Envoy DeFi was a decentralised finance protocol focused on yield generation and capital efficiency. The company was preparing a strategic repositioning, a new brand and the early distribution of the $VOY token.
Reposition a technically complex DeFi product and make its value proposition easier to understand. The company also needed to prepare its community, partnerships and marketing infrastructure for the token pre-sale and subsequent distribution.
Led the marketing strategy, brand repositioning and GTM programme as CMO. The work covered the full rebrand, product narrative, ecosystem partnerships, token pre-sale marketing, community strategy and early token distribution. Targeted campaigns were developed for DeFi users, partners and prospective token participants.
Delivered the rebrand and GTM programme over an eleven-month engagement. Targeted campaigns and ecosystem partnerships contributed to a 30% increase in user engagement. The $VOY token pre-sale and early distribution strategy were also executed during the engagement.
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