Humans of Martech

182: Simon Lejeune: Wealthsimple’s VP of Growth on 2 keys to be a top 5% marketer

14 snips
Aug 12, 2025
In this conversation with Simon Lejeune, the VP of Growth at Wealthsimple, he shares his expertise in scaling tech brands. He emphasizes the pitfalls of chasing local maxima in marketing and highlights the importance of bold strategies over trivial A/B testing. Lejeune advocates for measuring true incrementality by asking, 'What would have happened if we didn’t do this?' Additionally, he discusses the transformative role of AI in marketing, urging marketers to embrace creativity alongside analytical thinking for substantial growth.
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INSIGHT

Why Local Maxima Trap Growth Teams

  • Simon Lejeune explains the blindfold metaphor for local maxima in product decisions.
  • He warns small optimizations can leave teams stuck on minor hills instead of finding mountains.
ANECDOTE

Hopper Interview That Changed His Thinking

  • Simon Lejeune described failing a $5-tip optimization test in a Hopper interview.
  • The CEO's push for bolder ideas forced him to avoid local maxima.
ADVICE

Be A Little Lazier And Cut Noise

  • Simon Lejeune tells teams to "be a little lazier" and cut work that doesn't move the needle.
  • He values compounding small process wins but urges ruthless prioritization.
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