Role: Founder & Growth Marketer
Product marketing · Content · Community · Automation
277 Wallets Scanned, 112 Waitlist Signups, 114 Followers
Overview
Lendra is an undercollateralized lending protocol that scores wallets by on-chain reputation instead of demanding collateral. New primitives have no existing category to slot into; the marketing problem wasn’t reach, it was making people understand what wallet-based credit is and why it matters before they’d hand over a wallet.
Impact
Undercollateralized lending has no obvious analogue for most users. There was no audience, no brand, and no shorthand to lean on; every explanation had to start from first principles. And the conversion required wasn’t a click or an email; it was connecting a wallet, which is the highest-friction ask in crypto. Reach alone would have been worthless; the audience had to be built precisely and educated properly.
Work
I founded Lendra and ran everything on the marketing side myself.
I did the product marketing first, defining the positioning for a category that didn’t exist, and finding language for on-chain reputation that made sense to people who’d never heard of it. That positioning drove everything downstream.
On content, I wrote X posts, threads, and blog posts, produced video, and built a content engine on Make.com so publishing didn’t depend on my availability. On community, I ran Discord AMAs directly with the ICP, worked X replies and group chats by hand, and attended events in person in deliberately unscalable channels, because a new primitive needs conversations before it needs campaigns.
The result was an audience built one person at a time, and it converted at close to 1:1.
112 Waitlist Signups from 114 Followers
Near 1:1 conversion from audience to waitlist, positioning and ICP targeting doing the work that paid reach couldn’t.
277 Wallets Scanned in Two Months
Drove the highest-friction action in crypto, wallet connection, from a standing start with no existing brand.
Content Engine on Make.com
Automated the publishing pipeline so content shipped consistently while I ran community and partnerships by hand.