Turning technology into millions of users.

TL;DR: 8+ years in blockchain and emerging technology, turning complex products into mainstream adoption and growth. Partnered with Boston Consulting Group to bring a Web3 sustainability app ecosystem to market together, scaling it to 5.33M users and social audiences beyond 1.5M. I've worked with Nobel Laureates, institutions and Fortune 500s, and helped bring a blockchain-enabled AI-agent platform to market.

Since 2018, I've worked at the centre of VeChain, an enterprise-grade layer-1 blockchain built for real-world business, supply chain and sustainability use cases. During that time, the network has grown past 15M addresses, supporting an ecosystem with 100+ enterprise applications and adopters including Walmart China, BMW, Givenchy, Renault, BYD Auto and Lululemon. Channel partners including Boston Consulting Group, PwC and DNV have taken the technology to their own clients.

Much of the work has been about making the infrastructure disappear: turning technically complex blockchain products into propositions businesses and consumers can understand and use without needing to understand the technology underneath. Alongside VeChain, I've led communications for projects across hardware, exchanges, gaming, cybersecurity and asset management. Years spent close to the product, and across multiple market cycles, mean I don't market from the outside. I understand the technology, the audience and what it takes to make both move.

I've helped cement VeChain's position around enterprise-grade infrastructure and real-world utility, differentiating it in a market often dominated by flashier metrics and speculation. That credibility has been reinforced through Boston Consulting Group, enterprise adopters, scientific advisers and global sports properties.

Sir Konstantin Novoselov joined VeChain as an adviser, and I have ghostwritten and shaped marketing around his work in nanomaterials and industrial processes, including a materials-discovery initiative with NUS, NVIDIA and VeChain. I've also led communications around major UFC and Nitto ATP Finals sponsorships, taking the proposition from Web3-native audiences into the mainstream.

I partner directly with the CEO and senior teams on company and product positioning, then turn that into the language used across launches, executives, partners, social and community. I own the social and distribution engine across X, LinkedIn and YouTube, set the editorial standard, manage agency partners and oversee more than $1M in annual KOL and influencer activity. I also own global community messaging and escalation across high-visibility issues.

As brand spokesperson, I've made 50+ appearances for VeChain, from sharing stages with Boston Consulting Group to podcasts, X Spaces, community AMAs and KOL livestreams. I don't just shape the message. I deliver it from the front.

I use AI as an operating advantage, not a talking point. I've built agentic content and automation systems, sentiment classifiers and SEO/GEO tooling to cut turnaround, improve discovery and let a lean team produce at department scale. I've also helped bring a blockchain-enabled AI-agent platform to market, translating its proposition, use cases and underlying technology into something businesses can understand and adopt.

A medical communications background means the work is shaped by the discipline of regulated communications and fact-checked before it ships. An MSc in Science Communication underpins the approach: clarity, precision and empathy for the audience.

Across every audience and channel, the goal is the same: make complex technology clear, credible and impossible to ignore.

Spotlight Stage, London Blockchain Conference. Speaking with Bernhard Kronfellner, Partner at Boston Consulting Group, on the VeBetter go-to-market.

The challenge was to take blockchain beyond crypto-native audiences and give ordinary people a reason to use it.

VeBetter was built to do exactly that. VeChain's technology abstracts away much of the visible blockchain experience, letting people use apps without needing to understand the infrastructure underneath. We applied that to sustainability, rewarding everyday actions from recycling to greener travel, and took the platform from zero to 5.33M users.

I owned communications across the go-to-market as VeChain moved from enterprise technology into a consumer market: positioning, launch, partnerships, distribution and audience growth. We launched at The HiVe in Las Vegas with Boston Consulting Group as a partner and two Nobel laureates, Sir Konstantin Novoselov and Sir Andre Geim, on stage.

The result proved something bigger: blockchain could disappear into the product experience and still deliver utility at mainstream scale.

I helped shape the go-to-market thesis and narrative with Boston Consulting Group, drawing on market research, partner interviews, investor meetings and conversations with builders, creators and users. I then led its communications delivery across positioning, briefing documents and content for each audience. The work culminated in the VeBetter whitepaper, the founding case for blockchain as sustainability infrastructure, and helped generate 20 app-development engagements, 15 enterprise activations and three hackathons.

The HiVe was the centrepiece. With agency partners I ran the communications arc from pre-event build and executive preparation to real-time social, press and post-event amplification. It landed 18 media placements, with syndication to Bloomberg.

Around the launch, I built the supporting system: blog series, announcements, community briefings, onboarding flows and spokesperson messaging, so every audience and channel launched from the same proposition.

After launch, I kept the growth engine moving through sponsorships, paid media, KOLs, PR, community and public speaking. I managed paid media and activation spend within VeChain's £500k+ annual UFC sponsorship package, alongside campaigns across X, Instagram, YouTube, Meta and sponsor-owned channels.

The result: 5.33M users onboarded, millions of dollars in B3TR rewards paid for sustainability actions and 52M+ reward transactions recorded on chain. More than 50 apps are live, each tied to a UN Sustainable Development Goal.

This is what I build towards: turning a technical proposition into a product people use, a message people understand and a growth engine that proves the technology works in the real world. VeBetter showed that tokenization could move beyond speculation to measure, incentivise and reward real-world behaviour at consumer scale.

Positioning, launches, executive communications, technical education and thought leadership, built to move complex technology from proposition to audience.

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