​In 2024 I swapped corporate for startup, and servers for blockchain. I joined Playmint, a VC backed games studio building games on the blockchain, as the first Marketing Hire. I've worked closely with the founders developing a go-to-market plan, and I am proud of the events and campaigns I executed successfully. I've nurtured, and grown a community, and brought the idea of tracking metrics to the mindset of startup founders. I love bringing people together and making things happen.
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Previously I spent over a decade in B2B SaaS companies sharpening my commercial skills and honing my craft of understanding value propositioning. I started my career in experiential marketing, riding the wave as budgets shifted towards digital advertising. This journey led me into MarTech, working within the Meta ecosystem. I learnt about the ads network since 2009 and I had a lot of fun.
I followed the crowd and progressed into Fintech, working at Adyen. I helped businesses understand that payments is a strategic business enabler and done correctly can streamline operations and maximise revenues. That's a lot of corporate buzzwords, let me explain more clearly. Within my first 6 months of joining Adyen, I increased Adyen's MRR by 30%. And my client's monthly sales numbers increased too. My ValueSelling training has given me the toolset to compete on value, not price.
But I like to play in decades, so it felt like a natural end state to transition into something new. And I wanted to experience what it feels like to be part of building a business from the beginning. As startup life goes, Marketing in a startup means do what needs to be done and learn from the data!
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B2B SaaS sales taught me structure and process, so this new decade is about bringing my skills to chaos and uncertainty. ​
Joining Playmint, I quickly learnt blockchain is more than just technology, it is about exploring possibilities beyond the standard code for living - it is a new way of living where culture dominates and good vibes matter. ​I spend a lot of time thinking about how crypto is going to play a role in evolution.
Outside of crypto and blockchain and memes and metrics, I spend my time with my two sons who pull me out of the endless scroll and remind me to get into nature! ​​​