SheVerified: Ariel Wengroff, VP of Marketing and Communications at Ledger, on Turning Blockchain Into Global Narrative

In my humble opinion, meeting and learning from inspiring figures like Emily Sanders is a truly enlightening experience. Her journey through media, technology, and activism is nothing short of remarkable, and her commitment to inclusivity and innovation shines through every word she speaks.

Ariel Wengroff has always been drawn to innovation and storytelling. With a background in producing award-winning content at VICE Media, she now leads global marketing and communications at Ledger. Her career shift from traditional media to the world of blockchain was driven by her passion for challenging existing systems and giving people more control over their assets.

In this conversation, Wengroff discusses her approach to simplifying intricate blockchain concepts via storytelling, her encounters with promoting tech goods, and her endeavors to foster a more welcoming tech industry. She further expresses her perspectives on the digital security landscape of tomorrow, the potential transformation of media by blockchain, and her aspirations for enabling creators through innovative technology.

You’ve had a fascinating career in media, from VICE Media to producing Emmy-nominated content. What attracted you to the blockchain space, and how did you navigate the shift from traditional media and content creation to a technical field like blockchain security?

As my inclination has consistently led me toward innovative realms that defy conventional norms, it feels organic to move forward into the realm of blockchain technology. For me, this is akin to venturing into uncharted territory – it symbolizes a power shift, a redefinition of ownership, and a newfound trust mechanism, much like the media industry has experienced during its transformative journey.

What attracted me was the potential for decentralization and empowering people to take control of their own assets and identity, much like storytelling gives people a voice. I immediately thought about opportunities for intergenerational change: “Is this the replacement to the credit score?” “Is this how creators can have direct revenue and connection to their fans?”

It’s a technical field, yes, but at its core, it’s about reshaping systems — something I’ve been doing throughout my career.

How has your background in storytelling and media shaped your approach to global marketing and communications at Ledger?

Narrative building is crucial, particularly within the intricate world of blockchain. My experience in the media field has equipped me with skills to simplify complex tales into understandable and captivating versions.

At Ledger, my communication strategy mirrors this: I craft stories that break down blockchain and digital security into terms that resonate with everyday life, making the technology relatable and meaningful. It’s all about tying the tech to personal experiences. In other words, I emphasize that understanding culture paves the way for appreciating our products – a principle that’s vital to Ledger’s success.

Can you talk about the specific challenges of marketing and communicating complex technologies like blockchain and digital asset security to a wider audience?

A key hurdle lies in ensuring that the technology appears user-friendly without minimizing its significance. The essence of blockchain is technical, yet its influence is profoundly personal; individuals must grasp how it safeguards their belongings and identities.

Our task is to simplify complex terms and express ideas in a manner that clearly shows the benefits for everyday use. Learning is essential, but fostering trust is equally important, especially in environments where people tend to be cautious or uncertain.

Our Ledger 10th Anniversary Tour holds significant importance for this reason: To foster widespread comprehension, it’s crucial to think on a global scale while acting locally. Accessibility means reaching people where they are, recognizing that strategies effective in France or Germany might not translate to Mexico or the UAE.

As the VP of Global Marketing and Communications at Ledger, you’re responsible for educating the public about digital asset security. How do you balance Ledger’s technical expertise with making the content accessible to everyday users?

Our approach is to break down intricate concepts into understandable, practical guidance. While we are recognized for our technical prowess, we strive to convey information using a human perspective. In addition to our expertise, we offer the Ledger Academy, our documentary ‘Road to Ledger Stax’, podcasts, and a vast collection of award-winning and translated content designed to make technology engaging and relatable for all audiences.

We strive to create content using relatable comparisons, clear instructions, and practical scenarios, making sure it appeals to both novices and seasoned professionals. Our aim is to transform the perception of security from something daunting into a tool for empowerment.

You’ve been recognized as a leader in media and LGBTQ+ advocacy. How has your experience as an LGBTQ+ woman shaped your journey in the male-dominated tech industry?

