My approach was equal parts strategic and scrappy. I built audience segmentation strategies that let us speak differently to developers, investors, policymakers, and crypto newcomers, all within the same campaign ecosystem. Every decision was driven by performance data, with rapid testing cycles across messaging and creative to find what converted. When we expanded into Asia and Canada, I refined positioning and messaging in real time based on what the data was telling us about new audiences in new markets.

• 160+ campaigns across paid and organic channels including Meta, email, and programmatic

• Full content strategy for Consensus 2022, 2023, 2024, and 2025 (Toronto and Hong Kong)

• Launch strategy for the first ever international Consensus conference in Hong Kong

• Audience segmentation strategy supporting expansion into Asia and Canada

• Email marketing, paid social, blog content, and articles on CoinDesk.com

• Mentorship of junior content creators on SEO, technical translation, and brand voice

• External agency management and cross-functional collaboration with product, sales, and design

Over three years at CoinDesk, I helped drive 48% above-target attendee revenue and a 300% increase in in-person attendance at Consensus. What started as a North American crypto conference became a global event, with the launch of Consensus Hong Kong 2025 marking a new chapter for the world's most important gathering in crypto.