Humanizing social for the world’s largest crypto exchange.

At Binance, I led global organic social strategy across TikTok, YouTube, and Meta, shaping how the world’s biggest crypto exchange connects with over 30 million followers through campaigns with Cristiano Ronaldo, Khaby Lame, and Alpine F1.

My platform-specific “edutainment” approach brought storytelling and clarity to one of the most misunderstood industries, generating 200M+ organic views, surpassing 1M YouTube subscribers, and helping everyday people see crypto as something human, not hype.

Every campaign blended performance with purpose, from real-world events to AI-driven content systems built to scale creative precision and trust. Because even in crypto, the most complex ideas deserve simple, meaningful stories.