"We shouldn't be the homework assignment. We should be the song that you listen to on the radio," says Arielle Wengroff, EVP of Communications and Marketing at Ledger. This captivating insight captures the essence of how one of crypto's most trusted security companies approaches education in a space often overwhelmed with technical complexity.
Arielle shares innovative approaches to making crypto education memorable by treating it as engaging entertainment rather than technical homework.
• Building Ledger Academy as the third-largest education platform globally with free, accessible content
• Creating memorable education through claymation series "Don't Get Wrecked" and video games with 3 million engagements
• Partnering with San Antonio Spurs as official digital asset education partner with focus on youth STEM education
• Championing diverse voices and inclusive representation in Web3 marketing
• Understanding that crypto education must happen before security failures occur
• Approaching brand-building with authentic values rather than short-term marketing stunts
• Adapting marketing strategies for Web3 by understanding specific customer needs
• Focusing on niche awareness to build mass adoption in different markets
Rewriting Financial Trust with Ariel Wengroff of Ledger
In a world increasingly shaped by digital transformation, the narrative around finance, identity, and education is shifting. I recently sat down with Ariel Wengroff, EVP of Communications and Marketing at Ledger, on the Web3 CMO Stories podcast. Ariel shared powerful insights at the intersection of storytelling, trust, and technology — offering a roadmap for building more inclusive and resilient financial systems.
Introduction: Storytelling as Strategy in the Age of Web3
“Hello everyone and welcome to the Web3 CMO Stories podcast,” opened host Joeri Billast. Introducing Ariel, he emphasized her unique journey from Emmy-nominated storytelling at Vice Media to leading global brand and communication efforts at Ledger, the world leader in digital asset security.
But Ariel’s work goes far beyond branding. At Ledger, she’s reframing how we talk about digital trust, self-custody, and ownership — and building a global education ecosystem to support it.
From Media to Blockchain: A Shift in Power
Ariel’s path to crypto wasn’t conventional. “When I left Vice,” she explained, “young people didn’t just distrust governments — they no longer trusted traditional media either. They were turning to brands and individuals to help shape their identity.”
This insight made her take a closer look at blockchain and self-custody — not just as technologies, but as tools for individual empowerment. What drew her to Ledger was the company’s refusal to recreate old systems with new tech. “They were the only people I spoke to who wanted to use new technology to create radical change — the kind that supports choice and control.”
Crypto Without Education Is a Liability
Today, Ledger’s mission goes well beyond selling hardware wallets. Ariel describes Ledger Academy — now the third-largest crypto education platform globally — as a way to meet people where they are, not after it’s too late.
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“If you only learn about crypto security at the point of failure, it’s already too late,” Ariel shared. “We need to educate people early — especially when they’re just starting to learn about finance and ownership.”
To make that education memorable, Ariel borrows a metaphor from her Vice days:
“We shouldn’t be the homework assignment. We should be the song you listen to on the radio. When you love a song, you memorize it.”
That philosophy drives campaigns like “Don’t Get Rekt”, a claymation series that uses music and storytelling to teach crypto safety. The campaign went viral not because of hype — but because of emotional resonance and craft.
Partnerships That Mean Something: Ledger x San Antonio Spurs
One of the boldest moves under Ariel’s leadership was Ledger’s multi-year partnership with the San Antonio Spurs — a collaboration rooted in shared values like discipline, innovation, and education.
“We’re not just putting a logo on a jersey,” Ariel explained. “We’re investing in youth, in STEM education, and in building bridges between San Antonio and Paris — Ledger’s home.”
It’s a partnership designed to speak to the next generation — in Texas, where over 1.6 million college students are enrolled, and globally, where young people are searching for tools that support real digital agency.
The Role of a Modern CMO in Web3
Ariel sees the role of the CMO evolving rapidly. “It’s no longer about just pushing a message — it’s about understanding your customer on a behavioral level, and making sure your brand reflects the world they live in.”
Before becoming EVP, Ariel started at Ledger as Editor-in-Chief — a role focused on setting voice and tone. “If you don’t own your narrative from the start, you lose trust,” she said. Today, that voice extends through Ledger’s Academy, its campaigns, and even its hiring practices.
She also challenges legacy brands to move faster — and with more conviction:
“You can’t wait to see if a trend becomes mainstream. By the time you come back, the cost of relevance will be much higher.”
Ariel Wengroff, EVP of Communications and Marketing at Ledger.
Bold Visions, Local Roots
If given an unlimited budget, Ariel said she’d invest in local media networks — the last truly trusted platforms — and activate them with creator-led content that builds niche momentum toward global adoption.
Her contrarian take?
“Crypto isn’t a tech problem — it’s a storytelling and behavior problem. And we need more marketers who understand that.”
Conclusion: Trust Isn’t Bought — It’s Built
Ariel Wengroff’s leadership shows that trust, education, and cultural resonance are the real growth drivers in Web3. At Ledger, she’s not just shaping campaigns — she’s shaping the framework for how the next billion people will discover, understand, and adopt digital assets.
Whether through claymation, Spurs jerseys, or inclusive storytelling choices, Ariel reminds us: crypto isn’t the future unless it’s understandable, inclusive, and trusted.
For anyone ready to explore Ledger’s unique approach to education and empowerment, visit ledger.com/academy.
You can also follow Ariel on LinkedIn and connect with @Ledger to see how they continue to reshape digital ownership.