► About this Video

Jason Ing, Chief Marketing Officer at Gusto, joins Krystina Rubino on Growth Talks to share his journey from B2C marketing with global tech giants like Microsoft and Amazon to leading B2B marketing strategies at Gusto.

He explores the balance between brand and demand generation and highlights how storytelling and emotion shape decision-making in the B2B space. Jason also offers a behind-the-scenes look at how Gusto builds trust and brand consistency while providing HR and payroll services to small and medium-sized businesses.

🗝️ Key Takeaways:

• Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth. 
• When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend. 
• Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision.
• The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational. 
• Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time.

Timestamps 00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing 01:22 Discussing the tension between demand gen and brand marketing in B2B 06:01 How marketing philosophies evolve across different industries 08:41 Emotional decision-making in B2B marketing 12:26 Why storytelling matters in B2B marketing 14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging 17:52 Creating brand trust through consistent experiences across channels 21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing 27:22 How B2C and B2B marketing differ in practice 30:05 Gaining organizational buy-in for experiments with new marketing channels 37:00 Using non-endemic channels in B2B marketing 40:00 Closing thoughts and advice for growth marketers

🔗 Mentioned in this episode:

• Gusto: www.gusto.com
• AWS: www.aws.amazon.com
• Xbox: www.xbox.com
• Procter & Gamble: www.pg.com
• Accenture: www.accenture.com
• Infosys: www.infosys.com

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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In this episode of Growth Talks, Simon Vishnevskiy, Chief Growth Officer at Credit Genie, sits down with Krystina Rubino to share his experiences and strategies in growth marketing for fintech. With a background that spans gaming, ridesharing, and finance, Simon dives into the unique challenges of marketing within a highly regulated and competitive space. 

He discusses the parallels between marketing and gaming, the importance of cross-functional collaboration between product, compliance, and marketing, and the best way  to effectively reach underserved audiences. Simon also explores how to build a strong acquisition strategy from scratch and scale it efficiently over time.

🗝️Key Takeaways:

• Unlike other industries where a playbook may work long-term, fintech demands continuous reevaluation and dynamic strategies due to changing regulations and customer behaviors.
• In a highly regulated industry, collaborating closely with your compliance team ensures you can get creative with messaging while avoiding legal issues. Paying attention to product changes may explain swings in KPIs. 
• Starting with digital channels like TikTok, Meta, and Google is key but, as fintech brands mature, investing in offline channels like podcasts, TV, and radio is crucial for establishing brand equity and trust.
• To build an effective growth engine, Simon always evaluates 4 key things: tracking and attribution, data analytics, creative output, and lifecycle marketing as key pillars of an effective growth engine.
• “Day trading,” or short-term optimizations in channel spend, can help maintain an efficient acquisition strategy, while building foundational team roles in MarTech, data analytics, creative, and lifecycle marketing ensure sustainable growth.
• Leverage platforms like TikTok and DSPs to create ads and videos specifically optimized for their formats, boosting performance without hefty creative costs.

⏰ Timestamps

00:00:00 Introduction to Simon Vishnevskiy

00:04:10 Unique challenges in fintech

00:06:56 Creating a collaborative playbook with product and legal teams

00:13:02 Targeting underserved audiences in fintech

00:16:42 How marketing strategies and channels evolve as fintech brands mature

00:24:00 A/B Test Segment

00:32:54 Managing CAC while scaling acquisition efforts

00:38:12 Key roles to prioritize when building a user acquisition team

00:41:21 Simon's favorite "growth non-hack"

🔗 Mentioned in this episode:

Credit Genie: www.creditgenie.com

Dave: www.dave.com

Chime: www.chime.com

MoneyLion: www.moneylion.com

Coinbase: www.coinbase.com

Robinhood: www.robinhood.com

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

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In this episode, your host Krystina Rubino chats with Ben Starmer, CEO and co-founder of Dad Grass, a Hemp and CBD brand. Ben shares his journey from being the Global Marketing Director at Levi Strauss to founding a bootstrapped e-commerce business in the challenging cannabis industry. 

Discover what inspired Ben to start Dad Grass, how he navigated the transition from corporate marketing to entrepreneurship, and the innovative strategies that have driven Dad Grass’s growth despite the challenges of marketing in the cannabis space.

⏰ Timestamps:

00:00:00 Introduction to Ben Starmer and Dad Grass

00:04:10 Transitioning from Corporate to Startup: Ben’s journey from Levi Strauss to Dad Grass

00:07:00 The Genesis of Dad Grass: Ben’s personal experiences with cannabis

00:10:00 Building a Brand: The importance of branding in differentiating Dad Grass

00:14:00 Growth Strategies and Challenges: Overcoming the inability to use traditional advertising platforms like Meta

00:19:00 Bootstrapping the Business: The decision to bootstrap rather than seek venture capital

00:24:00 Lessons Learned and Future Plans: The importance of balancing intuition with data-driven decisions

00:31:00 A/B Test: Personal Insights and Reflections

00:37:00 Creating a memorable customer experience

00:46:00 Outro

#GrowthMarketing #MarketingStrategies #Bootstrapping #Startup #Cannabis #EarlyStageCompanies #Marketing 

🔗 Mentioned in this episode

Dad Grass: www.dadgrass.com

Levi’s: www.levis.com

George Harrison: www.georgeharrison.com

Margo Price: www.margoprice.net/

Truffleman: www.truffleman.com

GQ: https://www.gq.com

Vice: https://www.vice.com

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

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‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

Ever wondered when you should hire your first product marketer? 🤔 In this episode, Krystina Rubino sits down with Deanna Dong, Head of Product Marketing at Writer, a generative AI company. Formerly the VP of Marketing at Wealthfront, Deanna’s experience in early to late stage companies across AI, SaaS, healthcare, FinTech, and crypto gives her a unique perspective on the role of product marketing at any company.

Deanna dives deep into why product marketing is crucial for startups and what it takes to build this function from the ground up. Get tips on how to effectively align internal stakeholders, the importance of experimenting with positioning and messaging, and when to hire your first product marketer.

⏰ Timestamps:

00:00 Introducing Deanna Dong, Head of Product Marketing at Writer

01:15 Explaining the foundational role of product marketing in startup success

03:00 Exploration of product marketing's evolution from early to later stage companies

04:26 The importance of target audience identification and the pitfalls of a broad target approach

05:35 How product marketing gets operationalized through collaboration and internal alignment

06:24 Discussion on tactical steps for establishing effective product positioning

07:36 Utilizing customer feedback and competitive analysis to refine product marketing strategies

09:04 The challenges of aligning various team opinions and the strategies to manage them effectively

10:42 A/B test segment comparing different marketing strategies and personal preferences

27:44 The transition from early to later stages in product marketing roles and the ideal timing to hire a product marketing manager

31:25 Leveraging AI in product marketing and the future of the role in an AI-driven landscape

35:38 Deanna shares her personal career path and the lessons learned from navigating various roles and taking sabbaticals

45:32 Closing thoughts and the importance of figuring out personal career desires and goals

🔗 Mentioned in this episode

Writer: www.writer.com

Wealthfront: www.wealthfront.com

UserTesting: www.usertesting.com

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

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In this episode of Growth Talks, Krystina Rubino chats with Doug Hoggatt, VP of Marketing at Elfster, to explore the past, present, and future of growth marketing. Doug shares his extensive experience and insights from over 25 years in the industry, discussing the shift from early digital marketing strategies to today's complex landscape, the impact of cookie deprecation on the future of digital marketing, and the importance of leveraging offline channels earlier.

⏰ Timestamps:

00:00:00 - Introducing Doug Hoggatt, VP Marketing of Elfster

00:01:42 - Doug's Background in Growth Marketing the last 25 years

00:03:53 - Exploring Alternatives to Online Channels

00:06:00 - Limitations of Remarketing and Lookalike Modeling

00:09:00 - Rise of Influencers in Marketing

00:14:09 - Timing and Strategic Approach to Channel Diversification

00:19:58 - Startup Mistakes in Marketing Spend

00:27:32 - A/B Testing with Doug: Insights on Personal Preferences

00:36:26 - Value of Direct Mail in Modern Marketing

00:40:15 - The Myth of Growth Hacking

00:42:57 - Closing Remarks and Acknowledgments

🔗 Mentioned in this episode

Elfster: www.elfster.com

LiftLab: https://www.liftlab.com/

More episodes of Growth Talks: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/

‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

In this episode of Growth Talks, Krystina Rubino chats with Manbir Sodhia, SVP of Marketing at Whisker, the brand behind the innovative products including Litter-Robot, Feeder-Robot, and Litterbox. Manbir discusses how to build the foundation needed for sustainable DTC acquisition strategies, the importance of diversifying beyond Meta and Google, and how he leverages his secret weapon, a growth matrix, to build an experimentation mindset on his teams.

⏰ Timestamps:

00:00:00 Introduction and guest background

00:02:12 Manbir's transition from music to marketing

00:07:21 Building the foundation of DTC customer acquisition

00:14:15 Navigating channel expansion and market complexities

00:22:17 Adapting strategies in dynamic market conditions

00:30:28 Diversifying acquisition beyond Facebook and Google

00:45:56 The impact of authenticity and company culture on marketing

00:51:26 Manbir's perspective on growth "non-hacks"

00:53:03 Conclusion and appreciations

🔗 Links to check out

Learn more about Whisker: www.whisker.com

More episodes of Growth Talks: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1000+ companies hit their growth goals. 

‣ Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/

‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

Welcome to Growth Talks, Right Side Up’s new sit down series. Join us as we chat with growth leaders and marketing executives from leading brands and companies across industries and stages including Credit Karma, Coinbase, Whisker, and many more. Our guests will spill the tea, share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team.

