Where are you based?
Where do you work and what job do you do?
I work as a marketing communication manager at Everex, a blockchain technology company headquartered in Singapore, with offices in New York, US, and Bangkok, Thailand. I’m responsible for promoting new products or keeping the community informed of business partnerships or other company news, I always need to make sure our company has the blog and educational content needed to drive demand and engagement for our product, collaborate on launch strategy for all product releases within our audience. I’m also based out of media relations and spend my time reaching out to journalists or pitching stories to the media.
How did you get into marketing/communications?
I have started a career in blockchain since 2015 on the position of a growth hacker at a bitcoin start-up but when I joined Everex, I had understood that communication with the media, users, and the general public is more interesting than growing user base.
What are you most proud of in your career as a marketing/communications professional?
To be a marketing communication folk in crypto means being a part of building the image of blockchain company hence are usually the first in industries such as payments, lending , remittance and much more. After the boom of ICO in 2017, we all (e.g. marketing specialists working at blockchain companies) need to focus on the technology and products, plan good communication campaigns to educate and engage customers to use your product and showcase them how it can improve their daily lives. When your company is a pioneer in the industry, it’s always exciting to tell the company’s story and what the company is improving and how.
How has marketing/communications helped the organisations you’ve worked for?
I believe it helped open people’s eyes to the problem of the financial inclusion of the under-banked people globally and how blockchain technology can change it.
I’m pretty sure you didn’t know before that more than two billion people worldwide are deprived of basic financial services. About 2 billion individuals, more than a quarter of the world’s population, are entirely disconnected from the global financial system and make ends meet without a bank account, let alone access to credit.
When you tell stories and introduce use cases of blockchain-based products to people that our blockchain company can “forever change the way the world does business,” and believes its blockchain application will push forth this goal, it really draws people’s attention to as technology advantages as people’s pain points and force them to try out your product. Plus, it doesn’t matter – people are familiar with crypto or not, our goal is to provide full access to the benefits of blockchain financial services through our platform as for experienced users as for newbies.
What challenges have you overcome on your professional journey to where you are today?
Get traction with blockchain-based business is not the same thing as getting traction with any non-traditional business since blockchain technology has only been around for about a decade, there’s still a lot of room for innovation and education as for customers as for business.
Reach out to an increasingly tech-savvy audience which is our audience is not the easiest thing and most traditional marketing tactics such as pushing on a hard advertisement would not work in that way.
You always have to closely scrutinize each of the marketing tactics and which place is best for reaching that audience. Actually, it’s a bit different channels than we get used to seeing to engage audience interest.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Always educate yourself, try various marketing tactics, product and brand messaging depending on your audience. Don’t afraid to communicate with consumers, stakeholders, journalists. It’s always the fear of looking stupid at your start but if you never try then you’ll never know.
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