Kate Rouch 🛡️
@kate_rouch
Followers
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Following
1,177
Media
33
Statuses
830
Passionate about using creativity to help founders + their category defining companies win. Coinbase CMO 🚀🌚 Proud mom 👧👶🏼. Opinions = mine.
Nevada, USA
Joined April 2014
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Last Seen Profiles
Pinned Tweet
Frustration over fees + delays are the top reasons why ~90% of Americans want an updated financial system. Our new campaign uses pizza to explain how crypto is helping move money forward. Here's the 60s ad that will debut on NBA playoffs tonight 🍕💙
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Today I shared with my teams at Facebook that I’ll be departing the company, after more than a decade, to join Coinbase as its first-ever Chief Marketing Officer.
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Interested in a behind-the-scenes look at our
@coinbase
ad? Check out this marketing Q&A with more info on what we were thinking👇
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True story
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New drop from CB marketing. Airing alongside NBA games starting tonight. Brave team. So lucky to work alongside them <3
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5/5 I can’t wait to get started helping
@emiliemc
and
@brian_armstrong
introduce millions more people to the benefits of crypto.
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Proud to see the team launch their first national product marketing campaign for
@CoinbaseWallet
. Probably nothing...
FACT: If you’re watching this video you’re still early.
Get started with
@CoinbaseWallet
now 👉
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@Cavallokristen
@brian_armstrong
Thread 🧵
1/5: Hi
@cavallokristen
- The Coinbase team and I deeply value our partners. The fit with our creative partner Accenture Interactive (AI) was seamless - so much to that extent our CEO actually thought we were a single team when presenting work.
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Crypto is about access for everyone. We used our
#BigGame
spot to invite millions of viewers to learn about crypto by trying crypto. In other words: less talk, more Bitcoin (Terms Apply).
#WAGMI
ICYMI 👀
Now that we have your attention we'd like to announce that we're giving away $15 in BTC to anyone who joins Coinbase by 2/15.
Click below for more info and RT to tell your friends!
Sign up and see terms here →
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2/5 I am so inspired by what I’ve learned about crypto, and the vast ecosystem it is helping to usher forth. At its core Coinbase is all about creating more economic freedom for people. It is a mission I feel passionately about.
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One of Coinbase’s 3 interview questions is on resilience. Turns out that filter works. It has been a career highlight to be on team that dug so SO deep when the chips were relentlessly down. This is the toughest and best team I’ve ever been a part of, here we go 2024 🌚🚀
Our Q4'23 and full-year 2023 update is in.
Read the full shareholder letter and tune into our earnings call:
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I spent 2 years of my life rebranding Facebook to FACEBOOK. Ask me anything 🫡
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It’s easy to write an obituary. It’s hard to build something new.
#longlivecrypto
If we had a bitcoin for every time somebody said “crypto is dead” …
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⬇️👀
This is totally organic activity from social discovery. We thought maybe a few thousand would participate…
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13. Working moms of the world. I salute you. The turkeys can’t touch us. LFG 🚀
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3/5 I learned so much at Facebook over my decade with the company. Now it is time to apply all those lessons aboard a new rocketship. Coinbase is almost exactly the size Facebook was when I joined.
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I cannot overstate the power of establishing a direct, opt-in connection with new 400K customers in a few days. AND it has been totally organic - with zero paid acquisition. Bananas. Web3 is the future of marketing.
just crossed 400k. far and away the largest open edition NFT of all time.
and the artwork is evolving every day.
mint it @
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4/5 Coinbase, too, is led by a visionary founder. In a new space. With a bold mission and huge potential to fundamentally change the world.
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If the rules are so clear, why won’t the SEC respond to Coinbase on the official record that the existing rules apply (versus in press appearances)?
Why is the Third Circuit Court telling the SEC they have 7 days to respond to Coinbase about whether or not the existing rules…
Earlier tonight the Third Circuit issued a short order in Coinbase’s mandamus action today. The court noted the SEC’s suit against us this morning and asked the SEC whether that means the SEC has decided to deny our pending petition for rulemaking. The SEC has 7 days to respond.
