LEXI LIU
London
Summary
Senior business development and partnerships professional with 10+ years across digital assets and financial services - from AML and RegTech through to digital asset security, MPC custody infrastructure, and institutional exchange trading. Sales experience has been concentrated in CeFi and custody infrastructure, with practical exposure to DeFi through client integrations rather than direct protocol-level work. Track record includes $1M+ annual revenue at Coinfirm, £10K to £90K monthly partner revenue at CoinCover. Has engaged with regulators across VARA and MiCA frameworks. Bilingual English and Mandarin, with an established network across EMEA and APAC.
Overview
9
9
years of professional experience
5
5
years of post-secondary education
Work history
Freelance Sales Consultant
Aryze & ChainUp
2026.02 - 2026.06
- Engaged as an independent BD and sales consultant supporting institutional client acquisition and pipeline development across two stablecoin and infrastructure businesses in parallel.
- Applied prior experience in custody, wallet infrastructure, and compliance-led enterprise sales to identify and qualify institutional targets for each company's specific product offering.
- Maintained direct client-facing ownership of commercial conversations, consistent with a working style of managing relationships personally rather than handing off to internal teams.
- Stablecoin & blockchain infrastructure companies
Institutional Sales Manager
Bitget
2025.08 - 2026.02
- Responsible for business development and revenue growth across institutional clients in EMEA and APAC, covering hedge funds, proprietary trading firms, market makers, brokers, and HFTs.
- Grew institutional trading activity to over $350M monthly across spot and derivatives markets through a combination of new client acquisition and expansion of existing accounts.
- Managed the full client relationship independently, from initial conversations and onboarding through to ongoing commercial support.
- Working across product, risk, compliance, and liquidity teams to deliver for clients without escalating the relationship.
- Built and maintained senior relationships across trading firms and investment managers with a particular focus on opportunities in liquidity provision, execution services, and treasury management.
- Represented Bitget at institutional events and industry conferences across Europe and the Middle East, contributing to brand positioning and pipeline development in both regions.
- Top-4 global crypto exchange by trading volume
Partnership & BD Director
CipherBC
2025.01 - 2025.08
- Brought on as the first commercial hire to define go-to-market strategy and generate revenue across MPC wallet infrastructure targeting banks, custodians, exchanges, OTC desks, and asset managers.
- Built the enterprise pipeline from zero and closed the company's first flagship client within three months - a deal that came through a re-established industry relationship and was run entirely independently from qualification through to signed contract.
- Stayed as the client's primary point of contact post-close, managing onboarding and feeding structured requirements back to product and engineering based on real deployment experience.
- Developed partnerships with custodians, exchanges, and financial service providers to integrate the wallet infrastructure, identifying co-distribution opportunities that widened the company's addressable market.
- Engaged directly with VARA as part of CipherBC's UAE market entry, represented the company in regulatory dialogue and shaped commercial positioning around the licensing process.
- MPC wallet infrastructure in Dubai
Business Partner
KO3 Bubble Tea (Ace Product Ltd)
2023.01 - 2025.01
- Founded and operated a consumer brand end-to-end: commercial strategy, sales, supply chain, and brand management.
Sales Director & Partnership Manager
CoinCover
2023.04 - 2024.10
- Built and scaled a custody partner ecosystem across APAC, onboarding key partners including Cobo, Ceffu, Safeheron, CipherBC, and Liminal, growing partner-generated revenue from £10K to £90K per month.
- Led the commercial launch of a new institutional security product, bringing in five enterprise clients in the first quarter and contributing to sustained double-digit revenue growth through the following period.
- Negotiated and closed complex enterprise agreements across digital asset security, operational resilience, and institutional risk mitigation, managing procurement, legal, and C-suite stakeholders through to signature.
- Represented CoinCover at Crypto Monday alongside Fireblocks, Liminal, and Copper, maintaining visibility within the institutional custody and infrastructure ecosystem.
- Engaged with VARA on behalf of CoinCover as part of the company's UAE market entry, direct regulatory dialogue covering security and protection infrastructure for digital assets.
- Blockchain protection & digital asset security — institutional focus
Senior Business Development Manager
Coinfirm
2021.11 - 2023.01
- Exceeded quota at 133%, generating over $1M in annual revenue through enterprise sales across banks, payment providers, exchanges, asset managers, and regulated financial institutions in EMEA and North America.
- Managed the full sales cycle for complex AML and transaction monitoring deployments — from identifying the right compliance and executive stakeholders through to multi-year contract close — and stayed as the account owner post-signature.
- Closed a $125K enterprise deployment within the Filecoin ecosystem, navigating a multi-stakeholder process involving technical, legal, and senior leadership on the client side.
- Worked closely with compliance leaders at financial institutions going through digital asset adoption, acting as an advisor on regulatory strategy and operational risk as well as a commercial counterpart — relationships that often extended well beyond the initial contract.
- RegTech & AML SaaS — banks, exchanges, payment providers, asset managers
Senior Account Manager Lead
BluFX
2019.01 - 2021.11
- Led account management across EMEA and APAC, delivering record monthly revenue of $400K and building a high-performing team responsible for client acquisition, development, and retention.
- Developed affiliate programmes and ambassador networks that created scalable acquisition channels across both regions — building the commercial infrastructure for sustained cross-border growth.
- Proprietary FX trading firm, London | EMEA & APAC
Business Partner
Xiang Li Antique
2017.01 - 2019.01
- Sales, client relationships, and sourcing in a niche luxury goods market.
Education
Master's Degree - Culture Policy & Management
City University
London 2017.01 - 2018.01
Bachelor's Degree - Horticulture Engineering
Nanjing Agricultural University
2012.01 - 2016.01
Skills
- Institutional Business Development
- Strategic Account Management
- Institutional Sales
- Enterprise Sales
- CeFi/DeFi Ecosystem
- Digital Asset Infrastructure
- Regulatory Engagement
- GTM Strategy
- Ecosystem Partnerships
- EMEA & APAC Coverage
- Bilingual English & Mandarin
Languages
English (Fluent)
Mandarin (Native)
COMMUNITY INVOLVEMENT
Voice of Hope – BRITE BOX 3D Project, Volunteer Chef, 2020-03, 2022-12, Taught pupils (13+) to cook Chinese dishes; meals delivered to local homeless shelters in partnership with Kingston Churches Action on Homelessness.
Timeline
Freelance Sales Consultant
Aryze & ChainUp
2026.02 - 2026.06
Institutional Sales Manager
Bitget
2025.08 - 2026.02
Partnership & BD Director
CipherBC
2025.01 - 2025.08
Sales Director & Partnership Manager
CoinCover
2023.04 - 2024.10
Business Partner
KO3 Bubble Tea (Ace Product Ltd)
2023.01 - 2025.01
Senior Business Development Manager
Coinfirm
2021.11 - 2023.01
Senior Account Manager Lead
BluFX
2019.01 - 2021.11
Master's Degree - Culture Policy & Management
City University
2017.01 - 2018.01
Business Partner
Xiang Li Antique
2017.01 - 2019.01
Bachelor's Degree - Horticulture Engineering
Nanjing Agricultural University
2012.01 - 2016.01