Ariel Wengroff has always been drawn to innovation and storytelling. With a background in creating award-winning content at VICE Media, she now leads global marketing and communications at Ledger. Her transition from traditional media to the world of blockchain was driven by her passion for challenging the status quo and giving people more control over their assets.
In this interview, Wengroff talks about how she uses storytelling to make complex blockchain technology understandable, the challenges she faces in 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 how new technologies can support creators.
You’ve had a fascinating media career, including producing Emmy-nominated content for VICE Media. Can you tell us what drew you to the blockchain space and how you’ve transitioned from traditional media and content creation to technology areas like blockchain security?
The transition happened naturally. I have always been drawn to new fields that challenge the status quo. Blockchain is the next frontier for me. It represents a shift in power, ownership, and trust, just as media has evolved.
What drew me to it was the potential for decentralization and giving people control over their assets and identities, just as storytelling gives people a voice. I immediately thought of the opportunity for generational change. “Could this be a replacement for credit scores?” “Could this be a way for creators to have a direct revenue and connection with their fans?”
It's a technical field, but it's essentially about reconfiguring systems. That's what I've been doing my entire career.
How has your background in storytelling and media influenced your global marketing and communications approach at Ledger?
Storytelling is everything, especially in a field as complex as blockchain. My background in media has taught me how to make complex stories approachable and engaging.
At Ledger , I create stories that make blockchain and digital security not only understandable but relevant to people’s lives. Connecting technology to human experiences. I always say that cultural authority creates product authority. This is very important to Ledger.
Can you talk about some of the specific challenges you face in marketing and communicating complex technologies like blockchain and digital asset security to a broader audience?
The biggest challenge is making the technology accessible without diluting its importance. Blockchain is inherently technological, but its impact is personal. People need to understand how it protects their assets and identity.
Our role is to decipher the jargon and communicate in a way that people can see immediate value in their everyday lives. Education is important, but so is building trust in spaces where people are often skeptical.
That's why the Ledger 10th anniversary tour is so important. To gain public understanding, you have to think globally and act locally. The whole point of accessibility is to meet people where they are, and understand that what works in France or Germany doesn't work in Mexico or the UAE.
As Ledger’s VP of Global Marketing and Communications, you are responsible for educating the public about digital asset security. How do you balance Ledger’s technical expertise with making it accessible to everyday users?
We focus on translating complexity into clear, actionable messages. Ledger is known for its technical expertise, but we also value communicating from a human perspective. Ledger also has the Ledger Academy, the recent 'Road to Ledger Stax' documentary, the Ledger Podcast, and a massive library of award-winning translated content that makes technology fun and accessible to everyone.
We prioritize content that resonates with both beginners and experts, using simple analogies, user-friendly tutorials, and real-life examples. The goal is to make security empowering, not threatening.
You’ve been recognized as a leader in media and LGBTQ+ advocacy. How has your experience as an LGBTQ+ woman in a male-dominated tech industry shaped your journey?
As an LGBTQ+ woman, I am often one of the few in crowds (unless it’s Pride) or conference rooms. This isn’t limited to tech, in fact, there’s a great organization called Lesbians After Tech that’s working to place more LGBTQ+ people in tech-oriented jobs.
This means I’ve become more aware of the concentric circles in business. I’ve found that reaching out to a friend is easier than asking someone new, which in the old system meant more men. I see this shift happening in every profession, and I’m so happy to see the incredible number of LGBTQ+ rising stars in media, business, and tech today.
My experience as an outsider also shaped my perspective on the importance of creating an environment where everyone feels welcome.
I have made it my mission to champion forgotten stories not just as a topic of conversation, but as an essential element of innovation and progress. It’s about opening doors and keeping them open for others.
What advice would you give to women and LGBTQ+ individuals who want to get into blockchain or tech but feel intimidated?
You belong here. The biggest challenge is often getting started, but once you do, you’ll find that there are many people working to make this space more inclusive. Use your unique perspective to your advantage. Technology, especially blockchain, needs more diverse voices. Don’t be afraid to ask questions and find a mentor. There’s a community out there to support you.
The blockchain space can sometimes be a closed space. How do you think it can be made more inclusive and accessible, especially for marginalized groups?
It starts with leadership and representation in the narrative we create around technology. We need to be intentional about who we hire, who we invite into the conversation, and how we market blockchain.
Education and mentoring are important, but so is making the technology itself more accessible and user-friendly. Inclusion isn’t just about who’s in the room, it’s about who feels empowered to participate.
In a previous interview, you mentioned that blockchain is still at a turning point. How do you see leisure and the wider industry evolving in the coming years?
I believe Ledger will continue to push the boundaries of digital security and become a platform that protects all types of digital assets beyond cryptocurrencies. The broader industry is at a turning point where trust is everything, and I see a future where blockchain is not just a niche but the backbone of transacting and securing value globally. We are on a moving train, and the question is not whether we can stop, but how fast we can go.
Given the intersection of media, technology, and finance, what excites you most about the future of blockchain technology?
I find the convergence of these industries fascinating. Blockchain has the potential to reshape media by giving creators true ownership of their work, transform finance by decentralizing power structures, and revolutionize technology by building privacy and security into the foundation of the internet. The idea that we can create a system where people have control over their data, their identity, and their creations is incredibly powerful.
The recent strikes in Hollywood and the changing media landscape further reinforce the need for new ways for creators to be interoperable with distribution tools and take their audiences with them over time.
You’ve worked on groundbreaking projects like WOMAN with Gloria Steinem and Sitara: Let Girls Dream for Netflix. Do you plan to combine your passion for media with your current work on blockchain?
Absolutely. I have always believed in the power of storytelling to drive change, and I think there are many opportunities to tell the story of blockchain in a way that resonates with people beyond the technology. I am particularly interested in exploring how blockchain can be used to transform content creation and ownership, ensuring creators are fairly compensated and have control over their work.
This is an interesting area and I think there is a lot of potential to combine the two worlds. We are already producing mini-documentaries on Leisure and hope to delve deeper into these stories in the future.
