Driving growth at the edge of brand, product & decentralization | Advisor & fractional CMO | ex-RARI FND, Instagram, Klarna, Visa | @shefiorg cohort 7
Brooklyn, NY
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It's been a year of working independently as a fCMO.
I'm grateful to the teams at @centrifuge, @LiquityProtocol, @defindex_, @newton_xyz, @raycashxyz, and @Raacfi for trusting me to help shape positioning, narrative, brand, and go-to-market.
One takeaway stands out:
The challenge was almost never explaining what the product did, it was explaining why anyone should care.
Brilliant technical teams naturally want to lead with architecture, features, and infrastructure, but audiences don't fall in love with technical elegance.
They care about outcomes, having their problems solved, feeling that something changes for them. So rather than dumbing down technical concepts, the work was about translating them into human relevance.
And one thing I didn't expect: saying goodbye to every team at the end of a project never gets easier.
Huge thank you to every founder and team who trusted me this past year. I'm incredibly grateful for the opportunity to help tell your stories.
Today’s my last day at RARI Foundation. Grateful to the team, collaborators, and partners who helped bring bold ideas to life. We did some amazing things together 💜
As I explore what’s next, I’m looking for leadership roles in brand, marketing, or strategic partnerships in crypto or frontier tech. Here’s what I bring:
🧱 In crypto:
– Launched Rari Chain: the first to embed royalties at the node level, go live as an Arbitrum Orbit chain, and integrate Espresso’s fast confirmations
– Drove token demand + value through narrative + community campaigns
– Revived + scaled the DAO and Foundation, with some of the highest-participation proposals in Arbitrum DAO history
– Secured grants, brokered partnerships, drove growth — incl. 10M+ TVL with drops like Composables
✨ Before crypto:
– Led brand marketing at Instagram, Visa, Klarna, WeTransfer & Budweiser
– Ran global campaigns + client business at BBDO & Anomaly
📍 I’ll be at ETHCC in Cannes next week. Let’s grab coffee if you’re around.
📩 DMs are open and reposts always appreciated 🙏
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The baristas at @TheTieIO's the Bridge today are plugged in. Got questions about on-chain collateral while they're steaming oat milk --> turned this into an instant value prop comprehension test.
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⛳️Rhizome microgrants are open! Apply by November 20 for grants between $500- 1500!
We invite proposals in the following categories: PERMANENCE, in partnership with @larvalabs,🛠️MISUSE, ✋HANDMADE & 💬CO-OP. Visit microgrants.rhizome.org for more details + to apply!
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All it took was everyone saying that writing in lowercase is back as it proves you’re not ai. Small caps are all over my timeline - delivering copy that’s so formulaic that if a person wrote it then their humaneness is questionable.
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Another humbling reminder that building with agents doesn't take your time out of the equation:
Releasing an app update from staging to production on @Replit, troubleshooting odd API loops with agent-only support teams, hours of work, eventually finding a fix, having to rely on my own judgment.
Yes, one-click, automated solutions for vibecoding exist. What you need to consider, though, is that any rebuild, any evolution, any divergence from the automated path still requires you to understand the problem and think through the solution.
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It might just be that people who grew up in transformation economies are better equipped for these turbulent times, where the rules of the past don't necessarily carry over as the rules of tomorrow.
This is the time to embrace the fact that the system is reconfiguring, and your life will eventually, too.
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Just another Friday afternoon in Brooklyn.
> a car runs out of gas in the middle of the street right outside my window, blocking the traffic
> a school bus is tries to get around; owners of parked cars run out of their houses to clear the way, as they don't want to get smashed
> impatient stuck drivers start taking their cars to sidewalks only to get blocked a few meters down by cement flower pots and are backing out
> passers by are trying to coordinate this cacophony of traffic
This IRL show slaps.
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Jana Bertram (💫,💫) retweeted
There are a lot of AI iMessage agents out there. (One of mine included)
So I decided to compile a list!
To say it's a crowded field with little differentiation would be an understatement.
I think @textpartyline will focus on hosting and attending events. :-)
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Jana Bertram (💫,💫) retweeted
Damn, checking out the events on Partyline, I'm feeling fomo I just landed back in NYC this morning.
We shipped some pretty awesome updates this week, even more to come next week with a *massive* Tech Week ingest. Over 1.5k events!
@textpartyline to find the best ones!
It's Friday night in SF! What are you getting into?
This week Partyline shipped some pretty awesome new features (and fixes!)
Partyline joins your group chat! Get unbored with your friends!
SF Tech Week is over 1.5k events. Find the best with Partyline.
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Myth: anyone can build apps now.
Truth: sustainable reliability, scalability and great UX require proper architecture which without product and/or technical background is hard to nail down.
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Read today in an article called “The Death of the Dinner Party”. So true!
In the 1970 book The Harried Leisure Class, the Swedish economist Staffan Burenstam Linder wrote that as a society gets richer, leisure time takes on the frantic quality of work, because each hour of downtime practically shouts, Excuse me! You could be making money right now!
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Building a product with AI tools is addictive.
The dopamine rush of seeing so much progress so fast is turning me into a product person.
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Joined the first brain trust hours hosted by @RealMamasOrg and had a great feedback / brainstorm session on a product I’m building.
Props to @thejoycelai for running this community and giving mamas innovators the space to connect and build.
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We’re officially living in the age of Star Trek. Exploring world with a tiny device.
Jokes asside, I’ll get this for the kids.
Freckle is the first kids phone built for real-world adventure.
Shipping in December. Pre-order today: freckle.tech
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Jana Bertram (💫,💫) retweeted
i'm cooking up something really special for Partyline, might have to take it invite only in a week or two to test it out.
Try it while you can!
:-)
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