BitMEX taps Michele Bertacco to lead marketing of Beyond Derivatives strategy
“Marketing success in our industry requires creativity, bravery, and authenticity in equal measures and we’re delighted to have found an inspiring and experienced leader in Michele who will help us do all these things as we connect with and grow our user.”
BitMEX has appointed Michele Bertacco as Chief Marketing Officer to lead the development of the company’s marketing and communication team as the cryptocurrency exchange pursues its Beyond Derivatives strategy.
BitMEX supports leveraged trading via Perpetual and Futures Contracts with the aim to professionalize the trading of cryptocurrency derivatives.
Reporting to CEO Alexander Höptner, the new Chief Marketing Officer will be in charge of the marketing function, which includes customer acquisition, brand and communication, user experience, and customer engagement spheres.
In past roles, Michele Bertacco has partnered with legendary clubs in Europe for sponsorships, including AC Milan, BitMEX’s principal partnership.
He has previously served as Brand Director EMEA and Russia for Haier, a leading smart home appliances company that successfully rebranded and reached a premium position in the region.
Michele Bertacco, Chief Marketing Officer at BitMEX, said: “Crypto is about innovation and inclusivity – this is why an iconic brand like BitMEX is a special opportunity to lend my support. As our product offering dramatically expands – especially for retail users – in the short term, our talented team will adopt an approach that will make BitMEX a preferred choice amongst crypto traders”.
Alexander Höptner, Chief Executive Officer of BitMEX, said: “This is a time of incredible growth and evolution for BitMEX, and we are expanding a marketing team that is built to compete and win in the ever-changing crypto market. Marketing success in our industry requires creativity, bravery, and authenticity in equal measures and we’re delighted to have found an inspiring and experienced leader in Michele who will help us do all these things as we connect with and grow our user”.
After years of regulatory issues, the cryptocurrency derivatives exchange has recently agreed to pay $100 million in a settlement with the US authorities over allegations it broke CFTC and FinCEN rules by allowing Americans to trade on the platform.
According to a consent order published by the Commodity Futures Trading Commission, five associated firms operating under the BitMEX brand were charged with conspiring to skirt money-laundering controls.
“We are pleased to have reached a resolution with both the CFTC and FinCEN and to put these matters behind us”, said a spokesperson for BitMEX, adding “This is the beginning of a new BitMEX and we’ve never been more confident in our potential for future growth.”
The CFTC estimates that BitMEX has facilitated ‘trillions of dollars’ in cryptocurrency derivatives transactions, received $11 billion in deposits and earned more than $1 billion in fees since beginning the operations in 2014.