How I owned the full content and GTM motion for Spendex , from product positioning to SEO architecture to video ad production , and drove 1,000+ beta user onboardings and 30+ business sign-ups for a product handling real money.
Spendex is a crypto payments platform built for individuals and small-to-medium businesses. It lets users send, receive, and spend crypto in the real world , not as speculation, but as functional, everyday utility.
I joined as CMO and Content Lead with a mandate to build the growth infrastructure from scratch: define how the product is positioned, build the acquisition engine, and make a technically complex product legible to ordinary users. This wasn't a campaign brief. It was full ownership of the growth layer.
Crypto payments products face a trust and comprehension gap that most marketing never closes. The product works , but the average person doesn't believe it, doesn't understand it, or doesn't see why it matters to them.
Spendex had a working product and real infrastructure but no coherent public presence. The challenges were layered:
I started with positioning before touching any distribution channel. A clear answer to "who is this for and why should they care" is the prerequisite for everything else , content, SEO, ads, onboarding copy. Without it, output is just noise.
Mapped Spendex's core user segments , freelancers receiving cross-border payments, SMBs wanting faster settlement, crypto holders who actually want to spend. Built a messaging framework tailored to each.
Every piece of content was anchored in use-case: what problem does this solve, for whom, in what situation. No vague promises. Concrete, relatable scenarios that made the product's value immediate.
Built the SEO website architecture around high-intent search behavior , people actively looking for crypto payment solutions for their business. Organic beats paid for building durable trust.
Scripted and produced video ad content designed to compress the trust-building timeline , showing real product flows, real use cases, and real outcomes in 30–60 seconds.
My scope covered three core workstreams running concurrently , this wasn't sequential work. Positioning, content, and SEO informed each other in real time.
The critical execution challenge was building trust with two very different audiences simultaneously , individual users who want simplicity and security, and SMB owners who want reliability and low friction.
I structured content and acquisition into two distinct tracks that shared brand tone but diverged in message, channel, and conversion trigger. The individual-user track leaned into simplicity, speed, and empowerment. The merchant track leaned into operational reliability, cost reduction, and settlement speed.
The biggest conversion lever wasn't explaining blockchain , it was removing the need to. Users didn't need to understand the infrastructure. They needed to see a recognizable problem (slow transfers, high fees, limited payment options) solved in a way they already understood. We led with the outcome, not the mechanism.
Spendex moved from no public presence to an active, growing product with measurable acquisition traction , all within a live, real-money environment where trust is the primary conversion factor.
Most crypto products market to the already-converted. The real growth surface is the person who has heard of crypto but never seen a reason to use it. Winning that audience requires meeting them in their existing frame of reference , payments, fees, transfer speeds , not in yours. The product's job is to solve a real problem. Marketing's job is to make that solution feel obvious and safe. That's what we built.
If you're building something real and need someone who can own the product narrative, lead GTM, and actually execute , let's talk.