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Part 2
Single family homes didn’t always require four roommates. It’s time to break the cycle.
#UpdateTheSystem
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Make it make cents! Who needs the SB? Our latest ad just went live today for National Lost Penny Day (also Abe Lincoln’s bday). USDC moves $ forward
The penny…
$1.2 million worth of them go missing every year.
It costs nearly 3x the value of one just to make one.
And it’s been 167 years since its last update.
Thankfully, crypto can move the penny forward.
Right, Abe?
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I love the (new) internet
Two months ago,
@jessepollak
asked me to write a "Based" song.
I needed to wait until I had a full day to do it justice.
Hopefully I did it justice.
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Seeing a lot of
#deleteVanguard
posts in my feed today. People want the freedom to transact. Future facing orgs understand = Centralized blockers (out), individual liberty (in)
#bitcoin
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@brian_armstrong
implemented Mission First when it was incredibly unpopular to do so. This is what it means to lead. Hat tip Based God ;).
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@elonmusk
@APompliano
Dying for
@elonmusk
to set his sights on general aviation. So much room for improvement and disruption in the friendly (lower altitude) skies
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This placement sparked our creative imaginations. If Coinbase sees an opportunity to innovate around Superbowl media – especially blending online and offline experiences – we’re all in. Our 2022 bouncing QR code ad sent over 20M people to Coinbase in the 60s after the ad aired.…
We bought this. Why?
✓ We love new ways of doing things.
✓ We respect innovative brands.
✓ It was a really good deal.
We also paid in USDC and saved
@LiquidDeath
$12K in middleman fees.
So here’s the $500,114 question:
What do we put on the boxes for 200M people to see?
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1/ Currently sweating which NFT I want to adopt as my online identity / pfp. Want to choose an up and coming project with interesting community
In the (near) future, every person will have a parallel digital identity. Avatars, crypto wallets, digital goods will be the norm. Are you planning for this?
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Web3 moves into it's utility phase for brands. When you:
--Spend $0 promoting something
--155K people take a multi-step lower funnel action (mint penny NFT) from ORGANIC social impressions
--You have a new direct messaging channel to 155K customers (via CB Wallet) for $0
--Those…
At the airport to
@EthereumDenver
and saw this on the floor
It’s ridiculous we still have pennies:
- $1.2M worth go missing every year
- Costs 3x the value to make one
- 167 years since its last update
Thankfully, stablecoins can move the penny forward – it’s time to update the…
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Stop the madness. Small businesses are the engine of our economy. Why should they be saddled with >$100 billion a year in swipe fees?
#updatethesystem
Amazing partnership /b/
@Coinbase
and our homegrown
@CompassCoffeeDC
. Like I needed another reason to go there even more in the course of a week. You can now use USDC at Compass, with no credit card fees/charges. Crypto is here for good, in yet another innovative way ☕️
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The system is broken. I can send a max of $5k between banks in a 30 day period? What the actual f? Time for an update.
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The future of money is here. And Americans want it. They paid $74B in fees last year, and frustration with fees to use their own money is the
#1
issue motivating them to update the system.
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The talent in and *coming in* to crypto — accelerating in the bear market?! — is insane. It is so exciting and energizing that so many of the worlds smartest and most mission driven people are working to build the future✨
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Someone I’ve never met before got me my .eth address. The crypto community is absolutely amazing 🤩 Just. Wow.
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Great to sit down with
@MorningBrew
on my favorite topic - strategic marketing delivered via breakthrough creativity!
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5. But then something amazing happened. The working moms of the world clapped 👏 back. They fought the trolls in the comments. Not just one time. They pushed back in sprawling threads. My inbox was flooded with ❤️messages.
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Thanks to everyone who took out their phone, cheered and was willing to try something new. Our SB ad was voted best in the world thanks to you. More to come 💎 🙌
Direct Lions Grand Prix... Congratulations to
@AccentureSong
New York and
@coinbase
. Less Talk, More Bitcoin.
