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How I Grew This
28 minutes | 3 days ago
Head of Growth @ Licious: Prathamesh Dembla - Compound Interest, Lockdown Growth & Why Marketers Should Also Teach
16 minutes | 10 days ago
Head Of Marketing @ MediBuddy: Ashish Bajaj- Balancing Growth & Values
Ashish Bajaj is the Head of Marketing at MediBuddy, which joined forces with DocsApp in 2020 to become India’s largest digital healthcare platform. Previously, he held roles as the Head of Media and Brand Alliance at Ola and as a Channel Marketing Manager with Microsoft. In this episode, Ashish fondly shares warm anecdotes from his current and past work experience to highlight the positive impact those projects have had on the lives of their customers. Ashish believes that the impact their campaigns leave and the value they contribute to their customers’ lives provide a much greater high for marketers. Ashish opens up about his outdoor sales experience working for his family in the Indian state of Uttar Pradesh and how that contributed to his growth story. Finally, Ashish also shares potent advice for new startups who often get distracted by the hypergrowth of other startups in a race to achieve “unicorn” status.
33 minutes | 17 days ago
Director of Marketing @ VSCO: Noa Gutterman- Influencers, Re-engagement & Compounding Growth Loops
Noa Gutterman is the Director of Marketing at VSCO. Before this VSCO, she spent six years in the digital marketing game in various roles. Noa runs VSCO’s marketing function and in the ten months since joining she has hired four team members, built up the entire lifecycle and product marketing functions and refreshed VSCO’s paid acquisition strategy. Noa shares details of an upcoming influencer marketing campaign, targeting the Gen Z generation that she is very excited to see the results of. She breaks down the strategies that can be used to find influencers, the difference between a normal and micro-influencer and what your first step should be if you are also aiming to kick off an influencer marketing campaign. Noa also breaks down VSCO’s approach to re-engaging users. She shares a step-by-step approach from discovering what users like most about the app and what behavior patterns most commonly lead to these revenue generating actions to then how to encourage those behaviors through owned and paid channels. Hear Noa’s advice for her younger self, why she has marketing in her blood, why the VSCO growth team sits within the product function, the one animal that Noa would most like to talk to, and more on this episode of How I Grew This.
31 minutes | 24 days ago
Head of Digital Marketing Europe @ Banco Santander: Frank Hulsebosch- Mobile Banking Trends, Cross-Industry Wisdom & Doing More
Frank Hulsebosch is the Head of Digital Marketing Europe at Banco Santander. Before this role, he spent two years as a digital marketing manager in the Benelux region of Europe, also at Banco Santander. Frank was responsible for driving for Banco Santander’s Benelux region’s digital transformation, launching a new mobile home banking app, new digital onboarding journeys, and CRO programs to optimize online channels. He then moved on to lead the digital marketing strategy and performance of Santander’s Consumer Finance unit in Europe. Frank shares an honest account of his transition from a media agency to leading the Santander Benelux region’s digital transformation. He mentions that he oversold himself during the hiring process, which did enable him to get the role but led to a lot more stress further down the road as he struggled with a lack of experience in the world of mobile banking. Frank provides career advice for aspiring growth leaders: “do more.” Frank found himself completing his assigned tasks during his first internship and then always searching for more work to do. This approach significantly increased his rate of learning over that of his peers, accelerating his career. Hear more career advice along with why you should never give up when starting something new, the reason why other people don’t want you to succeed, the impact of COVID-19 on the mobile banking industry, and more on this episode of How I Grew This.
36 minutes | a month ago
[Repost] Head of Analytics & Mobile Marketing @ MakeMyTrip: Sachin Singla - Redefining Marketing & Growth for Travel Brands
Today's guest, Sachin Singla, is someone who didn't stick to one career or path but found his way to marketing via other paths like finance and consulting (not unlike our host Mada). Sachin talks about how marketing has adapted and how marketing teams have needed to pivot and become more agile in the age of COVID-19. Mainly looking at your customer segments, Sachin explains how the lockdown rules vary wildly in India and how brands need to make their messaging reflect their target market's current state.
