The strategist behind the story.

From a cold start, VeBetter onboarded over 5M+ users to date, delivering a 12x in token holders after twelve months, and a tripling of blockchain addresses in the same timeframe. The platform entered the public domain at a bespoke event, 'The HiVe', accompanied by a new narrative focus and strategic direction. PR efforts landed 18 media placements, with 168M impressions and syndication in tier-1 media. VeBetter was VeChain's move to onboard an entirely new user base for its technology - retail, not enterprise - and my role was driving the comms arc end-to-end, from whitepaper to the Las Vegas launch and beyond. New branding, and new proof that blockchain could deliver on its promise to drive real-world impact at scale, through sustainability.

That work was built alongside Boston Consulting Group - through market research, partner interviews, investor meetings, and conversations with builders, KOLs and users. BCG anchored the institutional credibility, I helped turn it into talking points, briefing docs and relevant content for wherever the target audience was.

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.

Spotlight Stage, London Blockchain Conference · 2024. Speaking with Bernhard Kronfellner, Partner at Boston Consulting Group.

I've worked in crypto since 2018, at VeChain — an enterprise-grade layer-1 founded in 2015, built for real-world supply chain, sustainability, and business use cases. Over 100 enterprise applications have launched on it since, with partners including Walmart China, BMW, DHL, LVMH, Renault, Bayer China, and BYD Auto, alongside advisors Boston Consulting Group and DNV. That enterprise backing is why my tenure at VeChain carries more than typical crypto marketing, and it's shaped my own instincts for trends, formats, and tokenomics narratives across multiple market cycles.

That range shows in the work itself: protocol comms, tokenomics narrative, partner and product marketing, KOL and ambassador programmes, community across X, Discord, Telegram, and Reddit, and agency coordination — built on regulated-comms discipline from a medical-communications background, and years spent briefing and co-authoring with senior executives, legal teams, and academics. The instinct throughout is the same: take one complex topic and reshape it for retail, professional, media, and KOL audiences without losing the thread, solo or through agencies. But the version that matters happens upstream — shaping what gets said, by whom, and why, before the press release exists.

I've launched and run events end-to-end — briefs, presentations, message hierarchies, master narratives — and now build AI systems that scale that output: multi-channel content packs aligned to internal briefs, narrative, and business objectives, produced faster without losing the voice behind them.

Two of the product launches I've driven at VeChain — the VeWorld wallet and VeBetter — have each crossed five million users.

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.

Selected social-first work — posts, threads, X Spaces, and on-camera moments built native to crypto X and the community.