CELSIUS NETWORK
Building a content engine that turned community into growth.
Brand Strategy · Content Strategy · Production · Community · Digital Marketing
Celsius Network was a fast-growing financial technology company operating in the cryptocurrency space, going from 30 to 900 employees and to 26 Billion USD in AUM in just 2 years. When I joined, the brand faced a clear challenge: there was no cohesive content strategy and customers lacked trust in the brand.
THE CHALLENGE
The objective was to create a more consistent brand experience, strengthen the relationship with the community, and build trust with both B2C and B2B audiences.
The initial targets were to reach 100K Twitter followers and 50K YouTube followers.
THE STRATEGY
Rather than constantly promoting the product, I built the content strategy around education, trust and brand personality.
I developed an inbound content model built around three stages:
ATTRACT
Create meaningful and memorable content that expanded reach and built credibility.
This included educational videos, industry interviews, brand films and short-form content designed to communicate the personality and values of Celsius.
ENGAGE
Create direct opportunities for the community to interact with the brand.
Every Friday, I produced the company's live AMA with CEO Alex Mashinsky, giving customers the opportunity to ask questions, receive updates and engage directly with leadership. Additionally I also produced podcasts where our CEO would interview other CEO’s and guests.
DELIGHT
Turn customers into a community.
We built an educational content library through the Celsius Help Center and continued providing useful content designed to help users understand the platform and cryptocurrency.
ONE PIECE OF CONTENT. MULTIPLE CHANNELS.
A major part of the strategy was building a content ecosystem, rather than treating every channel independently.
YouTube videos became podcasts.
AMAs became podcasts and additional content.
Instagram content became blog posts.
Blog posts became newsletters.
Crypto 101 content became internal employee training.
The objective was to get more value from every piece of content while maintaining a consistent brand narrative across channels.
MY ROLE
I led brand strategy, content strategy, creative production and community management, working directly with the CEO while leading a multidisciplinary creative team responsible for bringing the strategy to life.
I worked closely with the Creative Director, Head of Design, designers, freelance creatives, editors and motion graphics artists, coordinating the team across content development, production and distribution and worked cross functionally across Product, Legal, Social Media, Engineering and Partnerships.
I also reported directly to the CEO on the development of the CEL token loyalty program and produced the company's weekly live AMA with the CEO.
My role included:
Brand strategy
Content strategy
Content production and creative production
Community management
Social media strategy
Video production
Digital marketing
Loyalty program development
CEO communications
Podcast production
Newsletter strategy
Website content
My role was to connect the strategic vision with the creative execution — making sure the brand strategy translated consistently across every channel and every piece of content.
THE RESULT
20K → 190K
Twitter followers in 12 months.
15K → 60K
YouTube followers in 9 months.
+79%
Organic website traffic.
During the same two-year period, Celsius grew from 30 to 900 employees and $26 billion in assets under management.
THE TAKEAWAY
The project demonstrated how brand strategy, education, community and content can work together as a growth engine — particularly in an industry where trust and understanding are critical.
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