From exploring the evolution of growth marketing over the past 15 years to walking the tightrope between brand and performance marketing without missing a beat to the epic saga of launching an ecommerce storefront from scratch—we'll dig into it all. 

"Curiosity paired with tenacity is a killer combination."

Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams. 

From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies.

🗝️Key Takeaways:

• The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels.
• Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones. 
• The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume.
• External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires.
• Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales.
• Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued.

⏰ Timestamps

00:00 Introduction to Tyler Elliston, Founder of Right Side Up

01:44 Building a marketing team from scratch

04:52 Intangibles of great talent: passion, curiosity, tenacity

11:32 Balancing autonomy and accountability

18:07 When to use consultants, agencies, or in-house talent

24:04 Challenges in cross-functional collaboration

31:16 Lessons from high-growth startups vs. enterprises

35:39 Why Tyler founded Right Side Up

44:12 Tyler’s favorite growth non-hack

🔗 Mentioned in this episode:

Right Side Up: www.rightsideup.com

Eventbrite: www.eventbrite.com

Equifax: www.equifax.com

In this episode of Growth Talks, Chiyong Jones, the VP of Brand Marketing at Kajabi, discusses his approach to building and evolving brand identities for startups and established companies alike.  To build a brand identity that lasts, it’s incredibly important to understand the customer, create a cohesive brand system that remains flexible, and balance creativity with constraints like budget and team size. Chiyong also explores the role of brand in long-term business success, the value of authenticity in influencer partnerships, and the importance of consistency in brand messaging.

🗝️Key Takeaways:

• When building a brand, it’s incredibly important to have a deep understanding of the customer, their needs, and how the brand is currently resonating with them. This insight informs all subsequent brand decisions and helps ensure that messaging is on target and effective.
• While consistency in brand messaging and visuals is key to building brand equity, you need to maintain flexibility across different platforms and touchpoints. 
• Constraints like budget, team size, or time, can actually lead to more creative solutions by forcing teams to focus on what’s truly important and feasible.
• Brand and growth marketing are complementary strategies, with brand building long-term trust and awareness, while growth marketing drives immediate conversions.
• The most effective partnerships are ones where creators genuinely align with the brand. Authenticity in these partnerships leads to more meaningful connections with audiences, which is more valuable than just reaching a large number of people.
• Humor is an underutilized tool in brand communication. When used effectively, it can disarm audiences, make the brand more memorable, and foster a positive emotional connection.

⏰ Timestamps

00:00 Introduction to Chiyong Jones

01:56 Key Steps in Brand Development

03:14 Establishing Brand Identity

06:46 Challenges in Creative Functions

09:49 Testing and Iteration in Branding

15:29 Brand Evolution and Redesign

23:33 Challenges in Measuring Brand Impact

24:15 Tracking Brand Health: Surveys and Signals

27:33 Fun Marketing Game: The AB Test

32:15 Marketing to the Creator Economy

35:45 The Value of Authentic Creator Partnerships

42:03 The Power of Humor in Marketing

43:12 Conclusion and Final Thoughts

🔗 Mentioned in this episode:

Kajabi: https://www.kajabi.com

Personal AI: https://www.personal.ai

GoodRx: https://www.goodrx.com

Honey: https://www.joinhoney.com

In this episode of Growth Talks, Krystina Rubino interviews Ty Conner, the Senior Director of Growth Marketing Offline at Rocket Money. Ty shares his journey from being a geologist in remote Alaska to becoming a key player in Rocket Money's marketing team. He discusses the foundational decisions and strategies that have propelled Rocket Money to the top of the app store charts, including their rebrand from Truebill.

Ty discusses the importance of data-driven decision-making, explaining how Rocket Money leverages data and utilizes robust measurement techniques such as geo holdout tests and media mix models to scale offline channels like linear TV and out-of-home. Ty offers insights into the balance between digital and offline marketing and the future impact of privacy changes on measurement and strategy.

🗝️Key Takeaways:

• Utilizing multiple measurement methods, such as surveys and media mix models, can help triangulate data and provide a clearer picture of channel performance. These methods are also crucial in navigating upcoming privacy changes.
• For out-of-home advertising, prioritizing high dwell time, such as subway ads, can lead to better engagement and more efficient spend due to longer exposure times.
• A successful marketing team should consist of individuals who are highly curious, data literate, and competitive, ensuring they continually strive for better performance.
• Brands should focus on optimizing and scaling their core channels before exploring new ones, as there is often untapped potential in existing channels.

⏰ Timestamps

00:00 Introduction to foundational decisions for scaling

00:34 Importance of data-driven decisions and high data literacy

02:34 Navigating offline channels and measurement challenges

05:00 Ty's career transition from geologist to marketer

08:00 Launching and prioritizing offline channels

10:16 Embracing successful tests, even with 0% ROAS

12:00 Handling digital vs. offline channel diversification

15:00 Overcoming streaming TV measurement challenges

20:00 Cracking out-of-home for growth marketing

22:00 Balancing high traffic and targeted areas in out-of-home advertising

25:00 Using geo holdout tests and media mix models for measurement

30:00 Privacy-resilient measurement methods

32:00 The future impact of privacy changes on offline marketing

35:00 Balancing offline and digital marketing strategies

37:00 Building a strong marketing team with curiosity and competitiveness

40:00 Ty's growth non-hack: improving core channels over testing new ones

🔗 Mentioned in this episode:

Rocket Money: www.rocketmoney.com

Haus: www.haus.io

Recast: www.recast.com

► About this Video

In this episode of Growth Talks, Krystina Rubino sits down with Mike Lackman, former CEO of Trade Coffee and PetFlow and current board member, advisor, and investor at various ecommerce brands. Mike shares his journey through various C-suite roles, the importance of creating and maintaining a vision, and how to balance growth with profitability. He also provides insights into effective marketing strategies for the ever-evolving landscape of DTC and subscription models.

🗝️Key Takeaways:

• Moving between C-suite roles often involves filling voids within a company and leveraging one's unique skill set to address specific needs.
• Successful leadership involves setting a clear, long-term vision, and ensuring regular, clear communication to keep everyone aligned and connected to the company's goals.
• Effective CEOs must balance making informed decisions with the need to act quickly, often without having all the desired data.
• Growth should always contribute to making the company better. Marginal gains in customer acquisition and retention are essential for sustainable profitability.
• Leverage a framework like RED—Relevance, Ease, and Distinctiveness—to build a foundation for a strong product and achieve marketing success.
• Subscriptions can be effective when they align with consistent value creation for customers. Misalignment can lead to high churn rates and ultimately, failure.

⏰ Timestamps

00:00 Introduce Mike Lackman and his career journey

06:18 The importance of setting and maintaining a vision

22:30 Balancing growth and profitability

32:26 Subscription models and DTC trends

48:13 Evolving marketing strategies in a competitive landscape

51:30 Final thoughts and conclusion

#GrowthMarketing #MarketingStrategies #MarketingAnalytics #DTC #CEO #CMO #Executive #Ecommerce #Profitability

🔗 Mentioned in this episode:

PetFlow: https://www.petflow.com/

Phillips Pet Food & Supplies: https://www.phillipspet.com/ 

Trade Coffee: https://www.drinktrade.com/ 

Health-E Commerce: https://www.health-ecommerce.com/

Thriftly: https://www.inpersondonations.com/

Wayfair: https://www.wayfair.com/ 

Chewy: https://www.chewy.com/ 

ServiceNow: https://www.servicenow.com/ 

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt 

‣ Subscribe to our channel: https://bit.ly/3HWiJYD 

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ 

‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ 

‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ 

‣ Follow us on Twitter: https://twitter.com/rightsideupco 

In this episode of Growth Talks, host Krystina Rubino interviews Patrick Moran, Head of Growth Marketing at Robinhood. Patrick dives into the distinctions between brand marketing and brand advertising, highlighting the crucial integration of data and storytelling for establishing successful growth strategies.

He shares practical insights on optimizing channel performance, identifying diminishing returns, and diversifying spend—and explores when and how you should use sophisticated measurement frameworks like media mix modeling (MMM). 

🗝️Key Takeaways:

• Brand marketing involves a holistic approach to shaping the brand's presence and identity. Brand advertising is a tactical application of paid media to communicate the brand to targeted audiences.
• Successful growth strategies must integrate quantitative analysis and compelling brand narratives.
• Using spend curves and adjusting for seasonality in channel performance can help identify when channels hit diminishing returns.
• Employing sophisticated measurement frameworks like media mix modeling (MMM) and match market testing is key in accurately assessing the impact of marketing efforts.
• You can’t just follow a playbook. Instead, apply frameworks to dIfferent companies and stages to develop customized growth strategies. 
• Onboarding and activation serve a critical role in improving LTV and reducing churn.

⏰ Timestamps

00:00 - Introduction: Krystina Rubino introduces Patrick Moran

01:30 - Defining growth marketing vs brand marketing vs brand advertising

06:14 - Role of brand advertising in creating demand

13:04 - Measurement approaches for multimedia campaigns

18:10 - How to know when you need to diversify your channels

23:00 - A/B Test: short form vs long form, coffee vs tea, board games vs video games

27:00 - When companies should invest in brand building

36:41 - Why Patrick focuses on consumer vs B2B

39:46 - Patrick’s growth non-hack and conclusion

#GrowthMarketing #BrandStrategy #Storytelling #DataDrivenMarketing #PerformanceMarketing #DemandGeneration #MeasurementFrameworks  #MarketingInsights.

