paid in bitcoin

brand & product marketing lead

In April 2023, I spearheaded the GTM for Paid in Bitcoin, a new feature enabling Cash App U.S. customers to allocate a portion of their paycheck to bitcoin. Our marketing campaign resulted in a significant surge in first-time Paid in Bitcoin enrollments, as well as changes in allocation.

We executed hyper-focused communications targeting 5 million Bitcoin and Direct Deposit customers via email, achieving an impressive average open rate of 30%, surpassing the 20% average open rate for financial institutions. Our announcement post on garnered over 400,000 views, showcasing strong engagement from our audience.

Social influencer Wicked has been organically praising our BTC paycheck deposit product on X, further amplifying awareness and positive sentiment around Paid in Bitcoin.