Overview

As Crypto.com's first local hire in Singapore, I built and executed a market-specific Go-To-Market strategy from scratch. I was responsible for product launches, local campaigns, strategic partnerships, and events to accelerate brand awareness and adoption.

Challenge

At the time of entry, Singapore’s digital asset market was still forming, with limited mainstream familiarity and fragmented understanding of crypto products. The challenge was to introduce multiple offerings in a clear, credible manner while shaping how digital assets were perceived and adopted locally. The objective was to seed early adoption, define product relevance, and position Crypto.com as a leading participant as the market evolved.

Approach

Localized Product Launch: Rolled out App, Visa Card, Exchange, and DeFi Wallet tailored for Singapore. Crafted messaging and marketing assets that balanced global brand consistency with local relevance. Coordinated cross-functional teams to ensure launches were on-time and fully compliant.
Brand Awareness & Engagement: Launched high-impact campaigns targeting mainstream and crypto-savvy audiences. Positioned the Crypto.com Visa Card as a leading multi-currency card in Singapore. Drove educational content and thought leadership initiatives to build trust and engagement.
Partnerships & Ecosystem Building: Secured and managed collaborations with Seedly, ACCESS, and other key industry players. Co-created campaigns and educational programs that amplified reach and adoption. Built a strong local network to reinforce Crypto.com's credibility in the ecosystem.
Events & Industry Presence: Led execution of major events, including Singapore Fintech Festival and Crypto.com Case Competition. Used events to showcase innovation, foster engagement, and reinforce regulatory credibility.

Impact / Results

Increased Awareness & Adoption: Significantly increased brand awareness and product adoption through hyper-local campaigns and partnerships.
Product Positioning: Positioned the Crypto.com Visa Card as a top multi-currency card in Singapore.
Market Entry: Enabled smooth, compliant market entry and established Crypto.com as a credible, active player in the Singapore fintech ecosystem.

Disclaimer:
This case study is shared for portfolio and illustrative purposes only. The content reflects my personal contributions and perspectives during my tenure at Crypto.com and does not represent official statements, strategies, or positions of Crypto.com or its affiliates. All information presented is high-level, based on publicly known initiatives, and does not include confidential, proprietary, or non-public information.