🔗 Mentioned in this episode

Robinhood: www.robinhood.com

Netflix: www.netflix.com

Spotify: www.spotify.com

Yik Yak: www.yikyak.com

Reforge: www.reforge.com

Spring Health: www.springhealth.com

Duolingo: www.duolingo.com

Ipsy: www.ipsy.com

Notion: www.notion.co

HubSpot: www.hubspot.com

Wayfair: www.wayfair.com

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped 1,000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/

‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

• In this episode of Growth Talks, Krystina Rubino chats with Mark Fiske, Operating Partner for marketing and digital transformation at H.I.G. Capital. They dive into key aspects of growth marketing, the impact of generative AI, and strategies for effective digital transformation.

  🗝️ Key Takeaways:

  • In the short term, generative AI enhances tactical operations by creating more marketing content variations and increasing testing velocity; long term, it will revolutionize personalized marketing by tailoring messages uniquely to each user.
  • Post-2021, marketers face significant attribution challenges, necessitating robust models and incrementality testing to accurately measure marketing impact.
  • Managing stakeholder expectations and aligning on goals are crucial for successful marketing campaigns. Companies need to agree on criteria for good or bad results before launching a new channel.
  • As an operating partner, building trust by elevating executives, providing quick wins, and being a helpful resource, while understanding investor priorities and framing strategies effectively, leads to more productive outcomes.
  • Effective marketing and growth strategies involve continuous testing, learning, and adaptation. 
  • Value prop and “painted door” testing can help validate ideas before committing significant resources. 
  • Curiosity and asking "why" can lead to deeper insights and better decision-making in marketing strategies.

  ⏰ Timestamps

  00:00 Introduction to Mark Fiske, Operating Partner at H.I.G. Capital

  00:34 Discussion on common challenges companies face and the importance of channel diversification

  02:34 Mark's career transition from marketing executive to operating partner

  05:00 Building comprehensive marketing strategies and organizations

  08:00 Balancing data-driven decisions with creative branding

  10:16 Challenges in attribution and measurement

  12:00 Importance of channel diversification and finding new growth pockets

  15:00 Practical examples and strategies for leveraging TikTok and other new channels

  20:00 Managing stakeholder expectations and aligning on goals for effective marketing campaigns

  22:00 The importance of trust and credibility in partnerships

  25:00 Differences between being a marketing executive and an operating partner

  30:00 Practical applications of generative AI in marketing

  35:00 Future of marketing and continuous learning and adaptation

🔗 Mentioned in this episode

• Google Analytics: https://analytics.google.com
• TikTok: https://www.tiktok.com
• Google's Privacy Sandbox: https://developers.google.com/privacy-sandbox/overview
• PMax (Performance Max): https://ads.google.com/intl/en_us/home/campaigns/performance-max/
• ADA.cx
• Topai.tools
• ChatGPT

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/

‣ Follow us on LinkedIn: https://www.linkedin.com/company/rightsideup/

‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

In this episode of Growth Talks, Krystina Rubino chats with Chelsea Cramer, Marketing Analytics Lead at Credit Karma. They dive into the world of marketing analytics, discussing the evolution of marketing tools, the impact of data privacy changes on attribution, and strategies for effective marketing measurement in a privacy-first world. 

⏰ Timestamps

00:00 Introduction to Chelsea Cramer, marketing analytics lead at Credit Karma

01:28 Evolution of marketing analytics landscape with new tools, increased focus on data privacy and complex attribution models

03:57 How to tackle Google's privacy sandbox and the deprecation of third-party cookies

05:34 Effectively measuring data leveraging multiple methodologies

09:55 Importance of message and incrementality testing

20:31 Practical applications of AI in marketing analytics

25:02 Utilizing advanced analytics techniques like media mix modeling and multivariate testing

39:07 Closing thoughts on the future of marketing analytics, emphasizing continuous learning and adaptation to new technologies and methodologies.

🗝️Key Takeaways:

• Marketers need to adjust their strategies to handle the increasing limitations on user data tracking and the shift towards more privacy-focused marketing practices.
• Focusing on the lifetime value of a customer rather than just the acquisition cost can lead to more sustainable marketing strategies.
• Employing a mix of measurement methodologies like incrementality testing and media mix modeling can help marketers gain a more accurate picture of their campaigns' effectiveness.
• Marketers should prepare for ongoing changes in the digital landscape, such as the deprecation of third-party cookies, by exploring and adopting new tools and techniques.
• AI can significantly enhance marketing analytics by automating data analysis and providing deeper insights, which can lead to better decision-making.

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals.  Check us out and send us a note at: https://bit.ly/4bfaBQt

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In this episode of Growth Talks, Krystina Rubino chats with Laura Brooks, the co-founder of The Foundation Collective and previously led marketing at CPG brands Solid Gold Pet and Boom Chicka Pop. Laura shares her expertise in balancing the growing world of ecommerce with traditional brick-and-mortar stores and dives deep into the importance of having a strong product, the complexities of shelf placement, and the advantages and disadvantages of different sales channels. Laura also discusses the significance of building a solid marketing foundation for sustainable growth.

⏰ Timestamps

00:00:00 Introduction to Laura Brooks, Fractional CMO, Advisor and Co-Founder of The Foundation Collective 

00:01:51 Balancing ecommerce and traditional brick-and-mortar stores 

00:03:09 Understanding the importance of the shopper journey 

00:08:00 The role of shelf placement and packaging in brick-and-mortar stores

00:12:38 Advantages and disadvantages of brick-and-mortar stores

00:21:34 Advantages and disadvantages of e-commerce

00:23:50 The strategy of starting online before moving to retail

00:27:00 A/B Test with Laura

00:30:16 How to measure the effectiveness of digital marketing for brick-and-mortar and e-commerce

00:37:52 Challenges faced by early-stage CPG companies and advice for navigating them

00:42:47 Laura’s favorite growth non-hack

00:43:08 Conclusion and closing remarks

🗝️Key Takeaways:

• Integration of ecommerce and brick-and-mortar requires a strong understanding of the shopper journey.
• Shelf placement and packaging are crucial in retail settings.
• Both sales channels (ecommerce and brick-and-mortar) have unique advantages and disadvantages that need to be balanced.
• Starting with ecommerce allows for testing and building a case study before expanding to retail.
• Measurement should be holistic, looking at blended CAC and directionally using KPIs.
• Focus and a strong marketing foundation are essential for sustainable growth in early-stage companies.

#GrowthMarketing #MarketingStrategies #CPG #RetailStrategy #EcommerceMarketingStrategy #Ecommerce #BrickandMortar #EarlyStageCompanies #Marketing

🔗 Mentioned in this episode

The Foundation Collective: https://www.foundationco.agency/

Solid Gold Pet: https://solidgoldpet.com/

Angie's Boom Chicka Pop: https://www.boomchickapop.com/

"It’s not just about selling a product. It’s about creating a feeling people remember—and humor makes it unforgettable.”

In this special episode of Growth Talks with Krystina Rubino, we highlight our favorite growth non-hacks: the timeless strategies that drive real results, not just quick wins. It’s packed with smart insights, fresh perspectives, and valuable lessons for building lasting success.

Hear from marketing leaders like Chiyong Jones (VP of Brand Marketing, Kajabi), Deanna Dong (Former Head of Product Marketing, Writer AI), Ian Yung (Former SVP of Revenue, Tonal), Laura Brooks (Co-founder, Foundation Collective), and Shane Pittson (Co-founder, So-and-So Venture Studio) as they break down what it takes to drive real growth in today’s environment.

🗝️ Key Takeaways:

• Chiyong Jones shares why humor, when used authentically, remains one of the most powerful ways to build emotional connections and make brands memorable.
• Deanna Dong explains how A/B testing messaging ideas brings more credibility and discipline to product marketing.
• Ian Yung encourages growth leaders to dig deeper, seek real insights, and prioritize real experimentation over simply copying tactics and chasing surface-level hacks.
• Laura Brooks reveals why building a strong marketing foundation beats chasing trends. She explains how getting product and customer experience right sets you up for real growth.
• Shane Pittson explains why balancing brand and direct response beats chasing short-term wins, and how smart media bets and emotional connections create customer loyalty.

⏰ Timestamps

00:00: Introduction with Krystina Rubino

00:32: Chiyong Jones: Humor as a Marketing Growth Tool

01:46:  Deanna Dong: Messaging in Product Marketing

02:50: Ian Yung: Seek Truth, Not Shortcuts

04:14:  Laura Brooks: Building a Strong Marketing Foundation

05:55: Shane Pittson: Balancing Brand and Performance

08:03: Closing Thoughts 

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

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Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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"You can’t discount your way into building customer loyalty—you earn it through value and trust."

In this episode of Growth Talks, Aaron Magness, SVP of Marketing at Full Glass Wine Co., joins host Krystina Rubino to share his journey from brand builder to ecommerce leader. He breaks down how to adapt your leadership style, leverage data to drive growth, and create personalized shopping experiences that turn first-time buyers into loyal customers. 

Aaron also explores the nuances of consumer behavior, the power of trust in brand-building, and the strategies fueling success across multiple wine brands in a competitive online marketplace—drawing from over 20 years of experience building iconic consumer brands like Thistle, Betabrand, Brandless, and Zappos.

🗝️ Key Takeaways:

• Adapt your leadership style: Coach your team to lead from their strengths—not your checklist. Give them the trust and autonomy to own outcomes and scale what can’t be done alone.
• Empower top talent: Look for people who are great at one thing—not okay at everything. When you plant specialists in the right role, they don’t just grow—they flourish.
• Leverage data strategically: Don’t just collect data—connect the dots. From segmentation to storytelling, let your insights drive smarter decisions that build trust and loyalty at scale.
• Build trust through personalization: Know who your customer is—and why they chose you. Use that insight to deliver value that feels tailored, timely, and true to your brand promise.
• Experiment boldly: Create space for fresh ideas. Set clear expectations, document outcomes, and revisit tests with conviction. The best insights often come from what didn’t work the first time.

