Innovative Strategies in Web3 Marketing with Krystyna Kozak, CMO at Cookie3

Ever wondered how to revolutionize your marketing strategy in the Web3 space? Join us for an exclusive conversation with Krystyna Kozak, the CMO of Cookie3, recorded live at Consensus in Austin. 

Krystyna shares her unique insights into leveraging innovative tools and community-driven initiatives like CookieToken and Airdrop Shield to stay ahead in the marketing game. Learn how Cookie3 is utilizing analytics and AI to combat bots and Sybil attackers, ensuring more effective airdrop campaigns. Krystyna offers a rare glimpse into her strategic vision and how her growing team allows her to focus on broader company goals.

In the second half, we delve into the phenomenal success of the Cookie3 Affiliate platform, which amassed 18,000 members without any formal promotion. Krystyna discusses the power of partnerships with the Cookie DAO, the strategic use of airdrops, and the influence of Key Opinion Leaders in fostering a competitive and engaging atmosphere. Discover the importance of regional community-building, effective communication within the marketing team, and measuring community sentiment to craft compelling narratives. This episode is packed with actionable insights on growth strategies and community engagement that you won't want to miss.

The Exciting Perks of Being a CMO in the Web3 Space

In the rapidly evolving landscape of Web3, being a Chief Marketing Officer (CMO) brings along unique opportunities and challenges. One significant perk stands out: the ability to get tailor-made solutions that aren't yet available in the market. Krystyna, a CMO deeply embedded in a Web3 project, shares her exciting experiences, illustrating how exclusive and rewarding this role can be.

Tailor-Made Solutions for Emerging Needs

When you're a CMO in the Web3 space, you often encounter tools or solutions that simply do not exist yet. The beauty of working in such an innovative and collaborative environment is that these tools get built precisely when they're needed. As Krystyna eloquently puts it, “it's really cool to be a CMO of a project when you need something.” This flexibility fosters a unique synergy between technology developers and marketing professionals, ensuring that their needs are met efficiently and effectively.

Collaborative Development

Krystyna highlights an essential aspect of Web3 culture: collaboration. When she identifies a gap in the market or a tool that could enhance their marketing efforts, it doesn't just benefit her team. The insights and feedback from multiple CMOs working together push the creation of these new solutions. This ensures that what gets built is not only cutting-edge but also highly relevant and beneficial for various users across the industry. As she shares, “When you need a tool that's not on the market, it gets built for you because we know other CMOs and other marketing teams will need it as well.”

Fostering Innovation

This approach doesn't just facilitate the creation of marketing tools; it drives innovation across the board. When marketing challenges arise that are unique to the Web3 space, the rapid development and deployment of new solutions keep these projects ahead of the curve. By constantly adapting and responding to real-time needs, the Web3 ecosystem continues to evolve, improving its infrastructure and operational capabilities.

A Community of Pioneers

Being part of a community that prioritizes mutual growth and innovation is a defining feature of the Web3 domain. CMOs, like Krystyna, are not just marketers; they are pioneers, driving the next wave of digital transformation. Their feedback loops to the development teams accelerate progress, ensuring that tools are not just theoretical solutions but practical assets that can be immediately integrated into their marketing strategies.

Key Takeaways

1. **Direct Influence**: Web3 CMOs have the power to directly influence the creation of new marketing tools tailored to their specific needs.

2. **Collaborative Culture**: The collaborative nature of the Web3 space ensures rapid development and deployment of required solutions.

3. **Continuous Innovation**: The ecosystem is perpetually innovating, driven by real-time demands and feedback from marketing leaders.

4. **Pioneering Community**: Web3 CMOs are part of a pioneering community, contributing to and benefiting from collective growth and cutting-edge advancements.

5. **Enhanced Efficiency**: The availability of custom-built tools enhances the efficiency and effectiveness of marketing strategies, keeping projects at the forefront of the industry.

In conclusion, the role of a CMO in the Web3 universe is as challenging as it is rewarding. With the ability to influence tool development directly and a strong emphasis on collaboration, Web3 CMOs like Krystyna are truly at the forefront of digital marketing innovation. This environment not only supports their current needs but also propels the entire industry towards an exciting future of endless possibilities.


[01:13] What is it like to be a CMO at a marketing company like Cookie3? 

[03:30] What is the Cookie3 token and what does it represent within the Cookie3 ecosystem? 

[12:06] You mentioned the affiliate program's growth to 18,000 participants. What were the key reasons for its rapid success? 

[15:00] Are you leveraging events like Consensus or social media to increase awareness of Cookie3 and reach more people? 

[17:54] As a CMO at Cookie3, where do you primarily focus your time each day, given the importance of community and achieving your goals? 

[20:50] What are the key analytics you're currently focusing on to evaluate the effectiveness of your strategy at Cookie3? 

[23:47] What aspects of the event are you particularly excited about, or what are you looking forward to when you return to work afterward? 



"The cookie token is like an endless airdrop token. You stake it and then you get airdrops from projects in the ecosystem." 

"I'm looking at our own analytics […] Understanding your community and what they're doing, and then adapting your marketing strategy to it is really important." 

"People are using it. People are hearing about this, people are talking about it. We must be doing at least a little bit of a good job." 

"We want [the cookie token launch] to go well […] We're getting all of that nailed and polished." 




About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast