Interview with Bitget CMO Ignacio: Good Code Removes Friction, Good Brand Removes Doubt

Original Author: momo, ChainCatcher

In the hustle and bustle of the crypto world, we seem to have fallen into a peculiar language myth—when terms like "cross-chain interoperability" and "modular architecture" become industry standards, the technology itself is building an invisible cognitive wall. The distance between users and products, far from being shortened by technological advances, is instead growing farther due to the obscure and complex technical language.

While the entire industry is using more complex expressions to prove its professional depth, Bitget has chosen a different path. In 2025, this exchange platform decided to rethink its way of communicating with users—not by stacking up technical jargon, but by returning to a language that users can understand. With the simple yet profound concept of a "panoramic exchange," Bitget embarked on a fundamental reconstruction of brand communication.

Behind this transformation is a narrator who comes from the world of code: Bitget's newly appointed Chief Marketing Officer (CMO) Ignacio Aguirre Franco. He entered the marketing field with the rigorous thinking of computer engineering but firmly believes that the best technology should be perceived, not explained. "Good code eliminates friction, good branding eliminates doubt."

Under his leadership, a thought-provoking question gradually emerged: in an industry dominated by technical terms, how can the complex concept of "User-centric Exchange (UEX)" be transformed into a simple promise that every user can understand and trust? While other platforms are pursuing more complex technical expressions, why is Bitget convinced that true professionalism is not about making things sound complex, but about making complex systems easy to use?

Here is his story: about how to build brand trust with the logic of code, how to transform the complexity of technology into a simple user experience, and why on the path to pursuing "panoramic" views, the simplest promises often require the most solid support.

From Code to Narrative: An Engineer's Brand Philosophy

In Ignacio's framework, the underlying logic of marketing is astonishingly similar to software engineering. This Bitget CMO, who transitioned from the world of code, has used an engineer's precision to redefine the meaning of brand building.

Ignacio: "Programming and brand building follow the same rules: clarity, consistency, and reliability. Good code eliminates friction, good branding eliminates doubt."

This mindset directly shapes his work philosophy. Whether it's traditional tech giants like Adobe and SAP or financial innovators like Xapo Bank, he always adheres to one principle: Functionality itself is not sticky; only stories are.

In the crypto industry, complex technology often becomes a barrier to user understanding. One of Ignacio's greatest strengths is transforming intricate concepts into language that anyone can understand.

He shared a proud example: "We took a complex, multi-chain product and distilled it into three promises: your earnings continue, operations become simpler, and you can use it wherever you are."

Ignacio: "Once a user can restate it in one sentence, user adoption follows. The rest of the partners and community naturally fall into place."

Transitioning from the traditional tech industry to the crypto world, Ignacio has experienced a reshaping of marketing concepts. In his view, some fundamentals remain timeless, while some rules must be broken. "Effective core marketing 'fundamentals' still revolve around understanding your ideal customer profile's pain points and communicating with them in plain language."

However, at the same time, he is acutely aware of the rules that must change: "In traditional domains, brands have strong control over narratives; but in the crypto world, the community owns the brand. You can't control the conversation, only guide and participate." This shift in mindset directly impacts the pace of work. "The crypto world's pace is ten times that of traditional tech, which means marketing strategies must be more agile, daring to test, learn, and iterate quickly."

Standing at the intersection of code and narrative, Ignacio, with the rigor of an engineer and the insights of a marketer, is redefining brand building in the crypto world.

How to Simplify a "Panoramic" Narrative?

When Bitget announced its "Universal Exchange (UEX)" strategy at the crucial moment of its seventh anniversary, it was not just a product roadmap release but the beginning of a brand narrative on how to translate complex technology into a simple user experience.

This narrative resonates in sync with CMO Ignacio's original intention upon entering the crypto world. He admits that he was initially captivated by Bitcoin's grand vision of reshaping the internet's value through a decentralized system. At Bitget, he found the same traits—"bold but execution-focused, not seeking hype but dedicated to building lasting infrastructure." This excited him and became the underlying drive for constructing the brand narrative.

In Ignacio's eyes, the company quietly amassing over 120 million users is the best proof of this pragmatic spirit. Leveraging his engineering mindset, he is committed to transforming the Universal Exchange from a technical concept into a brand promise that users can perceive.

Ignacio: "At Bitget, I am applying the same principles: sharpening the brand narrative, amplifying what we are already doing well, and ensuring that we continue to show up at key moments in both the crypto-native and mainstream market channels."

In his interpretative system, "panorama" is first and foremost an experience commitment—enabling any user to complete all investment activities in one interface, eliminating the need for users to constantly switch within a complex ecosystem. The emergence of cryptographic technology should make everything simpler rather than more complex.

He breaks down the concept of panorama into several key pillars: a deep-rooted product DNA, a globally balanced footprint, and agile execution speed. These three together form a solid foundation for the "panoramic narrative."

