Clover Finance Overview
Clover Finance (CLV) is a UK-headquartered blockchain company in the Polkadot ecosystem, backed by Coinbase Ventures and Sequoia and recognized among the top 50 blockchain companies. Its ecosystem spans two products: a B2C self-custody crypto wallet where users buy CLV's token and swap or transfer assets across chains with lower fees, and a B2B cross-chain framework where developers build and monetize games and apps with play-to-earn mechanics powered by CLV's coin.
I joined as a growth hire during the 2022 crypto bear market, the only team member based in Turkey, working with a fully international team split across Hong Kong and New York.
Overview of My Role
As a Growth Marketing Specialist, I sat on a cross-functional Growth team that reported directly to the CEO and acted as the bridge between product and marketing. Roughly half my week went to product, design, and development teams shaping features, and the other half to the marketing side, where I owned paid acquisition, community, lifecycle, and developer marketing across both the B2C wallet and the B2B developer ecosystem.
Paid Acquisition at Scale
I managed a $2M monthly ad budget across Google Ads, Meta Ads, and Reddit, plus sponsorships of online crypto communities. Because Clover served users worldwide across the US and Asia, where acquisition costs differ sharply by country, I ran campaigns country by country, A/B tested creatives with designers, and optimized conversion on both landing pages and inside the app. I ran the relationship with our US agency on brand partnerships and sector insights while keeping performance marketing in-house.
Product-Led Growth and Lifecycle
I owned the in-product growth and lifecycle work: CRM, push and email automations, onboarding flows, and segmented messaging tied to where each user sat in the funnel. My core KPIs were onboarding completion, churn, and ARPU, and I tracked users funnel by funnel to find and fix drop-off. I also built and maintained the MarTech stack, attribution with Adjust, Firebase Cloud Messaging, the Facebook SDK, analytics events feeding Google and Meta, and a migration to Mixpanel, working hand in hand with the developers.
Community-Run Growth
In crypto, the community is the product's real distribution. I grew and engaged Clover's community to 250,000+ members on Telegram and 150,000+ followers on Twitter and treated it as a primary, low-cost acquisition and retention engine through the bear market. I ran AMA sessions with the CEO for both consumer and developer audiences, brought crypto opinion leaders and KOLs into the community to spark discussion and pull in new users, organized hackathons, and ran a dedicated B2B community for the developers building on Clover.
Cross-Chain Partnerships and Developer Marketing
A large share of our growth came from partnerships. I worked with other blockchain projects to make their tokens transferable and swappable inside Clover's wallet, merging the two communities and winning their users. On the developer side I ran a product-led, zero-touch motion: instead of selling, we made onboarding frictionless, integration fast, and documentation strong, so developers discovered Clover through the community and our partnerships. The ecosystem spanned Polkadot, Kusama, Ethereum, Solana, and BNB Chain, with oracle support from Chainlink.
Results
Through paid, community, lifecycle, and partnership work, I helped grow Clover's monthly active users from 80,000 to 220,000 over an eight to nine month stretch, all through the 2022 bear market, contributing to what became one of Asia's leading crypto wallets.
