Rachel Conlan, Chief Marketing Officer (CMO) at Binance, the world’s largest cryptocurrency exchange, said she is leaving the company next month after three years of building the brand.
Eowyn Chen, former CEO of Trust Wallet, will serve as the 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 Yi He, Richard deeply grateful [Teng] and the entire management team for the trust they have placed in me and to every member of the team I have had the honor of working with.”
Conlan, who took up the post 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.
Before Binance, Conlan spent a year as global head of brand and partnerships at rival OKX, working under CMO Haider Rafique.
“Rachel is a first-class 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,” a Binance spokesperson said.
Like other major crypto brands, Binance has signed a selection of high-profile partnerships, a number of which predate her tenure. These include footballer Cristiano Ronaldo, Canadian singer-songwriter The Weeknd, the Alpine Formula 1 team and social media star Khaby Lame.
This year’s crypto market downturn could hit the wallets of marketing departments at major crypto firms. Crypto.com, a company that has spent as much as $1 billion promoting its name on things like rebranding the Staples Center, an ad featuring Matt Damon, FI and UFC deals, said only last week that its CMO, Steven Kalifowitz, is leaving the company.
In addition, Ben Zhou, CEO of Bybit, the second largest crypto 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 through the transition, Binance said.