⏰ Timestamps

01:16 - Leadership evolution in the marketing industry

06:44 - Understanding consumer preferences

12:07 - Shipping wine vs. other D2C categories

16:39 - The A/B Test: A or B questions

27:09 - Balancing brand storytelling with performance marketing

32:54 - Experience of working across many brands

36:39 - Brand management philosophy

39:09 - Fostering innovation in marketing teams

41:35 - How to use data to drive repeat purchase

44:52 - Providing value over discounts

🔗Mentioned in this episode:

• Full Glass Wine Co: https://www.fullglass.wine/
• Thistle: https://www.thistle.co/
• Betabrand: https://www.betabrand.com/
• Brandless: https://brandless.com/
• Zappos: https://www.zappos.com/
• Williams Sonoma: https://www.williams-sonoma.co

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“B2B marketing is really human-to-human marketing. Don’t just talk to companies; connect with the people running the show.”

Michelle Lisowski, Senior Director of Global B2B and Partnership Marketing at Uber, joins Krystina Rubino on Growth Talks to explore the art of balancing strategy with scrappy execution, fostering emotionally intelligent teams, and scaling B2B marketing efforts globally.

From cultivating a “see the forest through the trees” perspective to building team cultures where mistakes are embraced as learning opportunities, Michelle offers actionable insights for leaders navigating the demands of high-stakes marketing environments.

🗝️ Key Takeaways:

• Emotional intelligence isn’t just about being a great leader—it’s the secret sauce for better marketing. After all, B2B campaigns need to speak to human decision-makers, not just companies.
• Not all challenges are created equal. Learn how to differentiate between productive challenges that grow your career (good pain) and burnout that hinders progress (bad pain).
• Building trust and psychological safety in teams allows for faster iteration, better execution, and sustainable high performance.
• Scaling a global brand isn’t about reinventing the wheel for every market. It’s about knowing when to adapt locally and when to lean on universal truths.
• Want to lead like a pro? Hire people who are better than you. The strongest teams are the ones that can thrive without constant oversight.

⏰ Timestamps

00:00 Introduction to Michelle Lisowski’s career

01:22 Balancing scrappiness with strategic planning

05:43 The dangers of perfectionism and the value of collaboration

10:07 Fostering psychological safety in teams

15:18 Good pain vs. bad pain: knowing your limits

20:47 Scaling global marketing while adapting locally

25:12 Data-driven decisions vs. gut instinct in leadership

30:05 Michelle’s advice for aspiring B2B leaders

35:09 The power of hiring exceptional talent

🔗 Mentioned in this episode:

• Uber for Business: https://www.uber.com/us/en/business/
• Google Cloud: https://cloud.google.com/
• Kabbage: http://www.kabbage.com/

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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“Great brands, like great friends, are authentic and dependable—they stay true to themselves no matter what.”

Sarah Crockett, Chief Marketing Officer at DSW, joins Krystina Rubino on Growth Talks to discuss how staying true to a brand’s core identity is the secret to navigating cultural shifts and customer expectations.

In this episode, Sarah shares how her experiences with iconic brands like Burton, Dickies, and Backcountry shaped her perspective on balancing legacy with innovation. She discusses the power of customer insights in shaping marketing strategy, how loyalty programs can drive long-term value, and why brick-and-mortar stores are more than just retail spaces—they’re powerful brand-building tools.

🗝️ Key Takeaways:

• Flash sales are enticing, but long-term loyalty programs deliver sustainable results and build trust. Ditch quick wins for customer loyalty. 
• Cultural alignment is key. Customers can spot when a brand “chases” trends without staying true to its core.
• Retail is actually a marketing channel. Brick-and-mortar experiences create unmatched dwell time and brand engagement. Don’t underestimate the in-person experience!
• Adapt by listening to customer needs and pivot your strategy for sustained relevance.
• Internal culture drives external impact. When you build a passionate, empowered internal team it fuels better customer experiences.

⏰ Timestamps

00:00 Introduction to Sarah Crockett’s career

01:15 Balancing brand evolution with legacy

04:00 The role of authenticity in brand marketing

06:45 Dickies x Sydney Sweeney: When culture meets core values

09:30 Navigating trends without losing your brand’s identity

12:45 Measuring success in loyalty programs

15:30 Evolving the DSW customer experience

20:00 The power of retail as a brand marketing channel

22:15 Internal culture and employee buy-in as growth drivers

25:00 The future of retail and omnichannel strategies

30:00 Sarah’s advice for aspiring marketing leaders

35:00 Closing thoughts on authenticity and growth

🔗 Mentioned in this episode:

• DSW: www.dsw.com
• Burton: www.burton.com
• Dickies: www.dickies.com
• Backcountry: www.backcountry.com
• Force of Nature Campaign: www.rei.com/h/force-of-nature

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“Often, brands forget that they’re not just speaking to ‘customers’—they’re talking to real people, like their own friends.” 

Preston Rutherford, co-founder of Chubbies and Loop Returns joins Krystina Rubino on Growth Talks to share how his journey from tech startups to building a standout D2C brand was driven by a deep focus on authenticity and community.

In this episode, Preston explores the balancing act between brand-building and immediate sales goals, how humor and relatability helped Chubbies cut through the “sea of sameness,” and why creating memorable customer experiences is crucial for long-term loyalty. Now with Marathon Data, he’s helping brands leverage data to better understand their audience while keeping that personal connection front and center.

🗝️ Key Takeaways:

• Building real connections with your audience is essential; when you treat customers like friends and keep interactions genuine, that authenticity keeps people coming back.
• While long-term trust drives loyalty, it’s also important to balance brand-building with immediate sales goals so you’re not losing sight of those critical targets.
• Consistency is key—when customers see the same vibe across your platforms, they recognize your brand and build trust over time.
• Challenges are opportunities in disguise. Embrace setbacks as a way to fuel new ideas, opening doors you might not have considered before.
• Look beyond just the numbers and dig into what the data reveals about the customer experience. Creating a real connection goes deeper than metrics alone.

Timestamps

00:00 Introduction to Preston Rutherford’s background and pivot from tech to D2C

04:15 Chubbies’ early challenges and lessons learned from failure

07:45 Founding Loop Returns to solve ecommerce pain points

11:50 Building a memorable brand in a crowded D2C space

15:30 Why humor and authenticity are essential to brand identity

19:30 Creating lasting relationships through community over transactions

23:15 Balancing brand trust with short-term growth goals

30:00 Preston’s tips on building brand resilience for the long term

36:00 Final thoughts and advice for future founders

🔗 Mentioned in this episode:

• Chubbies: www.chubbiesshorts.com
• Loop Returns: www.loopreturns.com
• Marathon Data: www.marathondataco.com

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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"There’s no magic bullet in marketing—just daily experimentation, measurement, and iteration."

In this episode of Growth Talks, Michael Kaminsky, Co-founder of Recast, joins host Krystina Rubino to explore how marketers can rethink the way they measure success. Drawing from his early days at Harry’s, Michael shares how managing a lean media budget sparked his deep dive into media mix modeling and experimentation.

He offers insights on how marketers can adopt a product mindset—treating measurement as an iterative process, not a final answer. Learn how ongoing optimization, directional data, and adaptive systems can help brands stretch their budgets, make smarter decisions, and scale effectively across channels.

🗝️ Key Takeaways:

• Embrace uncertainty. No model is perfect—but that’s not the goal. Structured experimentation brings clarity, reveals customer insights, and drives better decisions over time.
• Last-click attribution is limiting. It favors bottom-of-funnel tactics and short-term wins, while overlooking the long-term impact of brand-building and upper-funnel influence.
• Media mix modeling is evolving. Smart marketers are moving beyond slow, outdated models—adopting faster, real-time approaches that align more with consumer behavior.
• Stop overcomplicating measurement. You don’t need perfect data to move forward. Simple directional signals are often enough to guide strategic, timely decisions.
• Think like a product team. Continuous optimization and experimentation should be built into every marketing plan to stay agile and drive consistent growth.

⏰ Timestamps

00:10 - Intro to Michael Kaminsky

03:26 - From Harry’s to Recast: Why measurement needed a reset

07:21 - The blind spots of last-click attribution

14:34 - Why traditional media mix models fail modern marketers

18:38 - How brands can balance digital and offline measurement

23:37 - The importance of causal inference in marketing analytics

35:24 - The dangers of over-relying on data without strategic intuition

45:27 - Common mistakes brands make in cross-channel measurement

50:46 - The future of marketing measurement and why agility matters

55:46 - How to build a marketing strategy that adapts and scales

🔗Mentioned in this episode:

• Recast: https://getrecast.com/
• Harry’s: https://www.harrys.com/
• Away: https://www.awaytravel.com/
• Mockingbird: https://hellomockingbird.com/
• Rocket Money: https://www.rocketmoney.com/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

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Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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"Authenticity isn’t just a buzzword—it’s what makes customers believe in your brand."

In this episode of Growth Talks by Right Side Up, Shruti Khatod, VP of Growth Marketing at Nutrafol, joins host Krystina Rubino to discuss the power of authentic storytelling in brand growth. Shruti shares how leveraging real customer stories and choosing the right influencer partnerships have helped Nutrafol build a brand that customers trust and love.

She breaks down how to align brand KPIs with performance marketing, measure the true impact of retail strategies, and drive long-term revenue success.

