Coinbase hires Kate Rouch, former Facebook Exec, as CMO to improve brand’s position

Kate Rouch, who has spent more than a decade at Facebook in various capacities, is joining major cryptocurrency exchange Coinbase.

Kate Rouch as Coinbase’s new Chief Marketing Officer

Coinbase founder and COO Emilie Choi announced Rouch’s appointment as the company’s new chief marketing officer in a blog post published on Thursday. Rouch will be in charge of supervising the company’s worldwide brand and product and performance marketing. She most recently served as Facebook’s worldwide head of brand and product marketing, but now she hopes to “bring many millions more noteworthy individuals into the crypto-economy.”

“I am so inspired by what I’ve learned about crypto and the vast ecosystem it is helping to usher forth,” said Rouch. “I can’t wait to get started helping to introduce millions more people to the benefits of crypto.”

Coinbase is planning personnel changes in 2021. Thus Rouch’s expansion is timely. The number of active monthly users on Facebook increased from 500 million to roughly three billion during Rouch’s tenure there. Coinbase claims to have 8.8 multi-month transacting users and 56 million overall consumers as of June 30, 2021, and it certainly needs to leverage Rouch’s experience to remain strong.