A podcast where I interview some of the most knowledgeable and accomplished marketing leaders in tech. We discuss growth models, brand building, retention and engagement techniques, tech stacks, and measurement methodologies, all while examining the organizational structures that enable marketing teams to thrive. Our conversations span consumer, business-to-business, and business-to-business-to-consumer models, ensuring that the show remains comprehensive.
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Données mises à jour le 04/07/2026
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Leaning into a community first approach to brand, acquisition, and retention at Duolingo | Manu Orssaud (Duolingo, Spotify, Play Station)
Saison 3 · Épisode 31
mardi 12 décembre 2023 • Durée 36:10
Manu Orssaud is the Chief Marketing Officer of Duolingo, where he is responsible for building the brand and driving user growth globally. Prior to Duolingo, Manu led Global Marketing Strategy at Spotify and one of the things he was was responsible for was leading the award-winning Wrapped annual campaign. Manu was also at Sony PlayStation and developed the digital marketing function across EMEA for the global entertainment brand.
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We cover:
How Duolingo moved from a paid advertising to a social first approach
This approach which has led to a much more significant impact to acquisition, retention, and driving the brand globally
Focusing on developing locally relevant content
Building a team that is nimble, resourceful, and understands the brand extremely well
(02:16) An intro to Duolingo and its business model
(02:57) Duolingo's mission and the problem it's trying to solve
(05:58) Science backed language proficiency framework that Duolingo uses
(07:44) Main audiences around the world
(09:19) The alternatives to Duolingo and what is specific to the experience
(13:12) Building a global brand and Duolingo's approach to this
(16:52) Learning from the community and the magic that came out of those interactions
(22:08) Driving new user growth and retention rates through social media
(24:05) The marketing mix
(26:57) Expanding the brand globally and being locally relevant
(29:39) Doing social media locally really well
(31:00) Developing specific story lines and how fast content travels
(32:59) Approach to team structure, a focus on being nimble, resourceful and understands the brand extremely well
(35:32) Where to find Manu!
Content marketing growth bets and using a portfolio based approach | Alex Birkett (Omnicient Digital, Hubspot, Workato)
Saison 3 · Épisode 30
mardi 5 décembre 2023 • Durée 43:05
Alex Birkett is a co-founder of Omniscient Digital, an organic growth agency that builds content & SEO programs for ambitious B2B brands. Previously, he worked on growth and experimentation at Workato, HubSpot, and CXL.
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We Talk About:
Figuring out the right opportunity areas for content marketing
Effectively using Generative AI to develop a unique POV
Applying the barbell strategy to make bets on approaches
Measurement capabilities of world class advertisers, incrementality testing, media mix models, and when to use attribution | Andrew Covato (Growth by Science, Snap, Netflix)
Saison 3 · Épisode 29
mardi 21 novembre 2023 • Durée 49:32
Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, Snap, and fintech startups. He has tackled hard challenges in product, strategy, growth, go-to-market, and partnerships across many verticals and geographies. He is highly strategic, and has experience building and applying buy- and sell-side ad technology at scale. He has been advising companies from start-ups to Fortune 500 enterprises since 2012.
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We talk about:
Varying measurement methods and when to lean in on one or two of them
How the most sophisticated advertisers use a persistent hold out
The best way to approach media that has to run nationally
The differences between measuring advertising and channel effectiveness and optimization impact
The variables needed to structure effective measurement methods
Breaking down eCommerce marketing by figuring out product-channel fit | Andrew Silard (Openstore, Grove Collaborative)
Saison 3 · Épisode 28
mardi 7 novembre 2023 • Durée 42:32
Andrew is the Head of Consumer Growth at OpenStore where he leads the team responsible for managing and growing OpenStore's portfolio of Shopify brands. His team is building a proprietary stack across data, engineering, marketing and retail management.
OpenStore provides liquidity to Shopify entrepreneurs that drive at least $1M in GMV or Gross Merchandise Value. They now own or work with 40 brands and over 100K products. Prior to OpenStore, Andrew was SVP, Marketing at Grove Collaborative, where he built the Consumer Marketing team and served as a member of the executive team from Series A through IPO. He was also a VP at QuinStreet, where he incubated an email marketing business that grew to $10M in its second year, and held a variety of management & operational roles.
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We discuss:
The tailwinds and headwinds that Shopify entrepreneurs face
Channel make up for different types of ecommerce companies
Factors to consider for unit economics and measurement
Establishing a brand with story structures | Shannon Deep and Kevan Lee (Bonfire)
Saison 3 · Épisode 27
mardi 24 octobre 2023 • Durée 50:31
Shannon Deep is a writer, brand marketer, and grown up theater kid, who has never met a craft or cat she didn't like. From freelance writing, dramaturgy, and script consulting to working at international branding agencies and global tech brands, Shannon has always put storytelling at the heart of her career. She's the co-founder of Bonfire, which helps brands and the people who build them kindle their creativity through better storytelling.
Kevan Lee is the co-founder of Bonfire. Prior to Bonfire, he led marketing teams for some of the biggest brands in tech, and he has over 15 years experience in scaling growth, brand, and impact from zero to one (and well beyond).
