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Binance Names Rachel Conlan CMO Amid Leadership Changes

Rachel CMO Appointment
  • Binance has promoted Rachel Conlan to the role of Chief Marketing Officer (CMO) from her previous position as Vice President of Global Marketing.
  • Conlan will lead global and regional teams, launch new campaigns, expand partnerships with online influencers, and contribute to crypto education and mainstream adoption efforts.
  • Binance.US has undergone significant leadership changes due to regulatory challenges, including the resignation of its CEO Brian Shroder and the reduction of its workforce by one-third.

Global crypto exchange Binance has appointed Rachel Conlan as its Chief Marketing Officer (CMO), elevating her from her previous role as Vice President of Global Marketing. This move aligns with the company’s recent executive appointments and management adjustments.

Appointment of the New CMO

In a statement, Binance CEO Changpeng Zhao (CZ) underlined the importance of leadership within the company in carrying out positive impacts that effect the ecosystem and its mission to focus on users.

“And, Rachel is an example of that. Our team is stronger than ever as we focus on delivering great products and services for our users while ensuring we are a responsible industry leader.”

Changpeng Zhao, CEO, Binance

According to the press release, Conlan will continue to oversee and manage Binance’s global and regional teams. 

The firm also disclosed that in the coming months, she will launch a new series of global campaigns and increase the number of partnerships and initiatives with key opinion leader (KOLs) to bring new entrants into the space and find innovative ways for users to engage with Web3 and crypto, including efforts around impact.

Binance also noted that Conlan will be contributing to its broader efforts to collectively build the industry and facilitate mainstream adoption by educating and empowering more people with crypto knowledge.

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“Rachel has demonstrated that she is a strong leader who leads with integrity and users top of mind. She is quick on her feet and able to look at challenges and opportunities with diverse perspectives that account for different aspects of the business. She understands how crypto is an effective tool to improve lives and she leads marketing efforts with an inclusive mindset,” shared Binance Co-Founder Yi He commented.  

She also added that Conlan’s mindset will help Binance “bring the next billion users and drive adoption.”  

As per the media release, the new CMO is responsible for Binance’s current innovative campaigns, such as those involving The Weeknd, Cristiano Ronaldo, and Alpine Formula 1.

The firm emphasized that Conlan, who has held senior leadership positions at Havas and CAA, is utilizing her prior experience to explore other brand initiatives. It noted that she is focused on attracting world-class marketing talent to strengthen the organization. As it enters its next phase of growth, she aims to “build upon its strong foundation.”

“We are just scratching the surface to unleash the larger potential of crypto in the new era of Web3…As an industry leader, we play a crucial role in bringing this potential for users and demonstrating to them how they benefit. I am eager to continue this journey in helping the industry reach wider and untapped demographics. It is humbling to be entrusted with the opportunity to work alongside a user-obsessed executive team who have built a leading ecosystem trusted by millions around the world as we, and the industry, continue growing in this early-stage environment.”

Rachel Conlan, CMO, Binance

Binance Leadership Shift

Currently, there have been changes in the top management of Binance and its U.S. affiliate, Binance.US, amid regulatory pressures from various countries.

The changes included the hiring of Eleanor Hughes as General Counsel, Kristen Hecht as Deputy Chief Compliance and Global Money Laundering Reporting Officer, Min Lin as Head of Latin America, and Richard Teng as Head of Regional Markets. The firm stated that these changes are part of the organization’s effort to strengthen its leadership team and focus on key business initiatives.

On the other hand, Binance.US CEO Brian Shroder has resigned amid regulatory difficulties, including the United States Securities and Exchange Commission (US SEC) lawsuits and hurdles. The platform has also cut one-third of its workforce–over 100 positions.

Recent Binance News

Recently, the exchange’s philanthropic arm, Binance Charity, found that 29% of its surveyed crypto investors and holders have used cryptocurrencies for charitable donations, showing a rising trend in “crypto charity.” The survey, which collected responses from 1,126 individuals, emphasized factors such as transparency, the cause, and impactfulness in charitable giving decisions.

Furthermore, Binance’s Monthly Market Insights report revealed that the interest in Telegram bots, which automate crypto tasks, has surged within the crypto community recently due to the recent rise in token prices and market performance.

On the other hand, CoinGecko’s 2023 Q2 Crypto Industry Report revealed that spot trading volume on centralized exchanges (CEX) fell by 43.2%; and Binance, the largest exchange by market volume, also saw its share drop to 52%.

Last month, the exchange obtained full licensing in El Salvador, having been granted both a Bitcoin Services Provider (BSP) license by the Central Reserve Bank (Banco Central de Reserva) and the first non-provisional Digital Assets Services Provider (DASP) license by the National Commission of Digital Assets (Comisión Nacional de Activos Digitales).

Binance has yet to obtain a license in the Philippines.

This article is published on BitPinas: Binance Names Rachel Conlan CMO Amid Leadership Changes


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