ICN.live Key Opinion | EXCLUSIVE Interview with Frederica Michell, Director of Global Brand Marketing at Binance

ICN.live Key Opinion | EXCLUSIVE Interview with Frederica Tompkins Michell, Director of Global Brand Marketing at Binance

Frederica, born in New York and now Binance’s Director of Global Brand Marketing, brings a powerful blend of strategic insight and global perspective to the crypto space. A Psychology graduate from Vanderbilt University, she previously worked in London before pivoting into crypto in 2019. Her interest was sparked years earlier during a 2015 dinner with the Winklevoss twins, who introduced her to Bitcoin. She believes one year in crypto equals five in traditional industries, citing its rapid innovation and constant change. Passionate about mass adoption, Frederica sees crypto’s future in solving real-world problems and becoming a seamless part of everyday life.

Back in 2017, during Binance’s early days, crypto users had a very different profile and behaviour. Today, that user base has evolved dramatically, alongside rising adoption across the industry. How is Binance adapting its brand marketing to resonate with this new wave of users while preserving the integrity and values it has worked so hard to build?

When Binance launched in 2017, most users were early adopters–people deeply embedded in the tech or trading world. Fast forward to today, and we’re seeing a far more diverse set of users entering the space: creators, small business owners, students, gamers, and parents. The shift has been seismic, and so has our approach to brand marketing.

At Binance, we’re building trust not just through product, but through community, education, and culture. We’ve evolved from campaign-based marketing to community-first brand building–hosting global offline events, empowering creators through the Binance Clubhouse, and making crypto education free and accessible in over 30 languages.

Our job is to meet people where they are. That means demystifying jargon, being present on the platforms they use, and creating tangible, real-world touchpoints that make crypto feel less like a black box and more like a toolkit for financial empowerment. As the space matures, our north star hasn’t changed–we’re here to build for the long term, with transparency, inclusivity, and trust at the core.

You’ve spoken before about crypto needing to shift from product-led to people-led storytelling. How is Binance using community-first marketing–not just as a campaign tool–but as a long-term strategy to build trust and cultural relevance?

Community-first marketing isn’t a buzzword for us. At Binance, we’ve moved away from broadcasting and leaned into building. That means less telling, more listening. Less “one-size-fits-all,” more localized relevance. When we talk about community, we’re not talking about followers–we’re talking about co-creators, the everyday users and builders.

Whether it’s through our Binance Angels, the Binance Clubhouse, Binance Blockchain Week, or grassroots educational events, we’re inviting people to shape the brand with us. We’re not just building trust through what we say; we’re building it through what we show up for.

That’s especially important in crypto, where skepticism still exists. Trust is earned through transparency, consistency, and presence. For us, marketing is about creating the conditions for people to feel informed, empowered, and included. And if we do that right, the community becomes the most powerful advocate for what we’re building.

Each country has its own level of openness toward blockchain and crypto adoption, with regulatory bodies made up of members who vary in their understanding of the space. As Binance continues expanding its global market share, what is your unique selling proposition when entering a new market–especially one with complex or sceptical regulators? It often seems like you have a magic trick for gaining trust.

There’s no one-size-fits-all playbook for global expansion, especially in crypto. Each market has its own tempo, culture, and regulatory approach, so the first thing we do is listen. We start with dialogue, not disruption.

Our strength lies in our ability to localize–not just language, but tone, education, and partnerships. When we enter a new market, we lead with compliance, community engagement, and content that builds understanding. We’ve found that trust is earned through consistency, access, and a willingness to meet regulators, users, and institutions where they are.

We also bring something few others can: scale with substance. When local users see Binance building education programs, participating in local events, and hiring local teams, it sends a message–we’re not here to extract value. We’re here to help build an ecosystem. That, more than any “magic trick,” is how we unlock growth.

From Binance Clubhouse to local meetups, real-world activations seem to play a growing role in your strategy. Why are these physical experiences so important in an industry that’s inherently digital–and what do you think they unlock for the brand?

There’s something powerful about presence. In an industry rooted in code, being physically present–face-to-face, in real time, creates an emotional connection. That’s why real-world experiences are a core part of our strategy.

But with TOKEN2049, we’re not just showing up—spaces like the Binance Clubhouse are about making crypto human. They give people a chance to learn, ask questions, share ideas, and see the people behind the platforms. We’ve seen firsthand how these interactions build deeper trust than any digital ad ever could.

Real-world activations also break down intimidation. When someone walks into a Binance event and is greeted with warmth, clarity, and energy, they leave with more than knowledge. They leave with a belief. That kind of momentum has to be experienced.

