Get live statistics and analysis of Emma's profile on X / Twitter

got rejected by a project once because my account (2k+ followers with 3.5k+ avg impressions/day) 'wasn’t big enough' meanwhile, their account had 100k+ followers but was struggling to hit 300 impressions idk i'd take my real followers over their bots any day

If I see a company in crypto where many people have worked for 2-3+ years, I’m immediately bullish. It usually means: - The company has a strong culture that values and rewards its people - They’ve made smart financial decisions and managed to stay in business through a few wild cycles - The founders know what they’re doing and actually have a plan It seems like a short period of time in web2, but in our industry, these cases are rare. Anyone here been working for the same project for 3+ years?

ct: we need more women in crypto also ct: > not her, she’s not attractive > no, this one’s too pretty, she must be dumb > let’s hire a woman as a face, not for her opinion > creates anon accounts to comment on women’s looks

finally founder to cmo translator

If I meet you at Token in Dubai and your pitch starts with these, I'm out: - onboard the next billion users - revolutionizing xyz - empowering the community - permissionless innovation – built for mass adoption Congrats, you’ve said everything and nothing at once.

things we need to normalise in crypto: > taking a break and admitting when you’re burned out instead of pushing through > not knowing everything about every trend or protocol > saying no to unrealistic demands > not turning every hobby into a side hustle > changing your mind when you learn something new

Confessions of a crypto marketer Some of the craziest things I’ve seen (or heard from friends) in 5+ years in the industry: > companies letting people go over issues like racism or harassment… then making them sign NDAs so nothing gets out > hiring a ‘public face’ CEO while the real (and shady) operators stay hidden > blatantly lying about how far along their product actually is > companies hiring & laying off teams within a period of 2-3 weeks - multiple times > making ‘pump the token price’ the only marketing goal (product adoption? irrelevant) > founders with zero technical understanding of what they’re building > companies that refuse to hire women (been told about this privately by a recruiter) > companies botting followers, views, engagement, comments - EVERYTHING - then growing a real following on top of that (“fake it till you make it”) > chatGPTing their whitepaper (we all know it happens, still wild every time) > and one I’ve had in my notes for months… A very well-known, very expensive PR agency gave a workshop: - almost 24h after the viral Solana ad - they had no idea what happened (meaning: no one checked CT all morning, not even once?!) - workshop was for pre-seed startups… but they used corporate case studies from Binance and Base - when asked which company had the best marketing/branding, the founder couldn’t name any other outstanding crypto project apart from Binance Anyone else wants to spill the tea? 👀

one thing i wanted to talk about – and i don’t think it’s discussed enough – is the bullying in crypto space space or should i say the dark side of being a cmo, dev rel, community lead or any other public facing role. i see it happening to so many colleagues and i’ve been on the receiving end myself. luckily i just got the light package – anons on x/tg criticising my voice, appearance and marketing skills. i’ve got thick enough skin for that. the full package is darker – death threats to you and your family, doxxing, personal info made public. that’s serious. yes bullying can happen to everyone in crypto, but - and correct me if i’m wrong - public facing roles get the most heat, as many of the engineers are anon and some founders are not active on socials (although the do get lots of heat, don’t get me wrong). just a quick reminder: in 90% of cases high-level decisions are not taken by marketers alone. it’s usually collective work of founder(s), cto, vcs, advisors etc. one company i worked with had 7 c-level decision makers - i wasn’t one of them but guess who still got blamed for everything. why am I writing about? well not to complain about our tough lives.i guess just to say we’re all human. treat people how you want to be treated. things change quickly and one day you might end up on the receiving end of the hate.

things i’m convinced most ppl on CT are lying about: > doing 200 meaningful replies a day > actually caring about privacy > trading profitably > really understanding marketing (beyond shitposting - real GTM, data, paid, SEO, email, etc) > working 15 hours a day (scrolling X doesn’t count)

Everyone keeps complaining about the lack of talent in the industry and how hard it is to onboard Web2 professionals. But honestly, why would they join? To the people who aren’t really into crypto but see my lifestyle - remote work, traveling to cool places for events, doing work I actually enjoy - every now and then someone says ‘Maybe I should switch to crypto. Would you recommend it?’ And my answer is always no. Unless you’re absolutely obsessed with this industry, there’s no reason to be here. It’s 24/7, everyone’s chronically online, markets are volatile, one day you have a job, the next your whole team is laid off- and that’s the good scenario. The bad one is your project rugs and your ceo ends up in jail. The only constant is instability. I do love the space, despite all of that. But I also think anyone still here is a bit crazy. I wouldn’t take the responsibility of advising a regular person - someone used to 3-5 years at the same company, getting a steady paycheck, and having a 6-month roadmap- to move into crypto.

