Exclusive Interview with Monika, Strategic Partnerships Director of CoinW: "The community is not a department. It is the core asset of the platform."

By TechFlow

CoinW: Monika Mlodzianowska

Translator: Naetitia

Introduction

In 2025, exchanges are rapidly expanding across different markets. CoinW, one of the most dynamic and fast-growing platforms in the industry, is leading this charge. We spoke with Monika Mlodzianowska, Director of Strategic Partnerships at CoinW, who brings firsthand insights into building global connections and fostering long-term trust in the crypto world.

With a background at ChainUp and ChainxGame, Monika has deep experience in blockchain infrastructure and GameFi. She believes real partnerships are built on shared value, transparency, and long-term vision. This conversation explores her role in shaping CoinW’s people-first approach and how the platform builds global momentum by staying grounded in local communities.

Part 1｜Pioneering New Markets and Long-Term Partnerships

TechFlow: Monika, could you start by introducing yourself? What brought you to CoinW?

Monika:

My crypto journey started in Dubai, where I worked with ChainUp and ChainxGame on blockchain infrastructure and gaming products. My business and marketing background gave me a framework for understanding how to grow relationships and scale impact.

I’ve always been passionate about connecting with people from diverse cultures. Blockchain drew me in because it breaks down traditional barriers — geographic, institutional, even social. For me, this isn’t just a career. It’s a new way of living and thinking.

Joining CoinW was a natural step. It gave me the chance to combine my drive for meaningful partnerships with a mission to help bring Web3 to the world.

At events like Token 2049 in Dubai, I’ve met incredible people, shared ideas, and discussed the future of decentralized communities. These experiences continue to shape my approach to partnerships and growth.

TechFlow: Your title is Director of Strategic Partnerships. What does that involve day to day? Who do you typically work with?

Monika:

It’s a fast-moving role. My main focus is identifying and developing partnerships that support CoinW’s long-term growth and presence in the ecosystem.

I work with project teams, KOLs, crypto funds, and compliant investors. We care about quality over quantity — making sure every collaboration brings real value to the community.

My work includes reviewing partnership proposals, negotiating terms, and working across marketing, legal, and product teams.

Industry events are where I thrive — they're a chance to meet sharp thinkers, learn from others, and build genuine connections. That said, I’ve also had moments of doubt. It’s not always easy to put yourself out there, but showing up consistently has made me stronger.

A strong partnership, in my view, relies on mutual value, clear communication, and aligned vision. We aim to create sustainable relationships that grow with the broader Web3 ecosystem.

TechFlow: Many exchanges use Chinese-speaking execs to bridge the Chinese market. You’ve built strong ties despite not being a native speaker. What’s that experience been like?

Monika:

It’s true — most platforms rely on native speakers in China. Stepping in as an outsider came with challenges but also offered a fresh perspective.

Understanding language and culture is key. I’ve spent a lot of time on WeChat and Weibo studying how users interact. Even details like emojis or slang terms like “卧龙凤雏” (hidden gems) and “地板价” (floor price) help me grasp the community’s vibe.

Being an outsider has its perks. I ask different questions, notice gaps, and bring a global view that often adds depth to local discussions. This helps bridge global initiatives with what Chinese users actually care about.

It’s also helped me become more empathetic — not just toward Chinese users but across communities. In a global space like Web3, that mindset really matters.

I believe sincerity and consistency resonate more than perfect language. People can tell if you’re genuinely listening. That connection transcends words.

Part 2｜CoinW’s Culture: Community-First, Entrepreneurial, Agile

TechFlow: What sets CoinW apart from other exchanges? Is it the tech, the strategy, or the community you mentioned?

Monika:

CoinW’s core differentiators lie in its flexible execution, localized depth, and community-first culture.

We pour tremendous effort into every event and community-building initiative. Our product design, community strategies, and team culture are united by a common mission: to serve users with integrity. We genuinely care about our users.

