Welcome Will Ruben as VP of Product

July 21, 2022

By Will Ruben

I’m a big believer in the transformative potential of web3. Blockchain technology has unlocked the ability to own and exchange exponentially more types of value. While critical pieces of infrastructure like the Uniswap Protocol are in place to bring this vision to reality, there is more work to be done to unlock the universal exchange of value on the internet and to build the best gateway to web3 for everyone.

We’re just at the beginning of the tokenization of everything. I believe Uniswap is perfectly positioned to make everything digital tradable and to build consumer products that bring the promise of fair, accessible markets to everyone on the internet. I’m thrilled to be joining this team as the VP of Product.

I’ve always been interested in the ways we interact with technology and how we can evolve it to improve our social and economic lives. It’s not enough to just build the pipes and rails of web3. We need to think about the best ways to make it simpler, safer, and more secure for the next 100M+ users to navigate. We can’t unlock universal ownership or make the global financial system more inclusive if we don’t have simple, high-craft user experiences built on top of web3 protocols. Uniswap Labs is at the center of this effort, and I’m excited to bring my experience building consumer products at scale – especially on mobile – to this exceptional team.

Most recently, I worked at Coinbase, where I led the teams responsible for a number of web3 and social discovery experiences across the Coinbase and Coinbase Wallet apps, including the recent Dapp Wallet and Browser launch. My time at Coinbase strengthened my belief in the transformative potential of crypto and the value of building simple, safe experiences that make it easy for millions of new people to discover the space.

Prior to Coinbase, I led Instagram’s Feed and Relevance organization and was responsible for Instagram’s content ranking algorithms as well as key product launches like Reels, Suggested Posts, and Interest Search. During my nine years at Meta, I led the development of many new mobile products and supported teams across Facebook, Instagram, and the company’s Creative Labs efforts (including the Moments app). Like Instagram, Uniswap places a huge emphasis on simplicity and craft in the product development process – something I have found rare in the web3 world.

After a decade at larger tech companies, I’m drawn to the challenge and opportunity of leading somewhere smaller and more entrepreneurial with tremendous potential to grow over the next decade. As a native New Yorker, I think there’s no better place to build this future than right here in New York City, alongside Hayden, MC, Cal, Chad, and Uniswap Labs’ talented team. We’re still growing, so please reach out if you’re interested in joining us!


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