Bitcoin Depot: Creative Services Manager, 2023 – Present

Lifecycle email, CRM journeys, and paid media run as one connected engine — built in Salesforce Marketing Cloud and driven by audience segmentation.

Role

Creative Services Manager

Industry

Fintech / cryptocurrency

Duration

Jun 2023 – Present

Bitcoin Depot Nasdaq listing in Times Square

01 · The brief

Email and CRM have to do real work: acquiring customers, converting them, and winning them back when they lapse. And they can't run in a lane separate from paid media and the rest of the funnel. The goal is one connected campaign engine, not channels working in isolation.

02 · Approach

I build the lifecycle in Salesforce Marketing Cloud, with a journey mapped to each stage and the audience segmented so the right message reaches the right customer, then run email, CRM, and paid media off one plan so each channel sets up and reinforces the next. Win-back flows re-engage lapsed users, drip sequences nurture new ones, and promotional campaigns are timed to convert, with paid media extending the reach. Working from one system is what lets campaigns launch fast without rebuilding from zero.

03 · What I designed & ran

Integrated campaigns:
Email, CRM, and paid media planned together and pulled from one creative system.
Win-back journeys:
Automated flows to re-engage lapsed and inactive customers.
Drip campaigns:
Staged nurture sequences for onboarding and new customers.
Promotional campaigns:
Timed, targeted sends built to drive action.
Paid & display media:
Video and static ad creative that amplified each campaign.
Audience segmentation:
In Salesforce Marketing Cloud, powering the targeting across every channel.
Reusable campaign architecture:
Templates so new journeys and campaigns launched fast and stayed on-brand.

04 · Working across teams

I owned this end to end, coordinating targeting and timing with marketing and product, and running the work through Monday.com.

05 · Outcomes

A reusable campaign system:
Templated journey and campaign architecture so new win-back, drip, promotional, and paid flows launched without rebuilding from scratch.
Faster turnaround:
Campaign build time cut by roughly half once the templates and segmentation logic were in place.
On-brand at scale:
Creative stayed consistent across every journey, segment, and channel, even as more hands touched the work.
Self-serve journeys:
Lifecycle flows the team could run and iterate on without redesigning each send.
One source of truth:
Segmentation and creative built in Salesforce Marketing Cloud so targeting and design stayed aligned.

Projects Highlights

Website & Rebrand

Website and Rebrand info here

Paid Media Creative

I create motion graphics, video, and static ads across Google (including Demand Gen), Meta, and LinkedIn for the consumer side of the business, and manage translations to run these campaigns across international markets. During the Nasdaq launch, I designed a dedicated ad series for Stocktwits and Robinhood Snacks to promote the company going public, reaching an investor and finance audience beyond the usual channels. I run all of it through a structured production process in Monday.com to keep high-volume creative on schedule and on-brand.

App & App Store

I design the app store presence for both Apple and Google Play, across the US and every international market. Working with the product team, I guide the brand and support user-facing elements in Figma, keeping the experience consistent everywhere the app appears. During the app's redesign, I own the brand and communication side, making sure the new product stays on-brand and speaks clearly to customers.

Instore Marketing - Kiosk Experience

I brand, design, and manage production of the kiosk wraps and on-screen experience across 9,000+ store locations, including national retailers like Circle K and 7-Eleven, creating the in-store user experience customers interact with at the machine. I design the full in-store asset suite, including bollard wraps, window graphics, banner flags, and brochures, then hand off print-ready files and work with the operations team to meet each launch deadline.

Lifecycle Email & CRM

Lifecycle and promotional emails built and run in Salesforce Marketing Cloud, targeted with kiosk data from Data Cloud. I own content strategy, design, and build across a welcome series, a win-back series, and two weekly promos, with weekly reporting on send performance and the full calendar managed through Monday.com.