ETRNL

Repositioned the company's GTM around signed creator collectibles

ETRNL launched around NFC keychains that unlocked music — utility hardware. Working directly with the founder on a two-person team, I made the case to reposition the company around signed creator collectibles, on the thesis that fans collect identity, not utility. I originated the concept and the signed-card mechanic — artists signing their own cards to build scarcity, collectibility, and pricing power — and the bet became ETRNL's direction. From there I led execution end to end: product, onboarding, activation, creator tooling, packaging, and the brand and campaign surfaces. The company ran out of runway before the thesis could be validated at scale; what's shown here is the strategy and the system built to test it.