Interview with Bitget CMO Ignacio: Good code eliminates friction, good brand eliminates doubts

Original author: momo, ChainCatcher

Amidst the clamor of the crypto world, we seem to have fallen into a peculiar linguistic enigma—when terms like "cross-chain interoperability" and "modular architecture" become industry standard, technology itself is constructing an invisible wall of cognition. The distance between users and products is not shortening due to technological advancements, but rather widening due to obscure and difficult-to-understand technical language.

While the entire industry was using increasingly complex expressions to demonstrate its professional depth, Bitget chose a different path. In 2025, the trading platform decided to rethink its way of communicating with users—no longer piling up technical jargon, but returning to language that users could understand, using the simple yet profound concept of "panoramic exchange" to initiate a fundamental reconstruction of brand communication.

Behind this transformation is a storyteller from the world of code: Bitget's new Chief Marketing Officer (CMO), Ignacio Aguirre Franco. He brought the rigorous thinking of computer engineering to the marketing field, yet firmly believes that the best technology should be perceived, not explained. "Good code eliminates friction; good brands eliminate doubt."

Under his guidance, a thought-provoking question gradually emerged: In an industry dominated by technical jargon, how can the complex concept of "Unique 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 does Bitget firmly believe that true professionalism is not about making things sound complicated, but about making complex systems easy to use?

Here is his account: how to build brand trust using code logic, how to transform the complexity of technology into a simple user experience, and why the simplest promises often require the most solid support in the pursuit of a "panoramic" vision.

From Code to Narrative: An Engineer's Brand Philosophy

In Ignacio's mindset, the underlying logic of marketing is strikingly similar to that of software engineering. This Bitget CMO, who transitioned from the world of coding, redefines the meaning of brand building with the rigor of an engineer.

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

This mindset directly shaped his work philosophy. Whether it was traditional tech giants like Adobe and SAP, or financial innovators like Xapo Bank, he always adhered to one principle: functionality itself is not sticky; the story is what matters.

In the crypto industry, complex technologies often become a barrier to user understanding. What Ignacio excels at is translating difficult concepts into language that anyone can understand.

He shared a successful example: "We took a complex product involving multiple blockchains and distilled it into three promises: your returns continue to generate, operation becomes simpler, and you can use it from anywhere."

Ignacio: "Once users can sum it up in one sentence, user adoption will follow. The rest of the partners and the community will naturally follow."

From the traditional tech industry to the crypto world, Ignacio has reshaped his marketing philosophy. In his view, some fundamentals remain timeless, while others must be broken. "The core fundamentals of effective marketing remain: understanding the pain points of your ideal customer profile and communicating with them in plain language."

But at the same time, he was keenly aware of the rules that had to change: “In the traditional world, brands have a strong control over the narrative; but in the crypto world, the community owns the brand. You can’t control the conversation, you can only guide and engage.” This shift in perception directly impacted the pace of his work. “The pace of the crypto world is 10 times that of traditional technology, which means that marketing strategies must be more agile and willing to test, learn, and iterate quickly.”

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

How to simplify a panoramic narrative?

When Bitget announced its "Universal Exchange (UEX)" strategy at the pivotal seventh anniversary of its founding, it was more than just a product roadmap announcement; it marked the beginning of a brand narrative about how to transform complex technology into a simple user experience.

This narrative resonates with CMO Ignacio's initial motivation for entering the crypto world. He frankly admits that he was initially drawn to Bitcoin's grand vision of reshaping the value of the internet through a decentralized system. At Bitget, he found the same qualities—"bold but execution-driven, not focused on hype, but on building sustainable infrastructure." This excited him and became the underlying driving force behind his brand narrative.

In Ignacio's view, the company's quiet accumulation of over 120 million users is the best proof of this pragmatic spirit. With an engineering background, he is working to transform the Panoramic Exchange from a technological concept into a brand promise that users can perceive.

Ignacio: "At Bitget, I'm applying the same principles: sharpen the brand narrative, amplify the aspects we've already done well, and ensure we're consistently present in key moments across crypto-native and mass-market channels."

In his interpretation, "panorama" is first and foremost a promise of experience—allowing any user to complete all investment activities on a single interface, eliminating the need for users to constantly switch between complex ecosystems. The emergence of encryption technology should, in essence, make everything simpler, not more complex.

He broke down the panoramic concept into several key pillars: a deeply ingrained product DNA, a broad and balanced global footprint, and a lightning-fast execution speed. These three elements together form the solid foundation of the "panoramic narrative."

