Summary
Overview
Work History
Education
Skills
CORE VALUES
LANGUAGE
VOLUNTEER EXPERIENCE
Timeline
Generic

Estrella Li

Eastern Standard Time

Summary

Seven years of experience in Web3/Fintech marketing and community leadership.

Self-motivated professional, successful in seizing viable opportunities for expansion and innovation in business. Background in increasing profits, reducing costs and transforming customer service standards. Experienced in leading and supervising marketing, operations and sales teams.

Consistent history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand.

Overview

7
7
years of professional experience

Work History

Growth Lead

MetisL2 DEX Hercules
12.2023 - Current
  • Spearheaded strategic direction of Hercules Growth Project by defining clear project objectives and identifying target audiences, laying the foundation for brand positioning and market penetration.
  • Engineered brand's core message and value proposition, ensuring all communications effectively conveyed unique benefits to our target market.
  • Led development and execution of comprehensive marketing strategy, incorporating a diverse mix of content marketing, influencer partnerships, and social campaigns to maximize visibility and engagement.
  • Established content strategy and guidelines for all social channels, collaborating closely with content creators to ensure consistency and quality in line with our brand identity.
  • Directed design team in creating visually compelling content, reinforcing brand's aesthetic and values across all platforms.
  • Oversaw production of direct engagement content, significantly increasing follower growth and engagement through meticulously designed campaigns, including airdrops and giveaways.
  • Initiated and led community engagement efforts, implementing innovative Web3 tools (Galxe, Guild, Zealy) to foster strong community ties and encourage participation through referral incentives.
  • Designed and managed detailed marketing activity calendar, featuring AMAs, Twitter Spaces, partnership announcements, and promotions, ensuring continuous engagement and visibility.
  • Utilized data analytics for in-depth performance analysis, leveraging insights to optimize content strategy and marketing efforts for enhanced growth effectiveness.
  • Achieved remarkable growth metrics, including organic increase in Twitter and Telegram community size from 1,500 to over 70,000 and Medium subscribers from under 100 to over 40,000 in less than three months, prior to DEX platform launch.

Head of Marketing

CryptoChicks
04.2023 - Current
  • Guided CryptoChicks' evolution from a local meet-up group to a thriving international non-profit organization.
  • Led a government-granted project focused on youth Web3 and entrepreneur education, achieving remarkable results, including a tripled target.
  • Crafted a fresh brand identity, value proposition, and business strategy, fostering diverse partnerships with schools, communities, vendors, and learning centers to ensure project compliance with government standards.
  • Enhanced CryptoChicks' visibility by actively participating in community talks, delivering presentations, speeches, and contributing to podcasts in the crypto and Web3 communities.
  • Played a pivotal role in achieving substantial profit gains and facilitating CryptoChicks' expansion and collaboration efforts within the industry.

Founder & General Manager

Rainbow6ix Digital INC.
05.2021 - Current
  • Responsible for team of 5 marketers generating revenues exceeding USD 300,000 annually.
  • Leveraged existing industry connections and developed 80+ satisfied clientele in 10 months.
  • Developed project management training programs and marketing collateral for team members, resulting in 21.6% sales increase in past four months.
  • Expand scope of business from four domains to full-stack marketing agency services in six months.
  • Increased agency's net profit margin by over 50% YoY.
  • Successfully designed and executed effective go-to-market strategy plans to meet guaranteed KPIs for various projects-NFT, CEX, DEX, dApp, GameFi and Mainnet.

Chief Marketing Officer

Yesbit Technology LTD.
05.2018 - 05.2021
  • Accomplished fair launch and sold out of 21,000,000 token issuing for SwapAll (Layer2 Exchange with USD 50+ million in liquidity).
  • Oversaw and analized SwapAll project roadmap, and created go-to-market strategy plan to direct execution and analyze data, resulting in growth of over 50,000 users in 3 months.
  • Developed SwapAll community and operated various campaigns for over 50 groups with 500 members in each group to maintain healthy and positive user environment.
  • Attracted 20,000+ attendees (user identity verified) in single token pre-launch campaign.
  • Directed success of exclusive partner's ICO goal of 100 Bn tokens issued in less than two years, managing cross-functional teams from Europe, Asia, Latin America and North America.
  • In charge of global ambassador program/news distribution/brand positioning/community building/social media management/user growth/business development/content creation for ETP-DNA.
  • Grew this tech startup from 3 people to 30 people in less than two years in blockchain industry
  • Led the first round of investment for USD 600,000 into Yesbit Technology and built a team of 8 employees as a blockchain R&D Hub with the CEO.
  • Aligned sustainable business strategies while leading company's development and communications to ensure success of multiple products throughout bull-bear markets.
  • Created effective marketing action plan for KrawlCat - decentralized data oracles - which competitor acquired for USD 250,000.
  • Organized Blockchain Impact 2018 Toronto - local industrial conference event with over 1000+ attendees.
  • Managed marketing campaigns for exclusive partner Bibox.com targeting North America.

