Operations · GTM Case Study

Building the GTM
Operating System
at OKX

When Okcoin and OKX merged into a single global organization, I was brought in as the first and only PM hire to build the marketing org's operational foundation from the ground up, while supporting 10+ concurrent product launches weekly.

100%
Product org adoption of release tracker
40%
Faster time-to-market, video production
20+
Operational improvements delivered
Context
The situation
Company
OKX / Okcoin
Role
First PM hire, Product Marketing
Scale
18-person team, 150+ org
Timeline
Dec 2021 – Dec 2023
The problem
Building during a merger

Okcoin and OKX were merging into a unified global organization, and the combined marketing function was nascent, being built in real time as two teams with different processes, tools, and working norms came together. A shared GTM framework simply didn't exist yet. Meanwhile, the product org required 10+ concurrent launches per week across departments, languages, and global time zones. The connective tissue between product and marketing needed to be built from scratch, at speed, without slowing down delivery.

What I did
Building from zero
01 Embedded with the PMM team to surface existing processes across both orgs and build consensus on a unified approach, facilitating cross-functional workshops that identified 20+ operational improvements.
02 Built a product release tracking system from scratch, achieving 100% adoption across the product org within the first quarter of deployment.
03 Authored 20+ cross-functional SOPs covering every stage of the launch lifecycle, from brief to post-mortem, across multiple languages and time zones.
04 Designed a knowledge management system centralizing all marketing documents, templates, and best practices for a 150+ person Global Growth Center.
05 Led the video production program as the org scaled, onboarding a remote workflow solution that cut time-to-market by 40% across 60+ video launches.
System overview — the GTM infrastructure built All data shown is realistic sample data, not real OKX information
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FAQ
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Outcomes
What it delivered
100% adoption Release tracker adopted across the entire product org, no mandates, just a tool people actually used.
40% faster time-to-market Video production program reduced launch cycle time through process standardization.
20+ operational improvements Identified and implemented through cross-functional workshops in the first program cycle.
150+ person single source of truth Knowledge system served the entire Global Growth Center with consistent documentation.
The work in action
From the video program I built
How to Trade on Spot — Kristen, Product Marketing
In their words
What the team said
"

Kristen has been fundamental to the creation of the PMM team, leading and supporting countless major projects — OKX rebrand launch, mapping cross-functional processes, managed Okcoin listings, performance reporting, high-tier product launches, and the implementation of the 1st comprehensive OKX product pipeline and GTM tracker. She's shown the highest level of character, passion, and work ethic.

Tiano Freixas
Tiano Freixas
Global Head of Product Marketing, OKX
Reflection
What I'd do differently

If I were starting this over, I'd have invested earlier in change management, getting explicit buy-in from team leads before rolling out new systems rather than building in parallel. The tools landed well, but adoption would have been even faster with more structured onboarding for each stakeholder group from day one.

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