🗝️ Key Takeaways:

• Brand fuels growth. Every channel—TV, social, influencers should reinforce your brand story, not just drive conversions.
• TV ads take time, but they work. Nutrafol refined their TV strategy over multiple iterations—test, tweak, and secure leadership buy-in for long-term impact.
• Authenticity isn’t a trend—it’s a trust builder. Real customers, not actors, make the difference. Genuine voices create loyal brand advocates.
• Diversify your marketing mix. Winning brands blend TV, digital, influencers, and organic marketing to stay agile, scale faster, and meet customers where they are.
• Go beyond last-click attribution. Successful brands take a full-funnel approach, blending brand KPIs, search trends, and retargeting to track real growth drivers.

⏰ Timestamps

00:10 - Intro to Shruti Khatod

03:26 - How brand and growth work together

07:21 - Connecting brand KPIs to growth marketing 

14:34 - Lessons from growing Nutrafol’s TV presence

18:38 - How Meta and TikTok are reshaping performance marketing

23:37 - Why problem-solution messaging resonates

30:55 - Overcoming the limitations of last-click attribution

35:24 - Consumer behavior & growth strategy adjustments 

45:27 - Leveraging influencers for long-term brand impact

50:46 - How Nutrafol navigated the TikTok ban scare

🔗 Mentioned in this episode:

• Nutrafol: https://nutrafol.com/
• ThredUp: https://www.thredup.com/
• Macy’s: https://www.macys.com/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“Sustainable growth isn’t just about hitting numbers—it’s about aligning efficiency with your business strategy and revenue model.”

In this episode of Growth Talks by Right Side Up, Ian Yung, former SVP of Revenue at Tonal, joins host Krystina Rubino to share the real levers of sustainable growth. From navigating long purchase cycles to aligning teams for efficiency, Ian breaks down what actually works when scaling a business—without burning through resources.

With over 15 years of experience leading growth at Tonal, Parachute, and Touch of Modern, Ian shares real strategies that drive revenue. He offers his perspective on what fuels lasting success, how to choose the right measurement model for your company, the importance of meeting your customer where they are, and how to adapt to a shifting market without losing momentum.

🗝️ Key Takeaways:

📌 Why Smart Founders Play the Long Game Sustainable growth isn’t about chasing short-term wins. Smart companies focus on strategy, efficiency, and fundamentals to build businesses that last.

📌 How to Build a Predictable Revenue Engine Scaling isn’t just about growth—it’s about creating stability. Aligning marketing, operations, and finance helps teams make smarter, more strategic decisions.

📌 Behavioral Triggers Drive High-Intent Sales Customers don’t always buy when you expect. Targeting key life events—like home purchases or relocations—ensures you reach them when they’re ready.

📌 Why ‘Growth at All Costs’ No Longer Works The market has shifted. Profitability, efficiency, and financial discipline aren’t just trends—they’re what separate long-lasting businesses from the rest.

⏰ Timestamps

00:00 Introduction to Ian Yung’s career

02:10 Balancing growth and financial discipline

07:16 Tonal’s game-changing growth strategy

12:06 Creating a predictable revenue engine

19:38 Marketing for long purchase cycles

31:38 Brand vs. performance marketing

40:17 Key factors behind business success

44:10 Why testing drives real results

🔗 Mentioned in this episode:

• Tonal: https://www.tonal.com/
• Parachute: https://www.parachutehome.com/
• Touch of Modern: https://www.touchofmodern.com/

Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“Marketing is the glue that connects teams, strategy, and execution—when done right, it drives the entire business forward.”

In this episode of Growth Talks by Right Side Up, Branca Ballot sits down with host Krystina Rubino to break down how she went from mechanical engineer to marketing executive, building and scaling growth teams along the way. Branca shares her approach to structured experimentation, hiring for versatility, and the importance of choosing fewer—but smarter—strategies to maximize impact.

She also reveals why team dynamics are critical to success, how to foster cross-functional alignment, and how AI is shaping the future of marketing.

🗝️ Key Takeaways:

• Focusing on fewer, high-impact initiatives is the key to long-term success rather than spreading resources too thin.
• A well-structured, versatile marketing team can significantly improve efficiency and execution.
• Leveraging community engagement and content marketing can be more powerful than relying solely on paid media.
• AI is a powerful enhancement tool, allowing marketers to optimize workflows and improve personalization while maintaining a human touch.
• Building a great website lays the foundation for marketing success and supports all other growth efforts.

⏰ Timestamps

00:00 Introduction to Branca Ballot’s career

02:10 From engineering to marketing leadership

06:35 Why focus beats fragmentation in marketing

11:20 The role of community and content in growth

16:50 Paid vs. organic: When to invest in which

21:40 AI’s impact on marketing and business operations

26:15 Building and scaling a lean but powerful team

30:30 Branca’s favorite growth non-hack: A great website

🔗 Mentioned in this episode:

• Glide: https://www.glideapps.com

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“Lifecycle marketing is integrated marketing focused on the natural use case. It’s about meeting customers where they are.”

In this episode of Growth Talks by Right Side Up, Sean Collins joins host Krystina Rubino to share his journey from Army logistics officer to growth marketing leader. Sean discusses the evolution of lifecycle marketing, the importance of tactical patience, and how Bilt Rewards is redefining customer engagement in fintech.

Sean dives into lessons on prioritizing trust in fintech, balancing long-term brand-building with immediate direct response, and the power of personalization in creating meaningful customer experiences.

🗝️ Key Takeaways:

• Lifecycle marketing is more than email. It’s about creating integrated experiences that accelerate use cases.
• Tactical patience is critical. Avoid knee-jerk decisions; evaluate data at key decision points.
• Personalization is no longer optional. Be in tune with customers to stay relevant by meeting your audience. Investing in relevance and context improves customer loyalty.
• Brand affinity matters! Move beyond transactional relationships to create lasting impressions.
• In fintech, trust is everything—winning over skeptical customers requires strong partnerships and established credibility.

⏰ Timestamps

00:00 Introduction to Sean Collins’ career

02:00 From military logistics to marketing

06:15 Lessons on leadership and tactical patience

10:45 Lifecycle marketing strategies for engagement

16:30 The challenges of marketing in fintech

21:00 Earning customer trust with partnerships

25:50 Balancing brand-building with direct response

30:15 Sean’s favorite growth non-hack: customer insights

🔗 Mentioned in this episode:

• Bilt Rewards: https://www.biltrewards.com
• Numbers & Narrative Podcast: https://numbersandnarrative.com

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“Research is key. There’s no hack for deeply understanding your customer’s decision set.”

In this episode of Growth Talks by Right Side Up, Julia Steele joins host Krystina Rubino to share her journey from journalism to nonprofit marketing and her passion for creating impactful stories that move people to take action. Julia discusses the challenges and rewards of marketing in the education and nonprofit sectors, emphasizing the importance of cultural competency, customer research, and advocacy in driving growth.

Julia also explores how Success Academy works to inspire families and drive enrollment, all while staying true to their mission of providing exceptional education for children of all backgrounds.

🗝️ Key Takeaways:

• Research and qualitative insights are irreplaceable for understanding customer decisions—get to know your audience deeply. 
• Marketing must adapt to diverse audiences and meet them where they are, so stay flexible.
• Advocacy and storytelling go hand in hand. Clear, mission-driven communication fuels awareness and impact.
• Branding isn’t just for profit. A strong, authentic message resonates in both nonprofit and for-profit sectors.
• Calls-to-action are critical, so be intentional in your messaging to ensure the audience understands what you’re offering. Highlight your value. 

⏰ Timestamps

00:00 Introduction to Julia Steele’s career

02:12 From journalism to marketing

06:30 Balancing branded content and storytelling

11:45 Navigating the complexities of nonprofit and education marketing

16:20 Success Academy’s dual mission: advocacy and access

21:35 Cultural competence in marketing for NYC’s diverse families

28:10 The power of customer research in driving marketing decisions

35:00 Julia’s favorite growth non-hack: research

🔗 Mentioned in this episode:

• Success Academy Charter Schools: https://www.successacademies.org/
• Ed Institute at The Robertson Center: https://saedincubator.org/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

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Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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“Treat packaging like your entire marketing funnel—it’s a billboard, an ad, and a welcome series.”

Shane Pittson, Co-Founder of So and So Venture Studio and former VP of Growth & Marketing (and first employee) at quip, joins Krystina Rubino on Growth Talks to dive into how incremental testing, creative optimization, and customer-centric strategies drove quip’s transformation from a DTC startup to a retail powerhouse.

In this episode, Shane discusses the surprising success of early channels like Pinterest and audio, why “creative is the new targeting,” and how treating packaging like an entire marketing funnel helped bridge the gap between retail customers and brand support. He also shares valuable insights for early-stage founders on prioritizing product-market fit and testing smartly to avoid costly mistakes.

🗝️ Key Takeaways:

• Incremental testing is key. Learn how to explore unconventional channels, like audio advertising, while managing CAC effectively.
• Scaling into retail? Treat packaging like your entire marketing funnel. Every detail matters.
• Post-purchase surveys aren’t just for attribution—they’re goldmines for product and marketing innovation.
• Don’t leave creativity up to AI. Optimizing creative for platform-specific ad formats can unlock new audiences and results.
• Building trust with platform reps ensures access to beta tools and early adoption of emerging ad formats.

⏰ Timestamps

00:00 Introduction to Shane Pittson’s career

01:32 Scaling quip from startup to retail success

05:22 Testing unconventional channels like Pinterest and audio

10:45 The role of post-purchase surveys in growth marketing

15:32 How to navigate offline marketing challenges

20:12 Why packaging design is critical for retail success

25:18 Balancing creative autonomy and external partnerships

30:08 Shane’s advice for early-stage founders

🔗 Mentioned in this episode:

• quip: https://www.getquip.com
• So&So Venture Studio: https://www.soand.so/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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What did it take to drive growth in 2024? A mix of scrappy execution, data-driven decisions, and a whole lot of emotional intelligence.

