In an ecosystem historically led by men, Denise Cinelli’s name is rapidly emerging as one of the most influential female leaders in the Latin American crypto market. As Global COO of notbank.com and Director for Brazil, Cinelli not only oversees the operations of one of the sector’s most innovative platforms, but also embodies a new way of approaching financial decision-making: more strategic, conscious, and long-term oriented.
However, her leadership cannot be explained solely through a technical or corporate lens. Denise Cinelli is also the mother of Murilo Valdivia and wife of Luis Valdivia — dimensions that have deeply shaped her perspective on money, risk, and financial planning. As she explains, “motherhood transforms the relationship with finances, leading to a more structured, disciplined approach focused on long-term wealth building,” she says.
In practice, this experience translates into a more balanced approach to risk management. Far from impulsive decisions, her strategy — and the one she promotes at notbank.com — is based on diversification, informed analysis, and the integration of digital assets into a broader financial strategy.
One of the most significant aspects of her vision is how she connects motherhood with leadership. Cinelli believes that “being a mother strengthens essential skills for team leadership and strategic decision-making, such as empathy, adaptability, and planning. This approach not only improves organizational efficiency, but also brings a more human perspective to an industry often perceived as cold or excessively technical.”
She has also become an active voice in highlighting the growing role of women — especially mothers — within the crypto ecosystem. According to her experience, “this segment is driving a more conscious and sustainable adoption, prioritizing financial education, security, and long-term future building over speculation,” says the COO of notbank.com.
In this sense, her leadership impacts not only the growth of the exchange, but also the cultural transformation of the market itself. Under her leadership, and working closely with co-founder and CEO Rafael Meruane, the company has promoted a narrative centered on people, their goals, and their life contexts, integrating technology, finance, and purpose.
In this way, Denise Cinelli represents far more than an executive title. She reflects a new generation of leaders who understand that success is not measured solely by financial results, but also by the ability to build the future, create impact, and consistently balance personal and professional life.
