E008: Scale It or Kill It - $2.6 million to $10 Million in 18 Months | Growth Marketing in CPG & DTC - The Heights Story | Hans Kunisch

 Hans Kunisch is the SVP of Growth Marketing at Heights. Learn how Hans has scaled The DTC brand Heights from $2.6 million to $10 million through a motto of "scale it or kill it" and finding true passion in his work.

Hans paints a vivid picture of his extraordinary trajectory, beginning as an aspiring chef captivated by the energetic rhythm of a kitchen, through to his present role in the vibrant sectors of food tech and direct-to-consumer businesses. Throughout the conversation, he underscores the fundamental role of passion, showcasing how this crucial element sparked his journey and propelled growth for companies such as Wild Earth and Heights.

The conversation shines a light on the tactical aspects of how Heights navigated its initial obstacles, especially during the global pandemic, using innovative customer acquisition strategies as its guide. Hans reveals the role of inventive marketing tactics and the critical contributions of platforms like Meta and TikTok in the evolution of Heights' marketing efforts. He delves into the nuances of leveraging these platforms for optimized ad campaigns, sharing invaluable insights.

As we delve into the finer details of growth marketing, Hans emphasizes the necessity of deep comprehension of consumer behavior, integrating the power of social proof, and the irreplaceability of authenticity in brand building. He acquaints us with his mantra, "Scale it or kill it," contemplating its impact in shaping Heights' operational blueprint in the distinct terrains of the UK and USA markets.

As the discussion draws to a close, we explore the exciting implications of artificial intelligence in growth marketing. We discuss how AI can serve as a springboard for the enhancement of original ideas, while asserting the indispensable role of human touch in actualizing these visions. 

A steadfast advocate for sustainable growth, Hans Kunisch imbues his commitment to the greater good in his professional pursuits. As he transitions into his new advisory role, his dedication remains unshaken. Guided by a vision to nurture products that carry a positive footprint, Hans persistently focuses on initiatives that strike a balance between enhancing people's lives and ensuring the welfare of our planet. His enduring passion underscores the future of responsible growth, as he leads the charge in merging prosperity with planetary care.

Join us in this deep dive into the world of growth marketing, consumer behavior, and the budding influence of AI in business. 

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This episode is brought to you cost-free by Carro, the #1 collaborative commerce platform for DTCs best brands. Get started for free at https://www.getcarro.com/

Connect with Hans Kunisch

LinkedIn - https://www.linkedin.com/in/hanskunisch/
Heights - https://www.yourheights.com/

Connect with Blake Imperl

LinkedIn - https://www.linkedin.com/in/blakeimperl

Resources Mentioned

Meta 

WildEarth

Impossible Foods 

Attentive

Postscript 

Steven Bartlett