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From zero to the country's #1 brand
Reasoned Art · Chief Marketing Officer · 2021 — 2024
Overview
Took a startup from incorporation to the #1 brand in a category that didn't exist yet — in twelve months, including world-first projects with two national governments.
The challenge
A new startup in an unproven category, no audience, no brand recognition, competing for attention against a noisy global NFT market. The company also had to decide what it actually was: a digital art gallery, or something larger.
What I did
- Led the marketing, communications, and product effort across a fast-moving team, wearing several hats at once.
- Led the board through a pivot from digital art gallery to institutional player offering technological advisory and development.
- Launched the world's first two NFT projects in collaboration with national governments — Italy and Jordan — pairing historical monuments with digital art and blockchain.
- Built an organic growth engine and the IRL event programme that carried the brand into the press.
Outcome
- €3.5M
- raised from national and international investors
- 1,000+
- articles and brand mentions
- 10x
- revenue increase after the pivot
- 5,000+
- individual leads, 100+ business leads
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