Everyone is new in crypto – even the experts

The crypto industry moves fast, but even those at the top still feel like newcomers. Jess Walker, Binance’s Global Media Lead, knows this firsthand. Her career in crypto began almost by accident – what started as a reporting assignment at a Swiss forex trading bank soon became a deep dive into an industry that was just starting to gain momentum.

At the time, Walker was interviewing finance professionals who were leaving stable careers to join blockchain startups. What seemed like a niche movement quickly revealed itself as something bigger. As she listened to their stories, she began to see the potential of an industry that was still in its infancy – and, more importantly, the need for clear, accessible content to help others understand it too.

"My producers at the time thought it was a novelty topic, right? It was something that was a little bit humorous, a little bit light," Walker told The Crypto Radio.

But what started as a passing media trend soon became impossible to ignore. As blockchain projects gained traction, Walker found herself increasingly drawn to the space. Yet, she was far from the typical crypto recruit – she had no background in finance, coding, or technology.

"The chance of me, statistically, as a woman from the UK, finding crypto in 2015 right in the middle of it all, is so small," she said. That unlikely path, however, became her greatest strength. Instead of approaching crypto from a technical perspective, Walker focused on breaking down complex ideas into content that resonated with a wider audience.

This commitment to accessibility shaped her career, leading her from CoinMarketCap to Coin Bureau and eventually to Binance, where she now leads global media strategy. "There has to be content and education for people that's free to access across platforms like YouTube. That is conversational. It's a conversation we're having now that can resonate if it can bring on board new people and help educate and inspire them," she said.

The evolution of crypto – and its growing legitimacy

Walker has witnessed crypto’s transformation firsthand. "Scalability, the size of the industry, and legitimacy" are the three biggest shifts she’s seen since 2015.

Back then, crypto felt like a niche movement. Today, Binance has more than 250 million users, and mainstream financial institutions are openly discussing digital assets. "Suddenly, then you've got legitimacy as well. We've seen Bitcoin as legal tender across certain countries, and also Bitcoin being added to balance sheets as a role in conversation," she said.

Beyond market growth, Walker points to another fundamental shift – crypto’s community is no longer dominated by tech insiders. "When you go to events, there are people from marketing, tech, people from web2. You'll get people representing some of the large web2 household names that you have grown up using: 'Oh, I'm the web3 expert of this leading football team or this leading sports drink'," she said.

This diversification, she believes, signals a new era for crypto – one where major brands and institutions are no longer just observing but actively participating.

A long-term investing mindset

While some see crypto as a fast-moving, high-risk market, Walker’s personal approach is more measured. "I'm a very boring crypto investor because I'm not looking at this as like a three-year, in-and-out thing. I will always hold Bitcoin. I will always have some allocation in cryptocurrencies."

She acknowledges the appeal of memecoins and the role they play in drawing new users into the space, but she also warns against impulse-driven decisions. "Don't panic move and don't get blown away by what you see on X and some of these different traders and their sentiments, because you can really easily FOMO into stuff that you don't need to."

Her own portfolio reflects this strategy, with a strong focus on Bitcoin, Ethereum, and Solana, alongside a smaller allocation to "fun" layer-2 projects and memecoins. "I think new coins are fun. I think they're here to stay, and if they're converting new people into retail, I think that's amazing."

Breaking into the crypto industry

For those looking to build a career in crypto, Walker’s advice is simple: get involved, be visible, and stay curious.

"If you do have a passion for crypto and you want to get into actually working and making this a full-time career as well, there are events that you can go to, meetups, AMAs you can join, where you can just be inquisitive and you can be present. People do notice it."

Her own journey is proof that expertise isn’t a prerequisite for success – what matters is a willingness to learn and engage.

As the conversation draws to a close, Walker reflects on a key lesson she’s learned over the years. In an industry that moves at lightning speed, staying ahead means embracing continuous learning. "You're never an expert. You never know everything. This industry constantly humbles you because it moves so quickly. You could always know enough, but you should always know more."

 

Listen to the whole interview on The Crypto Radio's live player or in My Crypto Journey podcast.