Bitazza
Localized growth in Thailand and MENA
The acquisition pipeline for the Freedom Passport campaign, scaling active users from 300,000 to 600,000.
- Role
- Operations Manager (contract)
- Years
- 2024
- Result
- 2× active users
- 600KActive users at the end of the Freedom Passport campaign
- 2×Growth in active users over the campaign
The system
Bitazza is a digital-asset exchange based in Bangkok. Through 2024 I ran its marketing operations and designed the acquisition pipeline for the Freedom Passport campaign, the expansion push across Thailand and MENA. Active users went from 300,000 to 600,000 over the campaign.
The pipeline localized every campaign asset per region and distributed it through three channels at once. Creator collaborations and media placements carried the story out, and entry points inside the product turned organic discovery into signups.
Localization as automation
Localization ran as a system rather than a translation queue. Language models generated the multilingual content, push notification flows went out AI-translated, and every call to action came from a prompt template with per-market variants. Each asset was structured once and shipped across every region.
Keyword maps built with internal tooling fed SEO-driven trading landing pages, so search demand landed on pages built for traders. The news section and every coin page were indexed through a multi-surface indexing strategy, with the SEO audits run in-house.
From vendors to an in-house operating model
I rebuilt marketing operations from vendor-led execution to an in-house operating model. That meant standardized multi-channel workflows, GA4 performance tracking, and an acquisition strategy shifted toward organic search and owned-channel growth to reduce reliance on paid media.
I also authored the operational playbook for token marketing campaigns and multi-market expansion, and led a product-market audit covering exchange feature benchmarking, competitor fee structures, user segmentation and market positioning. The audit closed with roadmap recommendations on product differentiation, acquisition efficiency and token-market alignment.
What carried forward
Localization works when it runs as one system with per-market variants. Acquisition holds when the owned channels are built before the paid ones. Both rules went into every engagement since.