Industry
Fintech
Headquarters
Hamilton, Canada
Geo targeted
Canada, US
Institution Size
200 Employees
The Challenge
GiftCash, a fast-growing fintech startup that allows users to buy and sell gift cards for cash, had strong product-market fit but lacked a structured marketing strategy. With multiple customer personas and a high-volume transactional model, they needed a clear approach to acquisition and retention — one that could scale sustainably while building trust in a relatively new category.
The Approach
I developed a comprehensive marketing strategy covering the full customer journey, from awareness to conversion. Paid search and social were used to capture high-intent users searching for gift card exchange platforms, while SEO-optimized content attracted organic traffic at earlier stages of the funnel. I also created nurture campaigns and landing pages tailored to segmented audiences — from consumers looking to liquidate unwanted gift cards to bulk sellers and crypto users.
In parallel, I led a brand overhaul to establish a stronger, more credible identity in a space often plagued by skepticism. I refined the company’s messaging, visual identity, and voice across web, email, and paid channels. I also launched a PR strategy that secured media coverage and helped build trust with both users and partners.
The Results
📊 Full-Funnel Marketing Strategy
Executed across paid, organic, email, and social — significantly improving customer acquisition efficiency
🔎 High-Intent Traffic That Converts
Launched SEO content and SEM campaigns that drove measurable revenue growth
🎨 Branding From the Ground Up
Developed and rolled out new brand guidelines, including tone of voice, visual identity, and web content
📰 Earned Media for Market Credibility
Secured coverage that boosted visibility and trust in a highly competitive space
Thiago Silva 