01. about
Hello! My name is Ade, and I'm on a mission to dissolve all the colour in my head.
Whether it's Web3, commerce, or AI - to me it's the same thing: strategy. The space changes, the thinking doesn't.
I've spent the last few years building things in spaces that didn't have playbooks yet. Leading product launches and IP development at Crypto.com, running operations and writing PRDs for a crypto project as its COO, doing BD with the likes of Binance and SM Entertainment, and growing communities from zero to six figures along the way. My work tends to live somewhere between product strategy, creative direction, and "we'll figure it out as we go." I like it there.
When I'm not working, I'm usually still in it — just differently. I'm building my own OpenClaw bot, going through Anthropic's AI courses, hosting casual gatherings where friends and strangers come together to geek out about AI, and staying plugged into Web3 communities like Abstract and Paradex.
I also emcee professionally and host a mean board game night. I think the best thinking happens when you're surrounded by curious people and not trying too hard.
Have a look around — or say hi at natalestee@gmail.com.
click below to find out more about my experiences
0.2 endeavors
work portfolio
Project Manager
Jan 2024 - Apr 2026
End-to-end product delivery & IP development
Digital product launches & GTM strategy
Game production, marketing & content strategy
Research & strategic planning for IP growth
Token launch coordination ($LION)
Product owner — merchandise vertical (strategy to logistics) Cross-functional team leadership
I lead project delivery for Loaded Lions, Crypto.com's flagship NFT IP, and its blockchain game Mane City. Day-to-day, that means owning the end-to-end lifecycle across IP development, game production, NFT launches, and marketing. Scoping, planning, budgeting, managing delivery timelines, and coordinating across a cross-functional team and external vendors. But the role has grown well beyond its original scope.
Over the past 2 years I've taken on ownership of new verticals that didn't exist before: building a streetwear merchandise line from strategy to logistics, managing the full production delivery of Capybara Nation (a game shipped in under two months), and leading engagement campaigns that became some of the brand's top-performing moments. I grew the Capybara Nation TikTok to 44K followers in 3 months, with a single video hitting 44M views, and managed the Loaded Lions Giphy account to 46M total views. I also work across departments (marketing, strategy, NFT) to define requirements, streamline workflows, and source vendors that keep quality high and costs low.
The thread across all of it: take something from idea to execution, figure out the playbook along the way, and make it work.
Fractured Fate
Fractured Fate was our second land sale — 25,000 units that sold out in minutes, generating approximately $1.5–2M in revenue. I managed the launch end-to-end: sourcing vendors for the trailer through my personal network (reducing production costs by 60%), coordinating creative assets across the team, and running a pre-launch engagement strategy on X that drove 45K+ views and became one of the brand's top-performing campaigns — building the community momentum that contributed to the sellout.
Beyond launches, I run the day-to-day operations for both Mane City and the broader Loaded Lions IP. On the game side, that means weekly standups with the dev team, coordinating graphic feature fixes, shipping new skins and in-game assets, producing assets for competitive blitz events, and managing marketing for new NFT sales that carry in-game utility. I also handle partnerships with other projects on Cronos to expand the ecosystem.
For the IP itself, I manage the content calendar, oversee creative asset production across art and motion, and drive the social media strategy — making sure the brand stays active and relevant across both the gaming community and the wider Web3 audience.
I sourced and managed production of the Fractured Fate 2 trailer through a personal contact,
delivering high-quality output while reducing costs by 60%.
Fractured Fate Assets - where i managed end-end coordination internally and across departments
Armageddon was my initiative. I spotted an opportunity to drive engagement through urgency and designed a timed in-game event built around scarcity and FOMO. I briefed the gaming vendors on the mechanic, coordinated with the creative team on all visual assets, and handled the marketing comms rollout. It became one of our strongest engagement moments.
Armageddon campaign — a timed in-game event I initiated that drove peak engagement across social and in-game activity
LOADED
Product strategy & end-to-end ownership
GTM planning & execution
Brand extension from digital IP to physical product CRM
Marketing, Supplier sourcing, production & logistics (7,000 SKUs)
Vietnam shoot direction & trailer production
This started as a side initiative and became a full vertical I built from the ground up. The goal was to extend the Loaded Lions IP into physical streetwear, taking a digital brand and giving it something people could actually wear.
Nothing existed when I started. I sourced key vendors from my own network, negotiated rates, designed the end-to-end logistics from warehouse to delivery, and managed production across 7,000 SKUs. On top of that I co-directed the marketing and product development, wrote all CRM and campaign copy, and created the assets. There wasn't a playbook or a dedicated team for this. I figured it out and ran the operation.
We flew to Vietnam to shoot the campaign trailer and product visuals, which I directed on location as second unit director. The aim was to position the merch as a lifestyle brand that could resonate beyond our current crypto community.
BTS for Vietnam shoot
Beyond the launches and new verticals, there's the daily work of keeping an IP alive and growing. I manage the Loaded Lions content calendar and creative asset production across art and motion, coordinate weekly with the game dev team on feature fixes, new skins, and in-game asset releases, and run marketing for NFT sales with in-game utility. I also handle partnerships with other projects on Cronos to expand the ecosystem.
One highlight: the Loaded Lions Giphy account I manage has racked up 46M views.
LOADED LIONS, MAIN IP
Community reposts from customers!
LL on the billboards of Korea, Gangnam
Loaded Lions at Korea Blockchain Week, with plushies and mascots designed and produced in house
$LION token launch
$LION breaking Guinness World Records for largest
aerial display of a currency symbol formed by drones
$LION roadmap
CAPYBARA NATION
Capybara Nation was a game we needed to ship fast — full production delivered in under 2 months, from game assets to marketing. I managed the game production, ideation of assets and owned the content strategy, building the TikTok presence from zero, growing it to 44K followers in 3 months. One video hit 44M views, making it one of the biggest organic moments across the entire Loaded Lions ecosystem.
Production period + files
Various marketing materials to onboard users, drive organic traction fully owned in house
0.3 passion projects
