Margo

How a crypto fintech startup built a nationwide Bitcoin ATM network and achieved rapid growth.

Background

Margo, a crypto fintech startup, set out to create a nationwide Bitcoin ATM network while offering innovative services like a Buy Bitcoin Online platform and a Private Client Desk for high-volume cryptocurrency trades. As a newcomer in the competitive and highly regulated crypto space, Margo needed to establish credibility, attract users, and navigate complex compliance requirements while building its brand from scratch. Independently leading all marketing initiatives for Margo and its portfolio brand, American Crypto, I managed everything from strategy and creative execution to data-driven analysis, driving growth, acquisition, and retention in this challenging industry.

The Challenge

Launching in the cryptocurrency industry posed unique hurdles. Margo had to develop a cohesive brand identity that would resonate with both users and potential retail partners. Building trust was critical, particularly in a space where compliance issues often hinder growth. The organization also needed to secure SMS marketing approvals, achieve Google My Business (GMB) verification for thousands of locations, and implement scalable marketing strategies—all while maximizing limited resources. Additionally, creating a seamless digital experience and executing retention-focused campaigns were essential to establishing Margo as a reliable and recognizable leader in the market.

INDUSTRY:

Cryptocurrency, FinTech

BUSINESS MODEL:

B2C, B2B

SERVICES:

Brand identity development, website design and development, marketing strategy, social media management, SEO optimization, email marketing, SMS marketing, Google My Business management, advertising campaigns (Google Ads, LinkedIn, Facebook), copywriting, content strategy, and creative direction.

Launching Margo from the ground up required more than just marketing—it demanded a comprehensive strategy to overcome the unique challenges of the crypto and FinTech industry. From navigating complex compliance requirements to building a cohesive brand identity, every step was designed to position Margo as a trusted leader in the market. Through in-depth analysis, creative branding, and data-driven execution, I developed and executed strategies that not only launched the brand but drove rapid growth and measurable results.

My Approach

To build Margo from scratch and establish it as a competitive force in the crypto ATM market, I implemented a multi-faceted strategy addressing both the unique challenges of the cryptocurrency industry and the broader needs of a growing fintech brand:

Brand Development and Strategy
▸ Designed a cohesive brand identity, selecting colors, creating custom ATM wraps, and producing visually compelling marketing materials.
▸ Developed and optimized the Margo website, managing design, copy, and SEO to ensure a trustworthy and user-friendly digital presence.
▸ Crafted a go-to-market (GTM) strategy for Margo Bitcoin ATMs, the Private Client Desk, and Buy Bitcoin Online services.

Marketing Operations
▸ Secured SMS marketing approval, a rare and challenging achievement in the crypto space, and managed campaigns for compliance and performance.
▸ Independently verified and managed 2,200 Google My Business profiles, saving $80K annually by eliminating the need for third-party vendors.
▸ Executed Google Ads campaigns (PMax, search, and local) with a CPC of $0.13 over 8 months, and delivered a 22.97% CTR for email campaigns over six months.

Product Rollouts
▸ Directed the launch of Bitcoin ATMs across 2,000+ locations, supported by in-store marketing materials and custom ATM home screen designs.
▸ Launched the Buy Bitcoin Online service, building sales funnels and creating a seamless customer experience.
▸ Introduced the Private Client Desk for high-volume cryptocurrency trades, complete with branded sales pages and white-glove service elements.

Creative Branding
▸ Produced engaging video content for the Private Client Desk, as well as in-store campaigns like branded checkout belts and QR code toppers that drove tens of thousands of clicks.

The Results

The transformation delivered measurable improvements across key areas, including brand identity, user engagement, revenue generation, and compliance, while creating a foundation for long-term growth. Key results include. By combining creative branding, strategic execution, and regulatory expertise, Margo established itself as a trusted name in the fintech space, achieving measurable growth and lasting success.

Brand Identity:
▸ A cohesive, professional brand identity enhanced credibility and visibility.

Revenue Growth:
▸ Buy Bitcoin Online achieved $100K in sales in its first 30 days, with 71.4% conversion and 82% retention in the first 45 days.

Email and SMS Marketing:
▸ Achieved a 22.97% CTR and a 72.7% SMS CTR, with consistently positive deliverability rates in the crypto space.

Market Expansion:
▸ Launched 2,000 Bitcoin ATMs and maintained top 3 SEO rankings within six months, boosting reach and visibility.