Cascade

Following a rebrand and relaunch of Perennial under the new name 'Cascade', I led the go-to-market. The positioning and brand were developed from scratch, aimed at a US audience. I contracted a brand partner to shape a very sharp visual identity, and paired it with a compelling story the audience resonated with.

The GTM took form as a three-month lead-up campaign to private beta. Access ran on invite codes, and inviting others increased your chance of getting in. A growth tactic built on Berghain principles: it was hard to get in, so everyone wanted in. We then leveraged that desire and enabled pre-deposits — users staked funds to lock in a spot as an early trader and earn rewards, with layers of exclusivity added along the way. Pre-deposits ended 280% oversubscribed.

I led a growth team of three across content, community, and trader relationships. Alongside the retail funnel we ran a direct track for market makers, trading firms, and high-value traders through alternative avenues.

Beyond the campaign itself, I was across everything commercial. I managed relationships with our market makers and integration partners, ran the agencies across brand and content, and handled comms through a security incident.

I also built our internal tooling with Claude Code — trader dashboards, referral tracking, and lifecycle systems — so we could see and act on what was happening across the platform.

The result: 9,000+ users onboarded to private beta from a 50,000-strong waitlist built through the pre-launch campaign, and $1B+ in trading volume in the first 4 weeks of launch. 100x the old brand's daily volume.