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We cover:
The story structure framework and how to establish a brand
Importance of consistency and quality
Defining a brand's purpose
Examples of brands that have applied story structures effectively
Building a global and sustainable marketing org | Cian Weeresinghe (Wise, Secret Escapes)
Saison 3 · Épisode 25
mardi 10 octobre 2023 • Durée 51:39
Cian is the Chief Marketing Officer at Wise, a global fintech company which solves for international money challenges for consumers and businesses. Cian was the Chief Customer Officer at Secret Escapes, a members-only travel and experiences company, working across brand, performance marketing, CRM, data science, and product. He's also spent time at The Guardian, ASOS, eBay, Lloyds Bank, and Capital One.
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We talk about:
Building regional marketing teams
The role of measurement in decision-making, and the relationship between marketing and finance
Leaning into customer experiences to differentiate from a crowded space
Why it's not advisable to apply universal playbooks
(05:51) Foundations on consumer marketing and building out B2B and enterrprise marketing
(08:08) State of the European macro environment and the implications to Wise
(10:17) Product led growth and developing a solid product experience to drive more acquisition
(13:19) Ensuring marketing is a growth lever and drives causal impact
(15:48) Using a predictable LTV and fully loading costs within a 12 month payback period. Establishing profitable cohorts
Positioning strategy and competitive differentiation | Arielle Jackson (First Round Capital, Square, Google)
Saison 3 · Épisode 24
mardi 3 octobre 2023 • Durée 45:30
Arielle picked up product marketing on the job at Google, where she helped grow Gmail in its early days. Then at Square, she was one of the first marketers who led the launch of new hardware products and distributed them to more than 30k retailers. Arielle's worked with hundreds of early stage companies — including Patreon, Loom, Front, Bowery, Eero, and Maven — on their foundational messaging as the Marketer in Residence at First Round Capital and through her own consulting practice.
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We talk about:
Developing a positioning strategy before building
Problem discovery and audience understanding
Focusing on the primary audience and making sacrifices on who not to target
Building growth teams across Marketing and Product | Adam Fishman (Imperfect Foods, Patreon, Lyft)
Saison 3 · Épisode 23
mardi 26 septembre 2023 • Durée 58:06
Adam is a Growth and Product advisor, the author of the FishmanAF Newsletter and creator of the Startup Dad podcast. He’s also an executive in residence at Reforge where he leads the Growth Series and co-created the Growth Leadership program. He has been an executive at ResortPass, Imperfect Foods, Patreon and Lyft.
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We talk about:
The components of a product strategy
Marketing and Product partnerships within the product strategy structure
A framework for building cross functional growth teams
Going to market in Latin America, the start-up ecosystem in the region | Lorena Sanchez Garcia (Erudit, The Linio Group, Rappi)
Saison 2 · Épisode 22
mardi 19 septembre 2023 • Durée 43:39
Lorena is a General Partner at Billioneurons, a Venture Capital Fund, that invests in Supply Chain, SAAS and Fintech Startups in Latin America. She is a Board Member and the COO of Erudit AI, an HR software company and prior to that, held marketing and leadership roles at various top tech companies in the region like Rappi, the Linio Group, and Stori Card.
We talk about:
Building start-up ecosystems in Latin America
Marketing dynamics for tech companies and super apps
Talent dynamics and organizational development in the region
The growing B2B market in Latin America
Going to market and focusing on specific countries before expanding
Amanda is the VP of Marketing at SparkToro, an audience research platform. Along with teaching content marketing at Maven, Amanda also publishes a marketing newsletter called The Menu. She is a contributor for Adweek, an incredible chef who trained at Le Cordon Bleu, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.
We talk about:
Defining product-led content and it’s growing importance
(03:39) Building for the emerging middle class in Latin America
(06:14) How Kavak (car marketplace) got started and building for ecosystem level opportunities vs user level opportunities
(08:13) The path to super-apps in Latin America which doesn't exist in the US
(10:44) How start-ups like Rappi drove user growth across their various verticals
(13:07) Engineering challenges and honing in on manual labor vs automation
(15:55) The dynamics of which countries to start in and which countries to expand to
(17:57) Infrastructure implications for expanding into different Latin American markets
(19:38) Going from manual labor to automation
(20:33) Growing B2B presence in Latin America and why
(24:25) Successful SaaS companies, like Yalo, employ both consumer-facing and B2B2C strategies
(26:16) The challenges and opportunities for Latin American startups, stressing the importance bridging the gap between socio-economic challenges, mindset, and resourcefulness
(28:39) Marketing talent and skill gaps in Latin America
(33:32) Going to market using traditional and guerrilla marketing and then building on top of that using digital
(35:59) Acquisition and engagement strategies for super apps like Rappi
(37:42) Using Reforge frameworks to solve problems but the need to rely on traditional marketing in Latin America in order to build a category
(41:01) Difficulties with measurement and attribution given the number of touchpoints and lack of tracking and automation
(41:42) Primary distribution in LatAm like WhatsApp
(42:39) Where to find Lorena!
(10:38) Content through the various journey of the customer lifecycle
(11:13) Middle and bottom funnel content specific approaches
(14:20) How content fits various growth motions in different companies
(18:45) Defining audiences and identifying sources of advocates and influences
(23:22) Writing for certain audiences and providing value
(26:30) Thinking about distribution from the very beginning
(30:54) Framework for content distribution through various platforms
(34:32) Creating for both reach and resonance
(38:00) Developing primary forms of content and structuring for various content channels and being authentic to those channels
(42:51) Looking at content marketing KPIs that signal utility and strength and tying to business metrics
(45:59) Where to find Amanda!
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