Crypto Exchange · Global Marketing Launch
BTZ → FDM rebrand · 350K → 600K users · 3-market expansion
Data & Insights
Avg Daily Volume
By end of engagement
Users Reached
From 350K Thailand baseline
~$20M
Average Daily Trading Volume · 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: the BTZ → FDM token rebrand (April 2024), growth from 350K domestic Thailand users to 600K global across SEA, MENA and EU, and the migration of all marketing operations from external vendors to in-house.
The work covered the full token rebrand with a new narrative and utility framework, GA4 instrumentation, the vendor-to-in-house migration, a product-market audit (feature benchmarking, fee analysis, user segmentation) and the SEO foundation, supporting roughly $20M in average daily trading volume by the end of the engagement.
Taking Bitazza Global
Internalized SEO + Content Ops. I built systems to centralize SEO, content publishing and localization, replacing fragmented vendor workflows. Internal templates took over the work third parties had handled, which made execution predictable and removed the monthly vendor costs.
Multi-Market Launch. I took Bitazza from Thailand-only to an active presence across SEA, MENA and EU. Each region received localized content, landing pages and distribution strategies fitted to local user behavior and regulatory context.
Funnel Ownership. I kept full control of content distribution across all regions, which sped up execution and kept local partners aligned.
Token Rebrand & Exchange Listing Strategy
BTZ → FDM Token Rebrand. I ran the full transition from BTZ to Freedom Token (FDM) in April 2024: new narrative, utility framework, positioning and exchange listing strategy. Existing holders migrated 1:1 with no action required, and the token aligned with Bitazza's global expansion into the Freedom ecosystem.
GA4 Instrumentation. I built custom event tracking for bounce, scroll, exit intent and signup attribution across all active markets, the first unified view of funnel performance across regions.
Retention Infrastructure
Retention Layer Built-In. I restructured onboarding flows to favor long-term user value over short-term acquisition. Educational sequences, local cues and session pacing carried retention.
CAC-to-LTV Shift. Campaign flow adjustments improved cost efficiency and user value with no increase in ad spend or team size. Cross-product conversion rose 300%, the largest single win: users who signed up went on to activate and trade.
Infrastructure Built
Internal tooling for keyword mapping, language-specific optimization and regional landing pages across Thai, Arabic and English markets.
Custom event tracking for bounce, scroll, exit intent and signup attribution across all active markets.
Modular onboarding flow layered with regional behavioral cues and embedded CTAs, reusable across campaigns and markets.
Centralized editorial with localization checkpoints: content ships from a single source, deploys regionally and is measured through unified analytics.
