MARCUS CHAN

Head of Social Media

Storyteller.

TL;DR

I’m a Head of Social Media with six years of experience building social and content strategies that drive community engagement, scale brand presence, and translate complex ideas into compelling narratives. My expertise spans social media growth, thought leadership, and long-form content, helping brands establish authority and building engaged communities.

I've been deep in Web3/tech since 2020, stacking BTC since $4K and contributing to leading publications like CoinDesk. I’ve led content and community growth at PancakeSwap, Galxe, and BitMEX, driving adoption and brand impact at the intersection of marketing, product, and community.

This page outlines my career progression and the experiences that have shaped my expertise.

BitMEX

Wallex

EXPERIENCE

EDUCATION

MAR 2025 - Current

At PancakeSwap, I led the protocol’s global social and content presence across X, Telegram, Discord, and the blog, ensuring consistent messaging, strong community engagement, and clear alignment with product launches. The role sat at the intersection of community, product, and growth—where my focus was to turn social into a reliable distribution channel that drives both mindshare and adoption.

This meant owning how PancakeSwap showed up on a daily basis—what we say, how we say it, and when it matters most—while working closely with product, design, growth, and regional teams to translate complex features into clear, community-native narratives.

The results:

Maintaining 3.5–4% engagement on X at scale, with multiple posts exceeding 700K+ impressions organically
Leading social and content GTM for 10+ product launches, aligning narrative and execution across cross-functional teams
Delivering 9+ campaigns averaging ~6% engagement, consistently outperforming baseline channel performance
Building and activating partnerships with leading ecosystems (Coinbase, BNB Chain, Solana, Monad, etc.) to drive co-marketing campaigns and extended reach
Integrating AI into content workflows, reducing turnaround time by ~30–50% and enabling faster, more scalable execution

Head of Social Media

SEP 2023 - MAR 2025

Senior Content

Marketing Lead

I was the Senior Content Marketing Lead at Galxe, where I led content strategy across the ecosystem, operating at the intersection of product and marketing.

My role was split across GTM strategy (40%), long-form content (30%), and short-form content (30%), covering the full spectrum of content execution, from positioning and launch narratives to distribution. This included blogs, PR, case studies, and social content, as well as coordinating co-marketing assets with ecosystem partners to support product launches.

Key achievements:

Spearheaded new content formats and distribution strategies, increasing total content reach by 740%.
Led the content GTM roadmap for key launches, driving a 400% increase in initial sign-ups and a 45% boost in conversion rates.
Wrote 50+ articles and case studies, driving a 380% increase in organic search traffic and surpassing 4 million views.
Created high-impact content that generated 350 million+ impressions with a 9% engagement rate—well above industry benchmarks.
Partnered with 6,000+ ecosystem projects on co-marketing and content initiatives, contributing to 80 million+ impressions across blog and social channels.

To ensure brand consistency, I created editorial guidelines and messaging frameworks that structured 150+ content pieces per month, leading to a 60% boost in engagement.

I also directed content efforts for video scripts, thought leadership, and social strategies, leading to a 40% improvement in social engagement and a 30% increase in brand sentiment. Additionally, I expanded Galxe’s and Gravity’s X presence, growing the audiences by 300K+ and 50K+, respectively.

MAY 2022 - SEP 2023

I joined Wallex as a Content Marketing Manager, stepping into a more strategic role focused on shaping and scaling the company’s content function. I led the development and execution of a three-phase content strategy designed to improve reach, performance, and consistency across channels.

I developed and executed a comprehensive three-phase content strategy aimed at maximizing our reach. This included an internal audit to identify gaps, a technical overhaul of our content generation process, and building a robust foundation for consistently high-quality output. As a result, we saw impressive gains: a 45% improvement in average read time, a 23% boost in organic traffic conversions, a 40% increase in website traffic, a 35% rise in pages per session, and an 8% reduction in bounce rates.

On a day-to-day level, I managed a social media calendar that drove a 90% increase in engagement and a 160% growth in LinkedIn followers. Alongside this, I worked with an external agency to revitalize UX/UI and optimize SEO, while also restructuring our newsletter strategy to drive a 15% increase in click-through rates and a 45% open rate.

Content Marketing

Manager

DEC 2020 - MAY 2022

Out of university, I took the role of Marketing Content Writer at BitMEX, supporting content across major product launches, including BitMEX Spot, BMEX Token, Convert, the Affiliate Programme, BitMEX Mobile, and BitMEX Earn. I crafted campaign messaging, landing pages, social media content, email campaigns, and press releases, ensuring a cohesive and impactful launch strategy. Additionally, I collaborated with Arthur Hayes to co-author essays for the Crypto Trader Digest (a top-tier crypto newsletter).

I also managed the BitMEX community across Twitter, Telegram, and Discord, driving growth of 160%, 90%, and 230%, respectively. On the SEO front, I optimized launch content, leading to a 60% increase in organic traffic to product landing pages.

Marketing Content

Writer

SEP 2018 - JUN 2020

I graduated with a First-Class Honours degree in Business Management, specializing in International Business (equivalent to a 4.0 GPA). My studies focused on global market strategies, cross-border trade, and organizational leadership.

PROOF-OF-WORK

Galxe

PORTFOLIO

I’ve compiled a portfolio highlighting my projects, including the strategies and execution that went into each one:

See below for more resources.

VIEW PORTFOLIO

CoinDesk

Galxe

I contributed to multiple content channels, including our native blogs (Galxe | Gravity) and X accounts (Galxe | Gravity), covering product launches, thought leadership, and ecosystem marketing.

Galxe blog