ETRNL

Helped reposition the company's GTM toward collectible creator cards

ETRNL launched around NFC keychains that unlocked music - utility hardware. As one of two core team members, I worked directly with the founder and helped shape a different direction: repositioning around collectible creator cards, on the thesis that fans collect identity, not utility. I contributed the strategic case for the shift and proposed mechanics like artist-signed cards to build participation, scarcity, and collectibility into the product - and that direction became the company's go-to-market. From there I owned the design end to end: physical card system, onboarding, activation, collectible mechanics, brand book, and campaign direction. The company ran out of runway before the thesis could be validated at scale; what's shown here is the strategy and the system built to test it.