Olivia Santarelli Explains How To Head Up Marketing At Crypto Exchange Gemini

Описание: Olivia Santarelli, Head of Marketing at cryptocurrency exchange Gemini, discusses her career path and explains different marketing strategies implemented by Gemini. Olivia goes in-depth about the record-breaking drone show Gemini hosted at South by Southwest 2025 and explains the story behind the campaign. She also discusses the goal behind Gemini’s “Go Where Dollars Won’t” campaign. In addition, Olivia shares her thoughts on being a woman in crypto and much more.

This is a great episode for both beginners and advanced listeners.

This week's guest(s):

Olivia Santarelli is the Global Head of Marketing at Gemini, a regulated cryptocurrency exchange based in New York. Olivia joined Gemini as one of its first marketers, focused on building the customer marketing function. Her work now is centered around brand building through community, thoughtful storytelling, and disruptive creative. She most recently led the launch of Gemini's new brand campaign, "Go Where Dollars Won't," which emphasizes exploration and crypto's limitless potential. Prior to joining Gemini, Olivia managed acquisition marketing strategies for the small business team at American Express. She is passionate about the future of money and driving the global adoption of cryptocurrency.
Show sponsors & production team:
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Show Outline/Highlights
0:00 – W3DD introduction and sponsor thank you
2:36 – Olivia’s background
5:30 – What is Gemini Exchnage?
6:30 – What is the Gemini credit card?
8:45 – What it’s like to head up marketing at Gemini
9:54 – The crypto market’s impact on career growth
11:48 – South by Southwest world-breaking Bitcoin drone show
16:42 – Why Gemini doesn’t focus on sports or celebrity partnerships
17:30 – Quai sponsor ad
18:30 – Gemini’s focus on Europe
20:41 – “Go Where Dollars Won’t Campaign”
25:00 – Crypto marketing tactics
26:33 – Being a woman in crypto
29:29 – What’s next for Gemini
32:57 – Final thoughts

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DISCLAIMER This show is for entertainment purposes only and does not provide financial advice. Before making any decisions consult a professional.