Source: Aldrin

Joah Santos, the award-winning strategist responsible for Dove’s “Real Beauty” campaign, and supporting the success of Corona Beer and AirBnB, will join DeFi to bring his expertise in using marketing to create cultural movements to help accelerate the adoption of the industry. 

Santos is joining Aldrin (rebranded from this week), a cryptocurrency exchange backed by leading industry investors that focuses on democratizing the user experience of crypto trading. Aldrin’s mission is to help resolve the steep learning curve for users new to the fast-growing world of DeFi and crypto by providing easier and friendlier access to advanced trading tools traditionally limited to the exclusive experienced trading club.

“The crypto space still has a poor reputation, viewed as a ponzi scheme or a lucrative industry of gambling for coders and traders. Right now, the space is still far too exclusive and only pros are reaping the benefits. It’s simply mirroring the wealth gap we see in traditional finance. It’s time to change that,” said Santos.    

Joah Santos will bring an impressive 20 years of experience building brands and running campaigns that help create social change while driving business growth. Santos’ campaigns won several prestigious awards from within the advertising industry, including several Grand Prix at Cannes Lions International Advertising Festival, including the Titanium Grand Prix. The strategy also led to the top 5 places in the top 100 Campaigns of the Century, as rated by AdAge.


At Dove, Santos was responsible for helping change the unrealistic expectations of beauty standards. The Dove Real Beauty campaign was conceived in 2004 during a 3-year creative, strategic, and deeply researched initiative to end beauty shaming caused by industry-set standards. Dove received an addition of $2B in sales following the campaign. Most recently, he worked with internationally-renowned Mexican beer brands at ABInBev, including with Corona. Marketing strategies here helped bring  $13B in brand value in three years.

With three core missions from his marketing leadership at mainstream brands, Santos will focus on functional benefits: simplification and making trading visually accessible and friendlier to novices; emotional: creating simple tools to help all levels of users easily access simplified tools exclusively traditionally limited to experienced traders, and social: will help create greater equality in the playing field and improving the growing wealth gap.  

Santos states that crypto is still in the same stage as the internet was in the late 90s: on the edge of global adoption but still awaiting the right features that make mass adoption possible. 

While an ambitious goal, Santos will help Aldrin and, in turn, the companies listed on their exchange better market complex concepts to a much wider audience, with the intention of driving greater financial freedom and social impact. 

Santos highlights the importance of decentralization, stating that cryptocurrency is mature enough now that we can make it more secure and make products well. 

He believes that, “we have been taught to save our money, all while the government continues to print more. Those that hold their wealth in appreciating assets see a rise in value every time money is injected into the economy. The middle to lower-income class of the world sees the purchasing power of their bank accounts decline. Fiat currency’s unintended fatal flaw is that it transfers the wealth of the working class to the wealthy, creating an even bigger wealth gap, as we have seen in recent years. Crypto can solve this, but it’s not doing it yet,” he said. 

Hisham Khan, CEO of Aldrin, said, “It’s time to make it easier for people and to level the playing field. We want to ensure that newcomers have access to the same tools that pro crypto traders do. So we’re developing the tools and features to help increase wider usability, accessibility, and adoption.”

The exchange tools will provide trade automation, risk management, real-time alerts, portfolio rebalancing, calendar annotations for analysis reporting and more. Aldrin is backed by Alphabit, DFG, AU21, Master Ventures, Fomocraft Ventures, Protocol Ventures, GBIC, Rarestone Capital, among other investors also.

About Aldrin

Built by former project leads at Bloomberg, is an all-inclusive digital trading companion offering trade automation, risk management, real-time alerts, and in-depth strategy performance analysis. Aldrin is built on both the industry’s fastest blockchain, Solana, and tapping into the high-liquidity centralized exchange Binance. Aldrin’s mission is to simplify the user experience and create powerful tools to help all levels of traders succeed, which will lead to more equality, our ultimate goal. is backed by Alameda Research, Alphabit, DFG, AU21, Master Ventures, Fomocraft Ventures, Protocol Ventures, GBIC, and Rarestone Capital.  

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