Exodus: XO Swap Positioning, GTM and Brand Presence

TL;DR – My Contributions:

• Defined XO Swap’s positioning as a premium cross-chain swap engine.

• Built messaging framework tailored to multiple target segments.

• Led complete website rebrand and copywriting for clarity and conversion.

• Coordinated GTM strategy across product, sales, and marketing teams.

• Created sales enablement assets to support partner and enterprise outreach.

• Conducted competitive analysis to sharpen positioning and feature focus.

• Set KPIs and tracking for post-launch performance and optimisation.

• Differentiated this new B2B arm from the existing retail business

More Details on the Work

Strategic Positioning & Messaging

• Developed a clear value proposition and used it to define positioning, XO Swap as a premium, cross-chain swap engine for wallets, exchanges, and DeFi platforms.

• Built a structured messaging framework highlighting key differentiators: 50+ network support, 11+ liquidity integrations, regulatory readiness, and Halborn-audited security.

• Crafted tailored messaging for distinct user segments (wallet providers, NFT marketplaces, DeFi platforms) to address specific needs and use cases.

Website Rebrand & UX Overhaul

• Led full website redesign to reflect the updated brand and improve clarity, usability, and visual impact.

• Wrote concise, benefit-driven copy across the site including headlines, feature descriptions, and CTAs.

• Aligned visual identity across the site with the new messaging and brand tone in collaboration with design teams.

Using audience insights i developed use case specific pages to provide unique journeys that address specific needs and challenges. I wrote the value propositions and developed the copy with a copywriter. I delivered the technical guidance, simplified and aligned to specific audience challenges.

• Wallets

  Trading and Investment

• Yield Generation and Liquidity Products

Go-To-Market Execution

• Owned end-to-end GTM planning, coordinating across marketing, sales, and product teams to ensure cohesive execution.

• Leveraged integrations with key partners and developed co-marketing press and web content (Magic Eden, Ledger) to enhance credibility and distribution.

• Created sales enablement materials (pitch decks, product sheets, objection handling docs) to support partner and enterprise outreach.

Competitive Analysis

• Conducted in-depth analysis of competing swap engines and aggregators to identify XO Swap’s key differentiators and market opportunities.

• Mapped competitor positioning, features, pricing, and integration models to inform messaging and product direction.

• Used insights to build a defensible narrative for why XO Swap delivers superior performance, flexibility, and scalability.

Performance Monitoring & Feedback Loops

• Defined key KPIs and implemented analytics to track GTM impact across adoption, retention, and transaction growth.

• Set up processes for gathering user and partner feedback to iterate on messaging, positioning, and feature prioritization post-launch.