Joan’s Index

I write a bi-weekly newsletter, featuring essays on tech, humans and economics.

Founder / Writer

MODA DAO

Advisor

Flare

Director Of Communications

Fishburners

Head Of Marketing

Joan Westenberg is a seasoned writer focused on tech and economics. She was honoured as one of the top 100 innovators by the Australian. Joan has written for Wired, The Australian Financial Review, the SF Chronicle, The Saturday Paper, Chainsaw, Yahoo,  TIME, Inc, the ABC, Crikey and others. Beyond her writing, Joan is an advisor to Culture Vault and MODA DAO, fusing her technological expertise with her passion for cultural innovation. Joan has spoken at SXSW, NFTfest, Microsoft Ignite, Web Summit etc.

Joan Westenberg

Audrey Nesbitt

Chief Marketing Officer

SPIRIT Blockchain Capital Inc.

Spirit Blockchain Capital is a pioneering investment firm focused on blockchain technology and digital asset management, dedicated to unlocking the potential of the digital economy through strategic investments and innovative solutions. Recently, SBC acquired Dogecoin Portfolio Holdings Corp., positioning itself as a key player in the Dogecoin ecosystem. This acquisition aims to expand its utility and promote wider adoption. With a senior management team that has over 80 years of combined experience in capital markets and blockchain, Spirit Blockchain Capital is committed to bridging traditional finance with cutting-edge technologies, creating unique investment opportunities for both retail and institutional investors.

Consultant / Self-Employed

I guide executive teams, founders, and boards on strategic marketing, go-to-market, and operational initiatives for innovative ventures across Web3, decentralized finance (DeFi), artificial intelligence, fintech, and law. My expertise spans leading token generation events, building engaged communities, and crafting compliant marketing frameworks that bridge traditional finance and decentralized ecosystems.

I have led comprehensive marketing and GTM strategies for blockchain layer 0 and L2 scaling solutions, AI-powered gaming platforms, privacy-focused decentralized platforms designed for institutional clients, and DeFi asset management platforms. Additionally, I have orchestrated global marketing and educational programs for nonprofit organizations focused on empowering women and youth in emerging technologies, securing key partnerships with government entities and building vibrant, worldwide communities through strategic alliances and impactful events.

I specialize in blending proven traditional marketing disciplines—such as brand strategy, integrated campaigns, partnership development, investor relations, and educational outreach—with innovative Web3 growth tactics like community activation, token event planning, and ecosystem engagement. My approach is highly adaptive: I tailor every strategy to the unique needs of the target market, product, or service, ensuring that each initiative—whether in law, fintech, blockchain, or emerging tech—leverages the most effective mix of conventional and next-generation tools. There is no one-size-fits-all solution; I focus on aligning the right tactics with business objectives, helping organizations achieve scalable growth, regulatory compliance, and lasting market impact. 

Law Tigers, METIS, CryptoChicks, InvincibleGG, FLUIDEFI, Russ Brown, Owners Club, Bloomly, RocX, etc.

Consultant/CEO

FLUIDEFI

As Head of Marketing, I set the strategic vision for FLUIDEFI’s market presence and institutional reputation for clients and investors. My role encompassed shaping the company’s narrative, forging high-value partnerships, and developing targeted campaigns that translated complex digital asset data into actionable insights for decision-makers. I ensured marketing efforts aligned with business objectives, regulatory standards, and the evolving needs of institutional partners, resulting in increased engagement, client trust, and market leadership.

Global Head of Marketing

Brown, Koro, Romag, LLP

Oversaw corporate communications, marketing strategy, and national event initiatives, reporting directly to the Founder & CEO.

Created and managed partnerships with national organizations, fully immersed the firm in the community, and established it as a recognized national brand.

Transitioned the firm from traditional to digital marketing, achieving top search rankings and boosting lead generation.

Led CSR initiatives and pro bono programs, enhancing the firm’s reputation as a community-focused brand.

National Marketing Director (USA)

With over 20 years of experience in marketing, PR, and entrepreneurship, I currently serve as CMO at Spirit Blockchain Capital, where I lead innovative go-to-market strategies for real-world asset (RWA) tokenization in the blockchain and DeFi space. Spirit Blockchain Capital is advancing the future of finance by investing in and launching regulated, institutional-grade digital asset products-such as crypto ETPs and tokenized financial instruments-designed to make blockchain-based investments more accessible, liquid, and secure for both institutional and retail investors. My career spans FinTech, Web3, AI, and decentralized finance, where I specialize in crafting strategic marketing initiatives that elevate brand visibility and position companies as industry leaders in fast-evolving markets. Holding a PMP credential and an MBA from Heriot-Watt University, I bring a disciplined, strategic approach to scaling innovative ventures.

Previously, as a marketing advisor and former CMO at a Web3 educational hub for women, I expanded the non-profit’s global reach, empowering thousands through education in blockchain, AI, and Web3. My leadership earned nominations for Blockchain Company of the Year at the Canadian FinTech and AI Awards and Diversity Initiative of the Year at the Women in IT Awards Canada. My commitment to impactful marketing has also garnered recognition, including nominations for Tech Startup of the Year (2023) at the Women in IT Awards and Outstanding Leadership (2024) at the Marketing2.0 Conference.

As a keynote speaker, I share insights on marketing, GTM strategies, and innovation, inspiring audiences across FinTech, Web3, and beyond. Passionate about driving growth and fostering inclusion, I remain dedicated to advancing women in tech and shaping the future of transformative industries.

taplio

The Battle

Joan Westenberg

Audrey Nesbitt

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