In his new role, Alex will be working closely with the executive team at Coinbase, focusing on amplifying their contributions to the crypto sector. Alex’s move to Coinbase comes after his departure from Binance in March 2024, where he claims to have increased the exchange’s social media followers by 20 million across various platforms.

Regarding his new workplace, Alex stated, “They’re the best in the industry. However, they’ve been facing considerable criticism. A part of the solution lies here on Twitter. The new focus is making communications more social-native – direct, transparent, and engaging.”

Crypto Twitter, or CT, is an essential communication channel for the industry, where users discuss the latest crypto news. It’s considered as important as other platforms like Telegram and Discord.

Alex announced that Coinbase is planning to expand its social team and revealed he is seeking a “writer/content creator” to assist him. His decision to join Coinbase was influenced by the company’s assurance of “no corporate BS, no ridiculous content review processes.”

Coinbase has often been the subject of criticism within and outside the crypto ecosystem. The exchange’s customer support has been widely criticized on social media, even before it revealed a massive KYC data leak affecting thousands of customers.

Despite the criticism, Coinbase executives like Jesse Pollak, the creator of Base, and Viktor Bunin, a Protocol Specialist, are active on social media and continue to advocate for the crypto industry. For instance, Pollak has been promoting “content coins” that represent digital media and can gain value based on cultural relevance.

Alex’s appointment was announced following a staged “takeover” of Coinbase’s Twitter feed, during which the company updated its profile picture to a Pudgy Penguin NFT character.

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