Exclusive SheVerified:
Rachel Conlan,
CMO of Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance,
on Amplifying Women’s
Voices and Pushing Crypto into the
Mainstream
Rachel Conlan’s career journey has been anything but conventional. With over
two decades of experience spanning marketing, media, and entertainment, Conlan
now serves as the Chief Marketing Officer of Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance, one of the world s
leading cryptocurrency• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта exchanges. Starting her career in the world of
advertising, she honed her skills working with global Fortune 500 brands and
guiding legacy companies through digital transformations.
In this interview, Conlan delves into her strategic approach to scaling
Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance’s global marketing efforts, her insights on empowering women in
crypto, and her mission to foster a more inclusive and decentralized financial
ecosystem.
Can you share a bit about your background before joining Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance? How you made
the switch to the crypto space?
Certainly! Before joining Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance , I spent over 20 years working across
various industries, primarily focusing on marketing, media, and entertainment.
My career began in advertising, which was an intense, fast-paced environment —
perfect preparation for the crypto industry. From there, I worked with major
global brands in the luxury and traditional banking sectors, helping them
undergo digital transformations.
Eventually, I joined the Creative Artist Agency, one of the world’s largest
sports and entertainment agencies, which is where I was first introduced to
the world of crypto. Around five and a half years ago, during what felt like a
gold rush in the crypto space, fintech and blockchain firms were looking for
ways to establish cultural programs and reach new audiences.
I got the chance to work with founders of leading exchanges and platforms,
which gave me a front-row seat to the evolution of this industry. It was
fascinating to see how crypto was not only disrupting traditional finance but
also redefining how we think about ownership and financial freedom .
That experience ignited my passion for this space because I genuinely believe
in the transformative potential of blockchain technology. There’s a bigger
mission at play here, one that’s about more than just financial transactions —
it’s about democratizing access to financial tools and empowering individuals.
I joined Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance two years ago, initially as the VP of Marketing, and after a
year, I was honored to take on the role of Chief Marketing Officer.
How has your experience in “traditional” industries influenced your approach
at Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance?
My background has been incredibly beneficial in shaping my approach to
marketing in the Web3 space. One of the things that stood out to me when I
joined Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance was how user-obsessed we are. In the world of traditional
digital marketing, working with brands that had hundreds of millions of users
taught me the importance of scalability and data-driven strategies. At
Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance, we’re leveraging those lessons to optimize our user engagement.
For instance, we just crossed 238 million users globally, and my goal is to
help us reach one billion users. Achieving that requires us to think
differently about marketing. It’s not just about broadcasting a message but
about building a genuine community. One of the key elements that sets crypto
apart is its community-driven nature. At Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance, we rely heavily on insights
from our users, leveraging data to inform everything from our product
development to our marketing campaigns.
But it’s also about staying agile. Legacy brands often become bogged down by
bureaucracy, which slows down innovation. In contrast, the crypto space moves
at lightning speed. For example, if we notice something isn’t resonating with
our users — like a trader competition that’s not performing as expected — we
immediately dive into the data, adjust our strategy, and pivot, sometimes even
on the same day. That agility is crucial because we’re constantly evolving,
and we need to stay connected with our community to remain a leader in this
industry.
What are some challenges you ve observed for newcomers, especially
women, entering the crypto industry?
The biggest challenge is often the culture shock. The crypto industry has its
own unique set of terminologies and an incredibly fast-paced environment that
can be intimidating for newcomers. I remember when I first started immersing
myself in this space about six years ago, I found the vernacular overwhelming.
But once you get past that initial learning curve , you realize that it’s not
as complex as it seems. It’s just a matter of understanding the basics and
then building on that foundation.
For women, the challenges are even more nuanced. Historically, industries like
tech and finance have been male-dominated, and that extends to crypto as well.
However, one of the things I love about this industry is that it’s starting to
change. We’re seeing more women take on leadership roles, not just at Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance
but across the board. At Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance, we are making conscious efforts to create an
inclusive environment where diverse voices are valued.
