Crypto Exchange — Global Marketing Launch
BTZ → FDM rebrand, 350K → 600K users, 3-market expansion
Avg Daily Volume
By end of engagement
Users Reached
From 350K Thailand baseline
Average Daily Trading Volume
~$20M
By end of engagement
Token Rebrand — April 2024
BTZ
FDMUser Base Growth — Thailand → Global
Markets Launched
SEA · MENA · EU
User Growth
Domestic → global expansion
Global Launch Pipeline — BTZ → FDM
01
Audit
Product-market, fees, competitors
02
Rebrand
BTZ → FDM (Apr 2024)
1:1 migration
03
In-House
Vendor → internal ops
04
Expand
SEA · MENA · EU
3 markets
05
Scale
350K → 600K users
$20M/day
Overview
Bitazza is a Thai cryptocurrency exchange with 3M+ app downloads. I led global product marketing and token strategy — executing the BTZ → FDM token rebrand (April 2024), expanding the user base from 350K domestic Thailand users to 600K global across SEA, MENA, and EU, and migrating all marketing operations from external vendors to in-house.
The work covered: full token rebrand with new narrative and utility framework, GA4 instrumentation, vendor-to-in-house migration, product-market audit (feature benchmarking, fee analysis, user segmentation), and SEO foundation. Supporting roughly $20M in average daily trading volume by end of engagement.
Taking Bitazza Global
Internalized SEO + Content Ops. Built systems to centralize SEO, content publishing, and localization — replacing fragmented vendor workflows. Operations previously handled by third parties were streamlined through internal templates, driving predictable execution and eliminating monthly vendor costs.
Multi-Market Launch. Took Bitazza from Thailand-only to active presence across SEA, MENA, and EU markets. Each region received localized content, landing pages, and distribution strategies tailored to local user behavior and regulatory context.
Funnel Ownership. Retained full control of content distribution across all regions, improving execution pace and alignment with local partners.
Token Rebrand & Exchange Listing Strategy
BTZ → FDM Token Rebrand. Executed the full transition from BTZ to Freedom Token (FDM) in April 2024 — new narrative, utility framework, positioning, and exchange listing strategy. The 1:1 migration was seamless for existing holders while aligning the token with Bitazza's global expansion into the Freedom ecosystem.
GA4 Instrumentation. Built custom event tracking for bounce, scroll, exit intent, and signup attribution across all active markets. Provided the first unified view of funnel performance across regions.
Retention Infrastructure
Retention Layer Built-In. Onboarding flows were restructured to favor long-term user value over short-term acquisition. Educational sequences, local cues, and session pacing supported stronger retention.
CAC-to-LTV Shift. Campaign flow adjustments improved cost efficiency and user value — without increasing ad spend or expanding team size. Cross-product conversion increased 300% — the largest single win, indicating users weren't just signing up but activating and trading.
Infrastructure Built
Localized SEO Engine — Internal tooling for keyword mapping, language-specific optimization, and regional landing pages across Thai, Arabic, and English markets.
GA4 Behavioral Dashboards — Custom event tracking for bounce, scroll, exit intent, and signup attribution across all active markets.
Retention Flow Builder — Modular onboarding flow layered with regional behavioral cues and embedded CTAs. Reusable across campaigns and markets.
Global Content Pipeline — Centralized editorial with localization checkpoints. Content shipped from a single source, deployed regionally, measured through unified analytics.
