12+ years in marketing, from 0-to-1 and 1-to-scale, across fintech, gaming, DeFi, and institutional crypto. I create brands with a story and build the infrastructure that makes them grow with intention.
23k+
User growth
Drop Protocol
within 12 months
$50M+ TVL
Largest LST in the Interchain
Drop Protocol
within 12 months
$8M+
Early deposits, stealth to public beta
Structured (maxBTC)
within 3 months
15k+
Signed creators on platform
Matchmade
Current work
Fröjd · 2026 – Present
Fractional CMO
I work with founders who aren't yet ready to build a full marketing team, covering narrative, positioning, GTM, business development, brand and comms from strategy through to execution.
Recent work includes two Zurich-based early-stage AI startups in commodity trading and insurtech, developing narrative, positioning and GTM foundations (0-to-1).
Building the Swiss market for a boutique Champagne house through business development, B2B sales, events and relationships with family offices, asset managers and UHNWIs. Developing the local network, creating bespoke client experiences and driving new business through private events and high-touch relationships.
Market entryB2B salesBDEvents
Capabilities
01
Brand narrative and positioning
StoryBrand applied across DeFi, fintech, B2B
02
GTM strategy and 0-to-1
Stealth to public, sequencing, coordination
03
Growth systems and acquisition
Sequential loops, multi-sided marketplace growth
04
Business development and market entry
Institutional partners, market entry from zero
05
Marketing infrastructure
CRM, KPI frameworks, automation, full stack builds
Built brand, narrative, and category positioning for maxBTC, a liquid, yield-bearing Bitcoin asset with institutional-grade custody and BTC-denominated returns. Worked in stealth, in parallel with running Drop, taking the product from zero to KYC-gated public beta. Shaped investor comms for the pre-seed round and managed the full arc solo.
$8M early depositsStealth to betaGTMPre-seed narrative
Led all marketing for a Lido-backed liquid staking protocol on the Interchain. Known for narrative-driven brand building and community, Drop became the largest LST in the Interchain within 12 months. Owned GTM for every product launch and incentive program, and managed all cross-functional coordination with product, engineering, partners, and investors.
Repositioned an on-chain capital markets platform for relaunch, securing tier-1 organic coverage and building partner co-marketing campaigns and webinars with institutional names including Base, Polygon, Circle, and Bitcoin Suisse. Separately incubated and launched Margarita Finance, a Solana-based structured yield platform.
Built the brand and full marketing stack from scratch for a retail forex brokerage product on turnkey fintech infrastructure. Launched from zero across GCC and Europe, including developing a white-label trading academy as a plug-and-play client solution.
Led marketing, SDR, and customer support for a creator marketplace connecting game studios with YouTube and Twitch creators. Owned growth, CRM, and acquisition across all sides of the platform simultaneously, scaling the creator roster, acquiring gaming studios, and optimising campaigns for clients including Tencent and ZeptoLab.
Owned regional brand presence and communications for Sweden and Finland at Europe's largest fashion platform. Led social media strategy, creator partnerships, press, and events across both markets, including a UGC initiative that turned shoppers into content creators and drove measurable AOV uplift.
Led brand identity and community-building for one of Scandinavia's leading streetwear retailers, shaping voice, visual direction, and brand presence in a highly engaged subculture.