The upcoming departure of CMO, Rachel Conlan, will see former Binance marketing head Eowyn Chen take over the reins during a time where the crypto exchange is looking to position itself as a regulatory first company.
Binance‘s Chief Marketing Officer, Rachel Conlan, has announced she will be stepping down from her role, with former CEO of Trust Wallet, Eowyn Chen, confirmed as her successor.
Conlan will leave as CMO at the world’s largest cryptocurrency exchange on 15 June but will serve as an advisor to help with the transition, as Chen will take up the role on an interim basis.
In a LinkedIn post, Conlan credited the leadership of CEO Richard Teng, Co-Founder Yi He and her surrounding team, revealing she is stepping down to “focus on some personal priorities”.
“Huge thanks to Yi He and Richard Teng for believing in me and trusting me to help shape one of the most ambitious brands out there,” said Conland. “Together we built campaigns, partnerships, products, and cultural moments that helped bring crypto closer to the mainstream.”
“For now, I’m looking forward to taking a little time to breathe, reset and recharge after a very full few years.”
Binance marketing
First hired to the role in September 2023, Conlan oversaw several marketing campaigns and projects for the exchange during her tenure.
Binance agreed a deal with football superstar Cristiano Ronaldo to launch a series of NFT collectibles in 2022. The fourth collection in May 2024 was backed by a ‘Forever Worldwide: The Road to Saudi Arabia’ marketing campaign, offering NFTs designed to reflect Ronaldo’s career and his move to Saudi Arabian football club Al-Nassr.
Under Conlan’s oversight, the 5th collection focused on Ronaldo offering investors video tutorials on how to unlock the series’ latest NFTs.
In the fourth year of its sponsorship deal with the Alpine F1 Team, Binance launched a fan engagement marketing campaign, focusing on how to utilise the $ALPINE token, the native cryptocurrency launched by the two businesses.
Perhaps the most notable marketing initiative Conlan led and is credited with is the promotion of the exchange’s ‘Crypto’ perfume, called ‘Eau de Binance’.
The launch of the perfume occurred around International Women’s Day 2024 and was designed to promote greater adoption and awareness of cryptocurrency amongst women.
“Rachel is a premier talent who has left an indelible mark on the company and after four years of remarkable service has decided to step down to focus on personal priorities,” said a Binance spokesperson.
How will Binance brand itself moving forward?
Conland’s interim successor Chen previously worked for Binance as Head of Central Marketing and Growth from January 2021 to February 2022.
According to her LinkedIn profile, during her time in her previous marketing role at Binance, she helped bring in over 300 Binance global ambassadors and doubled its community members to more than 10 million.
After Chen left her role to become the CEO of Trust Wallet, Binance entered a period of regulatory uncertainty and found itself in hot water in the US.
In November 2023, the company was fined $4.3bn for breaking US anti-money laundering regulations as its former CEO, Changpeng Zhao, stepped down from the company and served a four month prison sentence for his role in the non-compliance activities.
Under Teng’s leadership, Binance has embarked on a strategy to become a global compliant crypto exchange, focusing on gaining regulatory licenses and discussing with policymakers to attract institutional investors.
