Dastan names Katy Koob as VP of Revenue to lead growth

Dastan, the parent company of Decrypt and Rug Radio, has announced the appointment of Katy Koob as its new Vice President of Revenue. Koob brings a wealth of experience from her previous role at Refinery29 and a strong background in Web3 technologies, artificial intelligence, and decentralized economies. Her expertise is expected to significantly drive Dastan's growth as it aims to establish itself as the world's largest decentralized media network.

In her new role, Koob will lead Dastan's monetization strategies, focus on enhancing advertiser partnerships, and solidify the company’s standing in the Web3 media and creator economy sectors. The appointment is seen as a strategic move to reinforce Dastan's innovative media models and improve interactions among creators, consumers, and brands.

"Katy’s expertise and experience in media, combined with her deep understanding of the Web3 ecosystem, make her the ideal leader to drive monetization and sustainable growth," said Dastan CEO Loxley Fernandes. "Her innovative approach and commitment to redefining how content is interacted with and monetised align perfectly with our mission to set new standards for the digital media industry."

A significant part of Koob's role will involve the upcoming launch of Content+, a blockchain-based application designed to revolutionise user interaction with digital content. The app will enable users to earn tokens across Dastan's ecosystem, which includes entities such as Rug Radio, Decrypt news, GG, Scene, Emerge, Decrypt U, and Degen Alley. Content+ is slated for release later this summer, and Koob will play an instrumental role in bringing it to market.

Prior to joining Dastan, Koob served as the Vice President for the West Coast region at Refinery29, where she was pivotal in securing strategic brand partnerships and distribution alliances. She was responsible for launching innovative digital strategies and live events, expanding the company's global market presence. Additionally, Koob has been an early investor and advisor in blockchain companies, assisting major brands in their transition into Web3.

In discussing her new role, Koob highlighted the changing dynamics of the media landscape. "We all know the current Web2 media model is broken," she said. "In the realm of Web3, the focus shifts to digital ownership. By realigning incentives and rewarding participation, communities emerge as the driving force of value creation. For advertisers, this creates a compelling opportunity for a deeper, more engaging, and loyal relationship with their audiences."

She added that Dastan's disruptive approach to media is poised to bring about significant change. "This is a significant time to join as we revolutionise the way media is done. Brands and partners will lean into a new media model where everyone wins," Koob continued.