TIME President Keith Grossman Joins MoonPay as President of Enterprise

Keith Grossman spearheaded TIME’s Web3 initiatives during his 3.5 years as president of the media company.
Image source: TIMEPieces/Jeremy Cowart

Quick take:

  • Grossman will begin his new role on Dec 31.
  • He pioneered TIME magazine’s NFT project, TIMEPieces, which generated more than $10 million profit.
  • Prior to his tenure at TIME, he held leadership roles at WIRED and Bloomberg.

Seasoned media veteran Keith Grossman today announced that he has accepted the role of president of enterprise at MoonPay, and will be leaving TIME after more than 3.5 years as its president. His last day at TIME will be Dec 31 and he will begin his new role on Jan 2.

During his tenure at TIME, Grossman spearheaded the media company’s NFT business, TIMEPieces, which generated more than $10 million in profit in the first 12 months. He has been a staunch advocate for Web3 and TIME provided him with a platform to highlight how brands can partner with creatives in an equitable manner and establish new businesses to bring further value to the Web3 ecosystem.

Besides launching NFTs, TIME has also helped the City of Miami enter the web3 space alongside Salesforce and Mastercard. Formerly owned by Meredith Corporation, TIME was sold to Salesforce founder Marc Benioff and his wife Lynne for $190 million in 2019, the year Grossman joined the media company.

Grossman started his media career in 2002 at WIRED, followed by a brand specialist role at Conde Nast Portfolio in 2006, before returning to WIRED in 2008, where he spent another 6 years as advertising director and associate publisher.

From 2014 – 2019, he held various leadership roles at Bloomberg, including the role of global chief revenue officer. In his new role at MoonPay, Grossman will report directly to co-founder and CEO Ivan Soto-Wright.

“He was able to offer a better experience for some of the most loyal customers and fans of the Time brand,” Soto-Wright told CNBC about hiring Grossman. “As we start to speak to more and more big brands, they want to see how it actually works … while we have the infrastructure to make it happen, there’s still a strategy piece and I think Keith will unlock a lot of those conversations as we go into the new year.”

Commenting on taking a more active role in driving Web3 adoption, Grossman wrote in a LinkedIn post: “In 2020, I noticed a trend too big to ignore: a shift enabling the evolution from online “rentership” to “ownership” that also accommodated a much-needed shift in consumer privacy. At that point, I knew it was only a matter of time before I ultimately needed to move from the comforts of being an “observer” to that of a “participant” in the adoption of web3.”

Following Grossman’s departure, TIME’s chief brand officer, will lead TIMEPieces. Grossman also revealed that TIMEPieces will be integrating MoonPay’s solutions in future collections.


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