Building a Global Brand from the Ground Up
“Taka put together a deliberate, structured plan to grow the marketing function to over 80 people… and the hires were sequenced and brought together to work in a way that meant these cross-functional teams executed at speed and scale without losing cohesion.”
Anyone considering working with Taka will quickly recognize three things: the sharpness of his strategic thinking, his unwavering focus on ROI, and most distinctively, how he invests in the people around him. He doesn't just propose strategies; he builds the team capacity to execute them.
When Taka joined Bybit as Global VP of Marketing, Bybit was at an inflection point. The exchange had built a strong reputation among professional perp traders, but the ambition was far bigger, which was to become a crypto household name. As Head of Brand who joined right after Taka did, I had a front-row seat to how he architected that transition from 0 to 1, and it shaped how I think about brand-led growth.
Building a brand of that ambition required a team to match. Taka put together a deliberate, structured plan to grow the marketing function to over 80 people — spanning media, brand, insights, measurement, creative, and performance marketing, and the hires were sequenced and brought together to work in a way that meant these cross-functional teams executed at speed and scale without losing cohesion.
He also invested time steering and moulding the brand direction with the creative and brand team, something senior leaders often outsource to their managers. That ensured the new and old team members collectively can maintain brand consistency and the right tonality across markets, channels, and formats.
The most transformational thing that stood out was how Taka grounded the brand strategy in the broader business strategy. This wasn't brand for brand's sake. Taka connected every creative and positioning decision back to the journey from specialist trading platform to mainstream crypto brand, and built up Bybit's first in-house brand tracking system and metrics, ensuring the work had strategic weight and could hold up in any boardroom conversation.
His insistence and investment on measurement discipline from the start was what allowed the rapid transformation to scale globally, effectively. Every market activation had clear KPIs calibrated to local context and that rigor meant we could optimize in real time and report results with integrity.
Watching Taka work changed how I think about what great marketing leadership looks like. He has a great eye for talent and for cultivating them. What sets him apart is how he cultivates a genuine love for the craft in the people around him. Teams become sharper, more brand-conscious, and more business-oriented simply from being in his orbit. If you are looking for someone who can pull together a high-performing team from the ground up and genuinely develop the people within it, Taka is one of the best I have seen do it.
Mei Kuan Chin, Head of Brand