Ignacio: In terms of product DNA, Bitget is not only adapting to trends, but also continuously innovating to define them. In addition to keeping up with market demands in copy trading, mobile-first experience, and risk management, we are also redefining the digital asset trading experience through a series of innovative initiatives such as integrating on-chain trading, introducing US stock tokens, launching the intelligent trading assistant GetAgent, and pioneering the "panoramic exchange" strategic concept.

In terms of global reach, Bitget does not focus on a single market; we have operations in Asia, Europe, Latin America, and the Middle East and North Africa. This gives us cross-regional resilience and insight.

Furthermore, Bitget executes quickly. We experiment, learn, and release products. The Web3 space waits for no one, and our builds are designed to keep pace with it.

Bitget currently serves over 120 million users. With a focus on "panoramic narrative," what will be the future growth direction?

Ignacio discussed Bitget's plans, saying, "We focus on two things: asset supply and user experience."

He emphasized that the primary feature of the Panorama Exchange is its coverage of global core assets. Bitget currently supports all on-chain crypto assets and has become the largest trading market for US stock tokens and contracts. It will soon support gold, foreign exchange, and more. "One-stop shopping for all global core assets" represents an innovation on the asset supply side. The innovation in user experience comes from the integration of AI. "Bitget's AI assistant, GetAgent, can learn algorithms and analytical capabilities from general AI such as ChatGPT. It also possesses user habits and trading data that general AI does not have, thus providing more customized and accurate trading advice."

In the interview, he revealed Bitget's strategic logic for focusing on emerging markets: entering regions where user needs are not fully met, 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 the "panoramic exchange" as a one-stop solution becomes self-evident.

Building Order in the Eye of the Storm

Being at the heart of the relentless storm of the crypto industry, putting such a vision into practice requires a highly efficient team.

Ignacio, based in Luxembourg, spends his day at breakneck speed, juggling cross-time zone meetings, intensive marketing campaigns, and critical product launches. He juggles strategic debriefings, creative approvals, and in-depth discussions targeting specific markets. The most stressful moments are when he needs to coordinate global execution for major product launches or respond to sudden market changes.

Under such high pressure, he relied on strict self-discipline to build order and maintain sharpness. He regarded energy as a core resource that needed to be managed, and he planned when to push forward with full force and when to stop and recover.

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

Ignacio: "I lead with trust and clarity. I give team members autonomy and responsibility, but make sure everyone understands 'why' they're doing it. "

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

In Ignacio's view, managing a global marketing team is like structuring a complex system—each component must operate independently while also working together.

Ignacio: "In this industry, speed is a competitive advantage, but fast does not equal chaotic. We ensure that while operating at high speed, every decision is made after careful consideration through clear division of labor and a culture of trust."

The Evolution from Vision to Reality

In Ignacio's view, a clear strategy and an efficient team are the key cornerstones for turning the "panoramic exchange" from a vision into reality.

This methodology is showing results. Looking back at the end of 2025, Bitget has gradually transformed its blueprint for a "panoramic exchange" into a tangible reality: becoming the first mainstream platform to support all on-chain assets; US stock contract trading volume exceeding $5 billion; and its AI assistant GetAgent having answered over 1 million investment questions from users.

Ignacio maintained a clear understanding when reviewing the year: "Over the past few months, we've ranked second globally in terms of fund inflows to major exchanges, which signifies increased user trust and platform maturity. Of course, challenges remain—particularly in expanding our business amidst differing global regulatory environments and driving user adoption of new on-chain features."

In terms of capturing platform ecosystem value, with BGB being governed by the Morph network, the value support of BGB has been further strengthened, making it a three-in-one ecosystem hub connecting "exchange-wallet-public chain".

Notably, the Morph Foundation recently completed a significant upgrade to the BGB token economic model, the core of which is the introduction of a new quarterly burning mechanism. This design solidifies BGB's central role in payments, governance, and settlement, expands its application scenarios in DeFi and PayFi, and thus establishes its long-term value logic based on real-world needs.

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

Ignacio emphasized: "The metrics are no longer just user scale, but also include ecosystem depth, product innovation and sustained user engagement."

Today, driven by Ignacio, the "Panorama Exchange" is gradually transforming from a technological concept into a tangible, accessible experience for users through precise brand storytelling. This builder, who deconstructs brands with an engineering mindset, is proving that the best technology stories don't need fancy words, just accurate delivery.