A versatile growth marketer specializing in data-driven strategies across Web2 and Web3.

Intro

Hi, I'm Jarrett, a growth marketer with over five years of experience in agency and in-house roles across Web2 and Web3. I've driven user growth, doubling monthly active users in three months for an NFT marketplace, and managed high-budget campaigns with strong ROI. Skilled in both strategy and execution, I’m comfortable handling anything from content creation and community management to multichannel marketing planning and paid media. Outside of work, you can find me delving into new opportunities in Web3 or enjoying a smooth cuppa!

Experience

Feb 2023 - Apr 2024

Mintable/Mintology

Marketing Lead

Developed and executed product marketing, GTM, and ABM strategies for a Web3 SaaS platform.

Achieved a 20% increase in MQLs and impacted 40% of platform signups through optimized funnels.
Led multi-channel campaigns targeting 1.5M users across social, blog, email, and events.
Secured media placements in outlets like The Straits Times and Cointelegraph and speaking engagements at NFT.NYC 2024.
Collaborated on event activations, driving a 16% YoY increase in handraiser acquisitions.
Scaled unified reporting to enable data-driven decision-making across all initiatives.

Sep 2022 - Feb 2023

Mintable/Mintology

Marketing Program Lead

Led growth marketing for an NFT marketplace, increasing MAUs from 60,000 to 140,000 and reducing CAC by 15%.
Doubled social media following across all channels (X/IG) for both Mintable/Mintology.
Planned and executed growth campaigns across owned, earned, and paid channels, achieving a 524.3% average ROAS on top campaigns.
Aligned cross-functional teams with performance frameworks, updated workflows, and optimized marketing/sales pipelines.
Built external marketing partnerships to drive business growth and enhance product utility.
Delivered XRP Ledger (Ripple) x Mintable go-to-market launch in 2 months as the first third-party NFT marketplace on the XRP Ledger.

Apr 2022 - Aug 2022

Zeno Group

Marketing Analyst

Contributed to reporting and analytics, enabling data-driven decision-making for clients.
Managed media reports across multiple APAC BUs, ensuring data accuracy through rigorous cleansing and verification processes.
Maintained dashboards integrating data from websites, social media, and other sources to deliver performance insights and recommendations.
Conducted market analysis and business intelligence using tools like Global Web Index and Cision.
Supported high-profile accounts (e.g., UPS, HSBC, Lenovo, Microsoft) with impactful outcomes and strong client relationships

Apr 2021 - Apr 2022

Zeno Group

Senior Account Executive

Supported global B2B/B2C clients in go-to-market strategy, campaign execution, performance marketing, communications, analytics, and social media.
Grew Alliance to End Plastic Waste's social presence by nearly 400% and reduced average CPA by 45%.
Led campaign and influencer management for MiRXES's award-winning Love Your Stomach Back integrated campaign.
Managed a diverse account portfolio, including Alliance to End Plastic Waste, Lenovo, UPS, IKEA, FIS, MiRXES, and CapitaLand.

Project Portfolio

Growth Campaigns for Mintable

Faced with stagnating user growth and high customer acquisition costs, I led a series of data-driven growth campaigns for an NFT marketplace. These campaigns spanned driving onboarding, retention, and transaction volume across owned, earned, and paid channels. Leveraging constant optimization of costs and conversion funnels, I also focused on doubling the brand’s social media presence on X and Instagram. By aligning cross-functional teams and streamlining workflows, we achieved a 133% increase in monthly active users, growing from 60,000 to 140,000, while reducing CAC by 15%. Additionally, the top campaigns delivered an impressive average ROAS of 524.3%.

Mintable x XRP Ledger Go-To-Market

As the first third-party NFT marketplace to adopt the XRP Ledger, Mintable had a tight two-month timeline for its go-to-market launch. I designed and executed a comprehensive strategy that included targeted multi-channel marketing, and collaborative co-marketing efforts with Ripple and the XRPL NFT ecosystem. By aligning internal teams and external stakeholders, we successfully launched the partnership on time, driving significant awareness and establishing Mintable as a pioneer in integrating with the XRP Ledger ecosystem. This resulted in close to 6-figures worth of transaction volume in the first month.

Links: Ripple Partner Spotlight | GlobeNewswire | XRPL Content Hub | KOL Video

MiRXES - Love Your Stomach Back

MiRXES, a Singapore-based biotech company, launched the Love Your Stomach Back campaign to address delayed stomach cancer diagnoses in Singapore by promoting early detection through its GASTROClear test. The campaign aimed to educate the public on the importance of early screening, motivate testing, and enable participation. With the support of a small team, I oversaw the campaign from end to end, handling partnerships with notable influencers such as Naomi Neo and Zermatt Neo, and working directly with them on all deliverables and briefs to drive awareness and screenings. The initiative achieved widespread recognition and won a SABRE award for the Best Influencer Programs Endorsements (Paid), effectively positioning MiRXES as a leader in early stomach cancer detection in Singapore.

Links: Zermatt Neo KOL Video | Naomi Neo KOL Post | SGAG KOL Post

AEPW Social Strategy Revamp

The Alliance to End Plastic Waste sought to enhance its social media presence and improve campaign performance. To achieve this, I, along with a small accounts team, developed a data-driven social strategy centered on performance analytics, working closely with the creative team to redefine the brand’s identity for social deliverables. This involved defining audience personas and tailoring content to the platforms where they were most active. By optimizing workflows, refining ad placements, and aligning content with audience preferences, the campaign boosted their total social following by nearly 400% and reduced the average cost-per-acquisition by 45%, showcasing the impact of a well-defined, analytics-driven approach.

Links: Sample LI Post | Sample IG Post

Web3 Community Management

Outside of my professional experience, I’ve successfully grown and nurtured vibrant online communities in Web3 across multiple channels. I’ve taken several communities from 0 to over 1,000 members within days by implementing targeted engagement strategies, creating relevant and engaging content, and maintaining active moderation. For projects on platforms like TON and Solana, I managed social content and interactions while driving activity, which contributed to multiple projects reaching 7-figure market caps. My hands-on approach to community building has consistently fostered strong user engagement and sustainable growth, ensuring active and thriving communities that support long-term project success.

Links: Resistance Dog on TON | STAR Dogs on ETH/TON