Rachel Conlan, chief marketing officer (CMO) of Binance, the world’s largest cryptocurrency exchange, said she will leave the company next month after three years helping to build the brand.
Eowyn Chen, former CEO of Trust Wallet, will serve as interim CMO, a Binance spokesperson said via email.
“Serving as CMO of Binance has been the privilege of my career,” Conlan said in an email. “I am deeply grateful to Yi He, Richard [Teng] and to the entire management team for the trust they placed in me, and to each member of the team with whom I have had the honor of working.”
Conlan, who took over in September 2023, is credited with launching “Crypto,” the perfume. Also known as “Eau de Binance,” the fragrance was introduced by the exchange in March 2024 to celebrate International Women’s Day.
Prior to Binance, Conlan spent a year as global head of brand and partnerships at rival OKX, working under CMO Haider Rafique.
“Rachel is a top-notch talent who has left an indelible mark on the company, and after four years of notable service, she has decided to step down to focus on her personal priorities,” a Binance spokesperson said.
Like other big cryptocurrency brands, Binance has signed a selection of high-profile partnerships, some of which predate its tenure. These include footballer Cristiano Ronaldo, Canadian singer-songwriter The Weeknd, the Alpine Formula One team and social media star Khaby Lame.
This year’s cryptocurrency market slowdown may be hitting the wallets of the marketing departments of large cryptocurrency companies. Crypto.com, a company that has spent up to $1 billion promoting its name on things like renaming the Staples Center, an ad with Matt Damon, deals with FI and the UFC, just last week said its CMO, Steven Kalifowitz, is leaving the company.
Additionally, Ben Zhou, CEO of Bybit, the second-largest cryptocurrency exchange, said in a recent interview that he would not renew his F1 sponsorship and is looking for other deals with better commercial value.
Conlan’s last day is June 15 and she will remain as an advisor to support the company during the transition, Binance said.
