5 Questions with Deborah Bussière, CMO

We are excited to present Grayscale’s first “5 Questions With…” featuring our newly announced Chief Marketing Officer, Deborah Bussière.

Click here to read the full story on Grayscale.com.

Q: Welcome to the Grayscale team! To start, can you walk us through the highlights of your professional career that led you to this moment, as Grayscale’s new Chief Marketing Officer?

A: I began my career on Wall Street — working for Morgan Stanley and then UBS — in marketing and business development roles within the asset management/alternative investments industry. From there, I joined EY’s global financial services business and later became EY’s CMO of the Americas.

When I left in search of my next great adventure, I had a profound personal interest in Bitcoin and Blockchain and ultimately had the great good fortune to be put in touch with Barry Silbert and Michael Sonnenshein — working with the Grayscale team on their very early marketing initiatives.

And it was my passion for Blockchain applications that then attracted me to Broadridge Financial Solutions, a company that was doing interesting work on a proxy voting proof of concept on the Blockchain at the time. I am extremely proud of the work we accomplished during my tenure as Global Chief Marketing Officer for Broadridge, including trademarking our ABCDs of Innovation ®, where the “B” stands for Blockchain.

So, when I got the call from Michael to re-join Grayscale Investments as CMO, it felt serendipitous. It is truly an exciting time to be in the crypto/digital currency asset management space, pioneering a new asset class.


Q: How did you “get into” crypto? What piqued your interest in the asset class?

A: When I sat in my very first Grayscale leadership team meeting with Michael and Barry back in 2015, I had just bought some Bitcoin as a gift for my kids, who were graduating University and High School at the time. It has been exciting to watch its value soar since then, to say the least.

I was also impressed by the underlying Blockchain technology, which has so many use cases — from financial services to healthcare, as well as artwork and sports memorabilia alike. It is thrilling to have a front-row seat and watch the industry evolve in our everyday lives — not unlike the early days of the internet.


Q: Keeping this next question simple: why Grayscale?

A: This is really a no-brainer for me. I was an early adopter, an early believer, and an early Grayscale team member. I was — and continue to be — extremely excited by the digital currency asset class.

I am also a big believer in Barry’s vision and Michael’s leadership. They demonstrate such a conviction for the asset class, which has helped to validate my own thinking. Michael is smart, enthusiastic and future-forward, with a grounding in the legacy financial services industry. In fact, Grayscale’s entire leadership team heralds from world-class financial institutions, and we all share a common passion for digital currencies. It is incredible to join such a high-caliber team of extremely bright visionaries.


Q: How do you think about marketing, broadly, and the opportunity that Grayscale has to leverage marketing and advertising campaigns to build brand visibility and trust?

A: As a leader in the industry, we have a tremendous responsibility to teach the investing public about digital currencies. The importance of education grows each day, given the proliferation of digital currencies available in the market. There is an appetite, interest, and genuine need for accurate knowledge and understanding of this new asset class.

I look forward to continuing to educate the public about digital currency investing through Grayscale’s ground-breaking, innovative, and informative marketing initiatives that not only adhere to regulatory and compliance guidelines, but do it in a way that’s fresh and new.


Q: What is something you know now that you wish you knew at the start of your career?

A: When I look back and think of all the things that contribute to one’s career success, I would have to say that developing and maintaining trusted relationships is perhaps the most essential ingredient. We take IQ for granted when hiring people, but the EQ factor is, in many ways, even more important. After all, we hire people, not resumes.