From Ethereum Marketing Chief to Web3 Pioneer: Amanda Cassatt's Blueprint for Decentralized Commerce

Amanda Cassatt has become a defining figure in Web3 adoption, yet her journey didn’t start in blockchain. After building her career in traditional media as a journalist and launching platforms for independent creators, Cassatt made a pivotal pivot that would reshape how Web3 brands communicate and operate.

The Early Days: Empowering Creators Beyond Mainstream Media

Right out of Columbia University with a magna cum laude degree in English, Amanda Cassatt jumped into the media world at HuffPost as special projects editor under Arianna Huffington. Rather than stay within traditional publishing walls, she identified a gap: writers had little control over their earnings. This insight led her to launch Slant in 2015, pioneering a revenue-sharing model that gave content creators the majority of advertising income—a concept ahead of its time and surprisingly aligned with blockchain’s ethos.

The Pivot: Why Amanda Cassatt Moved to Ethereum’s Marketing Core

In 2016, Amanda Cassatt took the leap into emerging technology as Chief Marketing Officer at ConsenSys, the Ethereum-focused blockchain infrastructure company. This wasn’t just a job change—it was a deliberate move into an ecosystem she believed would reshape the internet.

Her impact was substantial. Cassatt assembled and led a marketing team of over 50 professionals, orchestrating strategies across ConsenSys’s portfolio (including Infura and MetaMask). Under her leadership, Ethereum’s market narrative shifted from a niche developer tool to a foundational blockchain with global relevance. By the time she left in 2019, she had helped establish Ethereum as the primary platform for decentralized applications.

Building the Future: Serotonin and Mojito

Amanda Cassatt’s next move showed how deeply she’d internalized Web3 principles. In 2020, she co-founded Serotonin, a marketing agency and product studio specifically designed for blockchain companies. But Cassatt didn’t stop at marketing—she went deeper into commerce.

Recognizing that NFTs needed infrastructure for mainstream adoption, Amanda Cassatt co-founded Mojito, an NFT trading platform that became the backbone for major brands entering Web3 commerce. Mojito positioned itself as the enterprise-grade solution for companies attempting to execute Web3 strategies, handling everything from NFT minting to brand-integrated commerce experiences.

Thought Leadership: Amanda Cassatt’s “Web3 Marketing” Handbook

In 2023, Amanda Cassatt published “Web3 Marketing: A Handbook for the Next Internet Revolution,” distilling her years of experience into a non-technical guide. The book became essential reading for traditional executives attempting to understand blockchain technology without drowning in technical jargon—filling exactly the gap she’d identified throughout her career.

The Bigger Picture: Why Amanda Cassatt Matters

Amanda Cassatt’s trajectory reflects a larger Web3 reality: the most impactful builders often come from outside crypto. Her background in creator economics, media, and brand-building gave her perspectives that pure technical founders lacked. She understood that Web3 adoption hinges not on technology alone, but on narrative, usability, and incentive alignment.

Recognition followed—Forbes and Inc. named her to their “30 Under 30” lists in 2016, acknowledging her impact before Web3 even reached mainstream consciousness. By 2023, as the Web3 industry matured, Amanda Cassatt’s early bets on branding and commerce infrastructure proved prescient.

What’s Next

Amanda Cassatt continues to shape how enterprises think about Web3 integration. Whether through Serotonin’s advisory work or Mojito’s infrastructure, she remains focused on the same mission that drove her from day one: reducing friction between creators/businesses and the platforms they use, and ensuring fair value distribution.

Her story reminds the industry that Web3’s real adoption barrier isn’t technical—it’s cultural. Amanda Cassatt understood this before most, and her companies are built around that insight.