Kraken

Employee Advocacy Program & Internal Communications

An illustration of a woman with long dark hair floating in a futuristic, colorful space with stars, diamonds, and abstract objects. She is wearing a green cropped jacket and black pants, holding a smartphone in one hand and a mug in the other. A pink cat with yellow eyes is on the floor near her, and a large coffee cup is floating nearby.
Illustration of a globe with purple robotic hands gripping it from various angles, set against a purple background with stars and a moon. On the left, text reads "Why Kraken's workforce is forever remote-first" with the Kraken logo and "Future of Work" underneath.

The Challenge

Managing internal communications for a fully remote company of 3,000+ people spread across 70+ countries and 50+ languages presents a unique challenge: how do you maintain cultural cohesion, keep people informed, and help employees tell the company's story accurately — all without a single shared office and with constant change as the backdrop?

What I Did

The centerpiece was the Krakenite Advocacy Program, which I designed and launched from scratch. The program turned engaged employees into informed, well-equipped stewards of the company story — people who could share accurately and confidently across their personal and professional networks. I built the program infrastructure including a weekly digest (curated news, company updates, pre-approved social copy, and sharing guidelines), training materials on personal branding and social media best practices, and a tiered recognition system that reinforced consistent participation.

Alongside the advocacy program, I owned the internal communications system — designing Slack engagement strategies, developing content for company-wide All Hands meetings, producing employee story series, and building async formats that made updates usable across time zones (so information didn't depend on being “in the room”).

I partnered directly with C-suite leadership on change management communications, developing leadership messaging frameworks and drafting announcements with rigorous attention to accuracy, tone, and trust. This included navigating complex regulatory and compliance realities where comms needed careful review across jurisdictions.

Graphic illustrating why Kraken's workforce is forever remote-first, showing a globe with multiple hands reaching out around it in purple gloves, set against a purple background with stars.
A social media post about a blockchain conference, showing a panel discussion with three speakers on a stage and a large conference hall with an audience and a vibrant LED lighting setup.
Illustration showing a hand holding a glowing globe with digital and technology icons, representing crypto and upskilling, and text 'How crypto is leading the way in upskilling'.
A group of people performing live music on stage at a venue with blue lighting, including a singer, guitarists, a drummer, and audience members enjoying the performance.
Illustration of a globe with multiple purple hands reaching out, set against a purple background with stars, representing global remote work. The left side has the text "Why Kraken's workforce is forever remote-first" and the Kraken logo.

The Results

  • 300+ active brand ambassadors in the advocacy program

  • 150% increase in organic engagement through employee-driven content

  • 90% employee engagement rate across distributed teams

  • 94% of Culture Week participants reported improved morale and mission alignment

  • Created a scalable, repeatable communications infrastructure for a remote-first organization

The Takeaway

Remote-first doesn't mean disconnected — it means you have to design connection deliberately. Every Slack channel strategy, every All Hands agenda, every employee story we published was built with the understanding that culture doesn't happen by accident in a distributed environment. It has to be created, maintained, and reinforced through consistent, authentic communication.