"Reputation is often the most fragile currency in business. For companies rocked by scandal, studies suggest it can take more than a decade to regain lost trust. Yet Binance, the world's largest cryptocurrency exchange, has managed to rebound far more swiftly. Rather than retreat, the company seized the moment to reposition itself as a globally regulated player, signaling a new era of compliance and transparency in crypto."
"At the center of that pivot was Yi He, Binance's co-founder and one of the most influential women in the digital asset industry. Drawing on her deep experience scaling disruptive tech platforms and her sharp instincts for brand strategy, Yi He became instrumental in guiding the company through turbulent times. Her leadership not only helped Binance maintain its dominance in trading volume but also reshaped its global narrative by transforming crisis into an opportunity to strengthen its foundation and future trajectory."
Reputation often takes more than a decade to rebuild after scandal, yet Binance rebounded quickly by repositioning as a globally regulated player emphasizing compliance and transparency. Yi He, Binance co-founder and Chief Marketing Officer, drew on experience scaling disruptive tech and brand strategy to guide the company through turbulence. She previously captured 60% of China's market share and helped expand Binance into an ecosystem including Binance Smart Chain, which surpassed Ethereum's trading volume by 100%, and Binance Academy, which taught over 44 million learners. After the 2023 U.S. Department of Justice settlement, she assumed final decisions over personnel and customer strategy, helping Binance retain market share and reach over $93 billion in daily volume by 2025.
Read at www.mediaite.com
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