Crypto-native comms lead, nine years deep. Running social and editorial across VeChain's full product suite — L1 protocol, 5M-user app ecosystem, 5.5M-download wallet, staking. Currently developing the master narrative, GTM strategy, launch materials and SEO/GEO approaches for an upcoming product launch. Web3 since 2018, embedded in the meta of crypto X across multiple cycles. Portfolio for Head of Communications, Head of Marketing, and Head of Social roles. London-adjacent · UK · remote-friendly.
5M+ users onboarded. Token holders 12× in twelve months. Total network addresses tripled. The HiVe launch — 18 media placements, 168M impressions, Bloomberg syndication. VeBetter was VeChain's pivot to an entirely new audience — crypto-native and retail, not enterprise — and I drove the comms arc end-to-end, from whitepaper outline to the global launch stage in Las Vegas. New brand, new narrative, new proof that blockchain delivers real-world impact at scale — built and shipped.
The work was built alongside Boston Consulting Group — through market research, partner interviews, investor meetings, and Web3 builder conversations. BCG anchored the institutional credibility, and my job was to surface it everywhere the audience met us: in the whitepaper, in the CEO's talking points, across community channels, in the press kit, and in the room at our global launch event, The HiVe.
I shaped and edited the VeBetter whitepaper with BCG and the wider VeChain team — the platform's canonical artefact, written as an argument rather than a spec sheet: blockchain as the right tool for real-world sustainability.
The centrepiece was The HiVe, our global launch in Las Vegas. With agency partners, I drove the comms arc end-to-end — from the pre-event narrative ramp to on-site executive prep, real-time social, and post-event amplification — with every element from venue and room to language and follow-up press wired to the same story.
The HiVe was also where Sir Konstantin Novoselov — Nobel Laureate for graphene research, now running new work on 2D smart materials for carbon capture on the VeChainThor blockchain — was announced as VeChain advisor, anchoring the platform's scientific credibility from day one.
Around the launch, we also built the supporting stack: blog series, announcement copy, community briefings, onboarding flows, and spokesperson messaging.
After launch, I kept the narrative warm alongside the ecosystem and marketing teams — through partner campaigns with UFC, global activations with builders, businesses, and community, and a presence at the Nitto ATP Finals that combined executive briefings on the tech with public exhibitions putting blockchain in front of new audiences. The result has been a sustained presence across both Web3 and traditional media.
Token holders quadrupled in six months and grew more than 10× at one year. Over 5M accounts have been created since launch, up from 18,000 on day one. Today the platform sits at 50+ apps, with 52M sustainability proofs hashed on-chain and millions of dollars paid out for real-world action.
Crypto-native since 2018 — eight years embedded in the meta of crypto X across multiple market cycles, with sharp instincts for trends, formats, and tokenomics narratives.
Two of the product launches I've driven at VeChain — the VeWorld wallet and VeBetter — have each crossed five million users.
The work spans protocol comms, tokenomics narrative, partner and product marketing, KOL and ambassador programmes, community across X / Discord / Telegram / Reddit, executive comms, and agency coordination. But the version that matters happens upstream — shaping what gets said, by whom, and why, before the press release exists.
My day to day is varied. It includes owning the social calendar end-to-end across X, LinkedIn, and YouTube, and translating complex crypto topics — protocol upgrades, tokenomics, validator economics, infrastructure — into social-first content that lands with crypto-native audiences and crosses into mainstream media. I also lead a global community team that gives the brand 24/7 coverage, and set the editorial bar everything ships against.
As brand spokesperson, I've made 30+ appearances for VeChain — from the Innovation Stage at the London Blockchain Conference alongside Boston Consulting Group to Cointelegraph's Hashing It Out podcast, alongside regular X Spaces, AMAs, and livestreams.
My MSc in Science Communication is the toolkit behind it all — clarity, precision, and empathy for the audience, which are non-negotiable in crypto, a field built on trust and easily eroded by careless comms.
Tentpole pieces: the macro work a brand's narrative is built around — whitepapers, multi-channel campaigns, documentary.
The canonical strategic document for VeChain's next chapter. Blockchain as the backbone for real-world sustainability at scale. Shaped, edited, and delivered end-to-end with BCG and the wider VeChain team.
Read whitepaper →Year-long campaign covering VeChain's most significant protocol evolution to date. Articles, social, KOL activations, livestreams — engineered to land each upgrade with both crypto-native and mainstream audiences.
Sample on request →Featured in the Global Sustainable Trade Initiative documentary — a multi-format campaign by Acumen with CNBC as media partner. Devised the positioning and narrative framing alongside creative, telling VeBetter's 5.5M-user impact story to a global business audience.
Watch on CNBC →Selected social-first work — posts, threads, X Spaces, and on-camera moments built native to crypto X and the community.
On-camera social piece — VeBetter's economics and real-world utility, talked through native to crypto X. Authored end-to-end, published from VeChain's primary social channel.
View on X →Personal commentary from my own X account on the 2026 year-ahead — where the crypto cycle, the dominant narratives, and the space at large are heading. Voice and framing my own.
View on X →Explaining concepts to the community through video instead of words — more engaging, more visual, more attachment to the individual behind the brand.
Watch on YouTube →Joint Innovation Stage session with Bernhard Kronfellner (Partner, Boston Consulting Group). Blockchain-driven transparency, environmental responsibility, and how the VeBetter platform turns the two into measurable real-world action.
Watch →On-camera interview covering VeChain's ecosystem, strategy, and the sustainability narrative — direct to a crypto-native audience.
Watch →VeChain's biggest-ever video. Joint livestream covering the Hayabusa mainnet upgrade, new staking architecture, and the road ahead. Co-hosted; led the comms build-up end-to-end.
Watch on YouTube →
Open to Head of Communications, Head of Marketing, and Head of Social roles in crypto / Web3. London-adjacent, UK; remote-friendly; open to travel.
