The Official SaaStr Podcast: SaaS | Founders | Investors SaaStr 525: Marketing Hyper-Growth at Scale with Klaviyo Head of Marketing Kady Srinivasan
Feb 4, 2022
Kady Srinivasan, SVP and Global Head of Marketing at Klaviyo, brings over 20 years of marketing experience to the discussion. She delves into scaling marketing teams during hyper-growth, emphasizing the importance of brand storytelling and strategic hiring. Kady explores how to align marketing efforts with leadership while navigating customer insights. She also highlights the need for a culture of experimentation and intuition in marketing, balancing accountability with compassion to meet evolving demands.
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From Engineer to Reluctant Marketer
- Kady Srinivasan transitioned from engineering to marketing, initially prioritizing growth and data over brand.
- Later, she realized the power of brand storytelling to connect with customers emotionally.
Hypergrowth Is Different
- Hypergrowth companies require unique decision-making, choices, and trade-offs compared to other growth environments.
- Kady Srinivasan emphasizes the distinct challenges in such a fast-paced setting.
CEO Alignment
- Align with the CEO early and often, discussing company strategy, product vision, and communication styles.
- Establish regular one-on-ones and ad-hoc "mind melt" sessions to foster a strong working relationship.