The Marketing Desk

Tyler Fleischer
  • 5.0 (3)
  • Marketing

Conversations with marketers across digital assets. The Marketing Desk is a video podcast delivering tactical conversations with marketers across the digital asset ecosystem. One practitioner to another.

Episodes

  1. 2d ago

    The Flywheel Behind Institutional Crypto Brands with Sunil Chauhan | Ep 07

    Most marketing agencies stop at awareness. Sunil Chauhan, Co-founder of Evolve Digital Group, builds his around the next step: turning brand recognition into real business. Sunil has spent 17 years in marketing and has worked in digital assets since 2017–2018, mostly with institutional clients like prop trading firms, market makers, investment funds, and derivatives dealers. In this episode, we talk about why crypto marketing now looks a lot like the TradFi playbook it once rejected, how Evolve's four-step flywheel helped one client grow from AUM in the low hundreds of millions to close to $1B, and why siloed channels break brand identity. We also get into his take on AI for comms content (they don't use it), why trust and transparency come up in every client conversation, and the channel he thinks digital asset teams are underinvesting in. Chapters: 01:03 What Evolve does: marketing, PR, and business development 03:40 Blending TradFi expertise with digital asset marketing 08:17 Crypto marketing is converging with the TradFi playbook 09:42 Institutional clients and who champions marketing internally 12:58 Trust and transparency: pitching CEOs vs. CMOs 16:47 How capital intro and BD fit into a PR retainer 19:51 The flywheel effect: identity, narrative, confirmation, execution 24:46 Measuring success in phases 27:15 Why Evolve doesn't use AI for content 30:37 Where agencies and clients disagree: events and siloed channels 34:44 Working toward one North Star goal 36:37 The most undervalued channel: research and contentFollow Sunil: LinkedIn: https://www.linkedin.com/in/sunil-chauhan1988/ Evolve Digital Group: https://justevolve.io Follow Tyler: X: https://x.com/tyler_fleischer LinkedIn: https://www.linkedin.com/in/tyler-fleischer/ Flowdesk: https://flowdesk.co/ Follow The Marketing Desk: X: https://x.com/themarketingdsk LinkedIn: https://www.linkedin.com/company/the-marketing-desk-podcast YouTube: https://www.youtube.com/@themarketingdsk

  2. Sep 22

    Marketing a Product the Market Didn’t Know it Needed with Oliver Carding | Ep 06

    Unlock the strategies of crypto marketing with Oliver Carding, Head of Marketing at Tesseract. In an industry where innovation meets compliance, Oliver shares how Tesseract is revolutionizing the lending and DeFi vault market by becoming a MiCA authorized business in the EU. This is essential listening for marketers eager to understand the intersection of regulation and technology in the crypto space. Oliver’s journey into crypto began in the early days of Bitcoin, navigating through the complexities of marketing in a rapidly evolving industry. He reveals how Tesseract's unique approach to dedicated client vaults sets them apart and why regulatory compliance is more crucial now than ever. With the recent changes in the European landscape, Oliver provides insights into how these regulations are shaping the future of finance. Chapters: 00:44 — Paid in mining hardware: an accidental crypto origin story06:47 — What Tesseract actually does: lending and DeFi vaults07:31 — Why pooled vaults aren't compliant, and what a dedicated client vault is09:41 — MiCA and CASP, explained, and what passporting unlocks12:25 — Who Tesseract markets to13:10 — The channel mix: PR, LinkedIn, email14:56 — Why press matters more now than it did in the SEO-and-links era20:55 — Case study: launching a product the market didn't know it needed27:22 — Repositioning: from "Managed DeFi" to "Dedicated Client Vaults"32:59 — The comparison table he learned from SaaS37:18 — Is regulation a marketing advantage or disadvantage?40:22 — Advice for marketers joining a regulated crypto business Follow Oliver: LinkedIn: https://www.linkedin.com/in/oc-marketing-manager-manchester/ Tesseract: https://tesseract.fi Tesseract on LinkedIn: https://www.linkedin.com/company/tesseractinvestment/ Follow Tyler: X: https://x.com/tyler_fleischer LinkedIn: https://www.linkedin.com/in/tyler-fleischer/ Flowdesk: https://flowdesk.co/ Follow The Marketing Desk: X: https://x.com/themarketingdsk LinkedIn: https://www.linkedin.com/company/the-marketing-desk-podcast YouTube: https://www.youtube.com/@themarketingdsk

  3. Sep 2

    The Art of Product Marketing in AI and Crypto with Danny Carpentier Balough | Ep 05

