Dusanka Seratlic

Marketing is problem-solving people.

What do they want? Why do they care?

You'd think these are the questions to ask about an audience (and they are) but really, it's much more important to ask them of founders.

To solve people problems, it's equally important that we take stock both of reason and emotion.

Marketing is a mirror that forces internal clarity of vision.

If you're confused about what you're building and why, no one's gonna care.

A clear vision everyone is aligned on is what will make or break companies in the age of AI.

Marketing is a context machine.

The Rosetta Stone was among the first marketing documents and even then they knew you have to adjust the message to the medium and translate across contexts.

That's still true, even if you're building frontier tech. Especially if you're building frontier tech.

I run marketing across all three dimensions. I'll help you make people care, I'll organize your vision into a strategy, and I'll lean across cultures to make unexpected connections.

I'll also build processes, teams, and automations that make execution easy and leave us time to create something truly exceptional.
10+ years in marketing. ZK infrastructure, DeFi, Web3 education. I've worked across founding teams and 70-person orgs. Strongest in brand, content, growth, and product. Way more technical than your average marketer. In crypto since 2015.
Spicenet
Marketing Director
Jun 2025 – Present
Full time · Remote

Joined a DeFi infrastructure project positioned as "omnicomposable middleware" — technically accurate but lost in a crowded infra narrative.

I repositioned Spicenet as a brokerage network built around a contrarian thesis: fragmentation isn't a problem to solve with another standard, it's an opportunity to leverage.

I named and positioned the two core products (Spice Flow, Spice Edge), rebuilt the marketing function from a disjointed team into a structured operation, designed and launched a community portal, and project-managed and ran two devnet campaigns with partner apps.

Impact
  • ~200K/month impressions → peak 1.2M, 500K/month average since joining
  • 14K → 111K followers within the first 6 months
  • 200K community portal members
  • 30K+ users across two devnet campaigns
DM me for a detailed case study.
=nil; Foundation
Content Lead
Apr 2024 – Jun 2025
Full time · Remote

=nil; was building a zkSharding L2 on Ethereum. The gap between what the teams were building and what the outside world understood about it was significant. I was the bridge.

  • Translated dense ZK research from engineering and protocol teams into accessible social content and long-form articles, including the foundational positioning article for the chain's architecture
  • Led an initiative to establish unified technical terminology across all internal teams and external documentation
  • Drove content and social strategy for devnet and testnet V1 launches, exceeding signup goals by 50% and 144%
  • Worked with devrel to develop a site-specific event game to drive signups and social engagement at ETH Denver, Devcon, and ETH CC
  • Stepped up to lead marketing after the Head of Marketing's departure; managed the team and led a company rebrand across product, design, and leadership
Surge Women
Content Lead
Jan 2022 – Apr 2023
Founding team · First hire

Surge is a Web3 education and community platform for women, launched during the NFT boom, a moment when thousands of newcomers were entering a space that wasn't built to welcome them. The mission was to make crypto accessible, and to do it with substance rather than hype.

I developed and led end-to-end content and communications strategy, building from zero. Launched a blog, a newsletter, and a content offering for ecosystem partners like Solana and Hedera that became a revenue stream for Surge. Led content and campaign strategy for the Surge Passport NFT launch.

Impact
  • 50+ articles, 8.5K average monthly visitors
  • 8K+ newsletter subscribers with a 53% average open rate
  • $1M+ in NFT sales driven primarily through organic social
  • 30K+ followers across Twitter, Discord, and Instagram
Earlier roles
2013 – 2023
Various
  • Content writer at Parity Technologies (in-depth guides and technical breakdowns for the Polkadot ecosystem)
  • Content manager at Legacy Podcasting (7 writers, 20+ client accounts, Top 50 Apple Podcasts launches, 40% email open rates)
  • Before that, copywriting and SEO at agencies, graphic design, communications management for an arts organization, founding team at an NGO, and freelance writing and translation
Articles
Campaign threads

I'm deeply creative. I see chaos as a fertile garden and I'm skilled in growing it.

I'm also deeply analytical. Can't stand a mess. Must bring order to chaos.

It's in this tension between order and chaos that I build meaning.

It's why I'm able to create stories that are coherent, consistent, and most of all, compelling.

Oh, and I also recently went viral on Twitter with 0 followers.

Current obsessions: vibe coding weird websites, cyanotypes, finding a perfectly designed vase.

Let's talk.

I work best with founders who know what they're building but haven't found the right way to tell their story yet. If that's you, hit me up.

telegram @stipavica
face-to-face book a 15min call
linkedin dusanka-seratlic
twitter @dushankas
Based in Montenegro, open to remote + traveling