In this special wrap-up episode of Growth Talks, we’re bringing you some of the best moments from an incredible year of conversations with the sharpest minds in marketing. From uncovering untapped customer insights to mastering the delicate balance between brand and performance, this episode is packed with lessons you’ll want to carry into 2025.

Hear from marketing powerhouses like Tyler Elliston (Founder, Right Side Up), Patrick Moran (Head of Growth Marketing, Robinhood), Sarah Crockett (CMO, DSW), Manbir Sodhia (Former SVP of Marketing, Whisker), and Jason Ing (CMO, Gusto) as they tackle today’s most pressing marketing challenges.

🗝️ Key Takeaways:

• Get the blueprint for scalable growth with Manbir Sodhia’s game-changing growth matrices, designed for fast, impactful results.
• Unlock the secret to blending brand storytelling with performance-driven strategies, as Patrick Moran highlights this powerful marketing duo.
• Find out how Sarah Crockett at DSW turns customer data into trend-setting strategies that keep the brand ahead of the curve.
• Discover why emotional storytelling isn’t just for B2C—Jason Ing reveals how it builds trust and drives success in the competitive B2B world.
• Explore how marketing roles evolve as companies grow, with Tyler Elliston’s insider tips on building versatile, high-performing teams.

⏰ Timestamps

00:00 Introduction

00:33 Manbir Sodhia: Finding Product-Market Fit

05:18 Patrick Moran: Brand vs. Performance Marketing

12:03 Sarah Crockett: Customer-Driven Strategy

18:09 Jason Ing: Emotional Storytelling in B2B Marketing

25:38 Tyler Elliston: Hiring and Evaluating Talent

31:58 Closing Thoughts

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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"You can’t talk your way into success, your product has to be wonderful, and customers have to love it."

In the Season 2 premiere of Growth Talks, Jaleh Bisharat, fractional CMO at Skillshare, joins Right Side Up Founder and host Tyler Elliston, to share her CMO playbook built on two decades of leadership across companies like Eventbrite and OpenTable. She breaks down how CMOs can make an impact in their first 90 days and why strategic focus is one of marketing’s most powerful levers.

Jaleh also shares how to build high-performing teams and translate customer insights into strategy—drawing on early career lessons from Amazon, where she saw how a customer first mindset fuels lasting growth.

🗝️ Key Takeaways:

• Great CMOs think like CEOs. They look beyond brand performance, empower teams, and make bold decisions that drive sustained growth.
• Culture is shaped by example. A marketing leader’s energy, focus, and integrity influence every interaction—and define how teams operate at every level.
• The first 90 days are for listening. Great CMOs lead with curiosity, taking time to understand the team, set priorities, and build trust before making decisions.
• Focus is a strategic advantage. Marketing teams often drown in ideas. The best CMOs zero in on the 20% that drives 80% of results and align teams around what matters most.
• Customer insights are your growth engine. Metrics are important, but direct conversations lead to sharper decisions and stronger product-market fit.

⏰ Timestamps

00:00 Resilience in Action: Jaleh’s Journey to CMO Leadership

02:52 Navigating the First 90 Days as a CMO

06:05 Understanding Team Dynamics and Customer Insights

09:01 The Importance of Focus in Marketing Strategy

11:51 The Role of Product in Marketing Success

14:54 The Case for Fractional vs. Full-Time CMOs

28:16 Transitioning Roles: From Interim to Full-Time CMO

30:22 The Distinction Between Fractional and Full-Time CMOs

34:30 Core Principles of Effective Leadership

44:39 Customer-Centricity: Lessons from Amazon

46:04 Advising Companies: What Matters Most

47:41 The Value of Direct Customer Conversations

🔗 Mentioned in this episode:

• Skillshare: https://www.skillshare.com
• Novi https://www.noviconnect.com/
• Eventbrite: https://www.eventbrite.com/
• Upwork: https://www.upwork.com
• OpenTable: https://www.opentable.com/
• Amazon: https://www.amazon.com/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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Not everything that drives growth shows up in Google Analytics.

IIn this week’s episode of Growth Talks, Matt Bahr, Co-Founder of Fairing, joins host Krystina Rubino how survey data is reshaping attribution, helping brands uncover what truly influences customer decisions in today’s complex media landscape.

Drawing on 15 years of experience from leading global e-commerce at Master & Dynamic to building Fairing, Matt shares why PR might matter more in an AI-driven world, how post-purchase surveys complement ad pixels, and the key strategies marketers need to move beyond the last click. 

Find out how Fairing is helping leading brands turn real-time insights into smarter strategies and long-term growth.

🗝️Key Takeaways:

• Brand is the ultimate differentiator. Launching $400 headphones against Bose and Sony, Master & Dynamic matched ad spend with PR, because in crowded markets, the brand story wins.
• PR is the new SEO. Every article, feature, and mention becomes searchable proof of your brand. Press today fuels AI tomorrow and drives continued visibility, trust, and growth.
• Surveys complement ad pixels. Post-purchase surveys drive 70–80% response rates, turning traditional research into clear, real-time customer attribution marketers can trust.
• Triangulation reveals the bigger picture. Perfect attribution doesn’t exist, but actionable insights do. Layering surveys, promo codes, and MMM reveals a fuller view of the customer’s path to purchase.
• Measure beyond the last click. If the final click is all that counts, podcasts, influencers, and streaming ads get erased. The customer journey is always bigger than what Google Analytics shows.
• Continued learning is the real growth hack. Testing without an agenda wastes data. The best teams document insights so every experiment improves sales, product, and marketing.

⏰  Timestamps

• 02:12 Launching Products in Competitive Markets
• 05:20 Brand Storytelling as a Growth Multiplier
• 06:55 Building a Scalable E-commerce Engine
• 13:27 How Fairing is Solving Market Gaps
• 24:05 Surveys That Map the Customer Journey
• 27:45 From Measurement to Customer Insight
• 42:03 Fixing Attribution’s Biggest Blind Spots
• 46:24 Avoiding Survey Design Mistakes
• 49:48 Learning Faster with Collective Intelligence

🔗  Mentioned in this episode:

• Fairing: https://fairing.co/
• Master & Dynamic: https://www.masterdynamic.com/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

Great work happens at the intersection of enthusiasm and conviction.

In this week’s episode of Growth Talks, Mallory Contois, VP of Growth at Maven, joins host Krystina Rubino to discuss her marketing philosophy for building brands and communities that people love.

Drawing on lessons from her time at Pinterest and Mercury, Mallory shares how a customer-first approach fosters genuine connection and lays the foundation for long-term success.

At Maven, Mallory is now focused on championing adult learning, bringing more smart people together to teach and learn from one another. And as Founder of The Old Girls Club, she unpacks why and how she’s built a thriving network where women in tech can connect, grow, and support one another.

🗝️Key Takeaways:

• Deep user empathy is a competitive edge. The best products aren’t built on assumptions; they’re built by teams who truly understand their users.
• Authenticity scales when it’s real. Pinterest’s early growth came from real users sharing what they loved. No incentives, no performance, just authentic enthusiasm.
• You can’t buy community. Real community-led growth starts with showing up, listening, and earning trust—not with events, swag, or splashy budgets.

• The best work happens at the intersection of belief and passion. When you have both conviction that something will work and personal enthusiasm for it, you’re in the sweet spot.
• Learning is the new currency. Great leaders don’t just hire talent; they cultivate it. Teams that prioritize upskilling outperform when the market shifts.
• Experience is the best teacher. Setbacks aren’t failures, they’re feedback. The best marketers use them to adapt fast and make better decisions.

⏰  Timestamps

01:56 Lessons from Pinterest’s Early Growth

05:20 How Social Platforms Shape User Behavior

10:05 Leveraging Data for Smarter Marketing

12:12 Scaling Community on a Startup Budget at Mercury

17:02 Maven and the Future of Upskilling

20:06 Balancing Enthusiasm and Conviction in Work

32:24 How Old Girls Club Helps Women Thrive

46:23 Favorite Growth Marketing Non Hack

🔗  Mentioned in this episode:

• Maven: https://maven.com/
• Mercury: https://mercury.com/
• The Old Girls Club: https://www.jointheogc.com/
• Pinterest: https://www.pinterest.com/
• Cameo: https://www.cameo.com/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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Marketing today should be a team sport. The companies that thrive are the ones who align product and brand around a shared mission.

In this week’s episode of Growth Talks, Pranav Piyush, CEO of Paramark, joins host Krystina Rubino to share leadership strategies for aligning product, marketing, and finance to drive business success.

As a former marketing leader at companies like BILL and Adobe,  Pranav unpacks how to recognize growth plateaus, lead change with clarity, and foster high-trust relationships with finance.

From refining your brand-performance connection to activating your community as a true growth engine, this episode provides sharp insights for building a company that lasts.

🗝️Key Takeaways:

• Product-market fit is everything. Great marketing teams solve a real problem first, then build strategy and messaging around it.
• Stakeholders matter. CMOs don’t just lead marketing; they manage up, down, and across the organization. Influence is as critical as strategy and execution.
• Plateaus test your strategy. The best leaders lean in, dig into the data, recalibrate fast, and unlock new levers for growth others miss.
• Finance is your growth partner. CMOs who win long-term build trust with finance early. They connect brand marketing to revenue and sell the vision with numbers.
• Think like your customer. Great marketers walk in their buyer’s shoes. They ask better questions, speak the customer’s language, and build experiences that resonate.
• Test with intention. Smart teams don’t just run experiments—they learn from each one. Clear hypotheses and expectations drive better outcomes.
• Community is a growth engine. Top brands turn their audience into advocates. Community builds loyalty, word-of-mouth, and lasting momentum.