#CannesLions2022
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crypto community 🤝 NBA fans 🚀 honored to be a part of all that is to come!
🏀 BREAKING 🏀
We’re excited to announce that as of today we are the official crypto platform of the
@NBA
,
@WNBA
,
@NBA2KLeague
, and
@usabasketball
. Let’s go!
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12. “And pull as many chairs to the table as you can while you’re at it too. My daughter and I will be rooting for you”
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It’s already here. And it’s here to stay.
2022: Crypto is dead.
2023: 425M people around the world own crypto.
The future isn’t just coming → it’s already here.
Find out how:
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gm!
📡ATTN: INTERNET📡
Our beta is officially live!
Today we kick things off with a full-access experience for some of our waitlist frens. As we ramp up, everyone can explore the vast collection of NFTs on the first version of Coinbase NFT.
Check it out →
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1. Today
@sherylsandberg
announced she’s leaving Meta after 14 years. The news made me reflect on some of her legacy that will likely not get written about because it’s too ‘small’ compared to her many accomplishments on the world stage. So I thought I’d share.
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Loved talking to the wonderful
@avery_akkineni
and
@SamEwen
about building future facing brands on their Gen C podcast this week ⬇️
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Crypto is on the ballot this primary season. Make sure you know where your rep stands ⬇️
What happens on Super Tuesday, matters in November. Find out where your candidate stands on crypto:
#StandWithCrypto
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That's billion with a B. Lots to come on the international front this year...
In the last 24 hours Coinbase International Exchange perpetual futures surpassed $1 billion in notional contract volume traded. Check out our market data at
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@fidjissimo
is a queen - sharpest operator I know, and a genuinely kind, wonderful person. I have loved her since we were baby PMMs together at Meta, and am inspired that today the whole world gets to see how brightly she shines. <3
So excited to be taking Instacart public today! The last two years have been a wild ride, but I’m really proud of the business this team has built, turning us into an enduring and profitable company that delivers a critical service to millions of people.
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⚡️ the future of money is here
#Bitcoin
Thrilled to announce that
@Coinbase
has selected
@Lightspark
to enable the
#Bitcoin
Lightning Network across its platform and services. Yet another significant milestone for Lightning! ⚡to many millions of new people and 100+ countries coming soon!
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Spotted at my bank this morning. It’s time to update the system.
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The journey begins 🟡
The bridge to Base is OPEN 🔵
Here are six ways you can bridge, including commemorative NFTs 👇
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11. So. Go fucking crush crypto. And then go crush the next thing and the next and the NEXT, and change lots of baby’s diapers on your desk or wherever you damn well please while you’re at it
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My annual tradition to bump this post on international women’s day. 🫡 ❤️
1. When I announced I’d become the CMO of
@coinbase
(my first ever c-suite job!) I included a photo of my 3 month old baby
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1. When I announced I’d become the CMO of
@coinbase
(my first ever c-suite job!) I included a photo of my 3 month old baby
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Crypto moves America forward. It's past time to embrace this industry and its builders. Love to see Emilie pounding the drum!
It was a pleasure to talk about the work we’re doing at
@coinbase
at the
@a16z
American Dynamism Summit. Such a great theme to get behind. We need to invest in the great entrepreneurs and technology in the US and stop driving so much innovation offshore. Cc:
@bhorowitz
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Imagine if we’d pushed these companies offshore in their infancy?
4. S&P 500 = 7 Companies
7 companies account for the growth of the S&P 500 this year:
1. Apple
2. Microsoft
3. Nvidia
4. Google
5. Amazon
6. Meta
7. Tesla
Pareto principle.
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This product will be huge for brands who want to follow
@Starbucks
+
@Nike
into Web3. Wallets are a new direct channel, unlocking a new world of brand experiences.
1/ Today we introduce Wallet as a Service, making it easier for any company or brand to seamlessly onboard their users to web3 🛠️⛓️
...even if they have never used cryptocurrency before.
