Binance, a crypto exchange, has hired Rachel Conlan as its new vice president of global marketing in an effort to strengthen its market share. Conlan, who previously worked at Binance rival OKX, will focus on expanding the company's user base from its current 128 million to one billion.

She will also oversee Binance's global and regional marketing teams and brand collaborations, including partnerships with Cristiano Ronaldo and The Weeknd. Conlan's appointment comes as Binance faces regulatory scrutiny and declining market share, with Richard Teng promoted as head of regional markets except for the U.S.