    In this episode, Tyler Fleischer interviews Danny Carpentier Balough, Director, Product Marketing and GTM Strategy at the NEAR Foundation. They discuss the foundation's vision of integrating AI and crypto, the complexities of product marketing in a fast-paced environment, and the importance of a coherent narrative that resonates with various target audiences. Danny shares insights on the recent product launch of IronClaw, the go-to-market strategy, and how the foundation addresses the needs of consumers, enterprises, and governments. The conversation emphasizes the significance of data sovereignty and the challenges of aligning product development with market demands. In this conversation, Danny discusses the intricacies of product roadmaps, the importance of flexibility in messaging, and the evolving role of AI in marketing. He emphasizes the need for a coherent vision and the significance of testing messaging across various channels. Danny also highlights the friction that can arise between teams and the necessity of collaboration in shaping effective marketing strategies. Looking ahead, he predicts a convergence of product management and marketing roles, driven by advancements in AI and the need for agile responses to market changes. Chapters: 00:00 Introduction to NIR Foundation and Its Vision03:02 The Role of Product Marketing in a Fast-Paced Environment05:47 Strategic Narrative Development for Complex Products09:03 Recent Product Launch: IronClaw and Its Go-to-Market Strategy11:49 Target Audiences: Consumers, Enterprises, and Governments18:07 Connecting Product Development with Market Needs27:06 Navigating the Gap Between Vision and Product Market Fit29:44 Navigating Product Roadmaps and Flexibility33:16 Testing Messaging and Content Strategy36:56 The Role of Friction in Messaging44:10 AI's Impact on Marketing Workflows49:11 The Future of Product Marketing Roles53:15 Adapting to Narrative Shifts in Marketing Follow Danny: LinkedIn: https://www.linkedin.com/in/danny-carpentier-balough/ NEAR Foundation: https://www.near.org/ Follow Tyler: X: https://x.com/tyler_fleischer LinkedIn: https://www.linkedin.com/in/tyler-fleischer/ Flowdesk: https://flowdesk.co/ Follow The Marketing Desk: X: https://x.com/themarketingdsk LinkedIn: https://www.linkedin.com/company/the-marketing-desk-podcast YouTube: https://www.youtube.com/@themarketingdsk

  4. Aug 18

    How to Market to Crypto Developers (Without Being Technical) with Melissa Henderson | Ep 04

    Melissa Henderson spent her early career as a journalist in fashion media before she entered crypto. Now she runs growth marketing at the Interledger Foundation, where she argues that being the only non-technical person in the room is a superpower, not a liability. We get into where the crypto Twitter playbook stops working, how to create content for developers without stripping out what makes the product real, what fashion media taught her about "taste" in tech, and why she thinks marketers with a core philosophy will stand out. Chapters: 00:00 — Intro 01:00 — From fashion journalism to crypto systems builder 02:53 — What the Interledger Foundation actually solves 05:31 — The crypto Twitter playbook, and where it stops working 12:30 — Developer marketing: telling technical stories that land 20:48 — What fashion media taught her about “taste” in tech 25:59 — Marketing ops and the "marketing plumber" 30:22 — How AI rebuilt her reporting and deck workflow 37:16 — "Philosophy is going to eat crypto, AI, and software" 39:49 — Advice for newcomers: gamify everything 41:51 — Closing Follow Melissa: X: https://x.com/futurebymelissa LinkedIn: https://www.linkedin.com/in/melissa-a-henderson/ Substack: https://futurebymelissa.substack.com Instagram: https://instagram.com/futurebymelissa Interledger Foundation: https://interledger.org Violet Verse: https://violetverse.io Follow Tyler: X: https://x.com/tyler_fleischer LinkedIn: https://www.linkedin.com/in/tyler-fleischer/ Flowdesk: https://flowdesk.co/ Follow The Marketing Desk: X: https://x.com/themarketingdsk LinkedIn: https://www.linkedin.com/company/the-marketing-desk-podcast YouTube: https://www.youtube.com/@themarketingdsk

  5. Aug 4

    Spray, Pray, and Justify: Performance Marketing in Digital Assets with Jake Langer | Ep 03

    Running performance marketing motions in the digital asset industry means advertising under platform restrictions, building attribution models on broken data, and still walking into a leadership meeting with an ROI number. Jake Langer has been doing exactly that throughout his career, and now as a marketing consultant at the NEAR Foundation. In this episode, he gets into all of it. We cover the real state of paid media in digital assets: which channels actually work, the spray-and-pray reality of crypto audience targeting, and how to make the ROI argument when the attribution data doesn't tell the full story. Chapters 00:00 Introduction to NEAR Foundation01:15 The Vision of NEAR01:47 The Journey to Performance Marketing03:29 Performance Marketing at NEAR06:41 Navigating Platform Restrictions09:16 Challenges in Paid Advertising11:26 Justifying Marketing Spend15:09 Attribution Challenges in Crypto19:56 The Future of Performance Marketing22:19 Undervalued Marketing Channels28:03 Value of In-Person Events31:51 The Attribution Model Follow Jake: https://www.linkedin.com/in/jakelanger/ Follow Tyler: https://x.com/tyler_fleischer https://www.linkedin.com/in/tyler-fleischer/ Follow The Marketing Desk: https://x.com/themarketingdsk https://www.linkedin.com/company/the-marketing-desk-podcast https://www.youtube.com/@themarketingdsk

