Olivia Santarelli of Gemini: Committing to Your Customer and Balancing Compliance with Creative

In this episode of CMO Weekly, host Hayley Clover interviews Olivia Santarelli, Global Head of Marketing at Gemini, one of the most recognized cryptocurrency platforms in the world. The episode is brought to you by Open Fortune, a company that puts ads into fortune cookies and distributes them through Asian restaurants globally.Olivia Santarelli discusses her career path, from her early experience in retail with Anthropologie and American Express to her current role in the Web3 space at Gemini. She shares insights into how her background in data, creativity, and heart has shaped her approach to marketing.A significant portion of the conversation focuses on Gemini's marketing strategies, particularly in a highly regulated industry like cryptocurrency. Olivia highlights Gemini's "regulations first" approach and how they balance compliance with creative marketing. She introduces Gemini's new credit card, which allows users to earn crypto rewards on everyday purchases. Olivia also talks about the "Go Where Dollars Won't" campaign, which aims to educate and engage both crypto-curious and crypto-savvy consumers.The episode also delves into Gemini's commitment to customer support and education, offering resources on their website for users to learn more about cryptocurrency. Olivia shares her vision for Gemini's future, including upcoming global expansions.The interview concludes with a rapid-fire Q&A, where Olivia shares personal anecdotes, including her love for her Bernedoodle dog, her favorite city (Cleveland, Ohio), and her passion for writing. She also offers advice on communication and what she believes people will be nostalgic about in 30 years. Olivia recommends Chanel as a brand with an inspiring marketing strategy.