Crypto ETP issuer 21Shares has hired Euronext’s Isabell Moessler as head of distribution for EMEA along with four executives as the firm increases its headcount by 50% in a year.

Moessler (pictured) will be responsible for driving the firm’s sales of its cryptocurrency exchange-traded product (ETP) range.

Also joining the firm is Maria Cannizzo in the product team, Garrison Gibbons as vice president, Elizabeth McCracken in the finance team and Craig Searle in the strategy team.

Moessler spent four years at Euronext, starting as ETF sales manager before moving to head of business management in the global markets team.

Her career in the ETF industry started at BlackRock in the iShares division where she spent three years between 2005 and 2008.

She then joined ETF Securities as co-head of EMEA sales in 2010 before moving to head capital markets in 2013 and subsequently head of strategic partnerships in 2016.

Commenting on her appointment, Hany Rashwan, CEO of 21Shares, said: “Especially in the institutional crypto asset class, it is essential to educate conventional customers on the nature and specifics of complex products and their underlying technologies.

“With Isabell’s key expertise and focus, 21Shares gains an accomplished expert in the ETF space who can impart that very knowledge to a growing number of conventional investors across EMEA.”

Moessler added: “We want to offer both new and existing customers insight and access to the world's broadest portfolio of crypto ETPs in the crypto asset class.

“And not only in the established markets such as Switzerland and German region but also in the rest of Europe and the Middle East regions where I can contribute to consistent growth with our now eight-person sales team.”

The appointment comes two months after ARK Invest founder, CEO and CIO Cathie Wood joined the 21Shares board in May and personally invested in the issuer.