Building from scratch: Heidi Joy Tretheway, Garden

Heidi Joy Tretheway is one of those marketing leaders who, in her words, would “rather build a ship than sail it”.

That’s why she’s always gravitated towards startups with huge growth potential. The challenge of creating a marketing function virtually from scratch, and turning that into a pipeline-building, the revenue-generating machine is one that Heidi Joy absolutely thrives on.

It’s also a challenge that we haven’t really tackled on The Changemakers until now. So Dave gets deep into it with Heidi Joy, exploring what makes a truly effective startup marketing leader, and why she gets such a buzz out of being one. They also chat about:

• why Heidi Joy was drawn to her current role at Garden
• how to approach your first 100 days in the role
• how to build out a messaging/positioning framework
• how to create a content engine from scratch
• the differences between building and scaling marketing at a Series A startup vs Series C

Dave and Heidi Joy also get into the art of storytelling - which as an author of a dozen kids and adults books, Heidi Joy certainly has a valuable perspective on.

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