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.