Ecosystem Communications & Community Lead · Nov 2024 – Sept 2025

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Ecosystem: Privacy · Consumer Crypto · Wallet · Gaming

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Overview

Joined during Devcon SEA 2024 and supported ecosystem outreach at ZK Day (Thailand). Puzzle Wallet & Arcade is a privacy-focused consumer crypto platform backed by Bain Capital Crypto and 6th Man Ventures, with a total raise of $4M. I led community and ecosystem communications, scaling the community from <100 members to 6,000+ through structured programs, creator campaigns, and clear product-led messaging.

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Key Outcomes

• Owned protocol-level community communications across mainnet launches, new games and features, soft launches, and a subscription model reaching 25,000 monthly subscribers.

• Designed and executed weekly on-chain incentive programs tied to product actions, distributing $50,000+ in rewards via Scroll and Ethereum wallets.

• Led creator and short-form content strategy: onboarded 50+ creators who produced 200+ videos, including a TikTok/Instagram activation where 20+ creators went live and generated 100+ sign-ups on day one.

• Built and managed a global ambassador network spanning 30+ countries, enabling localized growth, user support, and regional prize sourcing.

• Co-delivered a Coinbase-sponsored quest with Aleo, driving 300,000+ participants and resulting in 200,000+ funded Puzzle wallets.

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Strategic Rationale

When I joined Puzzle, the product had strong technical foundations but low market awareness. Rather than relying on passive content, I designed and executed a three-pillar growth strategy:

• Creator-led growth to drive authentic discovery

• High-frequency, on-chain rewards to build daily user habits

• Global ambassadors to establish localized trust and distribution

This approach aligned with how crypto users actually discover products — through trusted voices and hands-on incentives, not traditional advertising.

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Programs & Operations

• Designed repeatable engagement programs including weekly content contests, game events, and design challenges to sustain contributor momentum.

• Expanded scope into operational ownership for the Pro model, coordinating prize sourcing, ambassador logistics, and timely fulfillment.

• Produced and edited 50+ onboarding and announcement videos; hosted and moderated 20+ live community events.

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Support & Product Feedback

• Owned day-to-day community support, triaging issues and coordinating fixes with engineering via Linear and Slack.

• Systematically gathered user feedback and worked with product to refine features, launches, and user flows.

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Impact

Established a scalable community and communications engine that consistently converted launches and campaigns into active users, content, and ecosystem partnerships, while maintaining clarity and speed during high-velocity releases.

Selected visuals below: creator campaigns, ambassador activations, and major launch announcements.