Ignacio: "Regarding product DNA, Bitget is not just adapting to trends, but continuously innovating to define trends. In addition to closely following market demands in copy trading, mobile-first experience, and risk management, we have also taken a series of innovative measures such as integrating on-chain trading, introducing US stock tokens, launching the smart trading assistant GetAgent, and pioneering the concept of a 'panoramic exchange' to redefine the digital asset trading experience."

On a global scale, Bitget is not focused on a single market; we have operations in Asia, Europe, Latin America, and the Middle East and North Africa regions. This gives us cross-regional resilience and insight.

Furthermore, Bitget acts swiftly. We experiment, learn, and launch products. The Web3 space waits for no one, and our build is designed to progress synchronously with it."

Currently serving over 120 million users, what is the future growth direction focused on around the "panoramic narrative" for Bitget?

Ignacio discusses Bitget's strategy, "We focus on two things: asset supply and user experience."

He emphasizes that the primary feature of a panoramic exchange is to cover global core assets. Bitget currently supports all on-chain crypto assets while becoming the largest trading market for US stock tokens and contracts. Soon, it will also support gold, forex, and more. "Buying all global core assets in one stop" is an innovative asset supply side; user experience innovation comes from AI integration, "The AI assistant GetAgent launched by Bitget can learn algorithms and analysis capabilities from general AIs like ChatGPT, while also having user habits and trading data that general AIs lack, thereby providing more customized, accurate trading advice."

When asked why the focus is on emerging markets, in the interview he revealed Bitget's strategic logic: that is, to enter those regions where user needs are not fully met, the infrastructure is weak, and Bitget can truly make an impact. In his view, once the actual needs of these markets are deeply understood, the value of a "One-Stop Exchange" as a comprehensive solution becomes self-evident.

Building Order in the Eye of the Storm

Being in the heart of the never-ending storm of the crypto industry, bringing such a vision to life requires an efficient team.

Ignacio is based in Luxembourg, where his day revolves at high speed across time-zone meetings, intense marketing activities, and crucial product launches. He needs to switch between strategic retrospectives, creative approvals, and in-depth discussions for specific markets. The most stressful moments are when he needs to coordinate global executions for major product launches or respond to sudden market changes.

In this high-pressure environment, he relies on strict discipline to build order and maintain sharpness. He sees energy as a core resource that needs management, knowing when to push full throttle and when to pause for recovery, all within the plan.

It is this ability to maintain calm and order in the center of the storm that lays the foundation for his unique management philosophy.

Ignacio: "I lead with trust and clarity. I give team members the space to take ownership but ensure everyone understands the 'why' behind what we do."

In team building, he has unique standards. Ignacio mentioned, "I value initiative, humility, and adaptability more than background. Like many Bitget managers, I prefer a learner over a know-it-all."

According to Ignacio, managing a global marketing team is like architecting a complex system—each component must operate independently yet collaborate.

Ignacio: "In this industry, speed is the competitive edge, but fast doesn't mean chaotic. Through clear delineation of responsibilities and a culture of trust, we ensure that while operating at high speed, every decision is deliberate."

The Evolutionary Path from Vision to Reality

For Ignacio, a clear strategy and an efficient team are the key cornerstones that propel the "One-Stop Exchange" from vision to reality.

This methodology is proving to be effective. Looking back at the end of 2025, Bitget has gradually transformed the blueprint of a "panoramic exchange" into an accessible reality: becoming the first platform to support all on-chain assets; the trading volume of US stock contracts has exceeded 5 billion US dollars; the AI assistant GetAgent has replied to over 1 million investment inquiries from users.

Ignacio, when taking stock of this year, maintains a clear perspective: "In the past few months, we have ranked second globally in terms of fund inflows on mainstream exchanges, marking an increase in user trust and platform maturity. Of course, challenges still exist—especially in driving business expansion under different global regulatory environments and promoting user adoption of new on-chain features."

Regarding the platform's ecosystem value capture, as BGB transitions to the Morph network governance, the foundation of BGB value has been further consolidated, becoming a tripartite ecosystem hub connecting "exchange-wallet-public chain."

Of note, the Morph Foundation has recently completed a significant upgrade to the BGB tokenomics, primarily introducing a new quarterly burn mechanism. This design reinforces BGB's core role in payments, governance, and settlements, expands its applications in DeFi and PayFi scenarios, and thus establishes its long-term value proposition based on real needs.

Looking ahead to 2026, Bitget's strategic direction is undergoing a deepening shift from quantitative change to qualitative transformation. Bitget's goal is also undergoing a significant transformation. "Our goal is to transition from rapid growth to a sustainable global leadership position."

Ignacio emphasizes: "The benchmark is no longer just user scale but also includes ecosystem depth, product innovation, and enduring user engagement."

Today, under Ignacio's drive, the "panoramic exchange" is evolving from a technical concept into a user-accessible reality experience through precise brand storytelling. This builder who deconstructs brand development with an engineering mindset is proving: The best technology story does not require fancy rhetoric, only accurate delivery.

This article is contributed content and does not represent the views of BlockBeats.