Marcus Ribeiro
Summary
Ecosystem and GTM leader with seven years in crypto, driving founder support and GTM/marketing/launch strategy across 100+ campaigns - working directly with teams across Asia, LATAM, MENA, and Europe to turn early concepts into live, growing ecosystems.
At Frontier, I manage a $1.3M GTM budget, coordinate global KOL and agency networks, and advise 30+ projects to refine their pre TGE and post launch strategy. I've also built a high signal personal brand on Crypto Twitter (8k+ organic followers), giving me real time insights into market behaviour and direct access to the creators, communities, and conversations that shape the space.
Overview
10
10
years of professional experience
Work history
Strategic GTM & Growth Lead, NEAR Ecosystem
Frontier Growth
01.2024 - 11.2025
- Managed a $1.3M GTM budget, advising 30+ projects on GTM and pre TGE marketing strategies to enhance visibility.
- Streamlined agency coordination, improving efficiency and return on investment for campaigns.
- Developed and launched NEAR's TikTok presence, rapidly growing user engagement.
- Shaped cross org narrative alignment across NEAR Foundation, Proximity Labs, and protocol teams.
Growth & Community Lead
NEAR Foundation
01.2021 - 01.2023
- Advised and supported 70+ early stage web3 projects from zero to launch - building scalable onboarding flows, growth frameworks, and ensuring alignment with NEAR's ecosystem strategy.
- Led ecosystem wide GTM initiatives - built intake systems for marketing requests, VC/fund matchmaking, and event sponsorships, streamlining founder access to NEAR's full support stack.
- Collaborated directly with NEAR Foundation leadership and C-suite, shaping external communications and partnership narratives for major strategic initiatives.
- Forged and maintained high trust relationships with founders, investors, and KOLs - acting as a strategic bridge between protocol stakeholders and the broader web3 community.
- Implemented tracking systems for ecosystem health and project progress, generating actionable insights used for ongoing ecosystem strategy refinement.
Preferred Relationship Specialist
Bank of America
01.2016 - 01.2017
- Top 1% nationally ranked; trained new hires and developed onboarding materials.
Skills
- Narrative Driven GTM: Architected and supported with 100 campaigns across X, TikTok, Discord; designed high velocity growth loops for NEAR's ecosystem
- Global Expansion: Led regional GTM ops in Asia (Korea, SEA, Japan, China), LATAM, and MENA
- Founder First Ops: Embedded with early teams to scope deals, spin up community, design incentive mechanics, and remove friction to launch
- Data Backed Execution: Owned $13M GTM budget at Frontier; working with/creating CRM integrated templates, campaign playbooks, and reporting infra
- Ecosystem Connector: Deep relationships with top tier KOLs, Agencies, Protocols, Projects/Founders
- Channels: Twitter/X, TikTok, Discord, Telegram
- Analytics: Kaito, Cookie, Tie Labs, Dune, Flipside
- Agency Collab: AP Collective, Arcadia, Pink Brains, and many more
- Template driven approach: Created standardized GTM templates used by the NF and projects to track campaign success, messaging, and assets
Accomplishments
- Redesigned the entire GTM budget strategy for NEAR Foundation to be $400k+ more cost effective annually while increasing output and campaign quality, cutting bloated agency spend and shifting to a performance based model.
- Launched and managed GTM campaigns for top NEAR ecosystem projects and initiatives - crafting creator led, CTA driven campaigns resulting in real traction and measurable user engagement.
- Built NEAR's TikTok community funnel to over 3,500 users in under 3 weeks, pioneering a UGC strategy that outperformed traditional crypto Twitter activations.
- Created a standardized KOL + GTM process now used across Frontier and NF marketing - including campaign briefs, content calendars, and measurement loops.
- Proposed and secured a $1.3M+ yearly GTM fund to support ecosystem project launches with direct NEAR aligned campaigns (up to $50k/project).
- Helped design and execute the Kaito Yaps Rewards campaigns - one of the most high signal engagement loops ever for NEAR.
Timeline
Strategic GTM & Growth Lead, NEAR Ecosystem
Frontier Growth
01.2024 - 11.2025
Growth & Community Lead
NEAR Foundation
01.2021 - 01.2023
Preferred Relationship Specialist
Bank of America
01.2016 - 01.2017