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 interview, Wengroff talks about how she uses storytelling to make complex blockchain technology easier to understand, the challenges of marketing tech products, and her efforts to make the industry more inclusive. She also shares her thoughts on the future of digital security, how blockchain could reshape the media world, and her vision for empowering creators through new 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?
The transition came naturally as I’ve always been drawn to emerging spaces that challenge the status quo. Blockchain is like the next frontier for me — it represents a shift in power, ownership, and trust, much like media has in its evolution.
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?
Storytelling is everything, especially in a space as complex as blockchain. My background in media taught me how to distill complex narratives into something relatable and engaging.
At Ledger, I approach communications the same way — by creating narratives that make blockchain and digital security not just understandable but relevant to people’s lives. It’s about connecting the technology to human experiences. I always say, cultural authority creates product authority. This is incredibly important at Ledger.
Can you talk about the specific challenges of marketing and communicating complex technologies like blockchain and digital asset security to a wider audience?
The biggest challenge is making the technology feel accessible without diluting its importance. Blockchain is inherently technical, but the impact is personal — people need to understand how it protects their assets, their identity.
Our role is to demystify the jargon and communicate in a way that people can see the immediate value in their everyday lives. Education is key, but so is building trust in a space where people are often skeptical.
That’s also why our Ledger 10th Anniversary Tour is so important. In order to achieve mass understanding, you have to think global and act local. Every bit of accessibility is meeting people where they are and understanding that what works in France or Germany won’t work in 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?
We focus on translating complexity into clear, actionable messages. Ledger is known for its technical expertise, but we make a point to communicate through a human lens. Ledger also has the Ledger Academy, our recent ‘Road to Ledger Stax’ documentary, Ledger Podcast, and a large library of award-winning and translated content to make technology feel exciting and relatable to everyone.
Whether it’s through simple analogies, user-friendly tutorials, or real-world examples, we prioritize content that resonates with both beginners and experts. The goal is to ensure that security isn’t intimidating — it’s empowering.
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?
Being an LGBTQ+ woman means I am usually one of few in a crowd (unless it’s Pride!) or in a meeting room. This isn’t specific to technology, and in fact there’s a great organization called Lesbians Who Tech, working to place LGBTQ+ people in more tech oriented jobs.
What it does mean is that I’m much more aware of concentric circles in business, and how easy it is to reach out to a friend than ask someone new, which in previous systems meant more men. I see this changing in all career fields, and I’m so excited to see the incredible number of LGBTQ+ rising stars in media, business, and tech today.
It also shaped my perspective on what it means to be an outsider in a space and the importance of creating environments where everyone feels welcome.
I’ve made it a mission to champion telling the forgotten story, not just as a talking point but as a necessity for innovation and progress. It’s about opening doors and making sure they stay open for others.
What advice would you give to women and LGBTQ+ individuals who want to enter the blockchain or tech space but may feel intimidated?
You belong here. The biggest challenge is often just starting, but once you do, you’ll find there are many of us working to make this space more inclusive. Leverage your unique perspective as a strength, because tech — and especially blockchain — needs more diverse voices. Don’t be afraid to ask questions or seek out mentors; there are communities out there that will support you.
The blockchain space can sometimes be insular. How do you think we can make it more inclusive and accessible, especially to underrepresented groups?
It starts with representation — both in leadership and in the narratives we create around the technology. We need to be intentional about who we hire, who we invite into conversations, and how we market blockchain.
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?
I believe Ledger will continue to push the boundaries of digital security, moving beyond crypto to become the go-to platform for protecting all kinds of digital assets — whether it’s identity or data. The wider industry is at an inflection point where trust is everything, and I see a future where blockchain isn’t just niche, but the backbone of how we transact and protect value globally. We are on a moving train, it isn’t a question of stopping, it’s how fast can it go.
What excites you most about the future of blockchain technology, especially when considering the intersection of media, technology, and finance?
What excites me is the convergence of these industries. Blockchain has the potential to reshape media by giving creators true ownership over their work, finance by decentralizing power structures, and technology by ensuring privacy and security are built into the foundations of the internet. The idea that we can create systems where people are in control of their data, their identity, and their creations is incredibly powerful.
The recent strike in Hollywood and changing media landscape only reinforces the need for new ways for creators to have interoperability in their relationships with distribution tools and how they take their audience with them over 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?
Absolutely. I’ve always believed in the power of storytelling to drive change, and there’s so much opportunity to tell the story of blockchain in a way that resonates with people beyond tech. I’m particularly interested in exploring how we can use blockchain to revolutionize content creation and ownership, ensuring creators are fairly compensated and retain control of their work.
It’s an exciting space, and I think there’s a lot of potential to merge the two worlds. We already create mini-documentaries at Ledger, and I’d like to see those stories go deeper in the future.
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