crypto people: we want mass adoption also crypto people: > ew normies don’t get it > what do you mean it’s a complex transaction? just make 5 wallets and bridge 10 times, if you find it hard, you're not a crypto native > creating language and abbreviations no one else understands make it make sense

great read, and i agree with every word. hiring in crypto is broken - here’s a sample of feedback i’ve personally received in the past when applying for roles: > ‘job hopping’- tell me you don’t know the industry without telling me. out of 5 full-time roles, only once i left voluntarily (after 2 years). the rest ran out of money. my shortest gig was 3 weeks - not exactly rare in crypto. my longest non-crypto gig was 5 years. > ‘no top 100 project experience’ funny enough, i do have it - the project just merged/rebranded, so no one recognises the name. also, i’ve hired people from top projects and those who weren’t. performance didn’t necessarily correlate. > ‘not from solana/base/ethereum/etc ecosystem’ why would that matter? if you’ve been in crypto long enough, you’re two handshakes away from anyone anyway. > ‘following not big enough’ i've ranted about this before haha my following is real and engaged. i’d take that over inflated numbers any day. the truth is, few people in this space think long-term. fewer are willing to train or take bets on new(-er) talent. some of my best hires had zero ‘big names’ on their cv - only crazy work ethic and desire to learn.

Sometimes things in life don’t go as planned 😐 A little over two months ago, I moved to Abu Dhabi as Head of Marketing for NodeShift to prep the company for TGE. I built an amazing team, and together we took our marketing efforts to the next level. Unfortunately, due to internal changes, the company is shifting its focus from broad growth to targeted sales and product development, which means I’m now out of job. That said, I’m really proud of what we accomplished in such a short time leading up to TGE: >Grew X from 1k to 56k >Grew Discord from 1.5k to 76k >Built up YouTube, Telegram, and hit a TwitterScout Score of 221, with no bots or paid followers! We hit 3 out of 4 KPIs in the first month, and were set to crush the last one well before the deadline. I’ve spent the last 5+ years helping 30+ crypto startups grow in full-time roles, consulting, and accelerator programs. Now, I’m looking for a new challenge as CMO/Head of Marketing in DeFi, DePIN, AI, RWA, or any other cool crypto projects. If you hear of any openings, let me know - I’m ready to start right away. DM me for my CV. P.S: Amazing community and content leads are also available, DM me if you need their contacts!

just booked a non-crypto conference with my client - couldn’t believe my eyes, the booth was $700 for one of their industry’s top events in the US. really puts into perspective how inflated crypto events prices are, don’t think i’ve ever seen anything under like 7k

Would you be open for a quick chat to discuss potential synergies between our projects?

got rejected by a project once because my account (2k+ followers with 3.5k+ avg impressions/day) 'wasn’t big enough' meanwhile, their account had 100k+ followers but was struggling to hit 300 impressions idk i'd take my real followers over their bots any day

If I see a company in crypto where many people have worked for 2-3+ years, I’m immediately bullish. It usually means: - The company has a strong culture that values and rewards its people - They’ve made smart financial decisions and managed to stay in business through a few wild cycles - The founders know what they’re doing and actually have a plan It seems like a short period of time in web2, but in our industry, these cases are rare. Anyone here been working for the same project for 3+ years?

ct: we need more women in crypto also ct: > not her, she’s not attractive > no, this one’s too pretty, she must be dumb > let’s hire a woman as a face, not for her opinion > creates anon accounts to comment on women’s looks

If I meet you at Token in Dubai and your pitch starts with these, I'm out: - onboard the next billion users - revolutionizing xyz - empowering the community - permissionless innovation – built for mass adoption Congrats, you’ve said everything and nothing at once.

things i’m convinced most ppl on CT are lying about: > doing 200 meaningful replies a day > actually caring about privacy > trading profitably > really understanding marketing (beyond shitposting - real GTM, data, paid, SEO, email, etc) > working 15 hours a day (scrolling X doesn’t count)

things we need to normalise in crypto: > taking a break and admitting when you’re burned out instead of pushing through > not knowing everything about every trend or protocol > saying no to unrealistic demands > not turning every hobby into a side hustle > changing your mind when you learn something new

Confessions of a crypto marketer Some of the craziest things I’ve seen (or heard from friends) in 5+ years in the industry: > companies letting people go over issues like racism or harassment… then making them sign NDAs so nothing gets out > hiring a ‘public face’ CEO while the real (and shady) operators stay hidden > blatantly lying about how far along their product actually is > companies hiring & laying off teams within a period of 2-3 weeks - multiple times > making ‘pump the token price’ the only marketing goal (product adoption? irrelevant) > founders with zero technical understanding of what they’re building > companies that refuse to hire women (been told about this privately by a recruiter) > companies botting followers, views, engagement, comments - EVERYTHING - then growing a real following on top of that (“fake it till you make it”) > chatGPTing their whitepaper (we all know it happens, still wild every time) > and one I’ve had in my notes for months… A very well-known, very expensive PR agency gave a workshop: - almost 24h after the viral Solana ad - they had no idea what happened (meaning: no one checked CT all morning, not even once?!) - workshop was for pre-seed startups… but they used corporate case studies from Binance and Base - when asked which company had the best marketing/branding, the founder couldn’t name any other outstanding crypto project apart from Binance Anyone else wants to spill the tea? 👀

let’s play a fun game - is it an OF conference or a crypto conference? 1. sushi served on women’s bodies at the afterparty 2. a panel hosted from inside a hot tub 3. guys asking women to show feet in return for public nudity 4. guys collecting pics with women + posting without consent spoiler: only one of these isn’t about crypto

