All good things come to an end. After 11 incredible months, my time at XBorg has come to a close. A little over a year ago I joined CT. A few weeks later, Connor DM’d me about a social media role at the company. I had no idea that message would lead to one of the most formative periods of my career. I’m incredibly grateful to the XBorg team for trusting me with the opportunity and letting me prove myself beyond what was written on my resume. Over the past year I’ve learned more than I could have imagined and become a far better marketer than the version of me who first joined CT. Now I’m ready to take that experience and bring it to the next project. Let’s cook again 👨🏾‍🍳

I love when a founder says “we need to go viral” like virality is a big red button i can just press

Me when the CMO asks me to “make the copy better” for the 7th time

Just got my first scam job offer in months. I’m officially unwashed

Tech bros have an obsession with “replacing marketers” and it’s so weird. They see AI generating content and slop strategies and conclude that marketers are becoming obsolete. But the outputs of marketing ≠ the work itself. A tweet is easy to look at once it’s been posted. Getting to that final version involved a lot of decisions you didn't see. It’s also why slop input produces slop output. If you don’t understand marketing, AI won’t magically make you a good marketer. It’ll just help you produce more content that doesn’t do anything.

“Marketing is easy” devs the second you ask them for one campaign idea

Marketing roles are commonly mixed up, so let’s break them down: Head of Content: develops and leads the broader content strategy, deciding what the company should create, which audiences it should reach, and how content supports its marketing goals across channels. Social Media Manager: owns the brand’s social media presence, managing platform-specific content, publishing, audience engagement, and performance. Product Marketer: defines how a product is positioned, communicated, and brought to market, including its messaging, target audience, differentiation, and launches. Growth Marketer: finds and tests ways to acquire users, increase conversions, and improve retention through experimentation across the customer journey. Influencer Marketing Manager: plans and manages influencer campaigns, from finding the right creators and negotiating partnerships to coordinating content that increases awareness and product adoption. AEO / GEO Specialist: improves a brand’s visibility in AI-generated answers and recommendations by optimizing its content and online presence for AI search. Head of Marketing: leads the overall marketing strategy, manages the marketing team, and ensures all marketing efforts work together to drive the company’s business goals. There’s more to marketing than social media.

Things that give me anxiety: - banks - visa - customs - taxes - government websites - watching an important tweet sit at 17 impressions for the first hour

“Why do we need a marketing person?” Dude, no one is forcing you to get people to know you, trust you, and use your product.

If you’re building AI for creatives, perception is a major marketing challenge. A lot of creatives resist AI because they see it as something that abstracts the creative process. You put something in, AI does the work, and you get something out. That makes it harder to sell to them because you’re asking them to reconsider their stance on AI. One way I think companies could start doing this is through UGC: have creators show how they use your tool in their workflow, so their peers can see that using AI doesn’t automatically mean handing the entire creative process over. Obviously it isn’t going to fix AI’s reputation on its own, but I think it could help people understand how these tools are actually being used. Curious to see which company does this properly first.

Brands are constantly asking their audience to do things for them. Buy this, sign up for this, share this, follow us. But what have you done for them first? If you want people to give you something, lower the barrier for them by consistently giving them something they'd find useful.

If the tweet does well i’m a genius. if it doesn’t, we’re just testing a hypothesis

Having 100k followers doesn’t mean 100k people will see your next post. People aren’t online at the same time, and platforms don’t show every post to every follower. Follower count is potential reach, not guaranteed reach.

Remember the kids in your class who used to get bullied? They work in crypto marketing now

The tweet went viral. We have no idea why, but we will now spend the next 3 months trying to recreate it and never will

What posting tweets on a brand account post-airdrop feels like

Years of experience as a job requirement is bullshit. Having 5 years of experience doesn’t automatically make you better at a job than someone with 2. The latter could’ve spent those 2 years doing exceptional work while the former spent their 5 years being mediocre. Yet the person with 2 years of experience might not even apply if the JD says “must have 5 years of experience” You end up losing out on great candidates.

Yes brother, I’d love to come by your Token2049 booth. I love booths. Crypto companies don’t do enough booths. This is only my 17th booth today and it’s not even lunch. No I’m not tired of getting another branded t-shirt at all. I think I actually need more

Yeah the brand voice is “human” but every sentence still needs to go through legal, ops and HR

Recruiters typing the “We regret to inform you…” email

You might think you’ve repeated yourself too much, but your audience doesn’t see your content the way you do. You see every post, so you remember what you posted yesterday, last week and last month. Your audience sees hundreds of other posts and might see yours once, or not at all. So when you repeat an idea, you’re giving it more chances to reach people who didn’t see it the last time.