  6. Jul 21

    How to Market Stablecoin Infrastructure with Jay Kurahashi-Sofue | Ep 02

    How do you market stablecoin infrastructure when the exciting applications are built on top of it? Jay Kurahashi-Sofue, CMO at Eco, has been figuring that out for the past two years. Eco is the stablecoin network making money programmable across every major blockchain. Jay joined as CMO in June 2024, and has been building the marketing function ever since. Before Eco, Jay spent four years leading marketing at Ava Labs, growing Avalanche into one of the most recognized L1 brands in crypto. In this episode, we get into the tactical, unglamorous reality of marketing stablecoin infrastructure: how you build channels when you're a lean team, how you measure what's working without an analytics team, and how you tell a compelling story when your product is the layer underneath the application people get excited about. We cover: What Jay walked into when he joined Eco (a consumer fintech app and a Venmo-style wallet, now pivoted to pure B2B infrastructure)The plate-spinning approach to building a marketing function channel by channelWhy the stablecoin narrative tailwind is real, and why it's also a distraction if you're not carefulEco's positioning play for agentic payments before the market finds product market fitThe AI-powered SEO workflow Jay built in Claude that generates, publishes, and ranks content on page one, without an engineering team Chapters: 00:00 — Intro00:15 — What Eco does and why programmable money matters04:15 — Jay's path: Ogilvy, Aeroswap, Avalanche, Eco09:54 — What he found under the hood at Eco in 202414:19 — Day-to-day: running marketing as a team of three19:49 — How to build measurement without an analytics team25:52 — Who Eco actually markets to28:48 — The stablecoin narrative: tailwind and trap35:10 — Positioning infrastructure inside a consumer narrative40:03 — Agentic payments: marketing a category before it exists43:47 — The AI workflows Jay would miss if they disappeared tomorrow47:50 — Advice for marketers new to digital assets -- Follow Jay: https://x.com/jayks https://www.linkedin.com/in/jayksofue/ https://eco.com Follow Tyler: https://x.com/tyler_fleischer https://www.linkedin.com/in/tyler-fleischer Follow The Marketing Desk: https://x.com/themarketingdsk https://www.linkedin.com/company/the-marketing-desk-podcast

  7. Jul 7

    Why the Quietest Brand in the Room Wins | Jordan Achilli | Ep 01

    In the inaugural episode of The Marketing Desk, I sit down with Jordan Achilli, VP of Brand Design at Forge, a private securities marketplace recently acquired by Charles Schwab. We talk about what it actually takes to build a brand that earns trust in digital assets. Jordan has been building brands in this space for years, from Bloomberg, to The Tie, to Forge, and his take cuts through the noise: in an industry where everyone is yelling, the quietest brand in the room wins. We get into the full process of building a brand from scratch, why rushing it is one of the most common and costly mistakes in crypto, and why trust — not awareness, not engagement — is the only brand metric that actually matters in financial services. We also dig into the difference between building for institutional vs. retail audiences, whether founders should be the face of their company, and what the Forge-Schwab acquisition looks like from the inside of a brand team. If you're a marketer, founder, or designer building in digital assets, this one's for you. Topics covered: How to build a brand from scratch in cryptoThe biggest brand mistakes in digital assetsHow to build trust as a brand in financial servicesInstitutional vs. retail brand buildingPersonal brands vs. company brandsWhat happens to your brand during an acquisition -- Follow Jordan: https://www.linkedin.com/in/jordanachilli Follow Tyler: https://x.com/tyler_fleischer https://www.linkedin.com/in/tyler-fleischer Follow The Marketing Desk: https://x.com/themarketingdsk https://www.linkedin.com/company/the-marketing-desk-podcast

  • 7 Episodes

Ratings & Reviews

5
out of 5
3 Ratings

About

Conversations with marketers across digital assets. The Marketing Desk is a video podcast delivering tactical conversations with marketers across the digital asset ecosystem. One practitioner to another.

Information

  • Creator
    Tyler Fleischer
  • Years Active
    2026
  • Episodes
    7
  • Rating
    Clean
  • Copyright
    © 2026 Tyler Fleischer