Women in Web3: Tracy Leparulo, Founder & CEO of Untraceable

Tell us about yourself!

Hi, I’m Tracy Leparulo, Founder and CEO of Untraceable. Untraceable is the first event marketing company that works with leading blockchain and crypto companies around the world to propel their brand through online and live marketing activations. I’m also the founder of the Blockchain Futurist Conference, the largest blockchain and crypto event in Canada.

Why did you choose this field in the first place?

In 2011 I traveled to Kenya to start a microfinance program where we funded women entrepreneurs with microloans, and taught financial literacy across 23 villages. When I came back home to Canada, I quickly realized that sending money over borders was difficult. This is when I began to learn about Bitcoin and the benefits of peer-to-peer transactions.

Being in university at the time, my friends and I were lucky enough to hear about Bitcoin Decentral, a home for decentralized technologies. I was eventually hired by the founders of Ethereum in 2013 to work on a project called KryptoKit and it was here where I  launched the first Bitcoin Expo in Canada showcasing Ethereum as our title sponsor.

Looking back, I was extremely fortunate to be in Toronto at that time, from there, I volunteered to work on events to serve the growing crypto community. For the last 9 years I’ve been organizing dozens of world-leading blockchain conferences including ETHToronto the first Ethereum Hackathon in the world, and dozens of other mega events in over 10 countries.

What tech are you most excited/passionate about right now and why?

I’m most excited about the concept of gamification within the crypto space.

From the world’s top fashion brands to chain restaurants, retailers are embracing gamification paired with crypto to boost customer engagement. For example, fast-food giant Chipotle recently partnered with digital payments platform Flexa to launch a program in which customers can play interactive games for a chance at winning crypto giveaways.

Since its inception, Untraceable Events has prioritized the attendee experience, and has brought innovative gamification features to events. At this year’s Blockchain Futurist Conference, we are thrilled to feature the launch of our token UNNY which incentivized attendees to participate in specific actions and enhance the overall event experience.  Hundreds of attendees participated in the event gamification leading to thousands of actions onsite.

The purpose is to drive positive actions onsite such as watching speaking sessions or recycling properly. This allows us to change habits that impact our triple bottom line - people, profit, and the planet. Using tokenomics and the positive power of blockchain we are able to incentivize engagement in real life and make the world a better place.

What are you most worried about right now and why?

As crypto becomes more mainstream, I’m worried that the audience is more focused on investing in the tech to make fast money rather than on its benefits for society and  many use cases. The early days were about helping the unbanked and leveling the financial playing field, and I’m worried we are moving farther away from that direction.

What are your hobbies and interests outside of crypto?

Outside of crypto, I love visual art and painting. I’m a highly creative person, which is what drives me to produce events like Futurist.

Let's talk about breaking the glass ceiling. What were the biggest challenges you faced as a woman in tech, and how did you deal with them?

Being a woman in crypto comes with many challenges, especially back in 2013 as one of the first females in the space. I was sometimes the only woman in the room like for one of my first meetings to organize a hackathon, but nonetheless, it's a great field to be in because the space is so new that women have opportunities to snag leadership roles.

Any questionable misogynistic story/situation you faced/handled, and you want to share with the HackerNoon Fam?

There have been many instances over the years where people have taken credit for my work and the impact it has had on the industry. Some have even gone as far as making claims in published articles and videos that they were responsible for my work. As a woman, it was hard to make sure my voice was heard. Instead, I was often outnumbered and my voice was drowned out by multiple men.

What was the biggest setback/failure that you faced, and how did you manage it?

COVID-19 was by far the biggest setback for the events industry. Fortunately, we were able to pivot to hosting virtual events and online immersive experiences. We also entered the NFT space amid the pandemic, which enabled us to expand into the metaverse much faster than we probably would have otherwise.

What's your biggest achievement that you're really proud of?

We’ve built an amazing community from grassroots in the early days 2013 to running massive conferences around the world. My biggest achievement would have to be the Blockchain Futurist Conference, which has brought the community together for so many years. I’m very proud of the fact that I was able to make Futurist affordable and inclusive for people of all backgrounds to attend. This year, the event drew over 6000 attendees, 170 speakers, and 3 stages, making it Canada’s largest blockchain and crypto conference in history.

In your opinion, why do we see this huge gender gap in the blockchain industry, and how can we reduce it?

Most of the founders and senior executives in this industry are male. There are females involved in the space but there is a huge lack of female leadership. That being said, I do know so many credible females who are in leadership roles in the space and are absolutely crushing it.

As with any new industry, there is a lack of structured mentorship. There is a huge learning curve when it comes to blockchain, and women really have to be there for eachother as both educators and colleagues.

Who is your crypto idol? Why?

I look up to so many women in the industry, but I'd like to highlight the founders of Crypto Chicks, Natalia Amelie, Elena Sinelnikova, and Natalyia Hearn. Crypto Chicks is a non-profit educational hub with a vision to grow the economic, professional, and leadership potential of both women and youth in blockchain and AI through education, mentorship, business and diverse employment opportunities.

Do you have any advice for aspiring girls who want to join the field?

It’s important to identify your goals and keep pushing.

When I first started out in crypto I was young with pink hair, and I wasn’t a developer or in capital markets. I found a way to contribute my talents in marketing, community building, and event planning. As a female in space, don't get intimidated by people using confusing jargon, talking over you, or mansplaining.

Figure out what you bring to the table and showcase it. Ultimately, this is an industry that welcomes everybody and needs people with different skill sets in a variety of areas.