Headline

Marketing & Growth Leader | 0→1 GTM, Brand & Product Marketing | Fintech, RWA, Web3

About

I've been the founding or early marketing hire at three venture-backed fintech companies. One of them, CoinDCX, went from its founding year to becoming India's first crypto unicorn during my time there. Eight years in, my work has narrowed to one specialty: taking financial products that are genuinely hard to explain and making people want them. Leveraged derivatives for first-time traders in India. Tokenized real-world assets for institutions moving onchain. Different products, same problem - the distance between what something does and why anyone should care. What that has looked like in practice: → Built marketing functions from zero at three companies, scaling teams from 2 to 8 and managing budgets $150K+ /month → Ran the acquisition and campaign programs through a protocol's growth from ~$850M to $2B+ in assets, on roughly $1M in annual marketing spend → Delivered ~10M impressions in a single quarter on $40K of creator spend by building an owned network instead of buying reach → Led a corporate rebrand, a token migration, two fundraises, a Premier League club partnership, and a 2,500-person summit in Dubai → Grew communities from scratch to 300K-700K across India, Southeast Asia, the Middle East, Africa, and Europe I work across the full stack - product marketing and positioning, brand, GTM, lifecycle and retention, PR, partnerships, and creator programs. That range comes from being the person who had to do all of it before there was a team to hand it to. Currently Marketing & Growth Lead at ZIGChain, where I own brand and product marketing as we bring regulated institutional investment products onchain. Always up for a conversation about marketing and growth leadership. Reachable at shivangini.at@gmail.com.

Location

Bengaluru

AI stack

claude

lovable

midjourney

notebooklm

notion

openai

Work experience

Marketing & Growth Lead at ZIGChain, Oct 2025 - Present · 1 yr, Dubai, United Arab Emirates

Marketing Lead (Consultant) at Kernel DAO, Nov 2024 - Oct 2025 · 1 yr, Singapore, I was brought in to take Kernel to market - a Binance Labs-backed restaking protocol on BNB Chain and stayed through TGE and the year that followed. I owned a $70K - $100K monthly budget across acquisition, retention, KOL, community, PR, and partnerships, running GTM across India, Europe, UAE, South Korea, China, and the US. Highlights: • Led launch marketing for the Kernel mainnet, which drew $10M in restaked assets within the first hour and $85M in TVL within weeks. • Owned end-to-end marketing for the KERNEL TGE across Binance, Coinbase, Upbit, and Bitget including selection as the fourth-ever Binance Megadrop, generating 4M+ launch-day impressions with zero paid amplification. • Drove 700K+ DApp visits in a single week and grew the community to 500K+ through exchange activations, quests, points programs, and creator campaigns. • Ran the acquisition, campaign, and ecosystem programs through growth from ~$850M to $2B+ TVL on roughly $1M in annual marketing spend, reaching the 19th-largest DeFi protocol by TVL, with Kelp becoming the second-largest liquid restaking token on Ethereum. • Supported launch communications for a $40M strategic ecosystem fund backed by Laser Digital, SCB Limited, Hypersphere Ventures, and Cypher Capital.

Head of Marketing and Branding at E Money Network, Nov 2021 - Nov 2024 · 3 yrs 1 mo, Greater London, England, United Kingdom, I joined Scallop as its founding marketing hire and spent three years building the function from nothing into a team of five across brand, communications, content, community, and growth. The role was as much founder's office as marketing. I worked directly with the founders on positioning, investor materials, and external representation and supported two fundraises: a $3.3M bridge round and a $5M Series A co-led by Animoca Brands. What I owned: • Led the Scallop → E Money Network rebrand end to end - brand strategy, positioning, narrative, messaging, external communications, including the $SCLP to $EMYC token migration and coordinated exchange support across KuCoin and partner venues. • Owned product marketing and launch GTM, driving 300K+ users on day one of our Layer 1 testnet. • Built and scaled the ambassador and community network to 700K+ members across Southeast Asia, Africa, and Europe, alongside KOL, affiliate, referral, and sponsorship programs. • Owned marketing and activation for our principal partnership with Premier League club Norwich City FC. • Led the "Scallop on Mt. Everest" campaign with mountaineer Kenton Cool - the first fintech brand to reach the summit. • Represented the company across investors, partners, media, and industry events including Binance Custody, KuCoin, Blockchain4Europe, and Token2049

Senior Brand Manager at CoinDCX, Oct 2020 - Nov 2021 · 1 yr 2 mos, Mumbai, Maharashtra, India, I joined CoinDCX in its founding year as one of its earliest marketing hires and was promoted through three roles over three years, as the company grew into India's first crypto unicorn - a $90M Series C at a $1.1B valuation from B Capital, Coinbase Ventures, Polychain, and Jump Capital, with 3.5M+ users onboarded. This is where I learned to market financial products that most people find intimidating. • Led consumer product marketing and GTM for Futures and Margin Trading, making leveraged products understandable and trustworthy for mainstream Indian audiences. • Built lifecycle, drip, and referral programs in CleverTap and MoEngage - 6% onboarding uplift, 25% engagement growth, 18% organic traffic growth, 12% top-of-funnel growth. • Ran integrated brand campaigns across IPL, Times of India, #TryCrypto, and #BitcoinLiyaKya, delivering 30–60% brand recall lift, 27% sign-up growth, and 1.5–3x ROI on media spend. • Secured a Discovery Channel feature on India Start-Up Stories, and creator partnerships with Tanmay Bhat and Ayushmann Khurrana. • Defined North Star metrics and our marketing analytics framework, and managed communications through periods of regulatory scrutiny and market drawdowns.

Brand Manager at CoinDCX, Sep 2019 - Oct 2020 · 1 yr 2 mos, Mumbai Metropolitan Region

Marketing Executive at CoinDCX, Oct 2018 - Sep 2019 · 1 yr, Mumbai Metropolitan Region

Marketing Intern at Lexicon Group Of Institutes, Apr 2017 - Dec 2017 · 9 mos, Pune, Maharashtra, India

Education

Master of Business Administration - MBA, Marketing, MILE- Management Institute for Leadership and Excellence

Bachelor of Commerce (BCom), Accounting and Statistics, Veer Narmad South Gujarat University, Surat

Public links

shivanginiagarwal.com: https://shivanginiagarwal.com/