What to know:
- Rachel Conlan, Binance’s chief marketing officer, will leave the company on June 15 after roughly three years helping to build the crypto exchange’s brand.
- Former Trust Wallet CEO Eowyn Chen will serve as Binance’s interim CMO, while Conlan stays on as an adviser to support the transition.
- Conlan’s departure comes amid a broader pullback in big-ticket crypto marketing, as other major firms scale back sponsorships and see senior marketing leaders exit.
Rachel Conlan, who leads marketing at Binance – the biggest cryptocurrency exchange globally – announced she’s departing next month. She’s been with the company for three years and played a key role in developing its brand.
Eowyn Chen, who previously led Trust Wallet, is taking on the role of interim Chief Marketing Officer at Binance, according to a company representative.
In an email, Binance’s CMO, Conlan, described his time with the company as the highlight of his career. He expressed deep gratitude to Yi He, Richard Teng, and the leadership team for their confidence in him, and to all of his colleagues for the opportunity to work alongside them.
Conlan became head of the position in September 2023 and is known for launching the perfume “Crypto,” also playfully called “Eau de Binance.” The fragrance was released by the exchange in March 2024 as a celebration of International Women’s Day.
Before joining Binance, Conlan worked for a year at OKX, a competing company, where he led their global branding and partnership efforts, reporting to CMO Haider Rafique.
Binance announced that Rachel, a highly valued employee, is leaving the company after four years of excellent work to focus on her personal life.
Binance, similar to other major cryptocurrency companies, has partnered with several well-known figures and organizations. These collaborations, including deals with soccer star Cristiano Ronaldo, musician The Weeknd, the Alpine Formula One racing team, and social media personality Khaby Lame, were established before the current leadership took over.
As someone following the crypto space, I’ve noticed the recent market downturn is likely impacting marketing budgets at major firms. We’re seeing evidence of this with Crypto.com – a company that previously invested heavily in advertising, including a massive rebrand of the Staples Center and high-profile endorsements like the Matt Damon ad and sponsorships with Formula 1 and the UFC. Just last week, they announced that their Chief Marketing Officer, Steven Kalifowitz, is departing the company, which suggests some restructuring may be underway.
Ben Zhou, CEO of the crypto exchange Bybit (one of the biggest in the world), recently announced that Bybit will not continue sponsoring Formula 1. He’s now seeking new partnerships that offer a stronger return on investment.
Binance announced that Conlan’s final day will be June 15th, but she will continue to help the company during the transition as an advisor.
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2026-05-12 18:39