Hi everyone! Iām excited to be joining Pocket Network Foundation in the Head of Marketing Role.
I thought Iād kick things off by introducing myself here and by inviting you to share your thoughts and opinions with me about what youād like to see from me and from Pocketās marketing.
Who am I?
Iām Adrienne (or Adz). I spent a decade in brand & marketing strategy and global brand management (working with Unilever, Diageo, and others). I then spent the next decade building my own service businesses in Asia (built and exited 2). I have been in Web3 for the last couple of years, contributing mostly at Bankless DAO and ApeCoin DAO, but Iām a member of many more DAOs than I can stay on top of. Iāve held POKT for about a year.
I came into Web3 because of a set of ideals around decentralisation and economic empowerment. Iām tediously passionate about community-led brand building and believe my decade working on the global brand playbook evolves nicely into the new paradigm of headless brands. Iām a mum of 2. Iām Irish by birth, but I live in Portugal, Iām a nomad at heart, and I lost my accent a long time agoā¦
What will I be doing?
I hold myself responsible ultimately for business results.
That links back to the protocol revenue north star and my contribution will be via a set of marketing objectives and KPIs that I will share with you as they emerge.
But, in general, these are what I see as my key responsibilities:
- Acting as a steward of the brand and champion of our target audience(s).
- Developing and executing marketing activity that moves us closer to our BHAGs.
- Empowering and enabling community members to pick up and activate the brand.
- Tracking brand and marketing metrics for accountability and faster learning.
The first thing Iād like to work on is defining the brand strategy, fleshing out our target personas (so that everything we do is anchored in insight), and framing our narrative and messaging. This will all flow into visual identity and marketing plans.
Iād love to hear what you think. What are your priorities? What would you like to see from me?
How will I do it?
As openly and collaboratively as possible.
Whether you have experience in marketing or are simply curious about it, Iād love you to join in with brand definition sessions (and many more participatory workshops to come) that I will run in our Discord. I know that most people may not have time, and there is no expectation, but the doors are open.
Iāll also use async approaches like google docs that will be open for comment etc.
Iām always happy to chat with anyone who wants to talk about brand and marketing or find ways to get more involved. Hereās my calendly: https://calendly.com/adrienne_pokt/30min
Next Steps / CTA
I know there are strong opinions about what our marketing has been and what it could be. That is such a strength for Pocket and I would love to understand your thoughts, perspectives, and priorities if youāre prepared to share them with me.
=> Feel free to contact me on Discord or Telegram. Iāll be joining groups Iām not already part of over the next couple of days and dropping an intro into each of them so Iām easy to find. Iām āadrienne_adzā on both.
=> Iāll be at the Community Call on Thursday 13th and would love to answer any questions or just hear your point of view. Iām sorry I canāt make the call on the 6th but itās midnight my time and I donāt think Iād make a great first impression!
=> Youāre welcome to drop some time into my calendar and we can have a 1:1 chat. https://calendly.com/adrienne_pokt/30min
Thanks for reading this far!