One of the initiatives I’m particularly proud of is our focus on educating
women in the crypto space. Last year, during Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance Blockchain Week, we
launched a program in Istanbul aimed at educating women on how to responsibly
engage with crypto. Our goal is to onboard 500 women by mid-2025, teaching
them how to trade, invest, and take control of their financial future.
So far, we’ve reached the halfway mark, and it’s inspiring to see the impact,
especially when I hear stories like that of a 65-year-old woman who turned a
small investment into a significant return and then helped her friends get
involved.
How do you personally stay balanced while leading such a high-pressure role?
It’s definitely a challenge, especially with the demands of a global role and
a young family. I’ve learned the importance of prioritizing my well-being,
even if it’s just a quick workout in the morning. It helps clear my mind and
set a positive tone for the day. I’m also very intentional about how I spend
my time. Delegation is key — I have an incredible team of 235 people who are
much smarter than me in many areas, so I trust them to execute our vision.
Staying grounded and being able to recharge is crucial because this industry
moves fast, and it can be easy to burn out if you’re not careful. I believe
that taking care of myself ultimately makes me a better leader, allowing me to
make clearer decisions and support my team more effectively.
Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance has been a key player in the crypto industry. How do you balance
influencing both users and regulators?
It’s a delicate balance, but it’s one we take very seriously. As the largest
crypto exchange , we have a responsibility to set the standard for the
industry. Our approach is to engage proactively with regulators, even in
regions where regulations are still evolving. Our compliance team is over a
thousand strong, and we dedicate a significant amount of resources to ensure
that we are not only compliant but also leading the conversation on best
practices.
In markets where regulations aren’t yet defined, our team works directly with
governments and regulatory bodies to help shape the frameworks. We believe
that by taking a collaborative approach, we can help build a safer and more
sustainable ecosystem. It’s not just about compliance for the sake of
compliance — it’s about protecting our users and ensuring the long-term
viability of the industry.
On the user side, we remain deeply committed to community engagement. We host
over 1,500 events annually, including Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance Blockchain Week, where we bring
together thought leaders, regulators, and users. These events are crucial for
bridging the gap between regulators and the crypto community, allowing for
open dialogue and collaboration.
Education seems to be a recurring theme in your strategy. Can you elaborate on
your initiatives?
Education is at the heart of everything we do at Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance. To unlock the full
potential of this industry, we need to focus on educating users at all levels.
That’s why we invest heavily in platforms like Binance• Экономика » Финансы » Платежные средства » Платежные системы интернета » Криптовалюта » Binance Academy, which has
reached over 23 million readers. It’s designed to simplify complex topics and
make them accessible to everyone, whether they’re complete beginners or
seasoned traders.
In addition to our academy, we’re leveraging partnerships with influencers and
Key Opinion Leaders to reach wider audiences. For instance, we collaborated
with Pierre Gasly, Alpine F1 driver and an early adopter of crypto, to create
content that demystifies crypto investments and addresses common
misconceptions, such as the idea that crypto is a Ponzi scheme.
We also have an Angels program, where volunteers help onboard new users and
answer their questions on platforms like Telegram and Discord. This grassroots
approach has been incredibly effective in fostering a supportive community.
Finally, what advice would you give to women aspiring to leadership positions
in the crypto space ?
My advice is threefold. First, do your own research. The tools are out there,
and a foundational understanding is crucial. Second, network relentlessly.
Attend events, meet people, and don’t shy away from reaching out to others in
the industry. The crypto community is very open, and people are usually happy
to share their experiences.
Lastly, take the leap. Don’t wait for the perfect job or the perfect
opportunity — it doesn’t exist. Be fearless, take that• Музыка » Музыка Великобритании » Музыкальные коллективы Великобритании » Поп-группы Великобритании » Take That first step, and immerse
yourself in the industry. Build your network, join associations, and keep
pushing forward. The crypto world is built on community, and there’s always
room for those willing to contribute.
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