Social lead for technical products

David Morrison

I’ve spent seven years leading social and content for crypto and fintech products that take some explaining.

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About

I got into crypto in 2014, mostly out of curiosity. Four years later, it became my job. I’ve since worked on social, content, and brand for products that need more explanation than most.

At NEAR Foundation, I worked on brand strategy and communications with co-founder Illia Polosukhin, a co-author of "Attention Is All You Need". We grew NEAR's social following by 500% in six months. I also ran the ecosystem's largest CoinGecko campaign, which brought in 20,000 users and more than 10,000 on-chain transactions.

I now lead social for special projects at Douro Labs. The work covers Layer 1 infrastructure and onchain perpetuals, so I spend a lot of time with product teams before deciding how to talk about any of it. The audience includes developers and traders, and both notice when the details are wrong.

I like getting involved early, while the product and its positioning are still taking shape. After launch, I stay close to the day-to-day work and pay attention to what the audience picks up on.

Education
Northumbria University
Computer & Digital Forensics
2015 – 2018
Certification
General Assembly
Product Management
2021
Based in
United Kingdom
In crypto since
2014
Experience
Douro Labs May 2025 – Present
Social Lead, Special Projects
  • Lead social strategy and daily content for special projects across Layer 1 infrastructure and onchain perpetuals
  • Set the voice for products built around market structure and fast execution
  • Explain sub-40ms block times and colocation consensus for L1 audiences, alongside matching systems and trading infrastructure for perp traders
  • Work with founders, product teams, and engineers to keep the public story accurate
  • Help shape projects before launch and run their social channels once they are live
NEAR Foundation Jul 2021 – May 2025
Head of Creative Campaigns & Social Media
Progressive roles: Community Lead → Community Engagement Lead → Head of Social Media → Head of Creative Campaigns & Social Media
  • 500% increase in X followers in 6 months
  • 600% increase in share of voice in under 3 months by targeting developer audiences directly
  • Ran the largest CoinGecko co-marketing campaign in the ecosystem: 20,000 users, 10,000+ on-chain transactions
  • Hired and mentored a Marketing Executive from onboarding through to working independently
  • Sat in top-level strategy sessions at international offsites and contributed to marketing direction and company-wide planning
  • Set the strategy for NEAR’s forum and Discord. Both reached all-time activity highs during my tenure
  • Represented NEAR at events around the world and adapted technical messaging for very different audiences
  • Presented on stage at conferences around the world, and even interviewed a personal hero
Plutus.it Jul 2018 – Sep 2021
Community Manager & Customer Service Team Lead
  • Owned social and audience-facing channels across Discord, Telegram, BitcoinTalk, and Reddit for a crypto fintech startup
  • Created an Ambassador Program for the most active members of the community
  • Worked with marketing to bring more people to the website and social channels
  • Built the support system from scratch, including Zendesk, live chat, guides, and an FAQ database
  • Wrote due diligence reports on potential partners for the executive team

Earlier: Sales at Dixons Carphone (2015–2018). Crew Trainer at McDonald's (2011–2015). Customer-facing work since I was 16.

What I build

I build things on the side because I enjoy it. Launching them means dealing with real users and finding out where my assumptions were wrong.

PepTrack
Live · Revenue

A peptide tracking app on Google Play. It helps people log compounds and keep to their schedules. It also makes money.
MascotVibe
Launched · Product Hunt

An AI tool that creates and animates brand mascots, launched on Product Hunt.
Infinite Strip
Autonomous

An experiment in AI creativity (and maybe psychosis?)
Capabilities
Social strategy & audience growth
Each social channel needs a clear purpose. I set the direction and build the audience around it. In crypto, trust takes time.
Strategic communications
Technical products get easier to talk about once the positioning is clear. I find that position and turn it into language the rest of the team can use.
Content strategy & creation
I write the posts, longer pieces, and campaigns myself. What people do afterwards tells me whether the work was useful.
Cross-functional collaboration
A lot of my job is translating between growth, sales, marketing, and engineering before a good idea gets lost.
Partner & stakeholder management
My work has included co-marketing campaigns and relationships with partners, agencies, and senior leaders across several time zones.
Campaigns, events & activation
I’ve planned global conferences and product launches. I also handle what happens afterwards, when the first burst of attention wears off.
AI & product development
I’ve built five live side projects with AI tools and use them every day, so my view of the technology comes from shipping with it.
Performance insight & reporting
Engagement, share of voice, and campaign results tell me what the audience is responding to.
Video

How I build things

I turned the camera on and talked through my process in one take.

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Contact

Let's talk.

I’m open to roles across social, creative marketing, content, and brand strategy. You can reach me by email, LinkedIn, or Telegram.