Kelly Reddington
Key Skills
Marketing & Growth
Crypto & Blockchain
AI & Emerging Tech
Data & Strategy
Kraken Institutional
I joined Kraken Institutional as a product marketer focusing on content strategy. I created social posts, animations, sales enablement material, decks for Payward Services (B2B offering), Prime brokerage, Exchange trading, Brochures for events, wrote blog posts, long-form educational primers, and more. I focused on broad strategy, tying our product offerings to industry narratives to trendjack and growth hack our social presence and to increase our MQLs in the pipeline.
I blend institutional positioning, infrastructure narratives, regulated financial messaging, and complex product abstraction to create content systems.
Blog Posts I Wrote While at Kraken
These blog posts display clear product marketing principles, content logic ladders, and oftentimes tie into the company's mission for impactful conclusions.
Product Integration Announcement
Now Live on OnramperKraken 360 Thought Leadership Content System
Exchange Trading 'API Unlocked' Content System
View API Content SeriesKraken Custody Expanded Asset Support
SPL Token Support for SolanaThis post taps into the internet capital markets narrative popularized by the Solana ecosystem, naturally segues into a Kraken 360 product spotlight, and ends with an inter-weaving of Solana's mission and Kraken's founding mission.
Institutional Product Marketing
Specialized in translating complex crypto and financial infrastructure into clear institutional narratives across Kraken Institutional's custody, execution, staking, financing, derivatives, and token lifecycle offerings.
The work combined product marketing, infrastructure positioning, educational content, and strategic storytelling to help institutional audiences understand how digital asset systems integrate into real-world operational, treasury, trading, governance, and investment workflows. The focus consistently centered on clarity, trust, regulatory alignment, and simplifying complexity without diluting technical sophistication.
Infrastructure for the OFFICIAL TRUMP Token Ecosystem
Product 1-pager covering qualified custody, OTC execution, derivatives access, collateral capabilities, and broader strategic partnership opportunities.
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DataVIS Initiative
Strategic initiative to bring Visibility, Identity, and Structure to WisdomTree's onchain data presence
DataVIS Initiative: Strategic Overview
Bringing Visibility, Identity & Structure to WisdomTree's Onchain Presence
The Strategic Challenge
In Web3, fragmented data across platforms creates friction for developers, partners, and institutional adoption. WisdomTree needed a unified onchain presence that builds trust and simplifies integration.
Why This Matters
"In crypto, transparency and easy access to docs, contract address info, and APIs builds trust and creates a more uniform brand experience onchain."
App Store Optimization
Strategic ASO management for WisdomTree Prime across iOS and Android, driving organic growth through data-driven optimization and creative excellence
App Store Optimization Strategy
Driving Organic Growth Through Strategic ASO
WisdomTree Prime App Store
Led comprehensive App Store Optimization strategy across Apple App Store and Google Play, driving significant organic growth through data-driven keyword optimization and strategic positioning.
Managed complete app store presence including custom promotional campaigns, localized listings, and cross-functional collaboration with Design, Product, Legal, and Compliance to ensure regulatory compliance while maximizing discoverability.
Featured App Store Creative Assets
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Showing the evolution of app store creative assets from earlier campaigns to current messaging
Crypto Native Copywriting
Transforming traditional fintech messaging into authentic crypto-native language that resonates with Web3 audiences
Original WisdomTree Homepage
Traditional Fintech Messaging
Overview
The original homepage used conventional financial services language with promotional offers and traditional marketing approaches that didn't authentically connect with crypto-native audiences.
Key Elements
- 'The future of finance is here' - generic fintech messaging
- Promotional offers like 'Get $100 in Bitcoin!'
- Traditional financial services tone and design
- Corporate marketing approach with multiple CTAs
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Transformation Summary
Before: Traditional Fintech
- • Generic "better system" messaging
- • Corporate financial services tone
- • Limited crypto terminology
- • Traditional value propositions
After: Crypto-Native
- • Direct, powerful "Wisdom Is Your Edge"
- • Authentic Web3 language throughout
- • Onchain, composable, DeFi terminology
- • Crypto-native value propositions
Strategic Ticker Branding
Comprehensive analysis of ticker optimization across multiple WisdomTree products, combining psychology, linguistics, and market dynamics
Strategic Ticker Branding Framework
Systematic Approach to Financial Product Naming
The Strategic Challenge
Ticker symbols are more than just identifiers—they're the first impression, the mental anchor, and the trust signal for financial products. Every character matters.
I developed a comprehensive framework combining psychology, linguistics, and market dynamics to optimize ticker selection across multiple WisdomTree products.
My Analytical Framework
Strategic Foresight: SEO to GEO
How I identified and led the strategic shift from traditional SEO to Generative Engine Optimization, positioning our team ahead of the curve in AI-driven discovery
Strategic Initiative: The AI Discovery Shift
Identifying the Future Before It Arrives
The Insight
"AI is fundamentally changing how people discover content and products. I'd like us to get ahead of this shift with a thoughtful, informed strategy."
Instead of scrolling through search results, users are relying on AI-generated answers, summaries, and recommendations. This trend is already impacting organic traffic and will only accelerate.
Ads, Threads, Social Posts
A showcase of viral content, strategic campaigns, and high-engagement social media posts that achieved 6x industry benchmark engagement rates
Corporate Communications
Professional Corporate & Business Communications
Professional corporate communications, business presentations, and strategic messaging designed for executive and institutional audiences.
by Kelly Reddington
Meme Marketing & Viral Content
Strategic meme marketing and viral content creation that drives engagement and builds authentic connections with crypto-native audiences
Meme Marketing Portfolio
Original Viral Content Collection
by Kelly Reddington
Work Samples & Expertise
Examples of viral content, strategic campaigns, and product marketing that drive real results
Product Marketing
The aim of my Product Marketing efforts is to translate the product vision into adoption. At the heart of great product marketing is the ability to understand the product, the market, and the end user, ensuring that every message resonates with the right audience.
My Approach:
Content Marketing
Education & Certifications
Continuous learning and professional development in marketing, technology, and business strategy
Professional Certifications
Education
University At Buffalo
Business Administration - Finance & Marketing Concentrations
Hilbert College
CyberSecurity/Infosec
Resume
Resume
Kelly Reddington
by Kelly Reddington
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