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One of the biggest reasons we moved out of California was a political climate that was becoming actively hostile to the tech industry, and entrepreneurs. Stagnation and lack of meaningful dialog with industry is not the way forward for CA or the USA...
Respectfully Senators, the evidence points exactly the opposite way. We have discussed our analysis with SEC staff and would be happy to do the same for you and any other policy makers who have questions. 1/7
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This election matters. Vote in your primary. 🛡️
21 million crypto holders can vote on Super Tuesday—and it’s one week away.
Vote on Tuesday, March 5.
#StandWithCrypto
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2 years into crypto 🥶 I now, for the first time, actually understand what 💎 🙌 and HODL mean. Y’all are so tough and I’m here for it.
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👋from the CB creative team
🤔 but wait, who holds crypto?
—31% of under-40s own crypto, versus 12% of older people
—they are 40% of the voting-age population today and will be a majority of voting-age Americans by 2028
—Half (51%) say they’re likely to vote for crypto-friendly…
Sure would be a shame for the Biden admin if the Coinbase creative team had a fat bankroll to amplify the message that the economy sucks for most youngs while he continues to weaponize the whole of government against the only asset class disproportionately owned by youngs
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All I want for Christmas is to...
Working with the best CMO in the biz means she's representing the brand every single day. cc:
@kate_rouch
@coinbase
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Loved this opportunity to talk about my favorite thing to my favorite crowd!
The metaverse breakout track is completely packed to hear from three marketing legends
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We said it in the depth of the winter.
We say it now.
Long. Live. Crypto.
One year ago today, crypto died…again.
Since the FTX saga, crypto adoption and utility has continued to grow despite the noise. Here's how far the industry has grown over the last year and why crypto (still) isn’t dead.
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2. It was hard and scary to interview for such a big job with a toddler, while 9 months pregnant and immediately postpartum. During a pandemic.
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Your passport to Web3!
Please check out standalone desktop Chrome extension for Coinbase Wallet. Lot of blood, sweat and love went into building this product. Very proud of the team. Please send us your feedback.
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🙌 speaking of international woman’s day, huge shout out the the woman who brought me into crypto (and gave me my first CMO job) - the one and only ⬇️
What an epic week it is to celebrate my six year anniversary at
@coinbase
. It’s been a wild ride and I wouldn’t trade this experience for anything. Each day I learn something new, and I get to work with one of the greatest founders of all time. 🙏 cc:
@brian_armstrong
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I just minted the NEW Stand with Crypto NFT
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@Cavallokristen
@brian_armstrong
2/5: Multiple agencies - including The Martin Agency - pitched us ideas that included QR codes for several different campaigns. However none of the ideas from any of our partners were conceptually what we were looking for and remained on the cutting room floor.
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Hands down my favorite part of All Star weekend 🙌
First woman to compete in a 3PT contest on NBA All-Star Weekend and she goes out and puts up 26! From the NBA line!
Sabrina Ionescu is one of the best shooters in the world PERIOD
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@Cavallokristen
@brian_armstrong
5/5: Breaking up is hard to do. I wish the team at The Martin Agency all the best.
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Creativity editor's pick of the week 🙌
Coinbase says young people’s gloomy future is fixable in stark ads directed by Mike Mills:
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@Cavallokristen
@brian_armstrong
3/5: Only when AI onboarded and came up with the idea of inserting a QR code in a popular meme did we green light the idea. The meme as a conceptual underpinning was creative genius and a unique use of the QR code and was what unlocked our SB success.
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Can’t wait for this bad boy to arrive. Huge props to
@sarahzorah
for making it happen! Onchain is the next online. 🟡
excited to share my first ever creation on
@BuildOnBase
:
@onchainhats
. Mint an onchain hat NFT and redeem for a physical hat.
inspired by Onchain Summer, which starts tomorrow!
Mint a hat and let me know what you think:
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Hi Senator
@CortezMasto
- I live in Washoe County and this is the kind of bad, anti-innovation policy that will turn Nevada red in 2024. Nevada has a lot of voters like me who will vote and donate to the candidates and parties who support crypto, economic freedom and opportunity.
