→ Background Info

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Position Context:

Dates: June 2024 - August 2024 (3 months, on contract)
Team structure: 8 engineers, 1 CEO, and myself as the only marketer.
Key challenge: Randamu was in early-stage stealth mode with:
1. No existing marketing strategy,
2. Limited market clarity, and,
3. An unclear value proposition outside the Web3 space.
My role: Took full ownership of brand positioning, digital strategy, SEO, analytics setup, and customer segmentation to establish a scalable marketing foundation. </aside>

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About the Role:

I was the first product marketing hire at Randamu, an early-stage Web3 startup that had recently secured $3.5M in seed funding. I executed the following GTM strategy:

→ 🛠️ Worked directly with the CEO to establish foundational growth, marketing, and GTM strategies for the company.

→ 👑 Led all marketing initiatives, set up key analytics frameworks, and built assets to position Randamu for future growth.

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→ My Contributions

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1️⃣ Launched Randamu’s first marketing & growth strategy.

Established social media frameworks, set up marketing dashboards, and executed competitive analyses to define positioning in the market.

2️⃣ Built marketing infrastructure & analytics.

Set up Google Analytics, SEMRush, and SEO tracking for Randamu’s websites, enabling future marketers to measure performance.

3️⃣ Doubled website traffic with paid ad campaigns.

Launched Randamu’s first Google Ads campaign (small $XK budget), which doubled traffic and ranked Randamu’s sites #1 globally for 5 keywords.

4️⃣ Redefined customer personas & GTM strategy.

Created Ideal Customer Profiles (ICPs), use cases, and market positioning materials, clarifying Randamu’s value proposition for potential users.

5️⃣ Led website & content strategy.

Transferred content from GitHub to Notion-powered sites, optimized SEO for docs & blogs, and rewrote key website pages to improve discoverability. </aside>

→ Case Studies

My Impact As First / Lead Product Marketer @ Randamu… → Scaling Web Traffic & SEO | → Defining ICP & Positioning | → Making Dashboards

→ Case Study 1: Scaling Web Traffic & SEO Impact

💡 e.g. ”How I doubled Randamu’s website traffic and improved SEO rankings…”

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Problem:

Randamu had no existing SEO strategy, low web visibility, and unclear messaging.
The CEO wanted a structured approach to organic traffic growth & paid acquisition.

My Approach:

Conducted competitive research to identify SEO opportunities & keyword gaps.
Set up Google Analytics, SEMRush, and keyword tracking for all three sites.
Launched targeted Google Ads campaigns ($1,538.83 budget) using high-performing SEMRush keywords.
Optimized page titles, meta descriptions, and blog content to improve search visibility.

Results & Impact:

✅ Doubled website traffic in X weeks.
✅ Achieved #1 Google ranking for 5 strategic keywords.
✅ Established SEO tracking & analytics dashboards for future marketers.

Why It Matters:

Full-funnel growth marketing execution (SEO, paid ads, analytics).
Measurable, impact-driven results in an ambiguous startup environment. </aside>

LinkedIn | Resume | Contact Me | @joshrafasan