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Coinbase has hired a former Facebook exec as its new chief marketing officer.

The exchange announced Thursday that Kate Rouch has joined the team. Rouch most recently served as Facebook’s Global Head of Brand and Product Marketing.

During her time at Facebook, which amounted to over a decade, Rouch oversaw marketing for products like Instagram, WhatsApp, Messenger, Facebook app, as well as the tech giant at large. 

Rouch’s appointment comes after the firm committed to increasing its sales and marketing spending during its Q1 2021 earnings call. At the time, the firm said it intended to spend between 12% and 15% of its net revenue on the sector.

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