One standout difference I’ve witnessed is our community-first mindset. At CoinW, the community is not just a department — it’s embedded in our DNA. From grassroots ambassador programs to local events, regional teams are empowered to create and lead initiatives rather than merely execute top-down directives. This autonomy fosters genuine trust and engagement at the user level.

We also pride ourselves on flexibility and responsiveness. As an established platform, we remain lean enough to act quickly without compromising quality or compliance. When collaborating with projects, they are often surprised by how swiftly we move from initial discussions to launching integrations or events. This agility is rare in the industry.

Our internal culture is another highlight. CoinW has cultivated a collaborative, non-hierarchical environment where creativity can come from anywhere, and leadership is encouraged at all levels. People here are driven by a passion for building meaningful things, not just chasing metrics.

For instance, during market downturns, while other platforms scaled back, we doubled down on community investments — hosting educational events and enhancing user communication. This focus on people truly shapes CoinW’s distinctive value.

One real-life example is during a recent market dip. While many platforms reduced community engagement, we ramped up efforts. We hosted educational sessions and increased transparency. Our platform facilitated direct communication between users and the product team. This approach not only maintained trust but also strengthened it.

Products and features are important, but what truly sets CoinW apart is our people-centered approach and globally adaptive locally relevant strategy.

TechFlow: CoinW has expanded fast. What do you think drives this growth?

Monika:

Since joining in early 2024, I’ve seen CoinW evolve from a centralized exchange into a full-fledged ecosystem. We’ve launched DeriW (on-chain trading), PropW (licensed proprietary trading), and WConnect (a community forum series).

Our growth has been driven by smart risk-taking and a willingness to localize. Entering new markets means partnering with the right people and adapting products to fit local needs and compliance rules.

But what really drives us is our startup mindset. CoinW encourages ownership, flexibility, and curiosity — while staying serious about security and regulation.

By empowering local teams, we balance global ambition with regional depth. That’s what gives meaning to my work — turning big ideas into real impact.

I still remember our first offline event in Europe. The energy from local users was overwhelming. It reminded me why we do this.

TechFlow: Community is clearly a key part of your strategy. How do you approach it across such diverse regions?

Monika:

We’ve always believed the community is the core asset of the platform. A respected, active, and empowered community defines a great Web3 platform.

Different regions want different things. People in Southeast Asia, MENA, Latin America, and Europe don’t just want translated content — they want relevant conversation.

So we follow three core principles:

• Listen first: Local ambassadors help us understand what users actually need.

• Empower locals: KOLs and leaders create content that their audience truly connects with — not prewritten scripts.

• Stay authentic: Long-term trust matters more than flashy campaigns.

We also tailor launches to match local holidays, customs, and humor. We want users to feel like stakeholders — not spectators.

Part 3｜Regional Differences and Building Authentic Connections

TechFlow: In your experience working with communities across different regions, have you noticed any notable differences or trends? Are there any particularly memorable cases or contrasts?

Monika:

Content preferences are highly localized: Chinese communities favor short-form content, live streams, and videos; Western users lean towards long-form articles, podcasts, and X/Twitter threads; MENA (Middle East and North Africa) users emphasize storytelling and showcasing real-world impact; while African and South Asian communities, once trust is established, often exhibit exceptional loyalty.

One surprising insight for me is that English is not the "universal language" of the crypto world. The most successful initiatives are those that are deeply localized, not just translated. Cultural sensitivity varies significantly, and even a single poorly chosen word can create a disconnect.

In my view, regardless of the region, users value transparency, respect, and consistency. Whether you genuinely listen to them, understand their needs, and adapt to their culture — these are the keys to earning long-term trust.

Working with communities across different languages and cultures has been one of the most rewarding aspects of my job. Each region has its unique values and communication styles, and understanding these differences is crucial for building trust. Over time, I’ve learned to “switch channels” — not just linguistically, but by adjusting my style to resonate with different communities and foster authentic trust and interaction.

