Koinly
2021 – 2026
Head of Content & Partnerships
Owned global organic search and content for a crypto tax platform serving 1.5 million users, across crypto tax in 20+ jurisdictions. Organic search scaled to 70% of total site sessions and contributed 45%+ of new customer signups. 15 high-intent keywords ranked #1–2, driving around 75% of search traffic, and average keyword position improved from 39 to 8. GEO initiatives took ChatGPT-attributed traffic to 15% of organic signups within nine months. From late 2024 I also owned strategic partnerships worth 25% of annual revenue, with the likes of Binance, Kraken and Revolut. Led a distributed team across writing, social, video and design; built and published in Storyblok and Webflow.
Technical SEO · architecture & structured data
The backbone of the whole programme. I designed the site map and search architecture, defining high-volume commercial keywords, supporting mid-funnel content and long-tail terms to catch intent across the full journey. From there: structured data across guides and product pages, title and meta systems, heading hierarchy, internal linking and the crawlability fixes that came with reworking 1,000+ integration pages. I tracked rank, visibility and traffic in SEMrush, Google Search Console, Peec and GA4, and reported it weekly to the CEO.
Pillar Content
The cornerstone of the search strategy, footer-linked across the site. Beneath it sat 18 country-specific crypto tax guides as lead magnets, each one deep tax research, localised and translated. They took featured snippets and top-three rankings, and outranked both competitors and government tax authorities in their markets.
Blog
Researched the keywords, handled the on-page SEO, drafted the piece and published it in Storyblok, with a companion YouTube script.
Content Strategy · The Blog
Set and grew the blog content strategy: editorial direction, keyword-led commissioning, and a publishing pipeline that moved at volume.
Tool Build · Crypto Tax Calculator
A gap in the content that I built as a tool and ran end to end: the briefing logic, the Figma wireframes, the microcopy and the full copy.
Glossary · 300 entries in 3 weeks
A 300-entry glossary, live in three weeks. I set the strategy and scope, wrote and commissioned the entries, managed the freelancers, then published and handled the on-page SEO.
Comparison Hub · Competitor Analysis
Researched and wrote a technical product comparison against competitors, then published it as a comparison hub.
Integrations · legacy content overhaul
Reworked legacy content covering 1,000+ product integrations: exchanges, wallets, blockchains and DeFi platforms. The job was crawlability, internal linking and conversion across a sprawling set of pages, not glamorous, but it moved rankings and revenue at scale.
AI Production · brand agents
Engineered prompt frameworks and configured Claude Projects as bespoke brand agents, storing brand voice, style and entity definitions so a distributed team could produce consistent, on-brand content at volume. By 2024 the content engine ran leaner: volume targets met, automations in place, costs down.
Help Content · Research & Ghostwriting
PR · agency & in-house
Ran the full PR effort: managing external agencies and setting narratives across key markets, and, in the stretches without an agency, securing earned media myself through direct pitching and sustained outreach. Represented Koinly in webinars and X Spaces as Head of Tax Education.
Video · script to finished piece
Script, production and delivery of the finished piece. I ran the process end to end, working with the editor and the partner, Coinbase.
UX & Wireframing
Information architecture and UX wireframing for the Koinly blog and concept pages. How content gets found, filtered and read, worked out in Figma ahead of design and build.
Earned Media & Ghostwriting
Ghostwritten thought leadership and contributed expertise, placed on publications of record. Each piece grew out of deeper owned content.
