SKALE Labs Appoints Web3 Marketing Veteran Andrew Saunders as CMO to Drive Awareness

Exciting news in the blockchain world! SKALE Labs, the innovative force behind the gasless SKALE blockchain, has just announced a significant addition to their leadership team. Meet Andrew Saunders, the newly appointed Chief Marketing and Growth Officer (CMO), who’s set to supercharge SKALE’s market presence. But who is Andrew Saunders, and what does this mean for SKALE and the broader crypto landscape?

Who is Andrew Saunders? A Marketing Heavyweight Joins the Web3 Arena

Andrew Saunders isn’t your typical crypto CMO. He brings a wealth of experience from both Web2 giants and the cutting-edge world of Web3. His impressive resume includes:

• Global Head of Entertainment and Culture at Amazon: Imagine the marketing prowess honed at one of the world’s largest companies.
• Vice President of Content Innovation and Creative at NBCUniversal: Saunders understands how to capture attention and create compelling narratives.
• First CMO at Arbitrum: Crucially, he’s already navigated the Web3 marketing landscape, playing a key role in Arbitrum’s growth.

This blend of traditional marketing expertise and Web3 savvy makes Saunders a particularly intriguing choice for SKALE Labs. But why now? What’s the mission?

SKALE’s User Activity is Booming, But Awareness Lags – Enter Saunders

According to the recent “DappRadar Games Report” in April, SKALE is a powerhouse in terms of user activity. Get this:

Impressive, right? SKALE is consistently ranking among the top blockchains for daily active wallets and transaction volume. Yet, as Jack O’Holleran, CEO of SKALE Labs, points out, market awareness isn’t reflecting this success.

“When you look at DappRadar rankings, SKALE is in the top five pretty much every day in terms of unique active wallets and transaction volume. If not five, it’s in the top ten almost every single day. But then you go look at where we rank in terms of our awareness among the broader market and we’re not there in the top five or ten,” O’Holleran explained.

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While broader market awareness might be lagging, O’Holleran emphasizes SKALE’s strong recognition among crypto builders. This developer focus is a solid foundation, but the next step is to bridge the awareness gap and reach a wider audience. And that’s where Andrew Saunders comes in.

“That tells me that we have an amazing opportunity now to take this foundational structure and strength and developer attention and fundamentals and then drive that awareness. So I’m incredibly excited that we have our first ever CMO and the reality is you look at Andrew’s track record and what he did at Arbitrum and what he’s done at other points in his career, he is the absolute perfect person to come here and drive our awareness through the roof.”

Saunders’ Web 2.5 Marketing Approach: Bridging Worlds

So, what’s Saunders’ plan? While he’s keeping his cards close to his chest, he hints at a “Web 2.5” marketing strategy. This suggests a blend of proven Web2 techniques with innovative Web3 approaches. He emphasizes that understanding crypto goes beyond professional experience; being a user, trader, and investor is also crucial for effective marketing in this space.

“I like to consider myself a little bit of a Web 2.5 marketer. And so what you’ll probably see is things that you’ve seen in Web2, things that you’ve seen in Web3, but them coming together in maybe non-traditional and more interesting ways. And that’s always been how I’ve been,” Saunders stated.

Known for his experimental mindset – he was, after all, the first marketer to bring brands to Netflix – Saunders promises “out of the box” initiatives for SKALE. Expect the unexpected!

Decoding SKALE’s “Luxury Problems”: Gasless and Complexity

SKALE faces what O’Holleran playfully calls “two luxury problems.” What are they?

• Complexity of the Architecture: Explaining SKALE’s gasless model isn’t straightforward.
• Low Broader Market Awareness: Despite strong user metrics, many in crypto are still unfamiliar with SKALE.

Let’s break down the gasless aspect. In most blockchains, users pay gas fees for every transaction. SKALE is different. While not entirely fee-free, SKALE operates on a model where developers pay chain fees, eliminating individual gas fees for end-users. This can be confusing to explain, but it’s a deliberate design choice for user experience and scalability.

“Frankly, the architecture is complicated. It’s not easy to explain. And the easiest explanation is, hey, guess what? There’s still fees being paid, but there are chain fees and not individual gas fees. So the developer can pay instead of the end user. Because if you don’t have fees, you have no economic sustainability,” O’Holleran clarified.

These “luxury problems,” as O’Holleran calls them, are essentially marketing and communication challenges. And that’s precisely why Saunders is on board.

“We have amazing fundamentals, and not enough people know about us. We have amazing technology, that’s complex and difficult to message. Those are two problems that marketing solves, and that’s why Andrew’s on board.”

Focus on User Experience: Making the Tech Invisible

Saunders believes the key to overcoming the complexity issue is to shift the focus to the user experience. Think about it – do gamers care about the game engine powering their favorite titles on platforms like Epic Games? Probably not. They care about seamless gameplay and immersive experiences.

“I’m not seeing any of this on the backend. I’m just playing the game, and it’s operating. It’s never crashing,” Saunders illustrates.

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By delivering smooth, gasless experiences, SKALE can make the underlying technology fade into the background, letting users simply enjoy the benefits. With Saunders at the helm of marketing, expect SKALE to make some serious noise and finally get the broader recognition it deserves.

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