20+ Strategic Partnerships.
Full-Cycle Pipeline.
Built in a Bear Market.

The invisible infrastructure behind billions in crypto transactions.

Banxa (TSX: BNXA) powers the fiat rails behind crypto. If a user bought digital assets with a card or cashed out to a bank account, there is a strong chance Banxa was the infrastructure enabling it.

I owned the end-to-end enterprise sales process from partner origination to signed agreements and live integrations. That meant negotiating commercials, navigating compliance constraints, and working directly with product and engineering teams to embed Banxa into partner platforms.

This was not transactional sales. It was infrastructure adoption in one of the most complex financial environments in the world.

Fiat ↔ Crypto Infrastructure · TSX: BNXA · 10 Years in Crypto

$10B+Processed Annually

150+Countries Served

45Global Licences

An underdog, in a downturn, selling to an industry that had just been burned.

The 2022 crypto bear market wasn't a correction it was a collapse. FTX imploded. Luna went to zero. Billions in market cap evaporated in days and weeks. Compliance teams at every exchange and wallet tightened vendor criteria overnight. Deals that previously took weeks now required months of legal scrutiny, risk review, and executive sign-off from teams that were simultaneously dealing with their own internal crises.

In this environment, Banxa was the scrappy TSX-listed challenger going up against entrenched, well-capitalised competitors with years of existing relationships and deeper pockets. The standard playbook outspend, outlast, wait for trust to build wasn't available. We had to outwork and out-think them instead.

Compounding this, I was simultaneously tasked with breaking into entirely new verticals Gaming, Layer 2 ecosystems, and DeFi applications where Banxa had zero footprint, no existing relationships, and no proven use case to reference. Every conversation started cold. Building conviction in prospects who were already wary and already cautious required going far beyond a standard pitch. It meant becoming the most informed person in every room.

Built the full pipeline end-to-end and expanded Banxa into high-value new verticals.

I managed the complete pipeline: outbound sourcing, qualification, discovery, solution mapping, commercial negotiation, legal/compliance alignment, and handoff into integration. In a bear market, pipeline volume is a vanity metric. Precision, qualification discipline, and stakeholder alignment are everything.

I focused ICP efforts on emerging startups and larger enterprises that needed reliable fiat rails but had very different procurement behavior. Deal sizes typically ranged from $15K to $100K+, and sales cycles could close in 2 weeks or stretch across several months depending on legal, compliance, and technical scope.

Vertical expansion into Layer 2 ecosystems, treasuries/foundations, Gaming, and DeFi required building category-specific narratives, identifying non-obvious decision-makers, and navigating complex internal approval paths. This created durable new partnership channels that extended Banxa's footprint beyond traditional exchange and wallet motions.

20+ strategic partnerships closed across complex deal cycles.

The outcome was a repeatable, full-cycle commercial motion: strong ICP targeting, disciplined pipeline management, and execution across legal, compliance, and integration stakeholders. That translated into 20+ strategic partnerships, meaningful deal volume, and expanded coverage across Layer 2 and treasury/foundation ecosystems.

What it actually took.

Selling payments infrastructure into crypto in a bear market, as an underdog required more than a standard B2B toolkit. It demanded fluency across technical, commercial, regulatory, and cultural dimensions at the same time.