Other
Reading time: ~2 m
The Algorand Foundation has hired former WhatsApp and Nike executive Jessica Tsai Chin to manage the marketing efforts.
Previously a Brand Lead for Global Privacy at Meta-owned messaging app, Chin said in a written interview with The Block that she was attracted to the role in crypto because of her interest in privacy and digital identity.
“Many web companies are having difficulty adopting the concept of decentralization and data ownership, but there is a huge opportunity to move in this direction,” she said. — I believe that data privacy should be built into the design and enabled by default. »
His first role at web3 Chin joins the industry at a time of turmoil. Crypto has been rocked by the collapse of key players, notably crypto exchange FTX and hedge fund Three Arrows Capital. Last week crypto lender Genesis applied Chapter 11 bankruptcy.
Cryptocurrency companies have also previously been subjected to criticism from advertising watchdogs and regulators for their marketing as misleading claims of future earnings attempted to attract customers.
She sees this time of crisis as an opportunity to change how web companies market themselves, even at a time when the wider non-crypto public is looking at digital assets in a negative light.
“Web3 marketing should really take the lead,” she said. “We need to move away from pure promotional marketing and move towards a much more authentic, community and person-centric place, boldly balancing the playing field of who gets access to what.”
Time to change
As part of this change, she sees opportunities in representing under-represented voices to spur conversations about inclusiveness and representativeness that she believes are not yet mainstream in the web3 space.
“At both Meta and Nike, I had the opportunity to present underrepresented voices and partner with significant organizations to generate attention,” she said. “Everything we did had an impact on the brand and business, and also had an impact on the communities we serve. The web3 space is ripe for this kind of conversation and real application.”
Algorand has previously built its reputation on sports deals such as FIFA. released its project of digital collectibles on the blockchain for the November World Cup. According to CryptoSlam, the collection currently has sales of over $400,000, but it has declined in recent weeks since the event.
Chin said that while sports will remain a key part of Algorand’s marketing master plan, she will also focus on highlighting Algorand-based DeFi and social impact projects.
As part of her role, Chin has already hired a Performance Supervisor and is looking for a Communications Supervisor and Creative Director.
#Algorand #Foundation #Hires #WhatsApp #CEO #Lead #Marketing #Activities
