Field notes
From growthto community.
Disciplines applied
CYKOM is a niche community-driven brand. I joined as Head of Growth and stepped up to Chief Marketing Officer. The category was not the kind you win with paid spend alone. It is won by being the place people want to belong to.
Community builds equity. Equity outlives campaigns.
See it first
What I did
- 1Built the community story across channels. One narrative, multiple surfaces: Discord, Facebook, email, owned content. The story stayed the same, the format adapted.
- 2Used AI for community management at scale. Moderation triage, response drafting, member onboarding. Humans stayed in the loop where it mattered.
- 3Linked community to commerce. The community sold without selling. Loyalty turned into orders without a campaign attached.
- 4Reported on dwell, not just attribution. Time spent, return rate, member depth. The metrics that predicted retention.
What I took with me
Community builds equity.
You cannot A/B test loyalty. You can only measure how long people stay.
Channel multiplies the same story.
One narrative, three channels, same week. Repetition with variance is what people remember.
When community is strong, marketing sells itself.
The most efficient campaign is the one you do not have to run.
Workplace photo
