Client
Gaia
Year
2025
Role
Head of Marketing, Brand Strategy
Category
Strategy & Brand
Full brand and marketing case study for Gaia's 2025 strategy.
GAIA: BUILDING THE BRAND FOR DECENTRALIZED AI Category: Strategy & Brand | Client: Gaia | Year: 2024–2025
The Problem When I joined Gaia in August 2024, the product was technically serious and completely illegible. A decentralized AI node infrastructure network — the kind of thing that made engineers lean forward and everyone else check out within thirty seconds. There was no marketing function, no brand voice, no content system. Just a protocol looking for its place in the world. The instinct most teams have in that situation is to explain the technology. I made the opposite call.
The Decision The people who actually mattered to Gaia's growth weren't passive users — they were node operators. People running hardware, contributing compute, building the network from the ground up. What they needed wasn't a feature list. They needed to feel like they were part of something that was going to win. I rebuilt the entire content strategy around operator trust. Success stories over product announcements. Community proof over hype. Every piece of content was designed to make an existing operator feel validated and a prospective operator feel like they were missing out on something real.
The Execution Built a fully LLM-driven content engine from scratch — outperforming human-written benchmarks by 10x, hitting 12.3% engagement against a 1.2% industry average. Owned the TGE positioning — led with community narrative over token speculation, a deliberate call that built a launch on trust rather than FOMO. Partnered with Samsung on GTM for the world's first AI phone, processing entirely on-device with each unit operating as a live Gaia node. Produced the First Autonomous Agents Hackathon — judged and coordinated entirely by AI agents. Secured 110+ ecosystem partnerships across AI, Web3, and Web2 including MetaMask, LangChain, Base, Consensys, and MoonPay. Represented Gaia across 50+ keynotes and panels spanning Asia, EU, Africa, and North America. Earned coverage in Forbes, Decrypt, CoinDesk, Business Insider, and Cointelegraph.
The Result $20M funding secured · $150M FDV post-TGE · 710K+ active nodes (86% growth) · 30T real inferences · 437K+ total community · 110+ strategic partnerships · 12.3% engagement (10× industry avg)