Real work.
Real results.

Building a new category in a market that doesn't like new categories

Exberry builds exchange and trading infrastructure for financial markets globally. The technology was exceptional — the problem was that no one had a mental model for it yet. Every conversation started with explaining what the company did instead of selling what it could do.

I rebuilt the company's entire market-facing identity: website, brand, positioning, messaging, and product narrative. The "Exchange in a Box" concept came out of that work and became the primary sales asset. I also built a partner ecosystem from scratch that became a core revenue channel, bringing in AWS, Google Cloud, Microsoft Azure, Finastra, Trading Technologies, and BMLL — giving a young vendor the credibility to sell to institutional exchanges.

On top of that I built and led the full marketing function — demand generation, content, webinars, conferences, PR, video — and designed the marketing-to-sales pipeline as one connected system tied to measurable revenue.

From B2C to B2B — 20x revenue growth in twelve months

GivingWay is an end-to-end SaaS platform giving nonprofits the digital tools to reach donors and volunteers globally. The product was working. The business model wasn't: transactional B2C revenue was unpredictable, unscalable, and impossible to forecast.

I led the company's full pivot from B2C to B2B. That meant repositioning the product, redesigning pricing, and completely redefining who the buyer was. Transactional revenue was replaced with a subscription model that gave the company recurring, forecastable income. I then built the company's international commercial presence across Africa and LATAM through direct outbound and strategic local partnerships, and worked directly with the product team to define and launch new online fundraising products based on what the market was willing to pay for.