Few people know that behind the success of the world’s largest cryptocurrency exchange is the contribution of He Yi, a secretive female director.
Binance is currently the largest cryptocurrency exchange in the world, accounting for two-thirds of the total trading volume in the crypto space at 34.1 trillion transactions in 2021.
When talking about the success of Binance, people often refer to the founder and CEO, Changpeng Zhao. However, Changpeng Zhao is not the only one who built this crypto empire with his own hands.
Binance’s success is tied to the marketing process that made the platform widely known. The credit here is tied to a secretive co-founder. Part of the reason she didn’t appear in the media was her poor English.
The secretive co-founder
He Yi (36 years old) holds the group’s position of Chief Marketing Officer (CMO). She met CZ in 2017, then joined Binance as a co-founder and CEO until before the foundation’s official date.
He Yi said she is the one who created the Chinese name Binance with the combination of the words “crypto” and “safe”.
“No one can achieve success alone. Therefore, I believe that CZ is my best partner. We will create a powerful, successful company that reaches out to the world”, affirmed the female director.
CZ’s billions of dollars in assets are due to his holding of 90% of Binance shares. However, he does not consider himself rich and is well aware that his money only exists in the newspapers. “Those are unreal numbers,” he said.
Like CZ, He Yi does not believe in empty titles such as “billionaire” or “billion dollar fortune” and thinks these numbers are untrue. The female director declined to disclose her number of shares, but according to Binance’s estimates, she can become a millionaire in USD with this fortune.
TV anchor becomes director at Binance
Born and raised in a small district in Sichuan, He Yi is the daughter of a teacher couple. She attended the village university and worked as a TV editor for three years. He Yi started participating in the cryptocurrency market as early as 2014 as a co-founder of the OKCoin exchange.
“I was one of the first to be active in the blockchain community,” she recalls. After that, she transferred to the technology company Yixia Technology and met CZ for the first time at a conference as a consultant.
“He was the first guy who made me feel like he had the skills to transfer difficult technology into simple language that people could understand.
I believed CZ was the best partner for me because of our culture, his background and his skills. I knew we had an opportunity to build a globally famous, top-level company.”
In 2017, she was invited by CZ to join Binance and agreed without a salary. After that, continued success came to Binance. In just five years, the company has grown into a global empire with 5,000 employees and over 100 million users.
“I felt it really had the potential to help people globally. I came to the decision to join very fast. I believed it would be the future.”
Currently, the female director’s job at Binance changes regularly but mainly focuses on marketing, customer care and public relations. Despite working a lot with the media, He Yi is quite private and rarely reveals his work at the corporation.
“The reason, to be honest, is my English ability. I don’t want to be wrong,” she explained. In an interview with Fortune, Yi revealed that she has only been learning English for more than a year and still has to have a language assistant when interviewing in English.
The female director believes that CZ should be the face of the company, and encouraged him to participate in press interviews and be the global spokesperson for Binance.
“CZ is definitely a better candidate to be the public face of the company. He’s like the captain, or the driver and if the company has too many public figureheads that would make people confused.”
Talking about He Yi, CZ said he had the opportunity to work with Yi before joining Binance. At the time, the billionaire said he was impressed by her business acumen, strategic thinking, and carefulness and discretion.
“He Yi is one of the hardest working people I have ever known. The success of Binance today is due to her. I believe He Yi will continue to play an important role at Binance and lead the platform to continue to grow in the future,” affirmed CZ.
8 years with the cryptocurrency market
Having pursued the blockchain industry and cryptocurrency market for a long time, He Yi has a definite advantage, especially in light of the recent cryptocurrency plunge. “If you have been involved in this market for 8 years like me, you will find that the crypto winter is not so terrible,” the female director shared.
While working at OKCoin, He Yi witnessed a similar “bear market” but steered the company, helping it to a 60% market share in China.
“I believe a bear market is the best investment time because then the short-term players will give up. If the market is harsh, only excellent individuals will have the opportunity to appear,” she affirmed.
However, He Yi has recently begun participating in Binance’s activities outside of China as part of the exchange’s expansion in the US. She currently lives in Paris, is the legal representative for Binance in Europe, and manages a headquarters here.
The more exposed to the public as a co-founder of Binance, the more He Yi has big ambitions for herself.
“I know I can succeed in China, but I still want to try the global market,” she said.
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