Eight years. Three cycles. Two bear markets.
Any stage. Any sector. Any business.
Available now for full-time Head of Marketing and CMO seats, fractional sprints, token launch GTM, and advisory. Pre-launch teams, live tokens, foundations, and protocols at any stage. Web2 brands and traditional businesses welcome alongside. The work is the filter. Not the funding round, not the sector.
At a protocol, brand, foundation, or live token at any stage. Build the marketing org, ship the receipts, own the GTM stack from acquisition through retention.
Senior marketing thought without the FTE. Direct the strategy, hire the operators, ship until the full-time CMO arrives.
Pre-launch through TGE. Presale engineering, paid acquisition, sell-out funnel, post-TGE retention foundation. Outcome-priced engagements.
Quarterly cadence, six-month minimum. Foundation-level GTM, hire calibration, channel architecture, launchpad submissions. For teams who already have a marketing function.
Most Web3 marketing benchmarks sit in single-digit ROAS and sub-1% CTR. The numbers below are why founders refer me to other founders.
Tier-1 VC-backed Web3 identity protocol, May 2022 to May 2023. Drove 500,000 verified downloads of the decentralized ID from a cold start. $7M seed round led by Animoca Brands. 70K-strong social following built from scratch. Press in Business Wire, Cointelegraph, Benzinga.
Anonymized: the protocol's domain has redirected away. The on-chain DID count and the Animoca-led raise records are not.
Cross-chain DeFi index protocol, 2020-2022. Two IDOs in succession. The first cleared in seven minutes flat. The second 300% oversubscribed. 30 partnerships closed in 30 days. $2M VC raise contributed to.
Anonymized: the token is now zombie. The IDO records are not.
Same ad spend. Different operator. Industry average ROAS in Web3 is 1.5 to 3x. My peak is 12.9x. Drag the slider to see what the wrong marketing hire costs per month at scale.
The work is not exotic. It is traditional, data-led marketing applied to a category most operators avoid.
Eight years of manual pattern-matching. Hundreds of campaigns. Thousands of pieces of creative. The wins and the losses get logged, tagged, and pulled forward.
AI is leverage on top of that pattern library, not a substitute for it. I run a custom prompt and tool stack that compresses the research, drafting, audit, and analysis loops by roughly twenty times. The judgment is mine. The throughput is amplified.
SEO and GEO (generative engine optimization) are part of the deliverable. Schema markup, entity-graph work, prompt-mirroring content. Built so prospects find you in Google AND in ChatGPT, Perplexity, Claude, and Gemini. ▪
Marketing operator. Eight years, eleven engagements, six Head of Marketing roles held. Web3 native, principles cross sectors. Every claim on this page is LinkedIn-verifiable. Anonymized cases map one-to-one to entries on the public profile.
Categories shipped: DeFi, GambleFi, identity protocols, Web3 gaming, L2 ecosystems. Multi-chain across Linea, Zircuit, Unichain, Blast, BNB Chain. Live brands named, dead brands anonymized with verifiable metrics. Web3 is home base. Web2 brands welcome where the marketing math is the same. The numbers survive the brand. The principles cross sectors.
Cash base on every engagement. Standard equity on full-time seats. Token grants welcome alongside, never instead, with vesting tied to performance. No all-token deals, no commission-only structures, no "skin in the game" workarounds for cash.
Currently part-time at Definitive, the Web3 talent network. New full-time, sprint, and advisory engagements can start now.
LinkedIn record at linkedin.com/in/jamie-w1988 verifies dates, titles, and most achievements. Anonymized cases here map one-to-one to LinkedIn entries.
Live engagement contacts on request. On-chain proof for token launches on request. Press citations from named launches (Cryptopotato, Decrypt, Yahoo Finance, Business Wire, Cointelegraph, Benzinga) on a qualified call. ▪
Jay Wheeler. Marketing operator since February 2017, Web3 native. Eight years across eleven engagements, spanning DeFi, GambleFi, identity protocols, Web3 gaming, tier-1 L2 launches on Blast, and Web2 brands where the marketing math is the same.
The work is full-stack. Pre-launch GTM, presale and IDO mechanics, paid acquisition (Google, Meta, YouTube, X, plus crypto-native networks), post-launch retention systems, partnership development, and content built for compounding attribution. Six full-time Head of Marketing roles held. 500K verified user DIDs built from zero on a tier-1 VC-backed identity protocol with a $7M Animoca-led raise.
Started 2017 as co-founder of an early crypto trading education platform with 2,000 paying members. Wound down to legacy in 2021 to go protocol-side full time. Since then: head of marketing at YDragon, NFT3 (Animoca-led identity protocol), DeQuest, BillionAir ($8M presale), a tier-1 L2 DEX on Blast (10M+ impressions), a tier-1 L2 launchpad on Blast (Big Bang runner-up), MetaZero ($40M fair launch, 12.9x ROAS), AIQuant Labs (mainnet through $AIQ TGE September 2025), DeFiZoo (multi-DEX, six chains), and currently part-time at Definitive (Web3 talent network).
LinkedIn record verifiable. Most engagements documented per achievement on the public profile. Anonymized cases on this site map to LinkedIn entries one-to-one; references and on-chain proof available under NDA.
Based London and Bali. Telegram first; email for longer briefs. ▪
The first marketer I have worked with in crypto who could quote a CAC and an LTV with a straight face. We sold the presale out in seven minutes because the funnel was already built before the price hit a screen.
We placed runner-up at Big Bang against three thousand submissions because Jay treated the launchpad submission like a real GTM brief, not a hackathon write-up. The Foundation backed us through TGE on the strength of that work.
We had been running pure organic and KOL spend for nine months. Jay turned on the Web2 Wedge and the CAC dropped to a quarter of what we had been paying for cold KOL audiences. First marketer who actually attributes.
The post-TGE work is what nobody else does well. Day 31 to 90 retention curves that compound instead of decay. The community we built with Jay is still active eighteen months later.
Thirty minutes. Bring the project, the goal, the timeline. If the work fits, we scope an engagement. If it doesn't, you'll leave with a useful take or a warm referral.