COOL CATS
COOL CATS
Taking a niche web3-native brand mainstream — spanning social growth, presence at Comic Con, global partnerships, and debuting a balloon at Macy's Thanksgiving Day Parade
CONTEXT
CONTEXT
Cool Cats rose to prominence in 2021 during the NFT boom, hitting $200M+ in trading volume and $20M+ in annual revenue. With 14K active users and 400K+ social followers, the brand had traction — but no internal marketing team, clear strategy, or visibility outside crypto. I joined as Head of Marketing & Strategy to build the function and scale the brand beyond its Web3 roots.
Cool Cats rose to prominence in 2021 during the NFT boom, hitting $200M+ in trading volume and $20M+ in annual revenue. With 14K active users and 400K+ social followers, the brand had traction — but no internal marketing team, clear strategy, or visibility outside crypto. I joined as Head of Marketing & Strategy to build the function and scale the brand beyond its Web3 roots.
CONTEXT
Cool Cats rose to prominence in 2021 during the NFT boom, hitting $200M+ in trading volume and $20M+ in annual revenue. With 14K active users and 400K+ social followers, the brand had traction — but no internal marketing team, clear strategy, or visibility outside crypto. I joined as Head of Marketing & Strategy to build the function and scale the brand beyond its Web3 roots.
OPPORTUNITY
OPPORTUNITY
Growth was stalling as the crypto market declined and NFT demand shrank. The TAM was too narrow — limited to NFT holders. My goal was to reposition Cool Cats for mass appeal, build systems that could scale, and turn IP potential into cultural relevance.
Growth was stalling as the crypto market declined and NFT demand shrank. The TAM was too narrow — limited to NFT holders. My goal was to reposition Cool Cats for mass appeal, build systems that could scale, and turn IP potential into cultural relevance.
OPPORTUNITY
Growth was stalling as the crypto market declined and NFT demand shrank. The TAM was too narrow — limited to NFT holders. My goal was to reposition Cool Cats for mass appeal, build systems that could scale, and turn IP potential into cultural relevance.
GROWTH PROCESS
GROWTH PROCESS
I built and led the marketing function from scratch — developing the brand foundation, driving go-to-market execution, and scaling growth across four core pillars:
Brand & Positioning: Defined a brand identity and voice that could flex across Web3, mass media, and global partnerships — enabling consistency across every touchpoint, from Discord to Macy’s
Product & GTM: Shipped multiple launches (digital drops, merch, activations) with clear GTM strategy, internal playbooks, and cross-functional alignment between marketing, product, and creative
Community & Content: Scaled content across Twitter, Instagram, Discord, YouTube, and blog — growing the total audience to over 1M followers and deepening engagement through storytelling, video, and brand-led campaigns
Partnerships & Pop Culture: Led partnerships with Macy’s, Reddit, and Lotte; launched the brand at Comic Con and NFT NYC; and helped to bring Cool Cats to life through a YouTube series and global retail collaborations
I built and led the marketing function from scratch — developing the brand foundation, driving go-to-market execution, and scaling growth across four core pillars:
Brand & Positioning: Defined a brand identity and voice that could flex across Web3, mass media, and global partnerships — enabling consistency across every touchpoint, from Discord to Macy’s
Product & GTM: Shipped multiple launches (digital drops, merch, activations) with clear GTM strategy, internal playbooks, and cross-functional alignment between marketing, product, and creative
Community & Content: Scaled content across Twitter, Instagram, Discord, YouTube, and blog — growing the total audience to over 1M followers and deepening engagement through storytelling, video, and brand-led campaigns
Partnerships & Pop Culture: Led partnerships with Macy’s, Reddit, and Lotte; launched the brand at Comic Con and NFT NYC; and helped to bring Cool Cats to life through a YouTube series and global retail collaborations
GROWTH PROCESS
I built and led the marketing function from scratch — developing the brand foundation, driving go-to-market execution, and scaling growth across four core pillars:
Brand & Positioning: Defined a brand identity and voice that could flex across Web3, mass media, and global partnerships — enabling consistency across every touchpoint, from Discord to Macy’s
Product & GTM: Shipped multiple launches (digital drops, merch, activations) with clear GTM strategy, internal playbooks, and cross-functional alignment between marketing, product, and creative
Community & Content: Scaled content across Twitter, Instagram, Discord, YouTube, and blog — growing the total audience to over 1M followers and deepening engagement through storytelling, video, and brand-led campaigns
Partnerships & Pop Culture: Led partnerships with Macy’s, Reddit, and Lotte; launched the brand at Comic Con and NFT NYC; and helped to bring Cool Cats to life through a YouTube series and global retail collaborations
RESULTS
RESULTS
Cool Cats became one of the most recognizable brands in Web3 — breaking into mainstream culture through global partnerships, major activations, and press moments:
Social growth: +230% Instagram followers (25K → 82K in 8 months) and +1250% YouTube subscribers (4K → 150K in 4 months)
Content traction: 250K views on the first two episodes of our original YouTube miniseries
Campaign reach: 4M+ impressions during the Macy’s Thanksgiving Day Parade campaign alone
Press coverage: Featured in AdAge, Buzzfeed, Yahoo Finance, CBS, The Sun, Decrypt, VentureBeat, and more
Major brand moments: San Diego Comic Con, Reddit Avatars, Macy’s Parade debut, SXSW, video game launches, and a full brand refresh
The marketing foundation I built helped transform Cool Cats from a niche NFT project into a culturally relevant, scalable IP brand — ready for long-term growth across channels and audiences.
Cool Cats became one of the most recognizable brands in Web3 — breaking into mainstream culture through global partnerships, major activations, and press moments:
Social growth: +230% Instagram followers (25K → 82K in 8 months) and +1250% YouTube subscribers (4K → 150K in 4 months)
Content traction: 250K views on the first two episodes of our original YouTube miniseries
Campaign reach: 4M+ impressions during the Macy’s Thanksgiving Day Parade campaign alone
Press coverage: Featured in AdAge, Buzzfeed, Yahoo Finance, CBS, The Sun, Decrypt, VentureBeat, and more
Major brand moments: San Diego Comic Con, Reddit Avatars, Macy’s Parade debut, SXSW, video game launches, and a full brand refresh
The marketing foundation I built helped transform Cool Cats from a niche NFT project into a culturally relevant, scalable IP brand — ready for long-term growth across channels and audiences.
RESULTS
Cool Cats became one of the most recognizable brands in Web3 — breaking into mainstream culture through global partnerships, major activations, and press moments:
Social growth: +230% Instagram followers (25K → 82K in 8 months) and +1250% YouTube subscribers (4K → 150K in 4 months)
Content traction: 250K views on the first two episodes of our original YouTube miniseries
Campaign reach: 4M+ impressions during the Macy’s Thanksgiving Day Parade campaign alone
Press coverage: Featured in AdAge, Buzzfeed, Yahoo Finance, CBS, The Sun, Decrypt, VentureBeat, and more
Major brand moments: San Diego Comic Con, Reddit Avatars, Macy’s Parade debut, SXSW, video game launches, and a full brand refresh
The marketing foundation I built helped transform Cool Cats from a niche NFT project into a culturally relevant, scalable IP brand — ready for long-term growth across channels and audiences.
©2024 MANDRO DESIGN
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©2025 MARKETING PERSON
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