As an LGBTQ+ woman, I often find myself one of the few representatives in social settings or professional gatherings (except during Pride events), which is not unique to the technology sector. A notable organization that strives to change this is Lesbians Who Tech, focusing on increasing the representation of LGBTQ+ individuals in tech-related careers.

What this essentially means is that I’ve become increasingly mindful of how interconnected circles function in a business context, and how reaching out to a familiar face can be easier than approaching someone new – a dynamic that historically favored men more often. However, I believe this trend is evolving across all professions. It’s truly inspiring to witness the growing number of remarkable LGBTQ+ individuals rising through the ranks in media, business, and technology today.

Additionally, it influenced my understanding of what it entails to be an outsider within a given context, highlighting the significance of crafting spaces that make everyone feel included.

It’s my goal to advocate for sharing the untold narrative, not merely as a conversation topic, but as an essential element for fostering creativity and advancement. Essentially, it’s about unlocking opportunities and ensuring they remain accessible for future generations.

What advice would you give to women and LGBTQ+ individuals who want to enter the blockchain or tech space but may feel intimidated?

Here’s where you truly fit in! Starting can sometimes be the hardest part, but once you dive in, you’ll discover a multitude of individuals working tirelessly to create a more welcoming environment. Embrace your one-of-a-kind viewpoint as a valuable asset, as the tech sector, particularly blockchain, yearns for a broader range of opinions. Don’t hesitate to ask questions or search for guidance; there are supportive communities ready and willing to help you grow.

The blockchain space can sometimes be insular. How do you think we can make it more inclusive and accessible, especially to underrepresented groups?

The foundation lies in portrayal – from our leadership roles to the stories we spin regarding technology. It’s crucial that we are deliberate in our hiring practices, who we engage in discussions, and our approach to advertising blockchain technology.

Education and mentorship are crucial, but so is making the technology itself more approachable and user-friendly. Inclusivity is not just about who’s at the table, but also about who feels empowered to engage.

You’ve mentioned in previous interviews that blockchain is still at an inflection point. How do you envision Ledger and the wider industry evolving over the next few years?

As an analyst, I am convinced that Ledger is poised to revolutionize digital security, transcending cryptocurrency to establish itself as the premier platform for safeguarding all types of digital assets – be it identity or data. The digital industry is at a critical juncture where trust is paramount, and I envision a future where blockchain technology isn’t merely a niche solution, but the foundation upon which we conduct transactions and protect value on a global scale. We are not just riding a train; we are hurtling forward at an unprecedented pace, and it’s not about stopping – it’s about how quickly we can accelerate.

What excites you most about the future of blockchain technology, especially when considering the intersection of media, technology, and finance?

As an analyst, I find myself invigorated by the intersection of these sectors. Blockchain technology presents a transformative opportunity for media, as it empowers creators to claim genuine ownership over their work. In finance, it offers a decentralized approach that challenges traditional power dynamics. From a technological standpoint, its emphasis on privacy and security forms the bedrock of a more secure internet.

The ongoing Hollywood strike and the evolving media world emphasize the importance of finding innovative methods for creators to ensure compatibility in their dealings with distribution platforms, as well as maintaining their audience across time.

You’ve worked on some groundbreaking projects like WOMAN with Gloria Steinem and Netflix’s Sitara: Let Girls Dream. Do you have any plans to merge your passion for media and your current work in blockchain?

Indeed, I’ve consistently found that narratives have a significant role in fostering change, and there’s an immense potential to narrate the blockchain narrative in a way that captivates audiences beyond technology. My focus lies in uncovering how we can harness blockchain technology to transform content creation and ownership, empowering creators with fair compensation and control over their work.

This field is brimming with excitement, and I believe it holds immense possibilities for blending these realms together. Currently, we’re crafting short documentaries here at Ledger, and I envision these narratives delving even deeper in the future.

2024-11-21 12:42