Coinbase named Catherine Ferdon as its new chief marketing officer, reporting to president and chief operating officer Emilie Choi.
Based in San Francisco, Ferdon—who starts Monday, Sept. 9—will be responsible for the cryptocurrency platform’s marketing and communications teams, involved in brand, product, and policy initiatives.
Prior to joining Coinbase, Ferdon spent 13 years at Block Inc., most recently as CMO of Cash App. During her nine-year tenure at Cash App, she expanded the marketing and communications department from a two-person operation to one that grew to over 100 people strong.
She oversaw the launch of Cash App’s largest-ever marketing campaign, designed to showcase the platform’s full suite of financial tools, and was instrumental in building up high-profile brand partnerships, including with Timothée Chalamet, Kendrick Lamar, and agency Mischief @ No Fixed Address.
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