At RootstockCollective, our team is what drives the mission forward. In this edition of Team Spotlight, we sat down with Eleanor, our Marketing and Ecosystem Director based in the UK, to talk about her role, her path into web3, and what keeps her inspired along the way.
What does a typical day look like for you at RootstockCollective?
Honestly, no two days are ever quite the same, which is one of the things I love most about this role. Some mornings I’m deep in strategy mode, mapping out where we want to take the ecosystem next, and by afternoon I’m in the weeds with my team bringing those ideas to life. There’s a real energy that comes from working across marketing, community, and ecosystem development all at once. I’m incredibly lucky to work alongside such a talented group of people – they’re what makes the pace feel so exciting.
What do you appreciate most about RootstockCollective’s culture?
The genuine sense of purpose that runs through everything we do. It never feels like we’re just ticking boxes, there’s a real belief in what we’re building and why it matters. People here are collaborative, curious, and they actually care about getting things right. That kind of environment makes it easy to show up and give your best every day.
How did your journey in web3 begin?
My background is actually in traditional finance, specifically FX risk management, so I came at this from a pretty analytical angle. I started getting curious about cryptocurrency through that lens, with a particular focus on security, and one thing led to another. What began as professional curiosity quickly became a genuine passion.
What aspect of web3 do you think is most underrated or misunderstood?
That it’s purely about speculation and making money. That narrative dominates the headlines, but it completely misses what’s actually being built. At its core, web3 is about rethinking ownership, trust, and access – giving people tools and financial infrastructure that were previously out of reach. When you zoom out from the price charts, the real story is about inclusion and genuine innovation.
What resources or habits keep you sharp and inspired in your role?
Staying close to the community is probably my biggest source of inspiration – there’s so much signal in real conversations with builders and users. Beyond that, I lean on a mix of industry newsletters, keeping tabs on what’s emerging across the broader ecosystem, and making sure I carve out time to think strategically rather than just react to what’s in front of me. And honestly? Getting outside and moving, whether that’s pilates or something a bit more adventurous, does wonders for clarity.
What do you see as the biggest opportunity ahead for RootstockCollective or the web3 ecosystem?
Genuine utility. We’re at a point where the technology is ready, our builders are building, the bigger challenge now is meeting people where they are and showing them real, tangible value. For RootstockCollective specifically, I see a huge opportunity in growing the ecosystem in a way that’s sustainable and community-led. When builders and users are genuinely invested in the mission, that’s when things really take off.
Outside of work, what do you enjoy doing?
Life is too short not to explore! I love travelling and discovering food and wine along the way. I’m also a big pilates devotee, and I have a big passion for clay pigeon shooting. It’s a brilliant combination of focus and fresh air.