Onchainpay is a platform for processing crypto-crypto transactions. When I joined, the tech team had developed impressive technology, but the company lacked clear product positioning, effective communication, and dedicated product, sales, or marketing teams. It was a tech-driven solution without product development or marketing considerations, generating less than $2k in monthly volume. I created dedicated marketing, product, and sales departments, defined clear product positioning, developed a go-to-market strategy, and established a sales team to drive customer acquisition.

Key contributions

Product Management:

• Conducted extensive market and competitor research to develop a unique product positioning and value proposition that resonates with the target audience
• Developed a new, comprehensive visual style that aligns with the company’s message and enhances brand recognition
• Redesigned the main page and improved copywriting to create a user-friendly and intuitive website
• Established a support team and process to address customer inquiries and complaints promptly.
• Created an enhanced version of the UI-kit to ensure consistency in design and improve the user experience
• Developed an enhanced user flows and user onboarding process to simplify the product’s usage and ensure customer satisfaction
• Enhanced the UX/UI in the user account to create a seamless user experience and boost customer loyalty
• Developed a cutting-edge web3 recurring product from scratch, including user flows, design, and features that meet customer needs and demands
• In one year we rebuilt the platform’s UX\UI, added new features and API methods based on user feedback 

Marketing:

• Established and managed the marketing department to ensure the alignment of marketing goals and strategies with business objectives
• Conducted extensive market research to identify the target audience and their pain points, and then created a marketing strategy to address those needs effectively
• Successfully implemented marketing campaigns on various channels to attract new customers and increase brand awareness
• Effectively managed the marketing budget, set KPIs, and regularly tracked and analyzed performance metrics to optimize marketing campaigns
• Conducted A/B testing and experiments to test different marketing messages, channels, and campaigns

Business development:

• Established and managed the sales department, recruited and trained a sales team, and set up sales processes and strategies to achieve sales targets
• Created and implemented a comprehensive sales strategy that covered all stages of the sales funnel, from lead generation to deal closure
• Established partnerships with key players in the industry, developed referral programs and incentives for agents, and collaborated with external partners to expand the business
• Budgeted, forecasted and tracked sales performance metrics, identified areas for improvement, and developed strategies to increase revenue

The result

• Increasing the registration conversion rate from below 1% to 7%, achieving $2.3 cost per lead 
• Increasing monthly contract negotiations from 0 to 7-9 per week
• Boosting the volume from less than $2k to $500k, and $20m in deposits in 2023
• Achieved Marketing Break-Even Point, demonstrating future profitability