Lightning Sharks (now Bopper), BSV, CoinGeek
Scaling Blockchain marketing globally
The Challenge
From Uncertainty to Opportunity
I joined Lightning Sharks just six weeks before the 2018 CoinGeek Week conference. The event was struggling — attendance was low, the promotion funnel was broken, and there were even two competing websites for registration (one taking Bitcoin Cash, the other GBP). With no registration system in place and limited marketing infrastructure, my mandate was to stabilise the brand, save the event, and build a long-term growth strategy.
The Strategy
Rebuilding the Brand and Driving Growth
What began as emergency firefighting quickly became a full-scale transformation. I took ownership of CoinGeek’s news and events marketing, reshaping the daily newsletter, overhauling social media, and putting structure into campaigns to drive traffic and sponsorship demand.
Across 2019 and 2020, I led campaigns for CoinGeek Toronto, Seoul, and London, introducing local partnerships and leveraging regional platforms (e.g. Kakao in Korea). When COVID disrupted live events, I reimagined the conference as CoinGeek Live, creating a hybrid broadcast experience with studios in London and New York.
Beyond events, I grew CoinGeek News into a global media brand — scaling traffic to 23 million annual page views, growing the newsletter to 30,000 subscribers, and managing external partners across China and India. I localised strategy for WeChat, Weibo, and regional channels to ensure consistent but relevant messaging worldwide.
By 2022, the event had outgrown the CoinGeek brand. I led the rebrand to Global Blockchain Convention (Dubai) and later the London Blockchain Conference (2023), shaping the identity, messaging, and demand-generation strategy for what became the blockchain industry’s largest independent event. Alongside this, I directed multi-million-dollar budgets, built integrated campaigns, and managed teams spanning creative, events, and communications.
The Results
Building a global marketing engine
Within six months, the Surrey Cricketers went from weekly losses to consistent profitability. The Sunday roast campaign became a signature draw, outperforming nearby rivals who copied the idea. Events and promotions gave the pub a new reputation as one of the busiest venues in the village.
I believe that my role was more than just management; it was the start of my career in marketing strategy. I discovered how the right offer, delivered to the right audience, could change the trajectory of the business. At the same time, I began studying for my CIM Level 4 Diploma in Marketing, which became the foundation for my future career and supported my move into Lollaksi.
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