33 minutes | a month ago
[Repost] CPO @ Eventbrite: Casey Winters - Connecting Users to the Value of Your Product
Master at building community on the internet, Casey took his passion for user-generated content and built a career on creating sustainable growth strategies for companies like Pinterest, Grubhub, and Airbnb. At Pinterest, he drove an increase in sign-ups from Google by 50%, a tactic today that's still copied by Instagram and LinkedIn. Casey talks how companies can react to coronavirus, the mindset around building growth teams, and shares practical advice on decisions that build fulfilling careers. Hear all this and more on this episode of How I Grew this. Listen now on Apple Podcasts Spotify, Google Podcasts, Stitcher, and more.
29 minutes | a month ago
Head of Subscription Growth @ Verizon Media: Ian Moore- Supercharging Subscription Growth
Ian Moore is the Head of Subscription Growth at Verizon Media. Before joining Verizon Media in August 2020, he spent five years at The New York Times, where he was the Growth Media Strategy Director. As the son of a first-generation American, Ian’s educational path pointed towards medicine, but that wasn’t where he found his career passion. An Economics professor turned things around. His professor taught him about the power of persuasion. From there, Ian felt inspired to predict human behavior through incentive programs. Ian dives into the concept of codeswitching early in his career and how his mentality has changed as he’s become more confident in his abilities. He reminds us to let the work do the talking. Quality work is going to do the talking. A turning point for Ian’s career is when the CEO of the New York times shared with him some advice he'd never forget (you're going to have to tune in to hear what she said). This interaction and his experience of pioneering subscriptions at the New York Times positioned Ian as an expert in subscription growth. Hear this and how his tenure at the New York Times shaped his view on how to drive subscription growth, how he’s investing in an online company replacing physical optometry appointments, what it’s like to build consumer relationships with legacy products, and more on this episode of How I Grew This.
27 minutes | 2 months ago
Co-Founder + Product @ Lenskart.com: Ramneek Khurana- Growing Physical Through Digital
Growth and product are a completely different beast when you sell physical products and not software. Despite those challenges, our next guest Ramneek Khurana has grown Lenskart to help India’s vision problem. Ramneek went to Georgia Tech and expected to go to a major consulting firm, but he took some advice that led him into physical products as he started his career at Michelin Tires. Since Michelin was the top tire brand, Ramneek made very marginal improvements and eventually got bored and wanted to solve a bigger problem. That led him to co-found Lenskart, an optical eyewear chain that produces over 300,000 glasses a month. They saw the large gap in the Indian market for a convenient, stylish eyeglass brand that also helped tackle the millions of Indians who weren’t able to get glasses. Unlike almost every other eyeglass manufacturer, Lenskart focused on mobile and digital from the very beginning, making it easier for customers and allowed them to scale quickly. Some of their best growth campaigns came out of COVID. They received tons of videos from customers to showcase they could still help people get eyeglasses even during lockdown and turned it into a massively successful TV campaign. Hear stories like this, how they won the award for Best Mobile Innovation at Branch’s 1010 Mobile Growth Awards, how Ramneek manages his time as the company grows and changes, and more on this episode of How I Grew This.
27 minutes | 2 months ago
VP, Digital & Loyalty @ Tim Hortons: Matthew Moore- Building Brand Loyalty Through Mobile
Our next guest Matthew Moore started his career at GE but decided to go back to school for management consulting to grow as a leader, among other things, and he realized that growth working for Boston Consulting. Matt's journey into driving mobile growth kicked off when he became the first Chief Customer Officer of Yum! Brands where he oversaw Pizza Hut for Europe and UK, and he also launched Pizza Hut Digital Ventures. During his time at YUM Brands, he pivoted the culture towards building digital in-house as most of Pizza Hut's business was online already. After that, he returned to his motherland, Canada, to lead digital for the iconic Canadian brand, Tim Hortons. Under Matthew’s leadership, they have shifted heavily to mobile through various strategies, including mobile ordering, loyalty programs, guest personalization, and more. Loyalty programs have arguably been one of their biggest wins during Matt's time at Tim Hortons. Tim Horton's initially achieved a 30% adoption rate and eventually 50% once the program was fully launched. Hear this and how Matt used to travel 300 days out of the year, his philosophy on why you need to find purpose in your work, and his experience working all over the world on this episode of How I Grew This.
