I build the public voice of companies that change what's possible.
CurrentlyHead of Social, Ripple
PracticeBrand, social, narrative
BasedLos Angeles
Track record
Patagonia·Exodus·Ripple
2014 — Now
§ Work
A decade of building brands at the edge of culture.
Ripple
Head of Social
Leading global social and AI-driven growth at the company building the Internet of Value — open rails that let money move the way information already does. The public surface where the world meets stablecoins, payments, and onchain finance starts here.
2023 — Present
Exodus
Director of Social & Community
Built and ran social, community, and creator strategy for one of the most-loved self-custody wallets on the internet. Turned a product into a movement, and a movement into a category.
2022 — 2023
Patagonia
Director, Social Media
Helped steward the voice of the most uncompromising brand in retail. Learned what it takes to make every word a brand earns the trust of a customer who is paying attention.
Earlier
Independent
Advising founders
A small number of early-stage companies a year, on positioning, narrative, and the first thousand believers. Selective, hands-on, no decks.
Ongoing
§ Operating beliefs
How I think about this work.
001Brand is a product.
The voice of a company is not decoration on top of the product — it is the product, the first one anyone touches. It deserves the same rigor as the codebase.
002Social is infrastructure.
Done seriously, social is not a channel — it's the operating system through which a company learns what it actually means to its customers, in real time.
003Clarity is the moat.
Most companies hide behind complexity. The ones that don't — the ones that can say what they do in a sentence anyone understands — win the category. Clarity isn't a marketing skill. It's a competitive moat.
004Trust compounds.
Every word a brand publishes either earns trust or spends it. The teams that understand this build something that lasts longer than the cycle they were born in.
Best reached at grant.eads@gmail.com