Open to opportunities

Rachel Yue

@rachelyue

Message

Marketing and communications strategist building institutional narratives and brands across fintech and digital assets.

Malaysia

Message

What I'm looking for

I’m looking for a role where I can shape brand and thought leadership for fintech/digital-asset ecosystems—own PR and content strategy, lead institutional narratives, and collaborate with partners to drive credible, measurable market visibility.

I’m a marketing and communications strategist who builds brands, narratives, and market presence across fintech, digital assets, and emerging financial infrastructure. I focus on connecting complex industry developments with clear, credible, actionable insights that strengthen market perception, stakeholder trust, and business outcomes.

As a Marketing Product Manager at e23, I established the brand, thought leadership, and market visibility from launch. I translate digital asset infrastructure concepts into institutional narratives for investors, ecosystem partners, regulators, and market participants, and I built a thought-leadership engine across social, content, and owned media.

At Ultima Markets, I strengthened brand governance and expanded PR visibility to support global industry positioning. I owned external-facing communications, scaled a sustained PR and broker-listing engine on Myfxbook, and grew owned thought-leadership publishing platforms (including Medium and Stack).

Earlier, I scaled FDUSD across multiple blockchains and DEXs/CEXs through content-led GTM and ecosystem partnerships. I’ve also driven B2C marketing and e-commerce live campaign performance, always combining narrative-led content with disciplined execution, market research, and performance-focused iteration.

Experience

Work history, roles, and key accomplishments

Current

Marketing Product Manager

Current

E23

Apr 2026 - Present (3 months)

Established E23's brand, thought leadership, and market visibility from launch by translating complex digital-asset infrastructure into clear institutional narratives. Led PR and founder positioning, developed category narratives (stablecoins, tokenisation, post-quantum security), and supported ecosystem partnerships and brand/visual communications.

Brand Strategy Thought Leadership Strategic Communications Content Strategy Public Relations Institutional Positioning Narrative Development Ecosystem Partnerships Tokenization Stablecoins Post Quantum Cryptography Sovereign Layer 1 Positioning

Senior Branding & Communications Exec

Ultima Markets

Aug 2025 - Mar 2026 (7 months)

Owned brand governance and external-facing communications while expanding PR visibility across broker platforms and events. Built a PR and broker-listing engine on Myfxbook, scaled owned thought-leadership channels (Medium/Stack), managed media relations, and led end-to-end event initiatives for FMLS:25.

Brand Governance Public Relations Myfxbook Listings Media Relations Content Marketing Thought Leadership Medium Substack Event Management Stakeholder Relations CFD Industry Positioning

Marketing Specialist

First Digital

Jul 2024 - Aug 2025 (1 year 1 month)

Drove content-led GTM and ecosystem strategy to scale FDUSD stablecoin adoption across multiple blockchains and DEX/CEX networks. Led partnership marketing with major chains and exchanges, managed end-to-end editorial content, and grew social and earned media visibility.

Content Strategy Go To Market (GTM)Stablecoins Ecosystem Partnerships Partnership Marketing Earned Media Social Media Growth LinkedIn DeFi

B2C Marketing Associate

Payd

Oct 2023 - Jul 2024 (9 months)

Supported growth for a financial wellbeing app through branding and product expansion initiatives focused on acquisition and retention. Owned social media marketing execution and led conversion/customer acquisition campaigns, content direction, and user feedback via focus groups.

Social Media Marketing Facebook Instagram TikTok Customer Acquisition Conversion Marketing Content Strategy Market Research Focus Groups Editorial Execution

Marketing Associate

Shopee

Dec 2021 - Oct 2023 (1 year 10 months)

Managed Shopee Live performance across key metrics including sales, campaigns, and education, improving results across peak shopping seasons. Analyzed raw performance data using advanced Microsoft Excel and basic SQL to turn metrics into actionable insights.

Sales Metrics Advanced Excel Pivot Tables SQL Data Analysis