Evolution and Strategies of Growth Hacking in Marketing Teams

What’s up everyone, today we have the pleasure of sitting down with Josh Kim, Growth Marketing Lead at Notion. 

Summary: Josh elevated growth marketing from scattered tactics to a unified framework, emphasizing data-informed decisions, teamwork, and a cohesive vision. He detailed the significance of a marketer's adaptable role in a growth pod, the value of strategic martech use, and the power of experimentation in understanding user motivation. By highlighting the synergy between community, product innovation, and growth, alongside the importance of continuous learning through programs like Reforge, Josh provided a compact yet rich guide for marketers seeking sustainable growth.

About Josh

• Josh started his career in strategic planning and analysis before moving to growth product management
• He was the second Growth PM hire at Inflection – an employment screening startup where he worked on their Conversion Optimization team
• He then moved over to Marketing Operations at Credit Karma and later became the first hire on their Growth and Engagement team where he owned implementation and testing focusing on MAUs
• Josh then spent 3 years at Spotify where he held different Growth Marketing roles owning different products, from Consumer to Creator and finally marketplace 
• Most recently he’s moved over to Notion first focusing on Growth, lifecycle and product marketing and recently leading the Growth Marketing team
• Josh also advises startups within the First Round Capital portfolio as an Expert in Residence

Harnessing Growth Marketing Insights from Top Tech Brands

Josh shares invaluable lessons from his journey through renowned tech companies, spotlighting the essence of growth marketing and brand development. At the heart of his experience is a nuanced understanding of how to blend growth strategies with brand identity, creating a compelling narrative that resonates with users and drives business expansion.

Starting at Credit Karma, Josh dove deep into the mechanics of marketing, where he honed his skills in crafting campaigns that not only speak to the product but do so with personality and flair. This foundational stage was crucial, laying the groundwork for his growth marketing philosophy: combining effective brand communication with a genuine connection to the audience.

His tenure at Spotify offered a masterclass in synchronizing brand and growth efforts to fuel business scalability. Josh highlights the Spotify Wrapped campaign as a quintessential example of this harmony. This initiative wasn't just a branding triumph; it was a data-driven strategy that leveraged insights to engage both creators and consumers, showcasing the power of integrating brand narratives with growth objectives.

At Notion, leading the growth marketing team, Josh finds himself among a cadre of exceptional talent, all united in their mission to make tool making ubiquitous. This role has underscored the importance of working on products that strike a chord with their users. Notion's success, according to Josh, lies in its ability to articulate a brand voice that appeals to a wide array of communities and individual users alike, demonstrating the profound impact of aligning product utility with user passion.

Josh's reflections from his experiences at Credit Karma, Spotify, and Notion reveal a consistent theme: the significance of building a brand that not only stands out but also genuinely connects with its audience. This connection fosters an approachability and loyalty that transcends the traditional boundaries of product marketing, turning ordinary users into passionate advocates.

Key Takeaway: Josh's experience underscores the critical role of brand marketing in growth. By weaving together insightful data, compelling narratives, and genuine consumer engagement, companies can cultivate a loyal user base and drive sustainable growth. This approach not only elevates the product but also cements the brand's place in the hearts and minds of its audience, proving that at the intersection of growth and brand, remarkable business success can be achieved.

Evolution of Growth Marketing From Hacking to Holistic Strategy

Josh reflects on the journey of growth marketing from its "growth hacking" days to its current multidisciplinary nature, offering a nuanced perspective on how the field has matured to become an integral part of strategic business development. His insights shed light on the transformation of growth tactics from quick fixes to foundational strategies rooted in data and collaborative team efforts.

Growth hacking, once the buzzword of startup culture, aimed to shortcut success with clever tricks and shortcuts. Josh candidly shares his discomfort with the term now, emphasizing that true growth cannot be "hacked." Instead, it requires a solid foundation based on first principles and a deep understanding of data to drive sustainable progress. This shift signifies a move from seeking immediate gains to establishing strategies that ensure long-term success.

At the core of successful growth teams today is their multidisciplinary composition. Josh advocates for the inclusion of growth marketers directly within product teams to facilitate faster, more impactful decisions. This approach, pioneered during his tenure at Credit Karma and Spotify, has proven highly effective, especially at Notion, where growth marketers play a pivotal role in most product groups. This setup fosters an environment where different perspectives converge, leading to more holistic and successful growth strategies.

Josh outlines three critical elements that define a strong growth team: 
A shared North Star: A unified goal or metric provides clarity and focus, guiding the team through the myriad of options and strategies available.
Clear roles and responsibilities: Clear delineation of roles allows team members to leverage their strengths and address weaknesses collaboratively.
A commitment to strong fundamentals: Adherence to growth fundamentals, including rapid iteration and rigorous test hygiene, ensures that strategies are both effective and sustainable.

Key Takeaway: The evolution of growth marketing from opportunistic "hacking" to a strategic, multidisciplinary approach highlights the importance of foundational data analysis, cross-functional collaboration, and a clear, shared vision for success. Josh's experience illustrates that the most effective growth strategies emerge from teams that integrate diverse expertise, focus on fundamental principles, and align around a common objective, paving the way for sustainable business growth.

Defining the Marketer's Role in a Growth Pod

Josh provides a compelling narrative on tailoring the growth marketer's role within a team or "pod" to enhance effectiveness and foster innovation. His approach underscores the importance of matching a growth marketer's strengths with the team's needs, creating a dynamic synergy that propels both strategy and execution forward.

At the heart of Josh's strategy is the nuanced matchmaking between the team's requirements and the growth marketer's expertise. This process begins with a thorough assessment of both the team's strengths and gaps and the growth marketer's skill set. Whether it's proficiency in paid ads, data analytics, email marketing, or lifecycle management, the goal is to identify where the growth marketer can add the most value. This bespoke alignment ensures that the growth marketer's contribution is both impactful and complementary to the team's existing capabilities.

Josh's personal experience at Spotify serves as a prime example of this approach in action. Identifying his strengths in data and analytics, lifecycle email engagement, and experiment design, Josh integrated himself into a pod th...