26 minutes | 2 months ago
Director, Growth Product @ The Athletic: Caitlin Roman- Rewards of the Unknown
Caitlin Roman brings her collective experiences in consulting at McKinsey, Product at Linkedin & Medium, to the World of sports news at The Athletic. Having come up in these subscription powerhouses, Caitlin has a potent combination of high level business strategy experience alongside the tactical ability to work side by side with her teams to execute. All of which were crucial for a subscription business like the Athletic during a tumultuous 2020 in sports. Caitlin and her team released a number of strategies during this time including different content formats like short form, twitter in the app, breaking news, and pricing strategies to keep users tuning in even when sports weren’t in play. If there’s a word we would use to describe Caitlin it would be resilient! Far before she was leading her team through the bumps of the pandemic, she had two keystone experiences that she shared on the show that we felt shaped her. The first is her passion for media at a young age. Working as a newspaper editor in both high school and college, Caitlin sought out the challenge of the daily deadline for her daily newspaper. She talks about those late nights and stress of it but attributes this as the reason why she loves working in the trenches with her teams today, drawing lines to the similarities in product management. Before Caitlin found her way to Linkedin, she lived and worked in Ethiopia as a part of a Gates Foundation. During a solo climbing trip in a local gorge, she fell and broke her back and had to self-rescue. After this grueling experience she recovered, but Caitlin didn’t only not fly home but continued her work at the time providing microfinance to farmers in need. To hear more about Caitlin’s amazing story around how she found her way into product in subscription powerhouses, how she thinks about leading her teams, and her epic in the wilderness of Ethiopia, take a listen to this episode of How I Grew This.
28 minutes | 3 months ago
Senior Mobile Delivery Manager @ Belk: Matt Hudson - How to Win in the Changing World of Retail
Today we talk with someone who has seen the very beginnings of mobile and has helped some of the world’s biggest brands learn how to adapt and innovate by going mobile. Our guest is Matt Hudson. From the early days of mobile at just twenty-one, he helped Rock Fish build their mobile app and strategy, and he’s gone on to the same for Sam’s Club, Charles Schwab, and now Belk. Matt shares several campaigns that drove an incredible amount of growth, like the “App Attack” campaign. To drive downloads to the app, they had stores compete to see who could drive the most downloads, and they ended up driving 1.5 million total downloads through that campaign. Hear this and how Matt was featured in the Washington Post by proposing to his wife via Words With Friends, how he got started in mobile, and why he believes there’s still so much opportunity for growth and more all on this episode of How I Grew This.
37 minutes | 3 months ago
Former Global CMO @ Potbelly: Brandon Rhoten- Speaking in the Voice of Your Customer
As marketers, we all hope that our efforts will transform a brand and have it become the talk of the town. Our next guest, Brandon Rhoten, has been able to do just this at several of the brands he has transformed. Brandon has worked at Wendys, Papa Johns and Potbelly and although his approach has differed with each challenge the results have been the same: transformational change. We learn that a company looking to adapt and evolve doesn’t need to hop on the hottest trend; it needs to isolate its market problem and find a solution that aligns with its brand’s positioning. In the case of Papa Johns, it was moving their advertising to digital channels from traditional ones. For Wendys, it was reasserting its voice with clever and funny ads on social platforms like Twitter to engage with a younger audience. In this episode, Brandon shares exactly how he approached evolving the marketing strategies at each of these companies to adapt to the times and ultimately get incredible results. Hear this and how they hired comedians for Wendy's Twitter account, whyPotBelly hired former professional football player Peyton Manning and why Brandon studies the financial news as much as anything else, all on this episode of How I Grew This.
