Made in Dubai with Spencer Lodge #362: Binance CMO, Rachel Conlan, Reveals the Marketing Behind the World’s Largest Crypto Exchange, Growth Hacks & Lessons From Failed Campaigns
This weeks guest is Rachel Conlan, Global Chief Marketing Officer at Binance, the world's largest cryptocurrency exchange and blockchain ecosystem. With over two decades of experience in marketing, brand strategy and partnerships, she leads a global team driving Binance's mission to make crypto more accessible to millions worldwide.
In this episode, Rachel shares her personal journey into the crypto space, how her passion for disruptive markets and the desire to solve problems shaped her career – Problems like financial exclusion for 1.7 billion unbanked people. We explore Binance’s values, why consistency matters and how she’s helped build a global community around finance.
This conversation goes far beyond Binance. Rachel breaks down practical marketing insights that entrepreneurs and business owners of all sizes can apply to grow their companies and connect with audiences more effectively. From the power of storytelling, advocacy and affiliates to the frustrations of failed campaigns including the infamous “Binance Perfume” - she doesn’t shy away from real-world lessons.
3:35 – Simplifying and translating technology: focusing on relevance for everyday users
7:55 – Choosing the right exchange service
13:39 – Crafting the strategy for growth
23:23 – Educating through the Binance Academy
36:33 – Understanding the balance between marketing vs. sales
59:00 – The power of organic growth in digital strategy
1:06:26 – Lessons from a failed marketing campaign: “Binance Perfume”
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