Lucas Terry illustration
Working On
Finding the next thing.
Actively looking for my next growth or GTM role at a startup worth caring about.
Becoming an AI-native operator.
In the age of AI, the best creatives are also builders.
Looking Forward
Finding a new home.
London chapter has ended. Travel my heart out, be curious about the world.
Building something of my own.
At some point, a product and not a role.
Thinking About
"We are in the age of the ideas guy."
"Traditional comms is an anachronism. The story is the product — outsourcing it is as bad as outsourcing code."

I grew up in Australia and spent the last three years living in the UK.

I don't think I'm particularly smart. I compensate by being clever and working incredibly hard.

Tech startups keep me close to the 0→1 feeling. Not leaving this scene anytime soon.

Outside of that, I'm usually in the water or somewhere up a mountain.

Growth Lead Jun 2024 — Present
Cascade (Previously Perennial) · Remote

Led GTM, growth, content, and user ops at a crypto derivatives neobrokerage. Drove $28M+ in pre-launch deposits, 50K+ waitlist, 60K+ X followers, and $850M+ in trading volume within the first 3 weeks of launch.


Head of Marketing Jul 2023 — Jun 2024
Cega (Acquired) · Remote

One-person marketing team owning all functions end-to-end. Led GTM for recurring vault product launches contributing to $280M–$404M in platform trading volume during tenure.


Head of Marketing Oct 2020 — Aug 2022
Mycelium (Tracer DAO) · Brisbane

Led GTM for two perpetual trading product launches on Arbitrum — Perpetual Pools ($800M+ in trading volume) and a GMX-fork perps venue ($1.7B+ in trading volume, $50M+ TVL).


Head of Growth Jan 2019 — Oct 2020
iNSPIRETEK · Brisbane

Founding team member of an athlete mental health app. Built a community of 50+ Australian Olympic and professional athletes as brand ambassadors with zero budget, driving 2K+ active users to beta.


Bachelor of Business 2016 — 2018
The University of Queensland · Brisbane

Studied business with a focus on marketing and strategy.


Tools I've built with AI.

Infrastructure built at Cascade — brand, comms, ops and community, all systematised. Systems that let the team operate without me in the room.

AI Content

Claude content project

Brand voice, Cascade comms, and marketing copy — all runnable by the team without Lucas's input.

HOW IT WORKS

A Claude Project (Anthropic's persistent context workspace) pre-loaded with Cascade's brand voice, tone guidelines, and example marketing copy. Anyone on the team opens the project, describes what they need in plain language, and gets on-brand output — no briefing required.

Brand Infrastructure

Brand guidelines + tone of voice

Written standards for visual identity, copy tone, and brand application — so the standard held without Lucas in the room.

HOW IT WORKS

A three-part Notion doc covering (1) visual identity standards, (2) copy tone and voice guidelines, and (3) a content examples bank. Built as a resource for scanning all outgoing content to ensure branding accuracy — so any team member could QA their own work without a review cycle.

Ops

VIP relationship database

Depositor history treated as relationship capital — context, preferences, and conversation history in one place.

HOW IT WORKS

A Notion database with one row per major depositor. Fields: deposit history, preferred comms channel, conversation log, last-touch date, next action. Treated less like a CRM and more like a relationship journal — the goal was to make every interaction feel personal even at scale.

Ops

Daily marketing ops

Pulls Granola, Slack, and Calendar into a structured Notion daily page. One command, full day context.

HOW IT WORKS

A Claude skill (a structured prompt chain) that pulls from three sources: Granola meeting transcripts, Slack thread summaries, and the day's calendar. One command generates a structured Notion daily page with meeting prep, outstanding threads, and a task list. Turns context-gathering from a 20-minute morning ritual into a 30-second command.

Analytics

KOL tracking dashboard

Visualising the referral networks of each KOL in the userbase — referred trading volume and invite code usage in one view.

HOW IT WORKS

Built using direct user stats pulled from the platform. A dashboard that maps each KOL's referral network — showing referred trading volume, invite code usage, and campaign performance over time. Used to monitor influencer campaigns and allocate budget more effectively. Vibe-coded with Claude against our internal data exports.

Community

Discord gated access system

Community-access system tying Discord permissions and progression to specific platform activity — trading volume, deposits, and PnL.

HOW IT WORKS

A permission system connecting Discord roles to on-chain and platform data. Users were automatically sorted into tiers based on trading enablement status, volume stats for VIP channel access, and PnL-based rankings. Built to make the community feel earned and exclusive without manual management overhead. Designed the logic, drafted the PRD, and worked directly with engineering to ship it.

6 systems · more in progress.

Things I've written.

A mix of launch work, thought pieces, and the occasional tweet that landed.

X · 2026
The neo-brokerage thesis

My thoughts on the next generation of crypto companies. The "fintech" era is here and the "onchain" days are over. Brokerages will look boring, feel familiar, and quietly run on crypto rails underneath.

Thought piece

X · 2025
Cascade launch tweet · 860K views
Banger tweet

X · 2025
Cascade vision article · 300K views

The introductory article of a completely new brand, pre-product. My way of telling a captivating brand story behind a relatively boring vision.

Launch article

3 pieces · more coming.