Project Overview

Paxful is a global peer-to-peer crypto marketplace with a mission to provide financial freedom to underserved populations—especially those without access to traditional banking. As part of its expansion across multiple African countries, the goal was to build community-led awareness and engagement, connecting users to accessible financial tools like digital wallets and peer-powered transactions.

Scope of Work

Working as part of an 8-person cross-functional team, I helped shape and implement a community development strategy across select African regions. This included:

• Online Activation: Launching social media campaigns, partnering with local influencers, and producing content that resonated with regional audiences.

• Offline Engagement: Supporting on-ground events, educational initiatives, and community forums to foster deeper relationships and trust.

• Community Building: Identifying user pain points and opportunities for engagement that aligned with Paxful’s broader mission of financial inclusion.

Outcomes

• Built localized communities in key African markets through both digital and in-person strategies

• Strengthened brand trust by promoting accessibility and peer-to-peer financial empowerment

• Bridged the gap between crypto as a concept and crypto as a practical tool for underserved populations

Key Takeaways

This project reinforced the importance of cultural context and human connection in community-led growth. Building trust in a decentralized financial product takes more than awareness—it requires conversation, consistency, and a genuine understanding of what access means in different parts of the world.