Posted 16 November 2022

NFT marketplace community manager Amie Woodroffe on demystifying Web3

Amie Woodroffe is no stranger to unusual beginnings. Having prepped herself to do an MA in law, her viral fashion TikToks instead led her to an offer to do a fashion, business and international marketing degree in Manchester. It was here that Amie found her calling in community building, eventually landing a role at NFT marketplace KnownOrigin after gaining attention with her Mean Girls-inspired CV. Her job, however, has not been met without controversy and confusion – notions that she believes can be remedied with improved education about Web3. Here, Amie talks about demystifying this digital space and supporting artists to financially sustain themselves through their art.

Amie Woodroffe

Amie Woodroffe

Job Title

Community Manager, KnownOrigin



Place of Study

MA Fashion, Business and International Marketing, Manchester Metropolitan University (2022)

Social Media


What I do

How would you describe what you do? And specifically what you do at KnownOrigin?
I am the community manager at KnownOrigin. This includes safeguarding the community, bringing opportunities to them, as well as making sure their voice is present in everything we do.

An example of this is the Community Call and catch up which I host weekly alongside other team members. This gives our community the chance to ask us any questions and also informs them on what we have been working on. (If you’re interested in finding out more, the Community Call is hosted exclusively in our Discord!)

If there is a recurring theme in the community, I let other relevant teams know. We then work together to address whatever the community need is to support our members.

This could mean creating new features on the platform to support things the artists are interested in, such as our recent update of composable NFTs (being able to embed an NFT inside of an NFT).

Posters for KnownOrigin’s appearance at Manchester Art Fair 2021

If you could pick one emoji to describe what it’s like to work at KnownOrigin, what would it be and why?

😎 – I use it all the time.

It’s a vibe working here. Everyone is supportive and builds each other to be better versions of themselves. We are supported to take courses in things we are interested in and constantly hyped up for the work we do.

What recent work at KnownOrigin are you most proud of?
I’m most proud of the community we have been building and being able to see artists make their living through doing art. We are trying to get rid of the days of artists only getting offered exposure and being underpaid for the work they do. Many artists have been able to quit their 9-5 jobs and support themselves just through NFTs, which is amazing.

“We are trying to get rid of the days of artists only getting exposure for the work they do. Many have been able to quit their 9-5 jobs and support themselves through NFTs.”

Digital natives 1

KnownOrigin’s Digital Natives event, held last year

Digital natives 3

How I got here

What kind of skills are needed to do your role? And would you say you need any specific training to do what you do?

Web3 is so new, which means there’s no real training and nobody is an expert. You mainly just need to be passionate about what you do and the space itself.

However, there are some vital skills needed, too. One is public speaking. As we are still in a period where most people don’t know what Web3 and blockchain technology is, I’ve often found myself speaking at events. I also host many Twitter Spaces – and join several too, hosted by different brands.

Organisation, teamwork and prioritisation are also key. I look after almost 8,000 artists and manage our moderation team on Discord. Each day there will be multiple issues; I’ll need to raise things to the appropriate team member and resolve the issue by working with them. Sometimes, if the issue is bigger, I inform our community as well.

How did you land the job?
Technically, I got my job through TikTok.

During lockdown, I went semi-viral on TikTok by creating and selling my own clothing online. I was getting ready to start an MA in law at a uni in Liverpool but then I got contacted by Manchester Metropolitan University with an opportunity to do an MA in fashion, business and international marketing.

Something inside told me to just do it, so I did. I ended up really enjoying marketing and community building, whilst also learning how – despite being really cool - digital fashion doesn’t have much mainstream exposure right now.

Towards the end of my MA, I was working at a restaurant and made a Mean Girls-inspired CV (imagine the Burn Book as a CV!). One of the co-founders of KnownOrigin messaged me saying they liked it. They were a small startup at that point with six team members – the office was just a table everyone stood around without chairs! It was a risk to take the job, but I’m glad I did it.

How to land a job like mine? Just get yourself out there in space. Community is everything – once you meet the right person with a great project who believes in you, it will all click into place. You shouldn’t go into this area without fully thinking it through though, as it can be on the receiving end of some controversy at times.

“If you want to land a job like mine, just get yourself out there in space. Community is everything.”

What was your journey like when you were first starting out? Did you find your feet quickly? 

I found my feet quite fast. You have to as everything changes each day. It was initially intimidating to learn everything – but being in a room with such passionate and knowledgeable people made it an easy transition for me.

If you could pick three things that you’ve found useful or inspiring to your work or career, what would they be and why?
The biggest inspiration is the artists on our platform and the collectors who support them.

I have helped a lot of artists build their presence from not knowing what an NFT or crypto was to selling hundreds of pieces. I’ve watched artists be able to feed their families and support themselves from NFTs alone. We believe artists should be able to sustain their living through the art they create. We just help to make that happen.

Please know though, it takes a lot of work to make it in the space and, of course, some artists will sell more artwork than others. If you’re just here for quick money, it won’t happen – it takes dedication and hard work.

“In the [NFT] space, it takes dedication and hard work to make it. If you’re just here for quick money, it won’t happen.”

What would you say has been your biggest challenge along the way?
The public image of Web3 was – and still can be – quite negative. Some older family members thought that my new job was a part of an elaborate pyramid scheme!

I have also experienced friendships becoming less close or ending due to fear and misinformation [of the space]. There are basically a lot of issues with Web3 adoption, especially in the games industry, which have caused this belief. Thankfully, the majority of my friends and family are supportive now.

In order for the image of Web3 to be improved in the public eye, we need more education and accessibility around it. A lot of people do not understand the technology, so they either fear or demonise it. I hope to be part of wider Web3 education. Not everyone has to like or want to do Web3, but you should at least know about it.

“We need more education and accessibility around Web3 – a lot of people do not understand the technology, so they fear or demonise it.”

What have been your greatest learnings with making money and supporting yourself as a creative? 

My greatest learnings with making money have been:

Possessions aren't everything, nor do they last forever. Working in Web3, I realised quite early that a lot of possessions are status symbols, and that I am not too interested in that. I’m interested in artists and projects that are making a difference.

Invest in yourself and you will be happier. For example, buying new art supplies or new equipment is always fun and good for your growth.

Being able to support yourself is great and, if you can, being able to support others is even better. I’m very lucky to be in the space and able to give back at times. It’s a very fun ride and I can't wait to see where it continues to go.

My advice

What’s the best career-related advice you’ve ever received?
Say yes to the thing that is a bit of a challenge.

For example, I started saying yes to speaking at universities and events and now my public speaking is quite good – even though I am a reserved person and naturally introverted. Now, at events, I am comfortable to introduce myself to anyone and strike up a conversation about the space.

What advice would you give someone looking to get into a similar role?
If you are interested in a job in Web3, please read up on it. Find out about Web3 safety, invest in your own security and get to know other people! Just following a few people on Twitter is enough to get started.

Here are some resources that might be useful:

The official Ethereum website
Secure wallet by MetaMask
, to create a crypto wallet
KnownOrigin News and FAQs

And whatever you love to do, keep on doing it. Grow your skills and find your community. Opportunities can be hard to find at the beginning and will require work, but putting yourself and your projects out there is the best way to do it.

Interview by Creative Lives in Progress
Mention Amie Woodroffe