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Binance CMO Rachel Conlan on Pushing Crypto into Mainstream

Published

2 days ago

November 13, 2024

Coin2049 Newsletter

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, one of the world’s leading cryptocurrency 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’s global marketing efforts, her insights on empowering women in crypto, and her mission to foster a more inclusive and decentralized financial ecosystem.

Certainly! Before joining 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 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?

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 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, 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, 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 but across the board. At 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 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 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 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. 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 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 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.

Disclaimer

Following the Trust Project guidelines, this feature article presents opinions and perspectives from industry experts or individuals. BeInCrypto is dedicated to transparent reporting, but the views expressed in this article do not necessarily reflect those of BeInCrypto or its staff. Readers should verify information independently and consult with a professional before making decisions based on this content. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.

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XRP Token Price Hits $0.75 – Can the Rally Continue?

Published

21 mins ago

November 14, 2024

Coin2049 Newsletter

Ripple’s XRP has witnessed a significant price surge following its Wednesday listing on the popular trading platform Robinhood.

This has propelled the XRP token price to a new year-to-date high of $0.75, and it now appears poised to hit new highs before the end of the year. Here is why.

Ripple Rallies, Thanks To Robinhood

Robinhood’s crypto division expanded its offerings on Wednesday, adding support for XRP and several other altcoins. For example, the platform also relisted Solana (SOL) and Cardano (ADA) for US customers, reversing last year’s regulatory-driven delistings.

This listing fueled buyer demand for XRP, pushing its price to a new year-to-date high of $0.75 during the intraday trading session. Although it has since corrected by 7%, the bullish bias toward the altcoin remains significant. At press time, XRP trades at $0.70.

At its current price, XRP trades above its Ichimoku Cloud. BeInCrypto’s analysis of the XRP/USD one-day chart shows this could be the first sustained rally above the cloud in over a month.

The Cloud is an indicator that tracks the momentum of an asset’s trends and identifies potential support/resistance levels. When an asset’s price stays above the cloud, it signals a strong bullish trend, indicating that buyers dominate and market sentiment is positive.

Moreover, traders typically confirm the trend by looking at the Conversion Line (blue) and Base Line (red). If both are above the cloud and moving upward, it reinforces the bullish outlook. As of this writing, this is the case with XRP, confirming the market’s uptrend.

Further, XRP’s rising Chaikin Money Flow (CMF) indicates the strengthening demand for the altcoin. At press time, this stands at 0.28.

This indicator measures money flows into and out of an asset. When its value is above zero, buying pressure outweighs selling activity among market participants.

When this happens during a price rally, as in XRP’s case, it gives credence to the price growth. It indicates that the price surge is backed by actual token demand and not by mere speculation.

XRP Price Prediction: $0.80 May Be the Next High

XRP is trading at $0.70, slightly below the resistance level of $0.72. If demand strengthens, the token may breach this level and reclaim its new year-to-date high of $0.75. A successful break above this point could propel XRP’s price to $0.80, a high last seen in July 2023.

However, a resurgence of selling activity could invalidate this bullish outlook, causing the XRP token price to plummet toward $0.66. If this support fails to hold, the price may drop further to $0.59.

Disclaimer

In line with the Trust Project guidelines, this price analysis article is for informational purposes only and should not be considered financial or investment advice. BeInCrypto is committed to accurate, unbiased reporting, but market conditions are subject to change without notice. Always conduct your own research and consult with a professional before making any financial decisions. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.

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Tensor’s Vector.fun Tests SocialFi Viability Amid Meme Coin Hype

Published

1 hour ago

November 14, 2024

Coin2049 Newsletter

With the ongoing surge in interest in meme coins, a leading Solana NFT marketplace, Tensor, is launching Vector.fun.

In essence, the project can be described as a SocialFi experience that combines trading with social engagement in one mobile app.

The Road to Vector.fun

Tensor’s Gen-Z-focused approach tries to make meme coin trading more accessible to “normies,” as Tensor co-founder Ilja Moisejeves put it on X. According to Tensor’s founders, everything about trading and crypto is “inherently social.” The main way it tries to achieve this is by making it a shareable experience, driving home the essence of community trading.

“It’s a new way to trade. It’s internet finance in every pocket. It’s how your normie friend gets into crypto. It’s the #1 app in appstore in 2025. Or it’s a f**king dud and I’ll be fired. I guess we’ll find out,” said Tensor co-founder Ilja Moisejevs on X.

As co-founder Richard Wu described on X, the project’s idea arose from a need for a solution to NFT fatigue. The project has been in development over the last eight months, a process the founders described as grueling.

“I probably had 1 weekend off since TGE. One of our BD guys retrained as PM to help with the load. People pulled 20hr days. Engineers slept in the office. 100s of feedback calls. 1000s of PRs. If you think Tensor was built fast…. my god, let me tell you, this thing is 10x more feature-full and was built 10x faster. The team was stupid locked in,” said Tensor co-founder Ilja Moisejevs on X.

Earlier this week, they opened up early access to their waitlist. Shortly after, they had to suspend sign-ups due to high demand, an auspicious sign. Those who’ve already signed up will be granted access in the coming weeks. The existing holders of their NFT collection can confirm ownership on Discord.

In 2023, Tensor emerged as a strong player in the Solana NFT space. But as they debut this trading terminal, repeating that success remains to be seen as they enter this highly competitive atmosphere.

