Not a cover letter. But you will want to read it.
I'm Grace Wood. Brand Director at tastytrade, part of IG Group North America. I have been building the exact strategy Phantom needs: a growth roadmap for mainstream expansion, cultural partnerships that earn trust, and campaigns that take financial products to audiences who had never considered them. I just happen to be doing it for a brokerage. That feels like a waste.
Grace Wood|VP of Marketing candidate|May 2026
Read the plan
You have 20M+ monthly active users and the best UX in crypto. The question is who chooses it next.
The next 20 million sit alongside your existing users, not instead of them. They have never thought about crypto, do not consider themselves investors, and have no reason to trust you yet. That is not a product problem. That is a brand problem. It is exactly the problem I have spent my career solving.
The brief: make Phantom feel as trustworthy as Venmo, as culturally interesting as Hypebeast, and as financially credible as Fidelity, without losing the soul of what made 20 million people choose you in the first place.
I have done this before. At a trading platform building crypto products for mainstream investors. At a TV brand nobody trusted competing against Samsung and Sony. At a Forex broker launching into crypto with zero brand recognition in the US. Here are four numbers that matter.
tastycrypto stablecoin launch. Up from a 25% baseline within two weeks. $65.4M in stablecoin revenue deposits since launch.
Week-on-week crypto transactional revenue growth following tastycrypto campaign activation. New customers up 42% week-on-week.
Chicago Cubs partnership. Wrigley Field mound signage across full 2025 season plus NLDS postseason.
Hisense USA. +34% prompted awareness. Unknown to #4 in category against Samsung, LG and Sony within one year.
Everything I would build for Phantom sits under a single strategic idea. The executions are different. The idea is the same.
The Strategic Territory
Most people's money isn't really theirs. It sits in accounts controlled by institutions that can freeze it, delay it, and charge fees on it. Phantom changes that. The campaign territory is confident, calm, slightly defiant, and occasionally very funny. Not crypto bro. Not boring fintech. Something new.
PR, talking heads, data-led editorial, disruptive newsjacking. Phantom has a security and UX story the mainstream world has never heard. Time to tell it.
A media architecture built for Phantom's next audience, not its current one. Sports, entertainment, culture, finance, tech. Tactically built to scale without burning the budget.
Artist partnerships. World first festival activations. Tip the artist mechanic. Phantom merch available only via wallet. Culture as the onramp.
Exclusive culture drops. Female-first partnerships. Physical pop-up experiences. Education that compresses the distance between curiosity and first transaction. Not a course. A reason to start.
Annual Phantom Innovation Report every January. Press conference, live stream, geo-targeted attendee campaigns. Not a crypto conference. The mainstream tech moment of the year.
tastytrade x Chicago Cubs
$19.8MEquivalent commercial value
Wrigley Field mound signage
Full 2025 season + NLDS
A financial brand inside America's most iconic ballpark. In front of an audience that had never considered trading.
Official partner of the Chicago Cubs and Wrigley Field. Mound signage across 71 locally broadcast games plus NLDS postseason. Center field fascia. Marquee Sports Network feature every home game. Moundball presented by tastytrade ran all season, 48 winners across 79 games. Cubs email blast to 993,737 fans: 54.22% open rate. Cubs audience: 45% female, 22.5M fans nationwide, 130M+ worldwide. I put a trading brand in front of the mainstream audience Phantom needs. It worked.
Chicago Bears Playoffs
3.59MImpressions
Two playoff games
+18% social following
Playoffs are different. Attention is different. So brand decisions should be different too.
Two-game playoff activation. 17-post pregame content series: 3.59M impressions, 2.64M video views, 92,978 engagements. In-app countdown clock: 184,987 impressions. :30 spots across FOX32, Marquee Network and ESPN Chicago radio. tastytrade social following up 18%. Site traffic up 32%. The lesson: you do not chase reach at peak cultural moments. You earn presence. That is the Phantom brief.
tastytrade
#BallsTesticular Cancer
Awareness Month
Entrepreneur coverage
Giant cherry-shaped testicles. Wall Street's Charging Bull. A $10,000 donation. This is what it looks like when a financial brand stops taking itself seriously.
Conceived and executed for Testicular Cancer Awareness Month. Hung from the Charging Bull on Wall Street. Covered by Entrepreneur. $10,000 donated to charity. Zero paid media. 100% earned. This is the tone Phantom needs: confident, honest, occasionally very funny. Not crypto bro. Not boring fintech. A brand that knows exactly who it is and is not afraid to prove it.
Hisense USA
+111%Consideration uplift
+34% prompted awareness
Unknown to #4 in category
Zero recognition to top 5 fastest-growing TV brand in North America. Against Samsung, LG and Sony.
No brand equity, no awareness, no reason for anyone to care. Built the credibility campaign, cultural partnerships, and media architecture from scratch. +34% prompted awareness, +111% consideration in one year. Led multiple CES activations: press conferences, live-streamed announcements, geo-targeted attendee campaigns, onsite content. The CES playbook is already built. We can talk through the execution.
I am ready to walk through every execution in detail.