Leen Al-Taher’s journey into the world of web3 is as dynamic and layered as the ecosystem itself. Currently the VP of Consumer Products at Rarible, the NFT company, Leen’s transition from traditional tech to blockchain shows her endless curiosity and drive for innovation.
Read on to learn more about Leen’s amazing journey, and see how she’s shaping the future of web3 — trust us, we couldn’t be prouder!
Diving into web3 through NFTs
Leen first dipped her toes into web3 during a time of curiosity. Coming from a background in traditional tech where she worked on apps for Canadian telecom, she already knew her way around product management. But it was the 2021 lockdowns that really drew her into the world of crypto.
“Someone sent me the stock ticker symbol,” she jokes, highlighting how little she knew the first time she bought Ethereum. But her drive to understand how things work (like many engineers) pushed her to dive deep into the tech behind blockchain.
Everything changed when she learned about NFTs. The idea of using digital currency to purchase unique digital goods piqued her interest, and Leen found herself spending hours obsessed figuring out how to bridge between chains and make her first art NFT purchase…which led her to web3 communities like World of Women.
“For me, it was the first NFT that I saw that I could resonate with… it’s a picture, it’s a PFP that kind of resembles me. She became my alter ego.”
“There’s a lot of underrepresentation in the space, so that’s why I fell in love with that project.” For her, WoW wasn’t just an NFT collection; it was a symbol of inclusivity and diversity, making her feel seen and connected, which helped fuel her passion for web3.
Her mission became clear: to immerse herself fully in web3 and NFTs, for the art, culture and real-life connections.
After she started hosting WoW meetups in Toronto and got deeply involved in the web3 scene, she found her way to Rarible ✨
Building products that matter
Engineer by training, builder at heart, and always in founder mode, Leen’s convictions are to power innovative products – from her early years selling crafts in a makeshift store to working in aerospace, telecom, or launching her own lingerie-tech startup.
Fast forward to her new role as a Product Manager in 2021 at a growing NFT marketplace. Leen started her journey at Rarible making self-serve custom NFT marketplaces as seamless as possible.
Leen’s leadership was instrumental in developing RaribleX, a white-label marketplace builder designed for brands like Mattel. She and her team worked tirelessly to ship products that not only met the needs of their clients but also onboarded new users to the world of NFTs.
“As cliche as it sounds, we’re actually onboarding a lot of people through these custom marketplaces. It’s new users interacting onchain for the first time.”
Her focus on both the client and the user — treating B2B clients as essential users in their own right — helped refine Rarible’s product offerings and align them with the needs of the broader ecosystem.
A RARI-star is born
As a leader in the space, Leen’s approach to product development is driven by collaboration, problem-solving, and empathy. She credits much of her success to the team she works with, emphasizing that product building is always a collective effort. “At the end of the day, it’s really you working with the team and the users and finding magical things that you can build together,” she says.
But a hero’s journey never comes without some challenges, of course. Leen also recognizes the unique challenges faced by women in the web3 and tech spaces.
Despite moments of self-doubt, she believes in the power of representation and encourages women to embrace their unique perspective. “I think there’s power in that,” she says of being one of the few women in the room. “We see things differently, and we understand a different perspective.”
Leen’s advice to women entering the space is simple: don’t be afraid to ask questions, seek out mentors, and believe in yourself.
What our future holds
As Leen continues to lead Rarible’s product efforts, she remains deeply passionate about where web3 is headed and is dedicated to building tools that help shape its future.
“The innovation in blockchain can disrupt a lot of industries, and NFTs are the entry point that leads you to learn about it.”
At Rarible, her focus remains on empowering artists, brands, and users to engage with NFTs in meaningful ways. With collaborations with major brands like Mattel and McFarlane under her belt, Leen is already making a lasting impact on the industry.
As she looks ahead, she is confident that great times are coming for her team, her community, and her own path.
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