Marketing Genopets

Overview

Genopets is a move-to-earn Web3 game that blends fitness, self-care, and crypto.

As the in-house marketing lead from beta to brand maturity, I helped grow Genopets to over 500,000 players and supported campaigns that drove a 45% Day-30 retention rate. I crafted social content, product announcements, animated videos, in-game storytelling, and email flows to keep players engaged and excited to return.

Role

I cross-functionally collaborated with product, dev, and community teams to effectively act as a one-woman marketing team—leading every aspect of campaign creation from idea to design to analytics.

• Marketing strategy & campaign planning

• Social media management (X, Telegram)

• Creative direction for video + visual assets

• Email & in-app lifecycle marketing

• Copywriting (social, blog, press, in-game notifications)

• Analytics + performance optimization

Challenge

Grow a brand-new Web3 game from scratch. That meant getting players in the door, helping them understand how to play, and giving them a reason to stick around—despite the complexity of crypto onboarding and early product limitations.

Solution

I worked cross-functionally to build full-funnel campaigns that combined education, storytelling, and community. From writing tweets to designing community guides, to launching weekly in-app messages and email campaigns—I met players where they were, helping them learn, stay engaged, and come back for more.