Community & Product Marketing Specialist

Goldenwise Capital Group
02.2017 - 03.2018
  • Successfully organized and hosted a variety of events including client galas and product launch celebrations. Utilized a balanced blend of online and offline platforms for user education meetups, focusing on enhancing customer engagement and brand loyalty. I conducted panel discussions and managed podcast sessions, which provided valuable insights and fostered a deeper connection with our clientele. My efforts in these areas contributed significantly to the growth and visibility of our organization, establishing a more prominent presence in our industry.
  • Authored insightful analysis articles and daily news updates, focusing primarily on the fintech category. My content offered a deep dive into current trends, industry developments, and emerging technologies, serving as a key information resource for our users. This work demonstrated my deep understanding of the fintech landscape, my ability to interpret complex concepts, and my commitment to providing our audience with timely, relevant content.
  • Acted as the primary designer for the company's marketing needs, creating visually compelling graphics that effectively communicated our brand identity and value propositions. Leveraged my strong design skills and intuitive understanding of visual communication to create materials that enhanced our marketing efforts across all channels, including digital, print, and social media.
  • Developed comprehensive pitch decks for potential projects, aiming to secure funding and financing. My work involved articulating our project goals and benefits, detailing our strategic approach, and presenting convincing financial projections. This work demonstrated my adeptness at storytelling, my ability to grasp and convey complex information, and my solid understanding of financial modeling and project planning. It has resulted in the successful financing of key initiatives, contributing to the company's growth and success.
  • Launched multiple Initial Coin Offerings (ICOs) for various blockchain projects, demonstrating a profound understanding of the intricacies of blockchain technology and the rapidly evolving cryptocurrency market. My involvement spanned all stages of project development - from defining the project's core concept and vision to meticulously planning the details of the ICO launch. These launches were extremely successful, consistently exceeding our financing targets and attracting significant interest from potential investors. This result not only provided critical funding for our projects but also validated our project concepts and strategies, further establishing our reputation as a leading player in the blockchain space.

Education

Certificate - Leadership Essential

University of Toronto
Toronto, ON
01.2023

Certificate - Entrepreneurship Essentials

Harvard Business School Online
07.2020

Certificate - Digital Marketing

BrainStation
Toronto
03.2018

Bachelor of Arts With Honours - Economics

York University
Toronto, ON
02.2017

Skills

  • FinTech Product Kickoff
  • Coach highly effective team
  • Business Strategy
  • Data Analytics
  • Growth Hacking Strategy
  • Conflict Management
  • Strategic Content Planning
  • Business Negotiation
  • Product Design
  • Workflow Process Design
  • Project Roadmap Creation
  • Public Relationship
  • Cross-function Team Management
  • Graphic Design
  • Content Writing
  • SEO/SEM
  • Hybrid events planning and execution

CORE VALUES

Focus, I make things happen.


Integrity, is my fundamental to connecting with others.


Adaptability, I am prepared for any unexpected.


Trustworthy, I keep my commitment.

LANGUAGE

  • English
  • Mandarin
  • Cantonese

VOLUNTEER EXPERIENCE

Fundación Ecuador Volunteer, Teaching English in Elementary School

April - July 2012 || Quito, Ecuador

Timeline

Growth Lead

MetisL2 DEX Hercules
12.2023 - Current

Head of Marketing

CryptoChicks
04.2023 - Current

Founder & General Manager

Rainbow6ix Digital INC.
05.2021 - Current

Chief Marketing Officer

Yesbit Technology LTD.
05.2018 - 05.2021

Community & Product Marketing Specialist

Goldenwise Capital Group
02.2017 - 03.2018

Certificate - Leadership Essential

University of Toronto

Certificate - Entrepreneurship Essentials

Harvard Business School Online

Certificate - Digital Marketing

BrainStation

Bachelor of Arts With Honours - Economics

York University

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Estrella Li