Can someone explain to me this recent trend of bashing people working in crypto? What's the point exactly, rage bait? Likes? What benefit does it bring to the industry? Also curious, do people writing such tweets see themselves in the rare 2% of talent, or are they part of the 98% "idiots"? Make it make sense. I get the market isn't great and everyone's pointing fingers, but maybe focusing on YOUR work would be more helpful. Am I the only one who's trying to stay positive? 😂

Everyone keeps complaining about the lack of talent in the industry and how hard it is to onboard Web2 professionals. But honestly, why would they join? To the people who aren’t really into crypto but see my lifestyle - remote work, traveling to cool places for events, doing work I actually enjoy - every now and then someone says ‘Maybe I should switch to crypto. Would you recommend it?’ And my answer is always no. Unless you’re absolutely obsessed with this industry, there’s no reason to be here. It’s 24/7, everyone’s chronically online, markets are volatile, one day you have a job, the next your whole team is laid off- and that’s the good scenario. The bad one is your project rugs and your ceo ends up in jail. The only constant is instability. I do love the space, despite all of that. But I also think anyone still here is a bit crazy. I wouldn’t take the responsibility of advising a regular person - someone used to 3-5 years at the same company, getting a steady paycheck, and having a 6-month roadmap- to move into crypto.

one thing i wanted to talk about – and i don’t think it’s discussed enough – is the bullying in crypto space space or should i say the dark side of being a cmo, dev rel, community lead or any other public facing role. i see it happening to so many colleagues and i’ve been on the receiving end myself. luckily i just got the light package – anons on x/tg criticising my voice, appearance and marketing skills. i’ve got thick enough skin for that. the full package is darker – death threats to you and your family, doxxing, personal info made public. that’s serious. yes bullying can happen to everyone in crypto, but - and correct me if i’m wrong - public facing roles get the most heat, as many of the engineers are anon and some founders are not active on socials (although the do get lots of heat, don’t get me wrong). just a quick reminder: in 90% of cases high-level decisions are not taken by marketers alone. it’s usually collective work of founder(s), cto, vcs, advisors etc. one company i worked with had 7 c-level decision makers - i wasn’t one of them but guess who still got blamed for everything. why am I writing about? well not to complain about our tough lives.i guess just to say we’re all human. treat people how you want to be treated. things change quickly and one day you might end up on the receiving end of the hate.

Maybe (?) a hot take: Perfectionism is killing your marketing. In crypto, speed > polish. Not every tweet needs a committee. Not every campaign needs to be a masterpiece. So many of the companies I’ve worked with lost momentum chasing ‘perfect’ and ended up losing. Done well & fast > done flawless.

crypto people: we want mass adoption also crypto people: > ew normies don’t get it > what do you mean it’s a complex transaction? just make 5 wallets and bridge 10 times, if you find it hard, you're not a crypto native > creating language and abbreviations no one else understands make it make sense

funny how trends work on ct remember when everyone loved emojis? then one day everyone woke up and decided that emojis were cringe now uppercase is cringe too and writing with mistakes is the new proof-of-human curious what the next one will be ps i just stay lowercase and emotionless, goes well with my eastern european vibe

finally founder to cmo translator

okay, so for people saying ‘we don’t need more women in crypto’ - let’s forget the moral side for a sec and talk business. Women make up ~50% of the global workforce and control ~80% of consumer spending. that’s trillions in purchasing power.* i’m going to follow up with controversial example. have you guys ever heard of Edward Bernays who’s considered to be father of PR? in the 1920s he was hired by american tobacco to boost sales. they’ve already maxed out the male market and were looking for ways to boost the profits. so Bernays found the missing half. back then, women smoking in public was taboo. Bernays reframed it as liberation. he staged the torches of freedom march in 1929 and overnight, smoking became a symbol of independence. female smokers jumped from <5% to over 30% within decades. cigarette sales doubled and billions were made. was it ethical? no did it work? absolutely now, imagine saying you care about adoption and profits and ignoring half the world’s wallets. * sources: world bank / ilo - women ≈47% of global workforce; bcg - women drive 70–80% of consumer spending (~$15T market)