Virtual USD Card Launch
Owned product marketing comms for a new virtual USD card. Drove a 35% increase in card creation with 59% of new users transacting within two weeks.
The Context
Users had been requesting a USD card with fewer declines that worked beyond just online transactions. They wanted tap-to-pay, Apple Pay, Google Wallet, and the ability to spend internationally. The company built a new virtual USD card as a direct response, and my role was to make sure the launch drove real activation and usage.
What I Did
I owned the product marketing communications and launch execution for the new card.
In collaboration with other team members, the launch was strategically timed around Devconnect Buenos Aires, a major Ethereum conference, since our target audience (remote workers, freelancers, and founders) would be there and actively spending across borders. This created immediate social proof as early users shared their experience organically.
I designed a phased communication sequence and intentionally structured it so users received information in the right order: product announcement first, then setup education, then feature highlights like Apple Pay and Google Wallet, followed by social proof from early adopters, and finally FAQs.
Each phase built on the previous one to move users from awareness to activation without overwhelming them.
The launch also included a 5% cashback incentive on card spending to drive immediate usage, not just sign-ups.
The Results
Increase in card creation
First transaction within 2 weeks
Support tickets related to card setup dropped compared to the previous card product.
