Building your crypto product is only half the battle. The other half? Making sure people care.
The hard truth is: your project won’t sell itself, and traditional marketing playbooks don’t work either.
Crypto is its own culture. It has its own language, incentives, and communities. This unique culture means you need a new breed of marketers, people who understand both the technology and the narrative power behind it.
In this article, I’ll define three new marketing roles, their qualities, and examples.
- Spaces Host
- The ‘Intern’
- CT Lead
Long Live the Spaces Host
I previously wrote how X (formerly Twitter) Spaces helps build a real-time community.
This voice-driven platform allows crypto leaders to speak directly to their audience. More importantly, it’s two-way communication as members of the audience can come on stage and speak as well.
Think of your Spaces Host as the online equivalent of a TV talk show host. This talent moderates the discussion and controls the crowd. You could have five speakers and several audience members asking questions. Left unchecked, your Space devolves into chaos.
Qualities to Look For in a Spaces Host
The Spaces Host needs to be knowledgeable in whichever crypto field your project belongs to. Whether that’s staking, decentralized finance, or perpetual dexes, without domain knowledge, the Host wouldn’t be able to ask more probing questions.
It goes without saying that the Spaces Host needs to have good logistics: a solid microphone and reliable internet. Crypto people don’t have the patience to listen to bad audio or wait for a disconnected host.
While not required, it’s preferred that the Host has a sizeable following to attract listeners.
Mario Nawfal: The King of X Spaces
Mario Nawfal is a polarizing figure within the crypto community. He’s known to promote pump and dumps. But putting that aside, he undoubtedly has one of the largest Spaces followings on X.
His alternate X profile features a CryptoPunk NFT, in dedication to his crypto followers.
His regular spaces attract tens of thousands of people, and his guests have included Elon Musk and Mark Cuban. Not saying you get someone like Mario, but he gives you an idea of the impact an effective Spaces Host can provide.
The right Host can give your project the attention it deserves and elicit the best conversation from your team and speakers.
The Social Media Intern Unleashed
Don’t be fooled by the title. This role is not the type you give to college students or those seeking internships.
With most users and customers moving online, the person handling your social media account has a big responsibility. Every online interaction can drive your community away or attract it. A witty response can grab attention and bring users to your platform.
The intern handles typical social media manager duties, including content strategy and creating and posting content. But they have complete autonomy on the process.
Non-crypto brands like Wendy’s have built a social media strategy around this “Intern” persona—the Wendy’s Intern “roasts” competitor brands, stealing attention and customers.
Most crypto projects have realized that real-time, witty content can set them apart from the competition. Furthermore, interns have a real-time pulse on customers and can forward concerns to the proper team.
Qualities to Look For in a Social Media Intern
It goes without saying that the Intern needs to be highly responsible and a self-starter. The real-time nature of the work means that your official social media account will be posting content with or without your or your legal team’s approval.
The Social Media Intern must also be online at all times. Some projects may even hire a team behind the account.
Being online means a couple of things:
- Being Plugged In: Great content is timely and relevant to the audience. What is important today may be old news tomorrow. Your social media team has to monitor trending conversations constantly.
- Effective Replies: Replying to others’ content is a proven way to grow your online presence. There’s a catch, however. The most effective replies take place within a few minutes. If your team isn’t online to catch it, then they can’t maximize others’ content.
VanEck: When Old Money Meets New Money
VanEck is an ETF and Mutual Fund manager. Established in 1955, the company handles over $80 billion in assets under management (AUM).
If you saw the VanEck’s X account, you wouldn’t think this is a 70-year-old organization.
A few things stand out from their X account.
First, the profile picture is a Pudgy Penguin NFT, one of the most recognizable crypto brands in 2025. Second, their tweets do not seem “corporate” at all.
VanEck manages crypto ETFs, and the intern persona successfully appeals to this crypto customer base.
The Rise of the CT Lead
‘CT’ stands for Crypto Twitter.
For one reason or another, X has become the dominant crypto social media platform. Crypto company CEOs, power users, and thought leaders gather on X and discuss the current narratives.
The CT Lead works on a range of activities to leverage X:
- Develop social media strategies for company executives and spokespersons
- Craft compelling messages to amplify executives’ messages
- Lead rapid response communication for crises and major issues
This emerging crypto marketing role is so new that the first few hires took place in 2025.
Qualities to Look For in a CT Lead
The CT Lead needs to be perpetually online and plugged in to stay on top of what’s trending. This person, much like the rest of the crypto executives, will not have a great sleep schedule.
Here are some other qualities to look for:
- Large following: The CT Lead needs to be a respected crypto thought leader. To amplify your messages, the Lead must have an existing following of at least 25,000.
- Emotionally strong: Crypto Twitter is tough. Commenters invest significant money in the projects. Thus, they are also very emotional. The CT Lead regularly receives derogatory comments. They need to wade through this to synthesize feedback.
- Talented memer: Memes are the lifeblood of crypto. It gets us through the good and bad times. The CT Lead must know how to create memes to be successful.
John Wang: Kalshi
Prediction Markets have been the rage, with the likes of Kalshi and Polymarket hitting multi-billion dollar valuations. Prediction markets allow people to trade contracts that pay out based on the outcomes of future events, such as sports or elections.
Kalshi is a U.S.-regulated platform, while Polymarket is the crypto-powered competitor.
To capture the crypto community, Kalshi hired a CT Lead to help shape their crypto strategy and communications.
John Wang is a prolific writer, having authored several trending X articles. Unlike other thought leaders, John has steered clear of promoting memecoins and pump-and-dump schemes.
Closing Thoughts
This article isn’t meant to be an exhaustive list. Several other crypto marketing roles, like reply guys, ghostwriters, shitposters, and community managers, are also important.
I’m also sure that as crypto matures, more roles will appear. Some roles may even merge or die out completely. But that’s for another discussion and article.
Frequently Asked Questions
Do I Need These Roles if I’m in an Early Stage?
You will need a few of these roles, some part-time and others full-time. You should start with a full-time Social Media Intern to grow your account quickly. For the Spaces Host, you can hire one on a per-project/per-Space basis. For the CT Lead, this is a big-brand, big-budget role.
How do I Evaluate Whether Someone Knows the Crypto Culture?
It’s hard to judge without knowing crypto culture. Many hire a true thought leader, but follower count isn’t everything. Review their content, depth, impressions, and engagement. Just note that without crypto knowledge, their insights may be hard to understand.
What Should my KPIs be for These New Marketing Roles?
KPIs vary by role. A Spaces Host can track attendees, new followers, and platform users gained. A Social Media Intern focuses on impressions and engagement growth. A CT Lead is harder to measure since it’s a high-level communications role.
Where can I hire Crypto Marketers?
You can hire crypto marketers directly from X. If you see a profile that you like, shoot them a DM. Otherwise, go through crypto marketing agencies like Irene Chan.
