Bitget has made another strategic move in its race to redefine what a crypto exchange can be. The company has appointed Ignacio Aguirre Franco as Chief Marketing Officer, adding a seasoned marketer-engineer hybrid to its leadership bench as it pushes its Universal Exchange (UEX) model deeper into the global market.

Ignacio’s arrival lands at a pivotal moment for Bitget, which is shifting from a traditional exchange to what it calls a Universal Exchange—an all-in-one ecosystem that blends CeFi, DeFi, and TradFi. It’s a bold attempt to unify fractured financial systems under a single user-first platform.

A CMO With Both Technical and Creative Firepower

Ignacio brings more than fifteen years of experience across fintech, technology, and blockchain. His resume spans Adobe, SAP, Scorechain, and Xapo Bank—roles that sharpened his ability to scale global products, shape brand narratives, and translate difficult concepts into accessible stories.

That blend matters. Crypto’s biggest hurdle isn’t technology; it’s communication. Ignacio’s engineering background gives him fluency in the underlying mechanics of Web3, while his marketing chops help him position those mechanics in ways real users actually understand.

His focus at Bitget will revolve around simplifying product narratives, deepening user engagement, and strengthening Bitget’s global brand. The company is betting that clearer storytelling will accelerate adoption of its newest innovations, including Onchain, GetAgent, and Stock Futures.

“The Future of Finance Should Belong to Everyone”

Ignacio has already made his mission clear: turn the Universal Exchange model into something billions of people can grasp—and trust.

“The core of any great tech is based on its access and the opportunities it brings to disrupt,” he said. He wants to dismantle long-standing barriers that have splintered the financial landscape and raise awareness of how crypto, tokenized assets, and cross-market trading can unlock new freedom for global users.

His mandate extends beyond feature-level marketing. Bitget aims to position itself as both a financial and cultural platform, connecting innovation with community. Ignacio’s job is to lead that narrative shift.

Bitget’s Next Phase: Scale, Security, and Cultural Reach

The appointment follows Bitget’s renewed push toward mass adoption, backed by an ambitious target: 150 million users by 2026. The company has expanded its product lineup and reinforced its focus on security—two areas the market now expects as crypto matures.

Ignacio’s leadership will also shape how Bitget uses cultural partnerships to extend its reach. The exchange’s recent alliances with LALIGA, MotoGP, and UNTOLD Festival show a clear strategy: embed the brand in entertainment, sports, and global youth culture.

CEO Gracy Chen said Ignacio’s creative and technical strengths align with Bitget’s mission to merge innovation, culture, and community into a seamless user experience.

A Universal Exchange With Global Ambition

As Bitget enters its seventh year, it is positioning itself as more than a trading platform. The company is leaning into a future where financial systems—centralized or decentralized—aren’t siloed. Ignacio’s appointment signals Bitget’s commitment to building that future with sharper communication, stronger trust, and a clearer message that the next era of finance should be truly open to all.

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