The explosive growth of crypto casinos, generating over $80 billion in 2024, often occurs in regulatory grey areas, posing reputational risks for established platforms like Binance. Do you see any ethical concerns in allowing these kinds of projects to be listed or traded on mainstream platforms?

The rise of crypto casinos raises important questions–not just about regulation, but about the kind of industry we want to build. At Binance, we draw a clear line: user protection comes first. We do not list or support projects that fail to meet our rigorous due diligence and compliance standards, regardless of their popularity or profitability.

Crypto shouldn’t be the Wild West. If we want mass adoption, we need guardrails–especially when it comes to products that blur ethical or legal lines. The role of exchanges is not to passively reflect market demand, but to actively shape the ecosystem with responsibility and long-term thinking.

We also believe in education. A lot of the excitement around crypto casinos is driven by hype, not understanding. Our job is to give users the tools and knowledge to make informed decisions. Ultimately, sustainable innovation comes from transparency, not speculation. If the space wants to grow up, we need to start acting like it.

Binance has deepened its presence in the UAE, with Dubai becoming a major hub for Web3 innovation. How do you see the region shaping the future of the crypto industry, and what makes MENA unique from a brand and community perspective?

The energy in the Middle East is unmatched. It’s one of the few regions where you see innovation, regulation, and community growth happening simultaneously–and with real intention. Dubai, in particular, has created a space where companies like Binance can engage responsibly and openly. The regulatory clarity here allows us to build long-term strategies, not just short-term plays. And the appetite for education, entrepreneurship, and creative expression is accelerating everything.

From a brand and community perspective, the MENA region as a whole is incredibly dynamic. People here are ready, and they want to be part of shaping the next era of the internet. That’s why we’ve brought our flagship event, Binance Blockchain Week, back to the UAE – and why we’ve evolved the Clubhouse into a full-fledged experience that captures the spirit of the Binance brand and celebrates the community that drives it.

This year, we’re introducing dynamic talks that go beyond traditional panels, workshops, and curated networking moments. Every detail has been crafted to feel immersive and locally inspired, aligning with Dubai’s unique energy as a global Web3 hub.
That kind of momentum is rare, and we’re proud to be building with and for this region.

AI is poised to become the largest industry in human history. How much AI has Binance already implemented across its operations–and in which departments would you personally like to see more (or less) AI integration?

AI is already part of the Binance engine. It supports customer service, fraud detection, and operational efficiency in ways that weren’t possible a few years ago. But as with all tools, it’s about how we use it.

Personally, I see huge potential for AI in content and education. Imagine a future where your first crypto wallet comes with an AI tutor that explains each step in plain language, or a system that personalizes learning paths based on your goals and experience level. That’s where we can make real progress on access and inclusion.

But I’m equally cautious about over-automation. Crypto is still a trust-based industry. People want to talk to people. They want empathy, context, and clarity–especially when things go wrong. So while AI can enhance the experience, it should never replace the human voice. We’re building for a future where AI supports better outcomes, not shortcuts.

Crypto is often seen as volatile, complex, or misunderstood. As a brand leader, how do you navigate those perceptions – and how do you define “purpose” for a brand like Binance in a space that’s constantly shifting?

Brand purpose has to evolve with your audience, your environment, and your impact. In crypto, where public perception can change overnight, staying grounded in purpose is what keeps the brand resilient and relevant.

For Binance, our purpose is clear: we’re here to increase the freedom of money and to make financial tools more inclusive, accessible, and empowering. That mission doesn’t waver, even when the headlines do. But how we express it–through our voice, our visuals, our community actions–that’s where brand marketing comes in.

We work hard to ensure our messaging reflects clarity over hype, education over jargon, and community over conversion. My role is to help translate complexity into confidence. We’re marketing belief – belief in a more open financial future, and in the people who are building it. That’s what keeps me inspired and what gives the brand its staying power.

Open Mic: Your Thoughts on the Market

There’s a quiet optimism pulsing through the space right now – and I think that’s powerful. Unlike the hype cycles of the past, what we’re seeing today is deeper, more intentional. Builders are building. Regulators are catching up. And users are demanding more transparency, education, and real-world value.

For me, the next wave of crypto is about trust. The brands that win will be the ones that invest in people: in user experience, in storytelling, in cultural fluency. It’s not just about being first to market anymore. It’s about being first to matter.

At Binance, we’re leaning into that belief. We’re creating community spaces like Binance Clubhouse, uplifting local creators, and building educational infrastructure that meets people where they are. That’s what excites me most –not just where the market is headed, but the kind of industry we’re shaping along the way.