Ed Moss

Objective:Build & Scale DeSo

Tactical:Defined brand positioning, product vision, roadmap & strategy, collaborating directly with the founder. Oversaw all growth initiatives, including marketing, product, design, community & partnerships.

Managed:Managed 2 front-end/growth engineers, 3 growth marketers across Comms, PR, Social & Community — including 2 content creators and a network of influencers.

Outcome:Positioned DeSo as a leading decentralized social network for layer-1 blockchains with backing from a16z, Sequoia, and Coinbase. Peak marketcap reached ~$1 billion.

Objective:0-1 Product Bets

Tactical:Planned, designed and built multiple consumer-facing decentralized social applications, including a decentralized social media platform, an orderbook exchange, a cross-chain swap, identity wallets & block explorers.

Outcome:Raised $80m in community-oriented funding rounds, built an active community of 100k+ users, over 10m wallets, 200m+ transactions, and grew network to over $500 million in TVL.

Objective:Build Growth Design Team & Culture

Tactical:Formulated and ran the hiring & evaluation process for Growth Designers. Ran multiple Growth-oriented workshops around Product Visioning, Acquisition, Onboarding & Activation for all designers & cross-functional team members. Aligned company & senior leadership around Growth initiatives.

Managed:Managed 6 designers across 5 growth teams, including New User Experience, Personalization, Onboarding & Activation, Retention & User Lifecycles.

Outcome:Built design team from 1 to 6, including Growth Designers, UX Writers, and User Researchers. Introduced multiple new frameworks around hiring, design systems and growth process.

Objective:Increase Onboarding Conversion (Activation)

Tactical:Aligned team on growth strategy, ran design sprints to generate ideas, designed and prototyped A/B tests, and managed timelines & roadmap to rapidly launch multiple growth experiments. Analyzed data to report on wins and fails.

Outcome:Increased onboarding conversion by 2x from 30% to 62%. This resulted in over 100k candidates joining AngelList every month.

Objective:Increase Organic SEO Traffic (Acquisition)

Tactical:Researched SEO strategies (internal linking, page speed, content), designed and prototyped key landing pages, and managed timelines and phased rollouts. Analyzed and reported on wins and fails. Became highly skilled and knowledgeable about SEO as a result.

Outcome:Increased organic traffic to our high-intent landing pages by 264%.

Objective:Optimize Conversion Rate for Buyers

Tactical:Led growth initiatives in Conversion Rate Optimization, SEO & Email Marketing by running user research sprints, ideation brainstorms, and leading design sprints to generate experiment ideas for prototyping and testing.

Outcome:Increased Mobile Web Marketplace conversion by 22% & Desktop by 5% (equals to ~$15m GMV increase YoY)

Objective:Launch a Design System

Tactical:Launched "Playground" (TpT Design System) and re-designed all legacy pages and flows to migrate website from PHP to React/GraphQL.

Outcome:Transitioned the core marketplace to a consistent design identity. Improved workflows for designers and front-end engineers.

Objective:Build MVP & Find Product-Market Fit

Tactical:Founding designer of the Schools team, a 10x growth opportunity project. Aligned company on vision, ran user research initiatives, early design concept testing, designed UX/UI, and launched an MVP for "TpT for Schools".

Outcome:Built product from $0 revenue to ~$40m/YR (10% of Total GMV). Increased school sign-ups to ~10% of all schools in the U.S. Increased per-teacher spend by 2.5x / year. Increased activation rate from 10 to <2 days.

Objective:Expand Canary into New Markets

Tactical:Performed user research, led initiatives with Product & Marketing teams to design collateral and product features, including localization for each market.

Outcome:Launched Canary in Germany, France, Canada, UK. Launched partnerships with Verizon, All-State & State Farm. Launched Canary Subscriptions (12k subscribers in 6 months generating $1.2m ARR)