Ryan Whitehead

Consulting on brand, messaging & positioning, communication, and GTM pre-mainnet.

Building the marketing team to build the Astria Stack. Ownership of Brand, Customer Acquisition & Engagement, Developer Marketing, Social, Community, PR / Comms, and Events.

Own end-to-end integrated marketing including PR and Community for Moonbeam Network, Moonriver, and Moonbase Alpha. Improve internal efficacy and impact by evolving our processes, operations, and vendor network. Develop customer segmentation and drive marketing strategy for developer, partner, and consumer audiences. Rebrand project to create a more unified visual identity, reinforce value propositions, create vertical alignment with business development, and position project to compete for blue-chip partners and investors. Collaborate with product, operations, finance, developer relations, and ecosystem development leaders on a vertical strategy for Moonbeam focusing on gaming, defi, and token-gated enterprise experiences.

Own product marketing for Coinbase Cloud, Coinbase Wallet & Web3 initiatives, Coinbase NFT, asset additions (including stablecoins and wrapped tokens), and core cryptography services. Built & led 20-person team leading all marketing for developers and all products outside of retail and institutional exchange. Zero-to-one leader for Coinbase developer marketing. Oversaw marketing aspects of Bison Trails acquisition and integration. Lead branding and GTM planning for Base L2, the fastest growing chain for builders / developers.

Grew team from 4 FTEs in Menlo Park to a 40+ person full-funnel global team. Expanded the partner ecosystem from 160 partners to 10K+; ~5K developer community to 500K+. Accomplished this by expanding from supporting adtech to include agencies, creative technology, martech, consultants, commerce partners, and much more. Partner revenue grew by 560% over my tenure. Pivoted org to a customer-centric mission of helping businesses grow today and build for tomorrow through world-class technology and partner solutions. Rebranded marketing partners to business partners to drive awareness of our broader mission, improve business outcomes, and improve GTM efficiency.

Define & execute Facebook's business developer marketing strategy. Managed a 10+ person team of global and regional marketers, software evangelists, content strategists, and vendors to build and execute a full-lifecycle developer marketing program. Managed partner marketing executions across large scale in person and virtual event series, including f8 and Facebook's global and regional partner summits. The global partner summit was FBs second largest external event, after f8, reaching ~1,000 developers & partners in person and over 100K through global watch-parties. Reached millions of developers with acquisition and enablement efforts that allowed them to create new solutions that scale FB marketing solutions globally to millions of businesses, driving significant incremental revenue and improving advertiser outcomes. Developed & executed marketing strategy for Facebook's Authorized Sales Partner program, providing techology & services to customers in developing markets. Managed a team of 10+ global, country, and regional marketing managers to build a scalable program & brand that was globally consistent while still localizing for each market and language. This program acquires, supports, and grows third-party partners in markets where Facebook does not have a sales presence in order to provide in market advertisers - both local advertiser and global businesses with local presence - better business outcomes. Operating in 20+ countries, we expand Facebook's addressable market while bringing economic opportunity to hundreds of thousands of new businesses.

Manage team of 25 delivering local-focused integrated marketing solutions; SEM, SEO, Display / Programmatic, Analytics, DR TV / Video. Oversee development of automation & AI technology platform to deliver hyper-local, targeted digital media at scale. Manage key media and technology partner relationships; own roadmap for our agency service offering. Oversee senior level client relationships, including C-level with core clients. Drive business development both externally, bringing new clients into the Publicis family, and internally, partnering with Publicis agencies (Spark, SMG, Zenith, Digitas, etc) to supplement national campaigns with performance focused or local digital marketing.

Xbox integrated marketing owner. Planned global multi-channel media strategy for Xbox campaigns including Xbox One launch, first party games, and game services (e.g. Xbox Live, Free to Play games, etc). Responsible for cross-Microsoft digital integrations (e.g. promotion on MSN, Microsoft.com, etc) and development of creative for these opportunities. Responsible for integration of digital channels, owned and paid, with retail. Expertise with video, mobile, and social marketing.

Performance marketing ownership owner in central marketing for all global advertising campaigns. Oversight of ~billion dollar performance marketing budget across global campaigns. Managed team of 15 performance marketing leads in region and product group. Own relationships with performance marketing agencies / vendors, key partners (e.g. Google, Bing), and technology partners (e.g. Kenshoo & Marin). Direct responsibility for global performance marketing agency team in excess of 100 FTEs. Participated in client advisory panels for Kenshoo to represent Microsoft’s desire for product roadmap. Drove process improvement & innovation across global advertising campaigns. Subject matter expert for Microsoft's global marketing community on SEM, SEO, programatic media, and performance social. Responsible for thought leadership and innovation within the channel. Accountable to regional and product GM's for Microsoft’s commercial businesses performance media strategy (e.g. Office 365, Dynamics, Windows Server). Consulted on paid media strategy for Windows Phone, Outlook, and Internet Explorer.

Led west coast region performance marketing, mobile & social practice from February ‘10 - November ‘11. This was a 30 FTE team spread across offices in Seattle, Portland, SF, and Los Angeles. Strategic guidance at SVP and C-level for Disney games and entertainment, Nike & Travelocity. Drove performance marketing business development including winning pitches for Disney and Travelocity.

Managed NYC finance SEM team of 12 serving Countrywide, Charles Schwab, and Capital One from February ’09 – January ’10. Focus on real-time analytics and market segmentation. Managed NYC retail team of 15 servicing Ralph Lauren, Victoria’s Secret, and J Crew from February ‘10 - January ‘11. Focus on integration with media buying and analytics.

Opened and managed Performics’ New York City office to serve large East Coast clients including Citibank, Barnes & Noble, and EDMC. Grew office to a staff of 13. Assisted with transition of ownership from DoubleClick to Google and, finally, Publicis Groupe. Assisted with business development including presentations for Citibank, EDMC, and Home Depot; requiring ability to communicate data intensive & analytical material clearly.

Management and strategic direction of search programs for a portfolio of clients including Target, Buy.com, MSN Shopping, and Kohl’s. Track record of exceeding performance goals, attention to detail, and analytical thinking. Worked closely with product development team on requirements for search engine campaign management software that became Dart Search.