Anna Ivanchenko: My Journey as a Leader in Web3, Talent Management, and Innovation

How I Transformed Ticketing Through Blockchain

When I co-founded TicketMeta, I wasn’t just trying to build another tech startup. I was solving problems I had personally witnessed—issues that frustrated event organizers, performers, and audiences alike. Counterfeit tickets, unfair resales, and a lack of transparency made something as exciting as attending an event unnecessarily stressful. I knew there had to be a better way.

That’s where blockchain came in. It’s not just a buzzword; it’s a tool for building trust. At TicketMeta, we use blockchain technology to make every ticket traceable, secure, and transparent. This doesn’t just protect consumers—it also empowers organizers to take control of their events.

For me, though, the real reward isn’t in the technology itself. It’s in the way we can bring people closer to the experiences they love. Knowing that we’ve helped someone enjoy a concert or a tournament without the stress of worrying about their ticket’s legitimacy—that’s what makes the work worthwhile.

My Passion for Communication and People

Before diving into the world of blockchain, I spent over 13 years working in communications and employer branding. It was there that I discovered my love for storytelling and connecting with people.

I believe every organization has a unique story to tell. My role has often been to uncover that story and share it in a way that inspires both customers and employees. Whether it’s helping a startup find its voice or shaping a multinational’s branding strategy, I’ve always been drawn to work that creates real, human connections.

One of my proudest achievements was helping a major company redefine its employer branding. By focusing on authenticity—highlighting real stories from their employees—we attracted not just talent, but people who truly resonated with the company’s mission. Seeing those teams grow and thrive remains one of the most rewarding experiences of my career.

Recruiting and Building Teams That Thrive

I’ve always been fascinated by what makes a great team. In my years working as a headhunter and talent consultant, I’ve learned that skills alone don’t build a winning team—it’s about values, adaptability, and shared goals.

I approach recruitment as a partnership. It’s not just about filling roles; it’s about finding people who can grow with the organization and bring their own unique energy to the table. I’ve worked closely with startups, global corporations, and everything in between, helping them build teams that can tackle today’s challenges while preparing for tomorrow.

One lesson I’ve learned along the way is that leadership isn’t about having all the answers. It’s about creating an environment where people feel empowered to share their ideas. The most successful teams I’ve worked with are those where every member feels valued and supported.

Turning My Passion for Esports Into Professional Success

Esports has been a personal interest of mine for years, and I’m lucky to have turned that passion into a professional focus. I’ve organized major tournaments and conferences, working with teams, players, and audiences to create events that are as exciting as they are inclusive.

What I love about esports is its ability to bring people together. It’s more than just competition—it’s about community, creativity, and shared excitement. Whether it’s ensuring a tournament runs smoothly or finding ways to make events more accessible, I approach each project with the same question: How can we make this a memorable experience for everyone involved?

Why Web3 Matters to Me

I’ve been working with Web3 technologies for several years now, and I’m constantly amazed by their potential to change the way we work, live, and connect. For me, Web3 isn’t just about decentralization or transparency—it’s about empowerment.

In every project I take on, I look for ways to use Web3 to solve real-world problems. Whether it’s creating fairer ticketing systems, improving recruitment processes, or enhancing transparency in branding, I focus on making these technologies practical and accessible.

What Drives Me

At the core of everything I do is a desire to help people—whether it’s giving them a better experience at an event, helping them find their dream job, or building tools that make their lives easier. My work is shaped by a few key beliefs:

• Empathy is everything. To create something meaningful, you have to truly understand the people you’re trying to help.
• Growth comes from collaboration. The best ideas are born when people work together with mutual respect and shared goals.
• Innovation should serve people. Technology is just a tool; it’s the human impact that matters.

If my story inspires even one person to take a leap of faith, pursue their passion, or embrace a new idea, then I know I’m on the right path.