Michael Start a project

Khureltulga Gantsetseg

The work is the credential.

Khureltulga Gantsetseg, Michael

I’m Michael — branding, marketing, and partnerships. I go by the work name Michael; my name is Khureltulga Gantsetseg.

Five-plus years of growth marketing: I take a product from first idea to a live market. I own the plan, the brand story, the visual asset pipeline, and the community. That started with a heritage boot brand’s online store, then daily crypto research, then a co-founded startup lab, then a Nasdaq-listed miner’s Bitcoin L2, then a game that had to feel like a world.

At Insomnus I grew a dark pixel roguelike to 195,000+ registered users and closed official partnerships with Somnia Network, MegaETH, Gate Labs, and Marathon Digital Holdings. I still draw the sprite and write the campaign copy in the same week. I use Claude, Llama, and Grok every day to automate marketing work — the pictures still have to look like someone meant them.

Mongolian native. English for work. Japanese at the start. Based in Songinokhairkhan, Ulaanbaatar. Remote-ready. I’ve led teams of ten.

Experience

Work that paid for the craft.

Insomnus Creative Asset & Marketing Lead · independent indie game

Founder-led dark pixel roguelike. I own growth, brand, community, partnerships, and the art pipeline — in-game and campaign.

  • Growth: digital marketing and viral campaigns that took the game to 195,000+ registered users in a short window.
  • Partnerships: legal partnership with Somnia Network; MegaETH ecosystem grants; grant support from X1 EcoChain; Gate Labs as technical advisor; international co-marketing partners.
  • Community from zero: retention events and programs so players had a reason to stay after the first run.
  • Assets: directed graphic and product teams on in-game art and marketing art. Brand voice, player-facing copy, and press copy in the same system.

Numad Labs Co-founder & Director of Brand & Partnerships

Co-founded this startup. Directed branding, marketing, partnerships, and content for 10–12 Web3 projects from first idea through market.

  • Mintpark — Bitcoin L2 NFT marketplace. International user acquisition. Live on Hemi, Core mainnet, and Citrea testnet. 90k+ registered users, 10k monthly active.
  • Team Alpha — 8,800+ subscriber Web3 research community. Content and programs around airdrops, RWA, and new chains. Helped a community claim $500,000+ in airdrops.
  • Satoshi Punks — brand, storytelling, and community for one of Mongolia’s first Bitcoin Ordinals collections, start to finish.
  • Araafal — viral campaign, copy, and social for a Bitcoin raffle dapp.
  • Co-marketing with Nasdaq-listed Marathon Digital Holdings on Anduro — new chain products, brand partnership, social activation.
  • Marketing ops on Jira, ClickUp, and Figma. Claude, Llama, Hugging Face, LangChain, and Grok for automation and daily community replies.

Pixels Freelance game artist · remote

Seasonal Event and Special Event 2D / pixel art for a live game. The pictures and the production calendar lived in the same person.

  • Custom pixel sets for each event method and holiday — not a reused sheet with a new banner.
  • Environment details, props, animation color, shadows, and textures in the Pixels palette and standard.
  • Engine-ready sprites and tilesets, visual consistency across layers, shipped on the art director’s deadline including event windows.

Marathon Digital Holdings Marketing lead · remote / hybrid

Marketing lead on Bitcoin Layer 2 work for a Nasdaq-listed miner. Protocol, campaign, and wallet — not just a booth.

  • Anduro L2: Lumi sidechain engineered end-to-end; I led the development track.
  • Prague test campaign: ran the practical trial for a Prague-based chain through technical execution and a successful integration.
  • Anduro Wallet: contributed to the core wallet — security, testing, and validation.
  • Coordinated Numad Labs and Marathon engineering sprints so the work hit the date.

Crypto Puujin Crypto fundamental analyst & content specialist

Where the market education started: daily research, explainers, and a community that had to understand Web3 without a whitepaper.

  • Daily fundamental and technical research turned into investor-facing notes.
  • Finance, chain, and policy explainers; CryptoPuujin Podcast episodes; the editorial calendar.
  • Community on club membership and social — DeFi and Web3 taught in plain language.
  • Multi-chain data synthesis so the desk had a number before the narrative.

Oros Tsagaan Gutal Online sales & digital marketing

Heritage leather boots — a traditional product that still had to sell online. Paid and organic, store, and copy, start to finish.

  • Facebook, search, and organic campaigns for seasonal boot sales, planned and run as one system.
  • Stood up online ordering for men’s and women’s heritage leather boots, with customer service attached.
  • Brand copy and customer education so the product made sense before the cart.

Tools I actually open

Aseprite Photoshop Tiled Canva Illustrator Blender Figma Gitbook Jira ClickUp Claude · Grok · Llama X / Discord / Telegram

Also

Dorahacks online hackathon finalist, three times. UB Marathon volunteer, 2025. I draw at an advanced level. I still play football with a team.

Anything can be useful if you think it’s special. Let’s build what doesn’t exist yet.