Head of Product · Liminal · Temasek
Laguna
Network
The problem
Cashback platforms like ShopBack have proven that consumers will change shopping behaviour for rewards. But the rewards — points, vouchers, traditional cashback — decay in value, reset, and go unclaimed. Meanwhile, crypto-native users had no simple way to earn yield on everyday spending.
The opportunity: build a ShopBack-equivalent on crypto rails, where affiliate commissions flow directly to users as appreciating crypto assets instead of depreciating points.
What I built
Merchant marketplace
100+ global merchant integrations across travel (SIA, Emirates, Agoda, Trip.com), retail (Nike, iHerb, Shopee, Lazada, Taobao), and more. Managed affiliate tracking, order reconciliation, and payout accuracy end-to-end.
Multi-token wallet & rewards engine
Designed a Web2-friendly wallet supporting USDC, BTC, ETH, ANIME, MOCA, APE and more. GMV → affiliate commission → on-chain USDC distribution pipeline across Solana and Base.
Wallet · multi-token cashback · membership tiers
Medallion system · NFT-gated membership
Loyalty tokenomics & gamification
Designed Laguna Points tokenomics — earn through shopping, posting, and community engagement. Spend on Treasure Shoals, an on-chain wheel spin game with rare prize drops. Designed a VIP loyalty tier system (Bronze → Silver → Gold) where membership is earned through lifetime spending or qualifying NFT ownership — each tier unlocking progressively higher cashback upsize rates, exclusive promotions, and priority access to new token launches.
Treasure Shoals — on-chain gamified rewards & tokenomics
Admin portal & reconciliation
Built internal tooling for affiliate platform reconciliation, order tracking, commission validation, and payout management — enabling the ops team to handle 100+ merchant integrations without engineering dependency.
Analytics & data-driven growth
Built a full analytics stack from scratch in Tableau — 50+ dashboards covering user growth, GMV, cohort retention, LTV, activation, conversion, persona segmentation, merchant performance, and token distribution. Used this data directly to drive product roadmap decisions.
Cohort & retention analysis
Built paying customer retention cohort tables tracking M0–M18 behaviour. Early cohorts (Sep–Dec 2024) showed strong M6 retention of 20–37%. Used cohort data to identify drop-off points and inform onboarding and re-engagement flows.
Persona segmentation
Segmented users into Web2 Native, Web3 Curious, and Web3 Native personas. Tracked GMV and conversion by persona monthly — Web2 Natives consistently drove the highest GMV share at 34%+, informing merchant selection and reward design toward mainstream appeal.
Merchant & category intelligence
Tracked merchant interest, orders, and GMV independently — identifying that travel (Agoda, Trip.com) drove the highest GMV ($2.7M+) while retail drove volume. Used to prioritise merchant deals and negotiate upside cashback rates with top performers.
Partners & ecosystem
Integrated Laguna into 10+ Web3 ecosystems as distribution and credibility channels. Managed 100+ merchant partnerships end-to-end — deal negotiation, integration, tracking, and payout reconciliation.
Web3 ecosystem partners
Merchant partners
What's next
Laguna is building toward agentic commerce — where AI agents handle purchase intent, merchant selection, and on-chain reward distribution autonomously. I defined the AI strategy and MCP requirements, and led partner discussions with Web3 agent companies including Virtuals.
The analytics foundation built across this platform directly informs where the product goes next.