25 minutes | 4 months ago
VP of Marketing @ Junglee Games: Bharat Bhatia- Growing Despite Saturation
The days of unsaturated channels and growth hacking, as we used to know it is over. Our guest today, Bharat Bhatia, dives deep into new strategies and the understanding of the product that has helped him achieve continued growth. Bharat comes from the gaming industry, an industry that he explains has one of the tightest bonds between product and marketing. He shares how he and his team approach that integration through in-app growth channels. In addition, with today’s growth channels like Facebook and Google ads more saturated and restricted, he breaks down how he has approached growth, especially when reaching the tipping point of scaling beyond existing audiences. Hear more about how Junglee Games grew through COVID, how he has managed to take better care of his physical health, and the most important and unexpected lesson he learned at business school, all on this episode of How I grew this.
35 minutes | 4 months ago
VP Digital @ El Pollo Loco: Andy Rebhun - Beanie Babies, McNuggets, and OH MY! How A Childhood Hustle Evolved into A Winning Mentality in Digital
Andy Rebhun is someone you just get excited to talk to. He’s an extrovert with opinions and vision. He is an accomplished Marketing Executive, who has delivered first-to-market products and profitable growth for billion-dollar brands across Fortune 50 companies like the McDonalds Corporation and Ford Motor Company. He is currently Vice President of Digital at El Pollo Loco, where he is responsible for CRM, E-Commerce, off premise delivery, loyalty program, and social media. Andy holds a Bachelor of Arts degree from the University of Wisconsin Madison and an MBA from Kellogg School of Management. In this episode, Andy dives into (1) how he got tapped to manage marketing for an 800+ restaurant market before 30 yrs old, (2) how he took the McDonald’s app from 0 to 5M users, (3) how he navigated COVID to triple digital sales at El Pollo Loco, (4) along the lessons he learned along the way.
35 minutes | 4 months ago
Growth Advisor & Former Global Head of Digital Marketing @ Slack: Holly Chen- How An Inner Rebelliousness Led to A Career in Growth
Holly Chen is an award-winning marketing and growth advisor who credits her inner rebelliousness and overall questioning of conventional thinking for leading her into a career in Growth. And she’s been a standout from the beginning. In Beijing, Holly was one of the few Chinese nationals majoring in Italian in the entire country. After taking on her first role at the United Nations, she felt the need to move to something where she could better measure the impact of her work and joined an early stage startup in New York City. Her entry into Product Management and Marketing teams at that start up eventually led to her becoming the Head of Growth at the Google Store, in charge of distinguishing the various Google Store and hardware brands. She then went on to build Slack’s Digital Marketing and Performance Marketing function globally driving user acquisition, retention, and monetization across SMB and Enterprise customers. Amidst her current work as a growth advisor, Holly is a co-founder of Ceilingbreakers.us, a coaching platform that is rethinking the way tech leadership looks by creating a direct line to top executive coaches for leaders from diverse backgrounds: specifically women, immigrants, LGBTQ+, and other underrepresented groups. Hear more about where Holly believes growth sits within a company, advice to those building their own multi touch attribution systems, and her advice for her younger self on this episode of How I Grew This. App she can’t live without: Apple Podcast App Animal she would talk to if she could: Cats App she uses that others wouldn’t expect: Chinese apps
33 minutes | 5 months ago
Chief Marketing Officer @ White Castle: Lynn Blashford- A Century Old Company With A Growth Mindset
Lynn Blashford, CMO of White Castle, has risen the ranks during her 10 years at the company. White Castle, known for pioneering the fast food industry, turns 100 years old in 2021 and operates with a long term vision which runs counter to today’s hypergrowth and short-term gains environment. Maybe unsurprisingly, this mindset has allowed them to weather the storm of 2020 both by taking care of their employees as well as how they’ve strategically diversified the business. White Castle was one of the first non-pizza companies to roll out online ordering and was the first fast food chain to adopt the vegan Impossible Slyder in the nation. Beyond just the bottom line, Lynn spoke about how the private nature of the company allows them to take care of their people and the communities they serve. One of the beautiful stories she shares is how healthcare workers could eat for free when the pandemic lockdowns began. Hear more about how White Castle has adapted to the many challenges of 2020, Lynn’s advice for her younger self, and of course, Lynn’s behind-the-scenes story of how the film “Harold and Kumar Go to White Castle” came to be, all on this episode of How I grew this.
