#140: Binance's Path to One Billion Users with CMO Rachel Conlan

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 ------------------------------------------------------------------- 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 ------------------------------------------------------------------ Powered by hydroelectric energy from the ITAIPU Dam, Morphware provides high-performance compute to run, train, and build your AI apps and agents. One of the greatest expenses when it comes to building AI applications is the compute. Morphware provides a gateway to accessible compute for AI development. Using abundant clean energy from Paraguay, NVIDIA’s highest performing GPU servers and bitcoin mining infrastructure, Morphware offers some of the most competitive prices for compute in the industry. Follow on X @⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Morphwareai⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and join the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Telegram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ to be a part of the community ---------------------------------------------------------------- 🚀 Sign up for the 🇧🇷Brazil Crypto Report newsletter for analysis, interviews and market intelligence