Scaling Nazza to 5,000+ users
The Company
Nazza is a cryptocurrency platform that enables users to convert crypto to fiat, swap cryptocurrencies, and pay for utilities. I joined as Growth Manager to accelerate user acquisition while reducing customer acquisition costs
The Challenge
Despite operating for over two years, Nazza had acquired approximately 1,000 users, largely through expensive influencer campaigns and other paid initiatives. The business needed a more scalable and cost-efficient growth strategy
My Approach
I started by repositioning the product—refining the messaging, contributing to pricing improvements, and leading the redesign of the company website to create a clearer buyer journey.With that foundation in place, I reworked our demand generation strategy.
Instead of targeting general tech audiences, I identified companies with physical products as our ideal customers. I built a small marketing team and combined content marketing with targeted industry events to engage decision-makers who were more likely to convert.I began by analysing user behaviour, interviewing existing customers, and speaking with internal stakeholders to better understand the product, market, and growth opportunities.
From these insights, I developed a growth strategy centred on performance marketing and experimentation. Working within the advertising restrictions placed on crypto products, I launched targeted acquisition campaigns across platforms including X (formerly Twitter) and continuously tested messaging, audiences, creatives, and landing pages to improve performance.Alongside paid acquisition, I supported broader lifecycle and activation initiatives to improve conversion from signup to first trade.
The results
Nazza grew from to over 5,000 registered users, significantly increasing the company's user base while establishing a more measurable and data-driven acquisition framework.
Tools
AppsFlyer, Mixpanel, GA4, Google Tag Manager, Meta Ads, X Ads, SendPulse, Looker Studio