32 minutes | 6 months ago
SVP and Head of Product @ RentoMojo: Dharmesh Gandhi- Lowering Churn, Increasing NPS & Finding Unutilized Growth Opportunities
So much of learning how to drive meaningful growth is finding unsaturated and ripe growth channels and relentless focus on the actual end-user. This is our next guest's philosophy, Dharmesh Gandhi, the Senior Vice President and Head of Product at RentoMojo. Dharmesh shares how early in his career at Amazon, he learned how you could easily spot what seems like a popular growth option and not always get the return you’re looking for, especially when scaling. He adjusted his approach to play the long game and focus on important but not urgent growth methods. As he says in the interview, once something becomes urgent, it’s too late. He built out a multi-year roadmap that would allow continued growth through different channels. That experience also helped him when RentoMojo had to make dramatic shifts when COVID happened. They decided to implement a subscription pause, which reduced churn by 25% and played a significant role in helping the business continue to thrive even during the lockdown. Hear more on Dharmesh’s story, including how culture was the most critical driver of growth at Amazon, how he became the odd one out in his family and didn’t work on the family business, his time management, and so much more on this episode of How I Grew This. Listen now on Apple Podcasts, Spotify, Google Podcasts, Stitcher, and more.
35 minutes | 6 months ago
Co-Founder and Executive Chairman @ Mindbody: Rick Stollmeyer - Building One of The First SaaS Empires
Today, most SaaS companies were started in the last few years or at the beginning of Web 2.0. Our guest Rick Stollmeyer, Co-Founder and current Executive Chairman of Mindbody, however, saw an opportunity back in 2001, when he started the company out of his garage. In March, Mindbody saw 90% of their appointments disappear through the platform, which led the team to innovate and drive towards a virtual fitness platform. Fast forward to today, and they see this as their most significant growth opportunity. Hear more on Rick’s story, including his leadership training in the Navy, the lesson he learned when his former boss refused to give him equity, his transition to Executive Chairman, and so much more on this episode of How I Grew This. Listen now on Apple Podcasts, Spotify, Google Podcasts, Stitcher, and more.
33 minutes | 6 months ago
Former Director of Growth @ Cricket.com: Siddarth Jena- From Zero to 5M Installs in 4 Months
Our guest today, Siddarth Jena, has learned a lot about growth running the largest platform for fans of India’s most popular sport, Cricket. Siddarth came into Cricket.com at a time where they had to scale their marketing efforts from 0 to 100, he shares how they tested Google, Facebook, affiliates, and many other growth channels to capture the market. They were able to rapidly test then scaled their growth channels to drive 5 million installs in just 4 months. Hear more on Siddarth’s story including his love for travel, how he and his team adapted marketing during COVID, how to deploy empathy in your marketing efforts and so much more on this episode of How I Grew This. Listen now on Apple Podcasts, Spotify, Google Podcasts, Stitcher, and more.
38 minutes | 6 months ago
Director of Product Design @ Coursera: Chetana Deorah - The Role of Design in Growth
Today’s guest, Chetana Deorah, talks about the role of design to drive business outcomes for some of the top companies in the world. Growing up in the hustle and bustle of Mumbai, Chetana’s curiosity and rebelliousness led her to dabble in the life sciences before finding her calling in UX design. She’s taken her success and translated it into not only hockey stick growth for profit-motivated companies but also inspiring the next generation of designers from under-resourced communities in the Bay Area through the Inneract Project. In her own words, the role of a designer is to ask not the what or the how, but the why. In a time where mobile and technology platforms are pushing to A/B test, fail fast, and use analytics to adapt to our new world, Chetana reminds us that oftentimes the sole goal of creating growth may be limiting. She reminds us we must start with why. Hear more about Chetana’s incredible story of how one becomes a design leader, the reason why she believes Netflix stays so adaptable (her answer will stay with you), as well as some of her own questions around what the future looks like in education, on this episode of How I Grew This. Listen now on Apple Podcasts Spotify, Google Podcast, Stitcher and more.
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