⏰  Timestamps

01:45 Importance of Product Market Fit

03:33 Navigating Organizational Shifts

08:26 Leading Through Growth Plateaus

13:25 Stakeholder Management as a CMO

20:33 Partnering with Finance for Success

29:45 Bridging Marketing and Data Teams

37:08 Knowing When to Pivot in Marketing

41:08 Why the Best Marketers Learn From Every Test

44:05 Step Into the Buyer’s Journey

46:23 Community as a Growth Non-Hack

🔗  Mentioned in this episode:

• Paramark: https://paramark.com/
• PayPal: https://www.paypal.com/
• Adobe: https://www.adobe.com/
• BILL: https://www.bill.com/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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Great brands are built on one big idea. And every campaign and customer touchpoint should connect back to that big idea.

In this episode of Growth Talks, Katelyn Watson, CMO of Talkspace, joins Right Side Up Founder and host Tyler Elliston to share her marketing philosophy for building brands that last.

Drawing on more than 20 years leading growth at companies like Nurx and Shutterfly, Katelyn reveals how grounding your brand in customer insights, aligning teams around shared goals, and thinking like a performance marketer can unlock stronger partnerships, faster scaling, and sustained growth.

She also shares lessons from high-impact rebrands and authentic influencer campaigns that have helped her build trust, relevance, and long-term brand equity.

🗝️ Key Takeaways:

• Nail the first 90 days. Great CMOs lead with clarity. They set priorities early, define the mission, and earn trust fast.
• Listen first, then message. The best marketers build strategy around what customers actually need.
• Brand awareness still matters. Top of funnel builds recognition, earns credibility, and fuels long-term growth.
• The affiliate advantage. Smart CMOs double down on what works, and affiliate programs consistently deliver.
• Strategic partnerships drive real impact. Growth isn't always paid. Brand partners expand reach and create lasting value.
• Authenticity wins in influencer marketing. Real stories resonate, foster community, and drive meaningful conversion.

⏰  Timestamps

01:54 Leading Brand Transformation 

08:15 How to Leverage Marketing Agencies 

11:30  AI’s Role in Brand and Marketing Strategy 

22:55 Strategic Partnerships for Scalable Growth 

29:38 Guiding Early-Stage Companies 

36:23 Influencer Marketing That Drives Results

38:40 Building Successful Long-Term Partnerships  

41:32  Measuring What Matters in Marketing 

46:25 Rethinking Organic Social Strategy

🔗  Mentioned in this episode:

• Talkspace: https://www.talkspace.com/
• Nurx: https://www.nurx.com/
• American Express: https://www.americanexpress.com/
• Shutterfly: https://www.shutterfly.com/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

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"The B2B market is constantly shifting. Your ability to innovate and pivot quickly defines your competitive edge.”

In this episode of Growth Talks, we're joined by Cate Lochead, the former CMO o Snorkel AI whose career in B2B marketing leadership spans more than 25 years. She has held high-impact executive roles at companies like JumpCloud, DataStax, and Couchbase.

Cate shares her proven strategies for scaling global marketing teams, securing venture funding, and leading a company through a successful IPO. She explains why operational rigor, financial alignment, and a deep understanding of technical buyers are critical to sustainable growth.

Building on these foundational principles, Cate also offers a clear-eyed look at how the role of the marketer is evolving with AI, along with actionable insights on how to leverage new technologies to drive business success.

🗝️ Key Takeaways:

• Culture is your edge. Teams that communicate clearly and operate with purpose will outperform, every time.
• Adaptability is a must. In B2B marketing, what works today might not work tomorrow. Stay flexible and responsive to changing landscapes.
• Know your audience—deeply. Technical buyers value substance. Speak their language and deliver insights they can use.
• Brand trust compounds. A great campaign can spark short-term wins, but lasting impact comes from consistency and credibility over time.
• Growth should be sustainable. Blitz-scaling can backfire. Long-term wins come from pacing growth with operational discipline.

Say “I don’t know” more often. Curiosity and humility make room for real alignment, better decisions, and stronger leadership.

⏰ Timestamps

03:44 Balancing Innovation and Business Operations

06:32 The Importance of Alignment with Finance

09:25 Empathy in Leadership and Communication

12:10 Messaging Strategies for Technical Audiences

17:41 Successful Campaigns and Learning from Failures

29:12 Navigating Growth and Sustainability in Tech

33:45 Marketing’s Evolving Role in the Age of AI

39:54 The Enduring Value of In-Person Events

49:50 Navigating Fundraising and Marketing Roles

🔗 Mentioned in this episode:

• Snorkel AI: https://snorkel.ai/
• JumpCloud: https://jumpcloud.com/
• DataStax: https://www.datastax.com/
• Couchbase: https://www.couchbase.com/
• Carbon Black: https://www.broadcom.com/
• Oracle: https://www.oracle.com/

👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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‣ Follow us on Twitter: https://twitter.com/rightsideupco

As you look ahead to 2026, what’s rising to the top of your marketing priorities?

In this special episode of Growth Talks with Krystina Rubino, we highlight our favorite CMO insights on building brands that customers trust and love. 

It's packed with insights on subjects all CMOs should be thinking about today, such as brand versus performance marketing, incorporating AI into your marketing strategy, and how to build and enable your team.

🗝️Key Takeaways:

• Tamara Mendelsohn, COO at Overstory and former CMO at Eventbrite, shares why brand and performance aren’t competing priorities and how real growth comes from bringing both teams together.
• Jaleh Bisharat, former fractional CMO at Skillshare, argues that the best CMOs think like CEOs, focusing on what the business truly needs, even if that means reallocating budget away from marketing.
• Katelyn Watson, CMO at Talkspace, recommends that leaders step into an AI-native mindset and rethink how teams create, connect, and scale brands.
• Aaron Magness, CMO at Full Glass Wine Co., highlights why effective marketing leaders should stop obsessing over tactics and instead focus on hiring great talent, setting clear expectations, and deeply understanding the business and its narrative.
• Cate Lochead, CMO at Bentley Systems, shares how leading with empathy creates more authentic campaigns and builds deeper connections with customers.
• Matt Gehring, CMO & Advisor, details how clear data definitions such as clarity around LTR versus LTV keep teams aligned and focused on the metrics that matter.

⏰  Timestamps

• 00:42: Tamara Mendehlson
• 04:21: Jaleh Bisharat
• 06:09: Katelyn Watson
• 08:41: Aaron Magness
• 10:30: Cate Lochead
• 13:09: Matt Gehring

🔗  Mentioned in this episode:

• Eventbrite: https://www.eventbrite.com/
• Skillshare: https://www.skillshare.com
• Talkspace: https://www.talkspace.com/
• Full Glass Co: https://www.fullglass.wine/
• Bentley Systems: https://www.bentley.com/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. 

‣ Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

‣ Subscribe to our marketing newsletter: http://bit.ly/44SEjbu

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‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/

‣ Follow us on Twitter: https://twitter.com/rightsideupco

The fastest-growing brands treat customer insight like a strategy—not just a survey.

In this week’s episode of Growth Talks, CMO & Advisor, Matt Gehring joins host Tyler Elliston, founder and CEO of Right Side Up, to unpack what it takes to succeed in your first 90 days as a marketing leader.

Drawing from his leadership roles at Dutch Pet, Everlane, and Rothy’s, Matt shares how to map the customer journey, turn post-purchase insights into smart segmentation strategies, and use real-time data to drive repeat purchases.

Find out why acting on customer insights early is key to refining your product, aligning your team, and making informed decisions before you scale.

🗝️ Key Takeaways:

• Start with listening. In your first 90 days as CMO, forget quick wins and shiny tactics. Your real job? Uncover the real issues, gain your team’s trust, and align the org around a shared understanding of success.
• Smart teams adjust early. When customer insights tell a different story about your product, don’t rush to scale. Hit pause, review feedback, and pivot. Sometimes the smartest move is starting over.
• Don’t confuse revenue with value. Always calculate LTV using gross margin—not top-line revenue. It’s the only way to get a true LTV:CAC ratio and avoid scaling based on a false signal.
• Personalization is about context. It’s not about crafting the perfect one-to-one offer—it’s about using what you already know, like ad intent or entry point, to create the customer experience at every touchpoint.
• Post-purchase is a powerful growth lever. Use customer data to track what they bought and when they bought it to inform segmentation. Then test upsells, cross-sells, and timing to drive repeat purchases and increase lifetime value.
• Insights drive action. When Rothy’s opened its first store, it created a direct feedback loop. Store associates captured what drew customers in, offering real-time insights that led to smarter product decisions and more effective marketing.
• Start with why. Focus groups, surveys, and AI all have value—but only when used intentionally. As you scale, tools like AI and surveys can help synthesize insights, but they’re no replacement for talking to real users.

⏰  Timestamps

• 02:52 Navigating the First 90 Days
• 05:45 Building Trust with Teams
• 08:59 Understanding Customer Dynamics
• 11:57 The Importance of Data Definitions
• 18:01 Defining the Customer Journey
• 21:12 Personalization in Marketing
• 27:02 Segmentation and Post-Purchase Strategies
• 32:59 Understanding LTV and CAC Calculations
• 40:32 DefiningCustomer Acquisition Costs
• 44:44 The Importance of Consumer Insights

🔗  Mentioned in this episode:

• Lifeforce: https://www.mylifeforce.com/
• Dutch Pet: https://www.dutch.com/
• Everlane: https://www.everlane.com/
• Rothy’s: https://rothys.com/
• Hims: https://www.hims.com/

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🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. 

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Every marketing leader should give their team an AI framework for rethinking how they work.