We will be updating their scorecards on accordingly
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⬇️ we need to get out of our own way
In China this would have been expressed in numbers of days, not years.
We need to re-figure out how to make physical things with haste if we want to be a competitive society.
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I just minted Stand with Crypto, and if you care about keeping crypto innovation in 🇺🇸 you should too!
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I’ll be there on Monday at 3p, and so will members of the press! Let’s show how passionate the crypto community is about our rights and our future. Come! Spread the word!
If you are in LA on Monday you should head to the Crypto Voter Rally. 🛡️ Join
@Nas
,
@brian_armstrong
and so many others!
Let’s show America the crypto voter counts. Monday 3PM PT The Bourbon Room – 6356 Hollywood Boulevard Los Angeles,CA
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It's time to update the system. If you stand against your constituents and against a better future, they are going to vote you out of office.
🚨NEW: Crypto Super PAC Fairshake, which mounted a $10M ad campaign against
@katieporteroc
, released the below statement following her defeat to
@AdamSchiff
in tonight’s CA Senate Primary, saying her choice to side with
@SenWarren
against
#crypto
cost her her career in Congress:
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Don't miss
@pmarca
and
@brian_armstrong
discussing the future of crypto (and money, and technology) in America 🍿. This Weds afternoon 🔽
Reminder: Join us in DC this Wednesday for the
#UpdateTheSystem
Summit.
Hear from
@brian_armstrong
,
@pmarca
,
@faryarshirzad
, and others as they discuss how crypto is moving money, and America, forward.
RSVP →
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Lift up. Don't punch down. Facts not FUD -- the benefit of
@coinbase
being a US-based public company with our financials subject to regular 3rd party audits by a big 4 accounting firm. 👋
If you see FUD out there - remember, our financials are public (we're a public company)
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@Cavallokristen
@brian_armstrong
4/5: It’s always tough when an agency of record is chosen right before a CMO starts. Ultimately when I onboarded I made the call that the Martin Agency wasn't a fit for Coinbase. They are a strong agency and I am sorry they left the relationship with a bad feeling.
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Strongly considering binge rewatching Friday Night Lights this weekend. Will keep you posted.
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Recycling this goodie to give a shout out to all the working women-especially working moms-out there on IWD. Never let the turkeys get you down!
1. When I announced I’d become the CMO of
@coinbase
(my first ever c-suite job!) I included a photo of my 3 month old baby
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I just called
@MarkAmodeiNV2
to ask for his support on FIT21. There are a lot of Nevadans like me who will donate and vote 🗳️ for the party that supports crypto and innovation friendly policies. It’s time for an update. Builders will keep America 🇺🇸 competitive. Support them.
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💙 thank you
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gm
@elizlaraki
- great design is what will help onboard the next 1b into Web3. so excited to have your brain and experience working on this
1/ I am excited to join
@electriccaptial
as a Design Partner.
I've spent almost 20 years designing products that grew from a few million to 1B+ users.
For the next 20, I'm excited to help Web3 companies build simple user experiences to grow from thousands to 1B+ users. 🧵
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I'm so so SO bullish on the utility of crypto payments to move money around the world - faster, cheaper, and available now.
It's never been easier, cheaper or faster to send a dollar around the world. We're reaching breakthrough levels of performance and UX for crypto payments. The future is now.
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Come! Spread the word! Lots of Coinbae's in attendance, including remarks from
@jessepollak
and
@brian_armstrong
It's time to
#StandWithCrypto
in LA.
Join the first pro-crypto rally in history the evening before Super Tuesday. There will be food, drinks, panel discussions, and a live performance by
@Nas
.
RSVP here:
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👋 crypto economy here to stay
Coinbase net revenue:
Q4 2020 - $497 million
Q4 2021 - $2.4 billion
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3. I was proud. I love my baby. And I love my job. The announcement went viral. Initially a lot of positivity. Then the trolls came for me.
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