Bybit · Head of Marketing Operations · Since 2021

Dreamer
Simon

Operations is the silent architecture of everything great. I build systems, campaigns, and teams that move the crypto market — quietly, precisely, at scale.

Building the future of crypto marketing

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0%
eFTD Conversion Growth
$1B
Peak Quarter Revenue
0%
AI Marketing ROI
1M+
Campaign Registrations

Career

Built from
the ground up

3.5+ years of consistent growth at Bybit — from executing single campaigns to architecting the entire marketing operations ecosystem of a top-3 global crypto exchange.

2021
Joined Bybit as Marketing Ops
Bybit · Global Crypto Exchange
November 2021. Joined one of the world's fastest-growing crypto exchanges. Began executing campaigns, learning the system from the inside out.
2022 — 2023
Built the Foundation
Annual Rating: S, S
Established global campaign standards. Built cross-BU workflows. Launched the COE training program. The infrastructure all future growth stood on.
2024
Record-Breaking Growth
WSOT 2024 · 6th Anniversary · Wednesday Airdrop
WSOT 2024 & 6th Anniversary: revenue $560M→$1B. eFTD CVR +167%. Wednesday Airdrop became the flagship evergreen campaign.
2025
AI-Native & Global Scale
ByX · 7th Anniversary · Japan · Earn
Launched ByX AI engine: 500 bots, ROI 717%. 7th Anniversary hit 1M registrations. Japan site live. Cross-BU expanded to 6 units.

The work is quiet. The results speak.

Team Size
20+
Business Units
6
Markets
Global
Annual Ratings
S × 3

Achievements

The work,
in numbers

eFTD Conversion · 2024
9% → 24%
+167% improvement
New campaign design standard. Redefined how Bybit acquires and converts first-time depositors globally.
Peak Quarter Revenue · Q4 2024
$0.56B → $1B
+78% quarter-on-quarter
WSOT 2024 combined with 6th Anniversary. First time crossing the $1B quarterly revenue milestone.
AI Marketing ROI · 2025 ByX
717%
500 AI Bots · +1,359% post volume
Industry-first AI-native marketing engine. 500 bots bearing 26% of content. UV→DAUT conversion +27%.
eFTD Volume Growth · 2024 H2
450K → 700K+
+55% sustained growth
Wednesday Airdrop evergreen campaign. Sustained growth through mechanical innovation in daily engagement.
Earn eFTD Contribution · 2025
25% → 35%
+40% share increase
Product-line conversion strategy for Earn. Integrated check-ins, prediction rooms, and vouchers into a cohesive acquisition ecosystem.
Campaign Registrations · 7th Anniversary
1,000,000
Record-breaking milestone
Bybit's biggest anniversary campaign. Multi-mechanism: gamification, community, referral × all business units.

Signature Projects

Work that moved
the needle

AI Marketing · 2025

ByX — AI Marketing Engine

Industry-first AI-native marketing engine. 500 AI Bots cold-start, 26% content coverage. KOL recruitment 289 creators, saving $15K+ in cost. Leaderboard ROI: sub-100% → 550%.

717% overall campaign ROI
+27% UV→DAUT conversion
+1,359% post volume
Global Campaign · 2024

WSOT 2024 — Record-Breaking

World Series of Trading, the largest crypto trading competition. Combined with 6th Anniversary — quarterly revenue $560M→$1B. New benchmark for execution excellence.

+78% quarterly revenue
+167% eFTD CVR
DAUT 430K → 550K
Milestone Campaign · 2025

7th Anniversary — 1M Registrations

Bybit's largest anniversary campaign. Multi-mechanism innovation: check-ins, prediction rooms, community, vouchers, and referral systems across all business units.

1,000,000+ registrations
Record in company history

Leadership

How I build
and lead

Leading a 20+ person cross-functional team across User Growth, Campaign Ops, Paid Media, SEO, and Web2 Partnership. These are the principles I run it by.

01

OKR-First Management

Every team member has clear OKR-aligned goals. Weekly syncs translate strategy into execution with no ambiguity.

02

Build the Academy

COE training scaled 12→32. Full curriculum from junior to senior: campaigns, data, cross-BU, AI tools. The team teaches itself.

03

Ownership, Not Tasks

Each team lead runs their domain. I set the north star, remove blockers, amplify results. The best leaders make themselves unnecessary in the day-to-day.

04

Cross-BU as Multiplier

Expanded cross-BU from 2 to 6 units. Regional growth needs translate directly into product and campaign solutions.

05

Regional-Global Bridge

Established a regional-global joint model. Localized strategies that scale globally, including Japan launch.

06

AI-First Culture

Built AI+Marketing across 14 modules. Embedded AI into every team workflow — smarter, not just harder.

Philosophy

What drives
every decision

i

Never Fear, Mission Achieve

The market moves fast and punishes hesitation. I lean into complexity, ship fast, iterate. Fear is a signal to move, not stop.

ii

Data is the North Star

Every campaign has a hypothesis. Numbers don't have opinions — they reflect reality. I follow the numbers, then shape them.

iii

Invest in People to Scale

No leader can outwork a team built right. I build systems and people that run without me needing to be in every decision.

"Operations is the silent architecture of everything great. The best work is invisible — until the numbers speak."
— Simon Ni, Head of Marketing Ops, Bybit