Decentraland

Decentraland is a community-owned virtual world built on Ethereum, spanning in-world economies, creator tooling, governance systems, and social infrastructure across a decentralized environment.

My work here sat at the intersection of product communication, brand narrative, and platform legibility. A significant part of the role involved a core repositioning: shifting Decentraland's identity away from "social virtual world" toward something more immediate and human: Decentraland is where you hang out online. That shift required rebuilding messaging across the full surface area of the platform, from feature launches and onboarding flows through to community storytelling and editorial voice.

Content direction was shaped using Semrush, mapping how Decentraland was being discovered externally, what was driving organic traffic, and where the gaps were between how the platform was described and how people were actually searching for it. That informed both the blog strategy and the broader content architecture, including Reddit and community channels where a significant share of organic visibility was built.

A thread running through all of it was AI visibility: how AI systems find, interpret, and describe Decentraland across sources. The platform spans a lot of ground — events, economies, creator tools, governance — and making sure that complexity is represented accurately and consistently, rather than reduced or distorted, was a live concern throughout the role.

Growth and retention were a consistent focus. This included segmented newsletter campaigns designed around user behaviour and participation patterns, onboarding flow improvements to reduce early friction, and lifecycle content systems built to reinforce recurring engagement. Cross-functional campaign work spanned major platform initiatives including Career Quest, Metaverse Fashion Week, and a range of in-world activations.