What I built, and what it moved.

Own marketing end-to-end as fractional CMO for a Web3 game and its token, across the full arc: market entry, exchange and DEX launch, player growth and monetisation. Not a single deliverable: the decision layer for how the product went to market and how it made money, held for over a year and still running.

Ran the full go-to-market. Secured the CEX listing and the DEX launch on Raydium, with the liquidity and market-making planned around them. Drove community growth and live-ops events, and built organic install growth across the App Store and Play Store (targeting the UK, US, Canada and Australia) through Custom Product Pages and Apple Search Ads rather than buying it. Designed and deployed the in-app purchase model so the game earned from players, not just token speculation, and stood up an AI content pipeline using Higgsfield and Grok to scale creative output without scaling headcount. When a live security and liquidity event hit the token, managed the response and steered the project through it without losing the community.

A launch that did $9.5M of volume on day one, peaking at $42M daily, with investment secured. It grew to 108,111 registered players, 21,720 of them active in the last 90 days, on sustained organic install growth across both app stores. The project came through a live security and liquidity event stable, with a resilient, growing player base.

One project, the whole RBX case: a launch that performed, economics that didn't lean on the token alone, real players who stuck, and a founder who wasn't facing the hardest week on their own. Growth you can plan, and a hand on the wheel when it matters.

ownersclub.invinciblegg.com  ·  invinciblegg.com

Why most TGEs leak value in the first 72 hours →

Bring structure to marketing for an emerging AI fintech app: set the standards, define the brand, and turn ad-hoc activity into a controlled, repeatable function the in-house team could own.

Established marketing standards and benchmarks from the ground up, and created and executed the go-to-market strategy including live event presentation. Built sustainable processes inside the content team, bringing control to social video and imagery, and to the production of live-event marketing collateral. Tightened sales follow-up processes, and delivered the brand book and styling that the whole output now runs on.

A marketing function with real standards and predictable delivery: a defined brand system, controlled content production, structured live-event processes and a sales follow-up motion, all handed over as sustainable process rather than one-off work.

onebanking.app

What a fractional CMO actually changes in 90 days →

Bring operational structure to an early AI company building an emotional understanding layer, and open the doors it needed: the investors who fund this category, the infrastructure partners who make it real, and the first companies willing to put it in front of their own people.

Supported the seed round, working the major events where the investors who actually back this category are in the room. Organised and helped plan the vision for product delivery, so what was being built had a shape someone could sell. Secured introductions across AI-led infrastructure, including Mimir. Built the outreach process from nothing and led it, through to real companies agreeing to run the first pilots.

An early AI product with a delivery plan behind it, a live route to the investors who fund this space, working relationships across AI infrastructure, and first pilots running inside real companies. The outreach motion the team runs today is the one built here.

Why beautiful decks don't raise money →

Scale the operational and marketing engine of a growing trading-education business so the CEO could stay focused on growth. That meant a business development and sales process that ran without him, and proper visibility on lead generation and sales conversion.

Developed the business development motion and the sales process behind it, then built and scaled the wider sales and marketing operation around them. Managed and executed a full CRM migration. Designed a bespoke AI management and monitoring solution giving the CEO and CMO clear, real-time visibility on lead generation and sales conversion. Led marketing strategy and the implementation of video campaigns.

A business that runs on systems, not the founder's time: a documented BD and sales process the team runs itself, lead generation up more than 25%, and a CRM migration that lifted both retention and customer ratings. Real visibility on the funnel through the AI monitoring solution, and video campaigns driving the pipeline. The CEO freed to keep growing the company.

pdgroupinvestmentsandeducation.com

AI won't fix a broken sales engine →

A meme-based Web3 mobile brawler on Solana. Raise capital, move the game from web to native mobile on iOS and the Play Store, plug into and grow the Solana community, and build a strategic user acquisition plan and monetisation loops, all while protecting token utility and market liquidity.

Led the shift from a web-based game to native mobile across iOS and Android, and connected the project into the Solana community to build real momentum. Built and ran a strategic user acquisition plan with monetisation loops, tuning ad spend until it paid for itself rather than just buying installs. Held token utility and market liquidity steady through the transition. Ran the capital raise over a three-month process, presenting at major investment events including Slush and TechArena alongside community raise events.

Over 4,000 players in the first 60 days and a vibrant, growing community. Advertising spend moved from a cost into a revenue-positive position, and the raise closed at $500k across the three-month process.

Booh Brawlers on Google Play

Why beautiful decks don't raise money →