Coinbase Appoints @AlexOnchain as Its First Crypto Twitter Leader

Coinbase has announced the hiring of prominent Crypto Twitter (CT) figure @AlexOnchain as its inaugural “CT leader,” signaling a major push to expand its social media presence and deepen engagement with the digital asset community.

Alex brings a wealth of experience to Coinbase, having previously served as head of social media and community at Binance for four years.

During his tenure, he claims to have grown Binance’s social media following by 20 million across various platforms.

Alex departed Binance in March 2024 and now steps into a full-time role at Coinbase, where he will work closely with the executive team to showcase the company’s contributions to the crypto space.

In his new role, Alex aims to make Coinbase’s communications more “social native”—prioritizing direct, transparent, and engaging interactions with the community.

He has stated that part of his mission is to address criticism and strengthen Coinbase’s brand narrative on platforms like X (formerly Twitter).

Alex has also announced plans to expand the social team and is actively recruiting a writer/content creator to join him, emphasizing a streamlined, creative work environment without unnecessary corporate bureaucracy.

The Importance of Crypto Twitter

Crypto Twitter, or CT, is widely recognized as a central hub for industry news, discussion, and community building—alongside platforms like Telegram and Discord.

The community predates Elon Musk’s acquisition and rebranding of X, and remains a vital channel for real-time updates and sentiment in the crypto ecosystem.

Coinbase, the largest cryptocurrency exchange in the United States, has faced its share of public scrutiny, particularly regarding customer support and recent data breaches.

The company has also attracted controversy for its involvement in high-profile events, such as sponsoring the U.S. Army’s 250th anniversary parade, which some viewed as inconsistent with its stated apolitical mission.

Despite these challenges, Coinbase executives—including Base creator Jesse Pollak and Protocol Specialist Viktor Bunin—have maintained an active and authentic presence on social media.

Pollak, for example, has championed the concept of “content coins,” digital assets that derive value from cultural relevance rather than speculation.

A New Era of Community Engagement

Alex’s arrival was marked by a playful “takeover” of Coinbase’s X feed, during which the company temporarily switched its profile picture to a Pudgy Penguin NFT character.

This move underscores Coinbase’s commitment to innovative, community-driven marketing as it seeks to strengthen its position at the forefront of the crypto industry.

With @AlexOnchain leading its CT efforts, Coinbase is poised to enhance its social media strategy, foster deeper connections with the crypto community, and drive greater transparency and engagement across digital channels.