to more than 9,200. https://olivercarding.com/case-studies/msquared_marketing_turnaround
- Somnia Network (2025): built and marketed a fully on-chain MMO as a public stress test of the testnet. 70,000+ players onboarded, 250 million on-chain transactions. https://olivercarding.com/case-studies/somnia_network_launch
- KnownOrigin (2022–2024): reversed a decline during the NFT market downturn by rebuilding measurement and moving off last-click attribution. Traffic +30%, conversions +10%, revenue from organic and social +20% over six months. https://olivercarding.com/case-studies/knownorigin_digital_marketing_strategy
- Bitmain (freelance, 2016–2021): technical SEO, localisation of 12,000 words, and a rebuilt paid search account. Organic traffic +124% across the US and EU, 3.2x return on ad spend, 40+ keywords on page one. https://olivercarding.com/case-studies/bitmain_global_seo_ppc
- eBay (2022–2023): two physical activations introducing sneaker collectors to digital ownership. 56% of attendees claimed a digital collectible; 39% converted from email to app download. https://olivercarding.com/case-studies/ebay_web3_sneakers

## Writing

- The Old Playbooks Still Work. They Just Don't Look the Same. (2026-01-14): marketing frameworks did not die, they were absorbed into how good teams operate. https://olivercarding.com/blog/the-old-playbooks-still-work
- What Traditional Brands Get Wrong About Web3 (2026-01-03): why Web2 playbooks fail with crypto-native audiences, and where brands have got it right. https://olivercarding.com/blog/what-traditional-brands-get-wrong-about-web3
- The Web3 Marketing Audit Nobody Wants to Do (2025-08-08): what a marketing audit covers and how it separates structural failures from tactical ones. https://olivercarding.com/blog/the-web3-marketing-audit-nobody-wants-to-do
- The Problems With Web3 Marketing Agencies (2025-07-07): why agency incentives reward deliverables over outcomes, and what to ask before signing. https://olivercarding.com/blog/the-problem-with-web3-marketing-agencies
- Content Marketing in Crypto Is Mostly Noise (2025-03-26): why crypto content fails and what content with a job looks like. https://olivercarding.com/blog/content-marketing-in-crypto-is-mostly-noise
- What is Web3? (2024-05-01): a definition and guide to how Web3 differs from the current internet. https://olivercarding.com/blog/what-is-web-3

## Engagement shapes

- Audit and roadmap: fixed fee, 3–4 weeks. Most engagements start here.
- Ongoing retainer: monthly, no lock-in.
- Advisory: by arrangement.

## Contact

- Website: https://olivercarding.com
- Email: hello@olivercarding.com
- Telegram: https://t.me/olivercarding
- Calendar: https://calendly.com/olivercarding/30min
- X: https://x.com/olivermcarding
- LinkedIn: https://www.linkedin.com/in/oc-marketing-manager-manchester/
- Response time: replies to everything within one working day.

## Links

- Home: https://olivercarding.com
- Services: https://olivercarding.com/services
- Pricing: https://olivercarding.com/pricing
- Machine-readable pricing: https://olivercarding.com/pricing.md
- Web3 and crypto marketing: https://olivercarding.com/web3-marketing
- Selected work: https://olivercarding.com/case-studies
- Writing: https://olivercarding.com/blog
- About: https://olivercarding.com/about
- Contact: https://olivercarding.com/contact
- Sitemap: https://olivercarding.com/sitemap.xml