Zora co-founder Dee Goens takes over as CEO after 98% revenue plunge

Zora co-founder Dee Goens announced on Wednesday that he has taken over the position of chief executive of the onchain social network from Jacob Horne. The appointment of Goens comes at a challenging time for Zora, as its creator-coin business has declined significantly since its peak in 2025.

Zora’s lexicon can confuse people. The $ZORA token, which is the platform’s native token, differs from Zora Coins, which are the protocol activity tracked by DefiLlama, as well as Creator Coins and Post Coins, which are the tokens utilized by the users to trade. The $ZORA token is used for paying rewards and adding liquidity to the project, but does not give holders any governance rights or ownership.

That difference is important. The recovery of Zora hinges on its ability to get people to start trading Creator and Post Coins again, while providing a clear incentive for $ZORA holders to promote Zora’s expansion. This task will be a part of Goens’ role as he will have to prove that the token-based attention can create long-term trading activity, generate good income for creators, and strengthen the link between Zora’s business and its native token.

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