Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Senior marketing and growth leader with 7 years in Web3 and 5 years marketing DeFi/on-chain trading products across executive marketing leadership, product marketing, and social/content-led growth. Owned positioning, go-to-market, budget, and teams through non-custodial trading platform launches and token reward loops tied to distribution. Built full-funnel acquisition and activation across multiple ad networks, translated complex protocol mechanics into messaging that converts, and grew communities from zero to 90,000+ followers while running multi-format content engines. Crypto-native and analytical, leveraging on-chain analytics, KO L ROI modeling, and marketing-focused AI agents/prompt engineering.…Senior marketing and growth leader with 7 years in Web3 and 5 years marketing DeFi/on-chain trading products across executive marketing leadership, product marketing, and social/content-led growth. Owned positioning, go-to-market, budget, and teams through non-custodial trading platform launches and token reward loops tied to distribution. Built full-funnel acquisition and activation across multiple ad networks, translated complex protocol mechanics into messaging that converts, and grew communities from zero to 90,000+ followers while running multi-format content engines. Crypto-native and analytical, leveraging on-chain analytics, KO L ROI modeling, and marketing-focused AI agents/prompt engineering.

Betty Owhor

Product Marketer, Growth Marketer, Community Manager, +1





Senior marketing and growth leader with 7 years in Web3 and 5 years marketing DeFi/on-chain trading products across executive marketing leadership, product marketing, and social/content-led growth. Owned positioning, go-to-market, budget, and teams through non-custodial trading platform launches and token reward loops tied to distribution. Built full-funnel acquisition and activation across multiple ad networks, translated complex protocol mechanics into messaging that converts, and grew communities from zero to 90,000+ followers while running multi-format content engines. Crypto-native and analytical, leveraging on-chain analytics, KO L ROI modeling, and marketing-focused AI agents/prompt engineering.…Senior marketing and growth leader with 7 years in Web3 and 5 years marketing DeFi/on-chain trading products across executive marketing leadership, product marketing, and social/content-led growth. Owned positioning, go-to-market, budget, and teams through non-custodial trading platform launches and token reward loops tied to distribution. Built full-funnel acquisition and activation across multiple ad networks, translated complex protocol mechanics into messaging that converts, and grew communities from zero to 90,000+ followers while running multi-format content engines. Crypto-native and analytical, leveraging on-chain analytics, KO L ROI modeling, and marketing-focused AI agents/prompt engineering.

Available to hire

Senior marketing and growth leader with 7 years in Web3 and 5 years marketing DeFi/on-chain trading products across executive marketing leadership, product marketing, and social/content-led growth. Owned positioning, go-to-market, budget, and teams through non-custodial trading platform launches and token reward loops tied to distribution.

Built full-funnel acquisition and activation across multiple ad networks, translated complex protocol mechanics into messaging that converts, and grew communities from zero to 90,000+ followers while running multi-format content engines. Crypto-native and analytical, leveraging on-chain analytics, KO L ROI modeling, and marketing-focused AI agents/prompt engineering.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Advanced

German

Intermediate

Work Experience

Growth & Content Marketing Lead at Summer.fi (Lazy Summer Protocol)

January 1, 2025 - January 1, 2026

Led end-to-end growth and content marketing through the $SUMR token launch and growth phase, owning strategy, execution, and reporting across all channels against an ~£240K annual budget. Directed full-funnel paid acquisition across seven networks (Meta, CoinGecko, AADS, Etherscan, DeBank, Spindle, Ninja Promo), reallocating spend by channel-level performance. Designed and operated token-reward growth loops including referral programs and gamified quests (Layer3, Zealy) tied to $SUMR distribution. Built and ran lifecycle email engine (Beehiiv) and a multi-format content calendar, owning blog, SEO, and AEO (AI-search) strategy. Built and ROI-ranked a 1,000+ KO L data base model to evaluate cost-per-deposit and PR outlet value by cost vs reach. Managed experiential marketing (ETH Denver booth programs, Token 2049 Singapore, DAS London) and supervised writers/designers/community managers; owned GA4 and on-chain reporting using Dune and Mixpanel.

Chief Marketing Officer at TradeSta

January 1, 2024 - December 31, 2024

Owned the entire marketing function from pre-launch through launch: strategy, positioning, messaging, go-to-market, budget, and team. Built differentiation story around trader objections including non-custodial risk, trading fees, and gas management. Directed launch campaigns across paid, organic, community, and KOL channels, growing and activating the trading community across X, Telegram, and Discord. Translated non-custodial architecture and DeFi mechanics into messaging for both experienced traders and first-time on-chain users. Defined the KPI framework, measured post-launch adoption and retention, reported to leadership, and optimized ROI by channel.

Marketing Consultant at SophiaVerse

January 1, 2023 - January 1, 2025

Executed ecosystem marketing across content, branding, and acquisition, aligning community programs and campaign calendars with the product roadmap and token-ecosystem feature launches. Coordinated partner co-marketing and community activations to support sustained ecosystem growth. Adapted messaging by audience segment using engagement data to prioritize highest-performing formats and channels.

AI Content, Social Media & Marketing Manager at TuumIO & PAI3

January 1, 2023 - January 1, 2025

Led growth and community for a decentralized AI and data ownership platform, building social presence from zero across LinkedIn, X, Telegram, Discord, Instagram, Facebook, and Medium. Ran integrated five-platform content operations, repurposing each core idea into X threads, Medium long-form, LinkedIn thought leadership, and Instagram/Facebook breach content. Owned daily publishing and real-time community engagement, reporting weekly on reach, engagement, and follower growth to steer content mix and cadence. Translated decentralized identity, data ownership, and AI concepts into clear, benefit-led messaging for technical and non-technical audiences.

Digital Marketing & Community Manager at FTD Marketing / ByTrade (bytrade.io)

October 1, 2022 - March 31, 2024

Grew and led the ByTrade trading community across Telegram, Discord, and X, driving daily engagement, support, and retention. Planned and ran a 'zero-fees' trading promotion campaign to drive sign-ups and trading activity. Organized and led a user-acquisition campaign to grow the platform’s active trader base. Ran SEO/SEM, paid social, and lifecycle email acquisition; partnered with crypto KOLs and influencers; built ROI reporting to optimize engagement and spend across verticals. Represented ByTrade as a speaker in X (Twitter) Spaces and as an AMAs host to engage traders and amplify brand reach.

Senior Blockchain Project Manager at EGM Project Management Services

January 1, 2021 - September 30, 2022

Led decentralized ledger projects and managed client-developer communications end-to-end. Developed strategic marketing materials and managed paid media, growing target-market site visits by +90% via SEO.