Week 13 – Emma Mkrtchian on Building Trust in Web3
As Web3 continues to redefine the architecture of the internet, finance, and governance, it brings with it the rare opportunity to rebuild systems from the ground up. But if we are to build better, fairer, more inclusive systems, we must actively spotlight, and support, women in leadership roles.
Historically underrepresented in both tech and finance, women leaders bring diverse perspectives, collaborative approaches, and often values-driven leadership that prioritizes long-term sustainability over short-term gain. In Web3, where decentralized decision-making, community building, and innovation are core tenets, this diversity of style is very welcome if not essential.
Leadership isn’t monolithic. While traditional models have often emphasized hierarchy, competition, and control, many women leaders bring alternative approaches: participatory, empathetic, consensus-driven, or mentorship-focused. These styles align naturally with the ethos of decentralization and trustless systems, offering a counterbalance to purely technocratic or profit-led strategies.
By highlighting women in Web3 leadership, founders, developers, policymakers, and community builders, we not only correct representation gaps but also signal to the next generation that there is no single path to power. Visibility shapes possibility. And in a space as fast-moving and foundational as Web3, ensuring a plurality of voices isn’t just ethical, it’s strategic.
And so we are going to bring you some of the most inspiring women in Web3 and explore how and why they think as they do.
Week 13: Calm in the Chaos: Emma Mkrtchian on Building Trust in Web3
Leadership in Web3 often demands agility, not only in navigating a volatile market but in managing personalities, expectations, and the endless shifts in digital culture. For Emma Mkrtchian, a Web3 marketing adviser and founder of EMK Marketing, it has also meant learning how to lead in an industry still shaped by male-dominated norms.
“I’ve learned that leadership isn’t one-size-fits-all,” she says. “In an industry that’s still quite male-dominated, emotional intelligence becomes one of your strongest tools. You learn how to communicate in ways that make people feel heard, respected and motivated, and sometimes that means putting ego aside and focusing on what moves things forward.”
Mkrtchian has helped global projects grow from small communities into recognised brands, all while developing her own leadership philosophy, one that blends empathy with pragmatism. She describes the work as part communications, part diplomacy, and part endurance. In a field that prizes technical mastery, she argues that listening well can be more transformative than speaking loudly.
Yet Web3’s reputation as a meritocratic space doesn’t always hold up. “It’s not surprising that crypto leadership is still male-dominated, the industry itself was largely built by men, especially in the early technical stages,” she says. “It does still feel like a boys’ club at times. I find it ironic that people talk so much about ‘adoption’ while resisting having more women in the space.”
Her observation is one shared by many women who entered crypto later, after the early coding-driven phase solidified much of the power structure. “Part of it is nostalgia,” she notes. “A reluctance to let go of the early days when crypto felt like a small group of guys building in their own corner.” That legacy continues to shape who gets heard and who gets invited to lead. But change, she insists, is happening, slowly, but tangibly.
Like many women in Web3, Mkrtchian has had her authority tested. Sometimes it’s overt; other times it comes in the form of being overlooked or sidelined.
“To be honest I’m usually quite oblivious to that kind of thing, I tend to assume if someone doesn’t like me, it’s more about personality than gender,” she says. “But there were a couple of cases where it was pretty clear. In one project, I was fortunate to have the CEO’s full support, which made a big difference and helped override the tension. In another, I realised it just wasn’t a fight worth having. Sometimes the smartest move is to walk away and put your energy somewhere it’s valued.”
That sense of pragmatism also defines how she approaches trust, a paradoxical concept in a “trustless” ecosystem.
“First of all, I’m not anonymous like many people in this space – my LinkedIn, my career, my work are all out there. My track record is my portfolio. That helps with trust.”
She laughs at the notion that leadership in Web3 requires adopting a persona. “I don’t really lead as a woman, I lead as a professional. I don’t overthink it. What matters to me is showing up consistently, staying calm, polite and reliable. In a space that often feels chaotic and ‘trustless’, that kind of steadiness builds real trust over time.”
That steadiness extends to how she encourages other women to enter the industry.
“It’s really not as hard as it seems from the outside,” she says. “Start small, watch YouTube videos, explore different apps, try things yourself. Once you do, you realise it’s not rocket science.”
She’s quick to point out that the technical barrier is often overstated.
“Like in any industry, it helps to understand the basics, but you don’t need to be a developer to have a career in Web3. There are so many non-technical roles including marketing, community, operations, and partnerships where curiosity and willingness to learn matter far more than coding skills.”
Mkrtchian moves fluidly between the freewheeling creativity of grassroots projects and the more structured world of institutional clients.
“Grassroots communities are much more fun to market, you can be bold, creative, even a little controversial,” she says. “There’s room to experiment and move fast. The flip side is that those environments can be chaotic and disorganised. Institutional projects are the opposite. They come with structure, clear KPIs and a more traditional way of working. But that also means less creative freedom and more control over what can and can’t be said.”
For her, the key to thriving in both is adaptability. “Women can thrive in both worlds. It’s about finding which environment aligns better with your personality and then bringing your own perspective and emotional intelligence to shape the culture around you.”
She also sees women as central to the next phase of ethical development in technology. “We’ve already seen how AI can be exploited or used unethically,” she says. “That’s exactly why diverse perspectives are essential in shaping its governance. Women often bring a more holistic view. We tend to think about long-term impact, community, and unintended consequences. Those are critical lenses when building ethical frameworks.”
The communities that supported her early on still play a crucial role.
“My best friend in real life is also one of the OGs in the space, and having her pave the way, then both of us supporting each other, made a huge difference,” she says. “Having someone who understands both the highs and the chaos of Web3 helps you stay grounded.”
She points to groups like SheFi and BeraBaddies as helping women find both confidence and visibility. “They can be controversial at times, but they create belonging. I’d love to see more initiatives like that focused not just on education, but on real career opportunities and leadership growth.”
Three Lessons from Emma Mkrtchian
First — believe in yourself and don’t get distracted by critics. There will always be people with opinions; focus on your own path.
Second — keep learning. Web3 moves fast and curiosity is your biggest advantage. Ask questions, even the “stupid” ones – that’s how you actually grow.
And third – protect your reputation. Think before you post and be intentional about how you want to be perceived. There are quick ways to get attention, but not all attention is the kind you want long-term.
