Jay Mehta
15+ years building narratives that move markets. From AAA game studios to leading marketing at Bitcoin.com to architecting launches for frontier protocols—I specialize in the judgment calls that turn noise into signal.
The Why.
We are drowning in content but starving for story. The tools of production have become infinite, effectively driving the cost of "average" to zero.
In this environment, judgment is the scarcity.
My work isn't about filling channels. It's about knowing which channels matter. It's not about shouting louder. It's about finding the silence that makes the message land.
Industries & Focus Areas
BTCFi
Bitcoin staking, programmable layers, yield strategies
Prediction Markets
Conviction markets, information aggregation, culture trading
Gaming & iGaming
AAA experience meets crypto-native engagement loops
Exchange Marketing
Acquisition funnels, lifecycle campaigns, trading culture
How I Work
Fractional
Part-time strategic leadership for teams that need senior guidance without the full-time commitment.
Embedded
Full integration with your team for critical periods—launches, pivots, fundraises.
Project-Based
Scoped engagements for specific deliverables: GTM strategy, brand positioning, campaign architecture.
The Calls I Made
XO Market
"You can't buy culture. I rejected paid acquisition to engineer a launch based on scarcity and conviction, forcing the market to pay attention."
Architected a "high-signal" narrative strategy that translated complex financial mechanics into meme-culture velocity. By engineering scarcity through weekly alpha sprints and code drops, we drove 100x engagement growth and a $0.29 CAC—proving culture beats paid acquisition.
Kaon
"The tech was ready, but the story was silent. I pivoted the entire brand to own the 'BTCFi' narrative before the market even knew what it was."
Orchestrated a strategic brand overhaul to capture the emerging BTCFi narrative. Aligned technical milestones with ecosystem partnerships and KOL co-marketing to dry-run the market, resulting in a successful testnet launch.
Babylon
"A mainnet launch isn't just code; it's a movement. I built the 'Bitcoin Renaissance' engine to turn a technical milestone into an ecosystem event."
Led strategy and execution for multiple testnets and the mainnet launch. Orchestrated a comprehensive ecosystem marketing engine—including "Bitcoin Renaissance" events and podcasts—that supported a $70M fundraise and drove 5x growth.
Bitcoin.com
"Traffic is vanity. Revenue is sanity. I shifted our focus from shouting at the top of the funnel to optimizing the loop at the bottom."
Directed 60+ global campaigns prioritizing funnel efficiency over broad awareness. Through user-centric analysis and activation loop optimization, we achieved 200% revenue growth and a 100% conversion lift in 14 months. Also leveraged on-chain analysis to uncover a fraud ring that traditional metrics missed—preventing $100k+ in losses.
Early Crypto Startups
"When you have zero budget, you have to trade on truth. We built communities by hand, one believer at a time."
Designed and executed zero-budget GTM strategies for 7 early-stage startups. Focused on grass-roots community building and organic engagement loops to establish initial market traction from scratch.
AAA Games & Publishing
"Before I sold narratives, I built worlds. Games taught me that every pixel is a decision."
Worked as a game artist and designer on multiple AAA titles. Built and scaled digital publishing platforms reaching millions. This foundation in visual storytelling, player psychology, and audience engagement shaped everything that came after.