I am Jeswin, and for the last six years my job has been getting complex financial products adopted in DeFi. I started in the tidy world of traditional finance: a Bachelor’s in Economics, a Master’s in Financial Economics, CFA Level 1 cleared, and a year at Moody’s conducting research for institutions across derivatives, fixed income, and equities. Then I watched DeFi hand those same markets, once accessible only to institutions, to anyone with a wallet, and I left the tidy world for the interesting one.
Four years at YieldFi taught me what adoption actually takes. I led product and go-to-market for yUSD and vyUSD, yield-bearing stablecoins, across 10 chains to $75M in TVL: a content engine behind a quarter of all sign-ups, a 140,000-member community, and the habit of treating every channel as an economics problem first.
Today I head Product Marketing and Content at The Risk Protocol (a protocol tokenising risk), the first marketing hire, building the RiskFi category from a blank page: the narrative, the litepaper, the points program, to the analytics dashboards to check whether what we wanted worked or not.
What makes me different: I am a marketer who understands code. I run the writing, the research, the graphic design, and the video production independently, and I can still sit with the engineers to review code and financial logic. That combination cuts turnaround across every product: I start with a mockup of exactly what I want, or spell out how the database needs to be built, so most things ship in one shot. The points program is what my cross-functional capabilities look like in practice. Working with our CEO, engineers, and designers, I wrote the math, created the mockups, and verified everything, and we shipped it to production in 10 days, work that would otherwise have taken 30 to 45.
Apart from product and marketing, I play tennis in the mornings and lift heavy, and have an unquenchable curiosity about markets, which, one way or another, is what everything below is about.
Everything linked is live and mine end to end: the writing, the models, and the numbers behind them.
Three chapters so far: learn the markets, learn adoption, build the category.
First marketing hire. Category narrative, litepaper and docs, points and referral programs, community from zero, and the full analytics stack.
Product and GTM for yUSD and vyUSD, yield-bearing stablecoins, across 10 chains to $75M TVL and $500M volume.
Cross-asset research across derivatives, fixed income, and equities. Where the data habit comes from.
