Italy's #1 NFT brand, built in a year

The challenge

A new startup in an unproven category, no audience, no brand recognition, competing for attention against a noisy global NFT market. The company also had to decide what it actually was: a digital art gallery, or something larger.

What I did

• Led the marketing, communications, and product effort across a fast-moving team, wearing several hats at once.
• Led the board through a pivot from digital art gallery to institutional player offering technological advisory and development.
• Launched the world's first two NFT projects in collaboration with national governments — Italy and Jordan — pairing historical monuments with digital art and blockchain.
• Built an organic growth engine and the IRL event programme that carried the brand into the press.

Outcome