Joni Merkel, MBA
Atlanta, Georgia
Overview
I’m a marketing executive who helps bring capital markets onchain by translating complex blockchain, DeFi, and financial technology into clear, enterprise‐grade solutions for institutional buyers. I focus on solution‐marketing and GTM strategies that drive adoption of tokenization, digital assets, and modernized payments across global financial ecosystems. In recent years, I’ve served as a Fractional CMO and strategic advisor to early‐stage and growth‐stage companies targeting institutional investors, alternative investment funds, and regulated financial services, developing global GTM plans
About
I’m a marketing executive who helps bring capital markets onchain by translating complex blockchain, DeFi, and financial technology into clear, enterprise‐grade solutions for institutional buyers. I focus on solution‐marketing and GTM strategies that drive adoption of tokenization, digital assets, and modernized payments across global financial ecosystems. In recent years, I’ve served as a Fractional CMO and strategic advisor to early‐stage and growth‐stage companies targeting institutional investors, alternative investment funds, and regulated financial services, developing global GTM plans, messaging frameworks, and integrated campaigns that connect smart contracts, decentralized networks, and onchain data to outcomes like capital efficiency, reduced counterparty risk, and operational resilience. As Chief Marketing Officer of a tokenized investment platform, I built marketing and sales operations across multiple jurisdictions, defined differentiated institutional positioning, and developed strategic partnerships with funds, advisors, and infrastructure providers. I also led solution marketing and launch campaigns for security‐token infrastructure platforms, working closely with founders, product, engineering, legal, and compliance to bring regulated digital‐asset offerings to market. Earlier, I served as CMO on a three‐person executive turnaround team for a global corporate real‐estate association, reversing a five‐year financial decline, delivering the first profit in nine months, and tripling revenue in six months while reorganizing global marketing operations across 93 countries. I also built the first global marketing communications function for a $1.3B division of a $13.1B enterprise headquartered in Paris, leading a digital transformation that unified 63 country websites into a single customer portal. What I’m known for: Designing solution‐marketing and GTM strategies for complex, regulated products (ICOs, STOs, tokenized funds, digital‐asset platforms) Translating technical concepts (smart contracts, decentralized networks, interoperability) into compelling narratives for institutional financial and technology leaders Leading integrated campaigns across paid, owned, and earned channels with product, engineering, sales, and communications Turning around underperforming marketing organizations and building global operations and ecosystems that scale across NA, EMEA, and APAC If you’re at the intersection of capital markets and Web3 and need to clarify your story, align teams, and accelerate institutional adoption, I’d be glad to connect.