Hagan Dietz-Rosales

Threshold provides a suite of threshold cryptography services that power user sovereignty on the blockchain, including tBTC v2, the  only trustless Bitcoin to Ethereum bridge. Threshold was formed following an on-chain merger between KEEP Network and NuCypher. I came onboard to  lead the GTM process for tBTC v2's launch.

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Highlights:

• I led all GTM efforts for tBTC v2, including audience definition, competitor research, segmented customer personas & messaging campaigns, user journey refinement, and multi-channel marketing strategies.
• Translated the technical genius of the protocol into persuasive and simple messaging that drove adoption, with tBTC v2 reaching $60m in TVL.
• Tripled the number of Threshold Network Twitter/X followers from 10,000 to 30,000.
• Headed co-marketing initiatives with 10 major DeFi protocols including Curve, Connext, Synthetix, Alchemix, Euler, Yearn, Catalog, and Entropy.
• Created all content for blog articles, partnership collateral and presentations.
• Managed PR efforts that led to organic thought leadership placements in Bloomberg, IBTimes, and Unchained with Laura Shin.

Upland is a web3 metaverse platform mapped to the real world that lets users buy, sell, and trade property tied to actual locations.  Upland is currently one of the most widely used web3 platforms with over 3 million registered accounts, 300,000 landowners, and more than 6 million NFTs sold. I came onboard to lead growth, partnership, and user acquisition initiatives.

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Highlights:

• Responsible for all campaigns that drove user acquisition hyper-growth, with MAUs growing from 40,000 to over 600,000 in 18 months.
• Grew Upland’s Twitter/X account from 2,700 followers to 100,000 followers.
• Discovered new audiences, partnerships, and growth opportunities through a variety of organic and paid campaigns. My top 10 performing campaigns averaged 726.1% ROAS, bolstered by a data-first approach that constantly optimised for higher conversion rates and more efficient spends.
• Directed the production and launch of Upland’s flagship collectible NFT card set, driving $2,000,000 in total revenue.
• Worked cross-functionally with Product, Engineering, and Community teams to creatively implement partnership activations for Spirit Halloween, Hyperloop, and EOS Authority.

Silicon Matter specializes in content marketing and social media management that delivers results. I was their lead marketing consultant for four years, working with companies in AI, SaaS, eCommerce, crypto, and fintech.

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Highlights:

• Managed and optimised performance campaigns on Facebook, Google, Twitter/X, and Instagram with 6-figure monthly budgets. Top 10 campaigns averaged 345% ROAS.
• Created and executed marketing campaigns for B2B and B2C companies in a variety of verticals including AI, SaaS, video, crowdsourcing, and crypto.
• Developed a thought leadership strategy for a crypto startup founded by an early Coinbase investor. I ghost wrote articles that were published in Cointelegraph and Cryptoglobe, generating PR wins that led to new investments and strategic partnerships.
• Developed and executed an AI-powered investment app’s go-to-market strategy that increased its customer base from 30 to 3,000 users in 90 days on a bootstrapped performance budget, an organic social media strategy, and successful PR outreach.