For example, in Asia — particularly in Chinese and Southeast Asian regions — communication tends to be more formal and polite, especially when engaging with institutions or authorities. In contrast, users in Latin America and parts of Europe prefer a more direct, casual, and even humorous approach. The same expression might be perceived as professional in one market but cold and distant in another.

Content preferences also vary greatly:

• Chinese communities prefer short-form content, live streams, and video platforms like WeChat, Xiaohongshu, and Bilibili.

• Western users tend to favor in-depth thought leadership content, including newsletters, podcasts, and Twitter/X threads.

• MENA communities value storytelling and showcasing tangible real-world impacts to build trust in brands.

Additionally, some markets prioritize interactive engagement, such as AMAs, airdrops, and local meetups. Other markets focus on social proof, asking, “Who else is supporting this project?” or “Is it listed on a reputable exchange?” For instance, Korean users conduct thorough due diligence before participating, while African and South Asian communities, once trust is established, demonstrate strong loyalty.

One of the most important lessons I’ve learned is that across all regions, people value transparency, respect, and consistency. When you show up authentically, listen carefully, and thoughtfully adapt, users everywhere feel seen and engaged.

TechFlow: Could you share one or two community collaboration or global promotion cases you were directly involved in? What made these collaborations successful?

Monika:

I’ve been part of many outstanding community collaborations, but one of the most memorable and representative examples was the recent partnership between CoinW and Superteam Europe for the Solana Breakpoint Hackathon.

This month-long event spanned four regions — France, Germany, Poland, and the Balkans — and attracted developers from across Europe. CoinW provided professional exchange resources, while Superteam Europe contributed its deeply rooted local community network. The collaboration felt natural and mutually beneficial.

What truly made this collaboration impactful was not its surface-level “globalization,” but the grounded “localization” of its execution. We worked closely with local KOLs and university blockchain clubs to ensure that every event resonated with the culture and needs of the respective communities. During the event, CoinW not only offered $100,000 in rewards and free listing opportunities but also provided follow-up incubation resources and one-on-one mentorship for the winning teams.

We didn’t just “host an event” for exposure and leave; instead, we aimed to establish a long-term value co-creation mechanism — building bridges between developers, project teams, exchanges, and ecosystems.

In my view, the success of this collaboration came down to a few key factors:

• Deep understanding of local user dynamics and context: It wasn’t about force-fitting a global template but tailoring initiatives to fit local needs.

• Mutual passion and trust between the teams: Both sides were genuinely invested in the partnership and complemented each other’s strengths.

• A clear and authentic shared narrative: We weren’t there for exposure; we were there to drive innovation.

This collaboration evolved from “working together” to “co-creating,” embodying CoinW’s core values of connecting real people and empowering real ecosystems.

TechFlow: Many users might first encounter CoinW through an event, a Q&A session, or a community interaction. In your opinion, what kind of “first contact” leaves the best impression?

Monika:

The “first contact” moment is critical. It not only shapes users’ first impressions of the platform but also determines whether they’ll stick around, continue exploring, and eventually align with our culture and values.

In my experience, the most impactful “first contact” moments are never about ads, posters, or cold, impersonal pushes. Instead, they’re about genuine, human interactions. When users feel that you’re not just “selling a platform” but genuinely care about them, it makes all the difference.

For example, open Q&A sessions and AMAs, where users can ask questions and receive authentic feedback, are incredibly effective. Similarly, small local events co-hosted with familiar community leaders and KOLs naturally build trust.

Another highly effective approach is what I call “community rituals.” For instance, hosting regular “Welcome to CoinW” onboarding sessions for new users in regional communities helps them feel an immediate sense of belonging — not just as bystanders but as active participants.

We also incorporate fun and engaging elements, like gamified challenges for beginners or quizzes with small rewards. These lower the barriers to participation and break the stereotype of exchanges being too “cold and distant.”

The best first impressions combine personal connection with a touch of fun. When users leave thinking, “This isn’t just another exchange — these people genuinely care about me,” that’s when true loyalty begins to take root.