Growth · 2021 to 2022
Fluid Finance
Scaled acquisition and education for a bank to DeFi bridge.
Role · Marketing & Growth LeadScope · Neobank / DeFi bridgeService · Acquisition & growth
Bank → DeFi
product narrative
Funnel led
acquisition
Two sided
audience education
The challenge
Traditional finance users were curious about DeFi yields but wary of risk and complexity. Crypto native users wanted transparency and speed. The product had to earn trust with both audiences while explaining a novel bridge mechanism.
What I did
- Built the go to market narrative around everyday banking with DeFi powered yields.
- Created educational content and onboarding flows that simplified the bank to wallet experience.
- Ran acquisition campaigns and referral loops to grow the user base and deposits.
- Managed community channels and coordinated announcements with product releases.
- Tracked funnel performance from signup to first deposit and active usage.
Process overview
- 01
Position
Defined the bank to DeFi story and key messages for each audience.
- 02
Educate
Built content and onboarding that reduced perceived complexity.
- 03
Acquire
Ran campaigns, referrals and partnerships to drive signups and deposits.
- 04
Optimize
Tracked signup to deposit conversion and iterated on messaging and UX.
Outcomes
- →Established a clear consumer value proposition for a technically complex product.
- →Grew awareness and user acquisition across both crypto and TradFi curious segments.
- →Improved onboarding clarity and conversion through iterative content and funnel testing.
- →Supported partnerships and launch communications across the ecosystem.
Toolkit
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