In this week’s episode of Growth Talks, Vanessa Hope Schneider, Head of Marketing at Decript, joins host Tyler Elliston, Founder and CEO of Right Side Up, to break down how AI is becoming core to every marketer’s role and what that shift means for how modern teams operate.

Drawing on her leadership experience from Airbnb, Eventbrite, and Descript, Vanessa outlines a framework for helping teams adopt AI while preserving the human element that defines great marketing. 

Find out why learning AI tools and experimenting with real workflows is key to understanding where AI adds value and setting your team up for success.

🗝️ Key Takeaways:

• Lead with identity. Every disruptive brand starts by tapping into something deeper than function—it connects to pride, purpose, and self-expression. When people see themselves in what you’re building, adoption follows.
• Try out this AI framework. 1) Use AI to research and synthesize insights, 2) automate repeatable workflows, and 3) connect your tools to create smarter systems that improve efficiency and decision-making.
• Turn personas into prompts. Build GPTs trained on real customer research to test messaging and ad creatives to sharpen your GTM strategy. One setup can boost speed and alignment across every campaign.
• Expand your creative options. From early brand concepts to visual patterns, use AI to help your design team explore ideas faster, gather feedback, and make more confident creative decisions.
• From prompt to production. Turn a single video concept into a first draft with scripted scenes and multilingual voiceovers. Use AI in creative ideation so your team spends less time setting up and more time storytelling.
• New AI-native marketing teams need two key roles. AI-native builders who design the workflows, and people with taste who choose the strongest creative direction. Together, they’ll set your team up for future success.
• Take an AI vacation. Block off a week to immerse yourself in the tools. Upload strategy docs, test workflows, and explore new use cases. The best way to lead your team into AI is to experience it yourself.

  Timestamps

• 02:51 Balancing Culture and Performance
• 05:09 Disruption and Identity in Marketing
• 08:07 Expanding the Customer Base with AI
• 11.22 User Profiles and Market Education
• 16:51 Practical Frameworks for AI Marketing
• 22.54 AI's Impact on Video and Storytelling
• 31.43 Navigating the Future of Synthetic Media
• 34.28 Inside Airbnb’s Superhost Success
• 43.31 Building AI Marketing Teams

🔗  Mentioned in this episode:

• Descript: https://www.descript.com/
• Airbnb: https://www.airbnb.com/
• Eventbrite: https://www.eventbrite.com/
• Replit: https://replit.com/ai
• Lindy: https://www.lindy.ai/
• Bolt: https://bolt.new/
• ChatGPT: https://chatgpt.com/
• Claude: https://claude.ai/
• Zapier: https://zapier.com/
• Relay: https://www.relay.app/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. 

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When everyone can generate AI content, taste and storytelling are the new performance metrics.

In this week’s episode of Growth Talks, Everett Butler, Head of Marketing at Lindy, joins host Krystina Rubino to unpack what it takes to bring a brand-new product category to market when there is no roadmap, no search volume, and no shared language.

With over fifteen years of experience scaling teams at Tesla, Uber, and Affirm, Everett shares how to apply first principles thinking to build a go-to-market strategy grounded in fundamentals, aligned with real customer needs, and focused on clarity over complexity.

Tune in to learn the key traits Everett looks for in modern AI marketers — and why taste, product-led storytelling, and genuine curiosity are more valuable than ever.

🗝️Key Takeaways:

• Vision shapes strategy. When you’re launching a product, don’t copy a playbook. Create one. Start from first principles: know who needs you, what problem you solve, and tell that story clearly.
• Ship, Test, Learn. When you’re defining a new category, don’t get stuck on semantics. Use real language in campaigns and see what engages your audience. Go-to-market is part marketing and part anthropology.
• Embrace the Uncertainty. In the age of AI, no one has all the answers. The best marketers balance curiosity for new tools with a steady focus on timeless principles and solid fundamentals.
• Scale What Sticks. Sustainable growth starts with retention. The best teams track activation quality, prioritize lifetime value, and reward customer loyalty.
• Lead with Storytelling. As AI handles more of the mechanics of marketing, the edge belongs to those who can curate taste, tell meaningful stories, and create emotional connections that last.
• Build for Tomorrow. The teams that scale best invest early in process, shared language, and cross-functional alignment. Those foundations create leverage that lasts well beyond the next campaign.
• Use AI to Elevate. AI can handle the tasks, but it can’t replace your creativity or intuition. The next generation of marketers will use that freedom to think strategically and lead the next wave of innovation.

⏰  Timestamps

• 02:12 Defining New Product Categories
• 05:34 How New AI Marketing Shift
• 10:38 Channel Selection and Sequencing 
• 15:45 Retention in Growth Marketing
• 21:13 Marketing Clarity Comes From Context
• 30:47 Common Mistakes in Scaling Teams
• 35:56 Storytelling in the AI World
• 42:03 Challenging the Status Quo
• 45:31 The Quintessential Growth Non-Hack

 Mentioned in this episode:

• Lindy: https://www.lindy.ai/
• Uber: https://www.uber.com/
• Affirm: https://www.affirm.com/
• Tesla: https://www.tesla.com/
• Thumbtack: https://www.thumbtack.com/
• Elena Verna: https://www.elenaverna.com/
• Rick Rubin: https://www.thewayofcode.com/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals.

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If your messaging isn’t aligned with your product experience, you’re just buying churn.

In this week’s episode of Growth Talks, Jordan Hwang, VP of Marketing at OpenPhone (now Quo) joins host Krystina Rubino to unpack how B2B marketers can adopt a smarter growth mindset; one that prioritizes product alignment, experimentation, and trust.

With over 15 years of experience at fast-moving startups like Gusto andEvernote, Jordan shares how to translate product value into messaging that resonates, build buy-in for bold bets, and design experiments that create impactful insight, not just short-term results.

Find out how today’s most effective teams connect brand, product, and performance across every stage of the funnel.

🗝️Key Takeaways:

• Build small. Test often. Smart marketers experiment frequently and explore new channels with low lift and low risk. They set expectations early and invest in learning, not just outcomes.
• Transparency builds trust. Senior leaders don’t need perfection. They need clarity. When you’re upfront about the risks, you create space for real alignment and stronger team support.
• Change starts with alignment. Before refining product messaging, get clear on what’s working, what’s not, and why. Keep what resonates with customers and be willing to change what doesn’t.
• Start with your customer. Business buyers don’t want complexity; they want to know your product will work, won’t waste their time, and won’t put them at risk.
• Test to learn. A healthy experimentation culture starts with consistency and strong design. When tests are built around clear hypotheses, you generate repeatable insight, not just lucky wins.
• Speed beats perfection. The cost of waiting often outweighs the risk of being wrong. A test-and-roll mindset helps you outlearn the competition while they’re still calculating.

⏰  Timestamps

• 01.42 Building Gusto’s Growth Engine
• 05:42 Importance of Trust in Growth Strategies
• 08:47 Balancing Risk and Reward in Growth
• 11:32 Navigating Change Management 
• 18.28 Positioning Product Marketing and Messaging
• 23.02 Understanding Buyers Needs and Outcomes
• 41.12 Lessons Learned from Scaling Growth
• 44.15 How to Speak Your Audiences Language

🔗  Mentioned in this episode:

• Quo (formerly OpenPhone): https://www.openphone.com/
• Gusto: https://gusto.com/
• Test & Roll Methodology: https://ron-berman.com/2020/01/26/test-and-roll/

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. 

‣ Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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Brand is the promise you make to customers and the experience you deliver every time.

In this week’s episode of Growth Talks, Tamara Mendelsohn, former CMO of Eventbrite, joins host Krystina Rubino to share her marketing playbook for building brand value across every touchpoint.

From designing scalable growth loops to tracking the metrics that actually matter, Tamara breaks down the core drivers behind Eventbrite’s success and the mindset shift every marketer needs to drive long-term growth.

Find out how great marketers align brand and performance teams, choose the right signals, and use curiosity and customer insight to build brands people love.

🗝️Key Takeaways:

• Connection drives retention. Your funnel should mirror what your customers truly care about. If people don’t see themselves in your brand, you’re missing the real growth opportunity.
• No silver bullet metric. Monitor brand health by tracking signals like search volume and traffic. When those numbers start to climb, it’s a clear sign you’re building both awareness and intent.
• Beyond the funnel. Marketers should think in loops, not just stages. Follow where customers enter, how to nurture them, and how to accelerate their path to purchase.
• Test your value prop. Early on, paid marketing shouldn’t be about juicing growth. Use it to validate product-market fit, refine your messaging, and identify the best customer segments.
• Brand is the promise. It’s not your logo or campaign. It’s the promise you make to your customers and how well you deliver on it. The best brands win by offering real value, not by outspending the competition.
• Lean into AI. The best marketers use AI to help their teams move faster, test smarter, and drive customer impact. Embracing new technology is how you stay ahead of the competition.

⏰  Timestamps

• 01:34 Building a Scalable Marketing Strategy
• 05:06 Full-Funnel Marketing That Converts
• 10:15 Why Ads Alone Won’t Build Your Brand
• 14:20 Brand Metrics That Actually Matter
• 17:52 Top Measurement Mistakes to Avoid
• 23:53 How to Pick the Right Channels
• 32:06 Avoiding Risk in Marketing Spend
• 34:04 Key Stages of Marketing Strategy
• 49.38 The Core Drivers of Brand Success

🔗  Mentioned in this episode:

• Eventbrite: https://www.eventbrite.com/
• Casey Winters Growth Loops
• Simon Sinek Ted Talk

👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc

🤝 Connect with Right Side Up

Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. 

‣Check us out and send us a note at: https://bit.ly/4bfaBQt

‣ Subscribe to our channel: https://bit.ly/3HWiJYD

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