leigh ferreira

About

Senior marketing executive with 20+ years of hands-on experience translating emerging technologies into mainstream narratives. Builds brand strategy, content and campaign execution, community programs, and investor communications—especially for AI, Web3/blockchain, fintech, and digital assets—while advancing accessibility for women and underrepresented communities.

Experience

• AI Trainer | Marketing & Strategy Expert · AI Consulting05-01-2026

  • LinkedIn: Marketing Paid Consultant, Campaign Execution & Launch • Mercor Intelligence: Generalist Expert • Micro1: Marketing Strategy Consultant

• Marketing Strategist Consultant · Ashleigh Enterprises03-01-2016

  • Specializing in brand narrative, go-to-market, content creation/distribution, community building and investor communications for AI and Web3 companies. • CLIENTS: ToneWell, XRPLend, RWAP Group Web3 Software Studio, NODE0, Shopin, Block Studios (CryptoTax and Block4N6), CryptoMondays NYC, NYC Blockchain Center, Supercharge Blockchain, Engagious, Dialsmith and Proximity for Justice • Worked with ToneWell to craft their narrative and investor pitch deck to raise funding for their AI-powered voice analysis wellness platform. • Developed go-to-market strategy for XRPLend, a DeFi lending platform for XRP holders • Created investor acquisition strategy and marketing materials for NODE0, a fractionalized validator node offering targeting institutional investors • Led marketing strategy for Shopin's blockchain based personalized shopping platform and token offering; created educational content and scaled community from zero to 100,000+ engaged users

• Marketing Specialist, Google Developer Studio · Google03-01-2024 – 05-01-2024

  • Developed social media content for Google I/O and I/O Connect events showcasing AI product announcements to global developer audiences • Analyzed performance data to identify high-performing content formats and optimize messaging across multiple social channels • Created performance reporting and strategic insights for global marketing team to inform future AI product launch campaigns/content

• VP, Marketing · ETHTrust06-01-2021 – 04-01-2023

  • Led marketing strategy and messaging for digital asset custody platform navigating regulatory approval and Trust Company status • Developed investor relations materials and communications; supported CEO in raising $5M at $65M valuation • Positioned complex financial and regulatory product for mainstream consumer and institutional audiences • Built brand narrative for emerging fintech company in rapidly evolving regulatory environment

• Digital Strategist · PROPOINT03-01-2015 – 02-01-2016

  • Pitched and won new business totaling $1M+ from enterprise clients including Facebook, Google/YouTube, Target and VMware • Converted Facebook lead into long-term client relationship generating $500K+ in revenue across 36 projects • Advised on digital strategy for major brands including Forbes, Blue Shield of California and Google/YouTube

• Digital Marketing & Content Distribution · TED01-01-2008 – 06-01-2011

  • Helped pioneer TED's digital marketing strategy during critical growth period, scaling social media from early adoption to 4.3M followers and driving 15M monthly TEDTalk views • Built global content distribution framework establishing partnerships with Apple/iTunes, Facebook, Google/YouTube, Hulu, Twitter, and Virgin America to expand TED's reach beyond TED.com • Worked with team on development and launch of TED iPad app generating 780K downloads in 6 months; secured feature placement in global Apple iPad advertising campaign • Scaled email marketing program to 500K+ subscribers with industry-leading engagement (29% open rate, 8% click-through rate) • Drove marketing strategy for TEDx community initiative and TED Open Translation Project, scaling to what is now 3,000 events around the world and 53K+ translators creating 238K+ translations across 115 languages • Developed marketing strategy for Pangea Day, a 7 city live event broadcast in 7 languages across TV, web and mobile reaching 2M viewers in 180+ countries

• Account Director · RAZORFISH (SF and NYC offices)09-01-1998 – 12-01-2007

  • Formerly CKS Partners, USWeb/CKS, marchFIRST, SBI & Company, SBI/Razorfish and Avenue A/Razorfish • CLIENTS: Ann Taylor, Apple, Capital One, General Mills, harman/kardon, JP Morgan Chase, Kodak, Mattel (Barbie, MyScene, Mattel Corporate), Pangea Day/TED Prize, Pokémon, TED and Visa • Worked directly with Steve Jobs and Apple leadership on branding, packaging and marketing strategy for the worldwide iMac launch in 7 languages. The launch strategy became the template for all subsequent Apple hardware/software releases. Our team went on to form Apple's in-house Design Team • Pitched and won $5M+ in new business from premium clients including Apple, Mattel, Capital One, Visa and Pokémon • Managed full-service marketing campaigns across branding, digital strategy and go-to-market for Fortune 500 and emerging technology brands

Education

• Canisius CollegeBachelor of Arts (B.A.), Communication/Advertising

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