Over the last year, meme coin trading has boomed, largely thanks to Pump.fun, which enables users to create tokens easily and cheaply. Some tokens, like Peanut the Squirrel (PNUT) and Goatseus Maximum (GOAT), have even reached impressive market caps, bringing substantial gains to early investors.

Even with impressive examples like these, most meme coins experience quick deaths. History has proven the same for SocialFi.

The Sad Saga of SocialFi

In late 2024, SocialFi platforms like Farcaster, Lens, and Friend.Tech began seeing a steep decline in user activity. Farcaster, a platform focused on user privacy and data control, experienced a substantial drop in daily active users (DAUs), from 67,000 in July to 34,000 in October, despite acquiring $150 million in funding earlier this year.

Friend.Tech also saw a tumble in revenue. Originally yielding over $4 million in fees in September 2023, developers have since renounced control of its smart contract.

Now, they can no longer make changes or claim ownership. As of June, the project no longer generates any revenue.

These struggles highlight challenges in maintaining user interest in the SocialFi space despite large investments and early excitement. However, the recent meme coin craze serves as an ideal launchpad for Vector.fun to take off, testing the arena for SocialFi readiness in the community.

Disclaimer

In adherence to the Trust Project guidelines, BeInCrypto is committed to unbiased, transparent reporting. This news article aims to provide accurate, timely information. However, readers are advised to verify facts independently and consult with a professional before making any decisions based on this content. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.

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Can Chainlink Help WLFI Beat Setbacks?

Published

2 hours ago

November 14, 2024

Coin2049 Newsletter

World Liberty Financial (WLFI), a project inspired by Donald Trump’s vision of financial independence, has announced its adoption of Chainlink’s infrastructure.

The partnership with Chainlink aims to establish WLFI as a reliable, secure DeFi platform focused on promoting USD-backed stablecoins and safeguarding the dollar’s role as the global reserve currency. However, amid these ambitious goals, the project faces significant skepticism from crypto investors and a challenging launch marked by technical setbacks.

Chainlink Adoption for Enhanced Security and Interoperability

According to a press release shared with BeInCrypto, World Liberty Financial’s decision to leverage Chainlink technology centers on its use of Chainlink’s Price Feeds for the Ethereum mainnet.

By integrating Chainlink’s secure price feeds, WLFI hopes to enable real-time, dependable financial data across assets like USDC, USDT, ETH, and WBTC. These are crucial to its future launch of an Aave v3-based lending service on its platform.

WLFI’s integration of Chainlink aims to address common DeFi challenges, such as secure cross-chain interoperability and protection from market volatility. This is particularly significant as DeFi has faced frequent scrutiny over transaction security and reliability. Chainlink’s ecosystem, which has processed over $16 trillion in transaction value, is expected to enable WLFI to secure more users and grow its DeFi ecosystem.

“Never before have we been more bullish on crypto or the overall future of DeFi technology,” noted Eric Trump, WLFI’s Web3 Ambassador.

WLFI’s mission represents a vision to democratize financial access and reinforce USD’s supremacy on the global stage, a stance inspired by Trump’s policies. This focus includes promoting privacy-oriented, peer-to-peer (P2P) transactions that WLFI claims align with “American values” of financial independence and freedom.

The platform’s governance is community-driven, with token holders (WLFI) voting on protocol decisions. This would allow World Liberty Financial to take what it calls a “user-driven approach” to shaping the future of its DeFi ecosystem.

Trump’s decentralized finance project also hopes to bridge Web2 and Web3, simplifying DeFi’s notoriously complex user interfaces. This is while it aims to attract a broader, mainstream audience.

The project’s integration of Chainlink for multi-chain connectivity and data infrastructure is a step in that direction. It seeks to streamline asset tokenization and make DeFi accessible to those without a technical background.

Chainlink Partnership May Instill Greater Confidence in World Liberty Financial

While World Liberty Financial’s partnership with Chainlink appears promising on paper, the project has faced investor doubt and early setbacks. During its presale phase, WLFI had to drastically cut its fundraising goals by 90%, sparking questions about the project’s viability. Similarly, many investors remained unimpressed, and concerns have circulated about the project’s capacity to achieve its bold vision.

BeInCrypto also reported how technical difficulties plagued World Liberty Financial’s highly publicized launch. Reports of delayed transactions and connectivity issues dampened investor enthusiasm as potential users faced difficulty accessing the platform. Such issues highlight the inherent risks associated with complex, large-scale DeFi launches, particularly for new projects striving to compete with well-established players.

Despite these challenges, Chainlink Co-Founder Sergey Nazarov expressed optimism. He said Chainlink’s infrastructure could attract a community of users who prioritize security and transparency.

“The Chainlink standard is already widely used across DeFi. It will help WLFI attract users that value the security and reliability that has already helped grow DeFi as an industry,” Nazarov said in a press release shared with BeInCrypto.

This suggests that the partnership may instill greater confidence in WLFI’s platform moving forward. Yet, World Liberty Financial must still prove its value amid a fast-paced DeFi playing field.

The tokenized asset initiative, central to WLFI’s long-term strategy, has yet to demonstrate its unique value proposition compared to established DeFi projects that already leverage Chainlink’s cross-chain infrastructure.

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