Brazil Crypto Report #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
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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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