Nine years driving comms at the intersection of community, social, messaging, partners and product. Portfolio for Head of Communications, Head of Marketing, and Head of Social roles. London, remote-friendly.
VeBetter wasn't just a product launch — it was a platform built for an entirely new audience: retail users, not enterprise. It demanded a new brand, a new narrative, and a new proof that blockchain could drive real-world impact at scale. I supported the communications strategy end-to-end, from the first whitepaper outline to five million users onboarded.
The work began alongside Boston Consulting Group — market research, partner interviews, investor meetings, conversations with Web3 builders. Their partnership brought institutional credibility; my job was to make sure that credibility showed up everywhere the audience met us — in the whitepaper, in the CEO's language, in community channels, in the press kit, and in the room at our global launch event, The HiVe.
Working with BCG and the wider VeChain team, I helped edit and shape the VeBetter whitepaper — the canonical artefact for the platform. We wrote it to read like an argument, not a spec sheet: that blockchain was the ideal tool for unlocking meaningful action on sustainability.
The centrepiece was The HiVe, our global launch event in Las Vegas. Working with agency partners, I drove the comms arc end-to-end — pre-event narrative ramp, on-site executive prep, real-time social, post-event amplification. The venue, the room, the language, and the follow-up press were all wired to the same story.
The HiVe also became the moment Sir Konstantin Novoselov was announced as advisor to VeChain — the Nobel Laureate best known for his pioneering research on graphene, with new research focused on using 2D smart materials for carbon capture on the VeChainThor blockchain — anchoring the platform's scientific credibility from day one.
Around the launch we built the supporting stack: blog series, announcement copy, community briefings, onboarding flows, spokesperson messaging.
After launch, I kept the narrative warm alongside the ecosystem and marketing teams. Partner campaigns with UFC. Global activations with builders, businesses, and community members. The Nitto ATP Finals — where executives came to explore the technology and public exhibitions brought blockchain to new audiences. Sustained activity across Web3 and traditional media.
Token-holder counts quadrupled within six months and grew more than 10× at one year. Over five million accounts have been created since launch — from 18,000 on day one. Today, the platform sits at over 50 apps, with 52 million 'sustainability proofs' hashed on-chain, resulting in millions of dollars paid to people for making the world better.
Two product launches I've supported at VeChain ended up with more than five million users each. The VeWorld wallet — 5.5M+ downloads, the new front door to the entire VeChain ecosystem, with a built-in dApp platform and the full feature set of an advanced wallet. And VeBetter — 5M+ onboarded, the platform that turned blockchain into something people can use to build a better world.
The work spans narrative strategy, partner and product marketing, KOL management, community engagement, executive communications, and agency coordination — but the version of the role that matters happens upstream of any of those. The discipline is shaping what gets said, by whom, and why, before the press release exists. Most days that means working closer to product and partnerships than to publishing.
Day to day, my role is varied — from content and copy to agency partners on PR, social, and KOL strategy. I support a global community team that gives the brand 24/7 coverage, and adhere to editorial standards everything ships against. The senior version of comms is about knowing what good looks like and holding the room to it.
As brand spokesperson I've made 30+ appearances for VeChain — from the Innovation Stage at the London Blockchain Conference alongside Boston Consulting Group, to Cointelegraph's Hashing It Out, a 178K-view livestream with the CEO for a major protocol upgrade, as well as X Spaces, AMAs, livestreams and more.
My Master's in Science Communication is the foundation. Clarity, precision, empathy for the audience — these are not optional in a field built on trust. They show up in everything from a 30-second elevator pitch to a long-form strategy deck.
Own global social and editorial strategy across the VeChain product suite — the L1 protocol, a Web3 app ecosystem with 5M+ users, a consumer wallet with 5.5M+ downloads, and a staking product. Scaled combined social audiences to 2M+ followers across X, LinkedIn, and YouTube. Lead agency partners on PR, social, and KOL strategy. Building AI tools and automations that help the team scale without losing voice. Lead and mentor a global community management team that gives the brand 24/7 coverage. Brand spokesperson — 30+ appearances since 2023.
Supported the evolution of VeChain's brand positioning, from supply chain-focused toward sustainability through the VeBetter ecosystem. Worked with Boston Consulting Group to deliver a new whitepaper, product direction, market research, and differentiation strategy. Owned multi-channel content operations end-to-end. Authored long-form features, technical explainers, video scripts, campaign copy, and exec-fronted content; maintained a consistent voice across hundreds of pieces over three years.
Built the voice of an early-Web3 NFT project from the ground up — press releases, branded copy, lore-building for the VIMworld universe — during one of the most chaotic and creative periods in Web3.
Early-career foundation in regulated communications — pharmaceutical and healthcare campaigns, publications, educational content. Every claim fact-checked, source-referenced, and signed off, in an industry where careless comms causes real harm. Taught me tight time and project management.
First paid roles in Web3, in 2018. Started in community admin, eventually moving to review and edit copy and content for global blockchain audiences while moderating community across Telegram, Discord, and Reddit. First full crypto market cycle: from bear to bull. Learned how to manage the volatility of markets and human emotion with a disciplined tone, keeping the community engaged when price isn't doing the talking.
Worked at the intersection of legacy energy infrastructure and emerging tech, owning end-to-end programme development for technical conferences. Drew stories out of engineers, regulators, and industry veterans who often didn't want a microphone and had to be coaxed to deliver. Two events generating tens of thousands in revenue, focused on AI / ML and the future of smart grids.
Selected writing from product launches, partnerships, and platform-defining moments at VeChain.
The canonical strategic document for VeChain's next chapter — blockchain as the backbone for real-world sustainability at scale. Shaped, edited and delivered end-to-end.
Read whitepaper →A year-long comms campaign covering VeChain's most significant protocol evolution to date — articles, social content, KOL activations, and livestreams, built to educate a broad audience on the substance and importance of each upgrade as it landed.
Sample on request →A bold executive positioning piece making the case for utility-first blockchain in a speculative market — narrative strategy at its most direct.
Read piece →As brand spokesperson I’ve made 30+ appearances for VeChain — from the Innovation Stage at the London Blockchain Conference alongside Boston Consulting Group, to Cointelegraph’s Hashing It Out, a 178K-view livestream with the CEO for a major protocol upgrade, as well as X Spaces, AMAs, livestreams and more.
Joint Innovation Stage session with Bernhard Kronfellner (Partner, Boston Consulting Group) on blockchain-driven transparency and environmental responsibility.
Watch →VeChain's biggest-ever video — 178K views. Joint livestream with the CEO covering the Hayabusa upgrade, new staking architecture, and the road ahead. Jake co-hosted and led the comms build-up.
Watch →On-camera interview covering VeChain's ecosystem, strategy, and the wider sustainability narrative — reaching an engaged crypto audience.
Watch →
Open to Head of Communications, Head of Marketing, and Head of Social roles. Based in London; remote-friendly; open to travel.
