21Shares
Challenge
The crypto market was flooded with information, but much of it was fragmented, overly technical or difficult for traditional investors and financial professionals to navigate. There was an opportunity to create a credible, consistent source of knowledge that could bridge the gap between crypto-native expertise and traditional finance.
Goal
Build a research franchise that people would actively turn to when they needed credible, accessible and market-relevant crypto knowledge.
My Role
Led the marketing and content activation around State of Crypto, working closely with research and internal experts to translate complex market insights into engaging content and campaigns. I focused on positioning, distribution and making the report relevant across different audiences and markets.
Outcome
State of Crypto became a repeatable research and content platform that strengthened 21shares’ role as a trusted voice, giving teams a clearer foundation for market education, media conversations and investor engagement.