Built Safe's brand, content, PR, and investor-relations function from zero. Through the largest security incident in crypto history, the protocol-defining launches that followed, and the first IR-grade quarterly report a DAO could defend. Before Safe, led product communications across ConsenSys's MetaMask, Infura, and Truffle through the Ethereum Merge.
Built Safe's first IR-grade quarterly: project-wide revenue, treasury, team progress, forward outlook — the disclosure standard a DAO can defend when the cycle turns. Owned structure, data sourcing, copy, and design direction end-to-end, from first draft to public launch on safefoundation.org.
Owned the narrative the day Safe became the center of crypto's largest-ever security event. Coordinated Tier 1 statement cycles across financial and crypto press, protected institutional trust through forensic disclosure, and held the story through a cycle that could have buried a younger brand. This is why comms functions exist.
Led narrative architecture and GTM comms through a DAO-governed token unlock. Positioned SAFE as a DAO-native token moving from non-transferable to live, while preserving institutional-grade messaging.
Anchored ConsenSys's voice through Ethereum's transition to proof-of-stake. The most important infrastructure moment in the protocol's history. Coordinated embargoed briefings across CoinDesk, The Block, Bloomberg, TechCrunch, and Fortune.
Category-defining launch with Rhinestone and Pimlico. Established ERC-7579 as the interoperability standard for smart account modules, supercharging the builder ecosystem across account abstraction.
Positioned Safe's institutional subsidiary for the "cyber warfare era" of crypto. Enterprise-grade self-custody as a commercial product built on top of the protocol.
Four years at LVMH Moët Hennessy owning brand positioning, creative direction, integrated marketing, PR, sponsorships and activation for Moët & Chandon, Veuve Clicquot, Dom Pérignon, Ruinart and Krug across Africa and the Middle East.
Owned the regional flagship campaign end-to-end: strategy, creative direction, media, activation. Recognized by Maison as a top execution across 80+ markets, awarded Moët Hennessy's Creative PR Award. The win LVMH holds up internally as what "best" looks like.
Launched Veuve Clicquot's global "Bold" women-in-business platform in Nigeria: the first activation in Sub-Saharan Africa. Positioned the brand as the category leader for women in enterprise across the region.
Led strategy and execution of Moët & Chandon's annual World Champagne Day across South Africa, UAE, Israel, and 12 more markets. Harmonized brand creative with local cultural activations.
Revamped the B2B activation playbook for wholesale partners across AFME. Projected $800K+ in downstream sales and increased partner confidence in brand activations.
Delivered 61% portfolio growth in 18 months. Drove 40% reach increase at 30% lower cost through regional creative sourcing and production workflow optimization.
Most of my strongest writing is ghostwritten: founder threads, Safe Foundation blog posts, ConsenSys product narratives. The links under each case above show what I led.
Under my own name, I write at Samlogic. Essays on brand, protocols, and taking long-horizon bets.