Activation, engagement, retention
Build journeys around acquisition source, product state, funded-account behavior, trading intent, and lifecycle stage.
, my name is Ray and I build
Lifecycle
& Growth
fintech lifecycle, product GTM, and retention - based in Sydney.
Operations Manager at OKX Australia. I build lifecycle and GTM programs for trading products - using segmentation, customer journeys, owned channels, and testing loops to move users from acquisition to activation, monetization, retention, and resurrection. Previously founded Poggee (NZ's coolest ice-cream vending machine) and built intangible-asset strategies for Zespri, Fonterra, and Singapore Airlines at EverEdge Global.
I build the growth systems that move users from sign-up to activated, engaged, and retained.
Email, push, in-app, content
Turn product launches and market moments into timely messaging across the channels users actually respond to.
Behavioral and persona models
Create segments for first-time traders, existing users, high-LTV personas, and re-engagement audiences.
Messaging, timing, channel tests
Use testing loops to improve conversion, funded-account activation, deposit volume, engagement, and retention.
Data-led prioritization
Translate campaign and product signals into decisions that Product, Growth, Data, and regional teams can act on.
Trading and regulated products
Recent work spans crypto derivatives, fiat deposit rails, product-led onboarding, and persona-targeted acquisition.
Data in outcomes.
01 - GTM and campaign execution
Stepped into the GTM gap and shipped campaigns that moved trading behavior.
Owned campaign strategy, mechanics, build, distribution, measurement, and post-campaign tracking across acquisition, activation, trading, and reactivation programs.
ParticipantsFew thousandAcross AU campaign portfolio
FTT users+20%MoM uplift vs baseline - best FTT campaign AU has run
Revenue+15%MoM uplift in campaign-attributed revenue
02 - Product adoption and lifecycle
Turned On-Chain Earn into a measurable AU adoption engine.
Self-initiated the AU launch motion, coordinated lifecycle sends, used app deep links, and localized messaging for the Next Gen Migrant segment.
AUM growth~19xFrom pilot to established AU Earn book
AU Earn share~1% -> ~15%Share of Earn AUM
AU user adoption~2% -> ~5%More than doubled
AUM trajectoryPilot -> Peak -> Established book
03 - Retention and activation strategy
Reframed growth from acquisition count to habit formation and revenue per customer.
Built the ExCo lifecycle analysis that showed where new users were falling out of KYC, first trade, repeat trade, and early retention.
Win-back rate~20%Dormant traders reactivated via targeted lifecycle sends
Habit rate~2%4+ trades in first 30 days
M3 retention~30%Nearly 70% lost by Month 3
Resurrections~2kPer quarter, below churn rate
04 - Data, governance, and operating leverage
Built the infrastructure that made AU reporting, VIP lifecycle, and controls repeatable.
Became the local data lead through a live migration while building segment intelligence, VIP reporting automation, and governance processes that reduced key-person risk.
Cohort layer4NGM, Institutions, Retail, SMSF
Data migrationAmplitude -> DatawindDefinitions, events, dashboards
VIP engineDailyRM reporting and lifecycle alerts
ControlsGlobal adoptionAU outsourcing monitoring model
SegmentsDashboardsAlertsRM actionsExec reporting
Lifecycle, product GTM, and trading-product growth at OKX Australia.
01
Crypto Derivatives - AU launch
- Currently managing GTM and lifecycle readiness for OKX AU's perpetuals launch - 17 pairs, 2x leverage, AFS-licensed
- Built segmentation across first-time derivatives prospects, existing traders, and intent-based audiences
- Coordinating with global PMM, product, design, and regional teams to align product, marketing, and lifecycle messaging
02
New Look, New Moves with Ray & Jordan
- ~800 participants, ~120 FTT users, $9m+ USDT trade volume, and meaningful campaign revenue
- Delivered ~3x gross-profit-to-reward efficiency - the strongest measured AU campaign to date
- Reactivated Trading Bots usage and DAU by ~50%, plus several dormant VIP users including a top-tier VIP
03
AUD Your Way - Apple / Google Pay
- ~440 participants, ~20 FTD users, ~35 FTT users, $550k+ USDT trade volume, and $200k+ net deposits
- Helped Apple Pay / Google Pay grow to roughly 30% of AU fiat deposit methods after launch
- Led launch strategy, lifecycle messaging, and the optimization loop across mobile-first activation
04
Year of the Horse
- Aggressive VIP acquisition campaign - acquired 15+ new VIP users in the highest-LTV segment
- Net result: $2m+ in net new AUM
- Built the campaign end-to-end - strategy, graphic design, and video production