Rachel Conlan is Global Chief Marketing Officer at Binance. She joins host Aaron Stanley to discuss the crypto's exchange's ambitions to reach one billion users worldwide.

Rachel reveals how Latin America has become Binance's fastest-growing region, with 63% user growth last year, well outpacing their global average. She also explains how Brazil and Latam have become a testing ground for new crypto products like Copy Trading, Launchpool and Earn.

You can connect with Rachel on X/Twitter and Linkedin

00:00 - Introduction

01:24 - Rachel's journey to Binance and crypto industry experience

03:23 - Comparing crypto marketing to traditional advertising and entertainment

06:33 - Binance's evolution and growth to 250 million users

09:46 - Maintaining community focus during company transition

13:23 - Binance's trust relationship with users and leadership change

16:47 - Value-driven culture enabling seamless transitions

20:46 - The Binance Angels ambassador program

24:16 - Regional marketing strategies

27:10 - Adapting global partnerships to local markets

29:36 - Channel strategies across different markets

32:22 - Latin America's crypto adoption and unique characteristics

35:38 - Latin America as a beta test for global crypto use cases

36:58 - The changing perception of crypto

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Binance is the largest platform for trading of digital assets. With over 250 million users around the world, the exchange offers over 350 trading pairs, best-in-class products and services for investors, and advanced tools for institutions players.

Binance currently holds over US$ 160 billion in user assets under custody and reached a cumulative historical trading volume of $100 trillion in 2024, showcasing the trust placed in it by users worldwide.

With user-focus at the core of its DNA, Binance continuously invests to increase usability, bring new features and deepen security.

Liquidity matters. Security is non-negotiable.⁠⁠⁠ Join Binance Now⁠⁠⁠

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