In today’s episode, we’re re-broadcasting another episode from our previous podcast, How Things Grow.

Our guest is Gina Gotthilf, co-founder at Latitud, a platform dedicated to supporting entrepreneurs and companies in Latin America. Prior to this, Gina worked as VP Marketing/Growth at Duolingo and worked as International Marketing, Growth and Community lead at Tumblr. 

In this episode, Gina talks about how she began her career in growth marketing despite having a degree in Philosophy and not a lot of quantitative skills. She describes how learnt a lot on the job through Googling and trying-things-out. She learned and grew her skills to a point where she was able ascend to a position and steer Duolingo’s growth from 3 million installs to 200 million installs with very little paid marketing: Gina describes her journey in this episode. We talk about her start with Duolingo, how she drove international growth through PR, how she transitioned to product growth, some of the very unconventional product experiments and wins that drove widespread adoption for Duolingo - and much much more. 

KEY HIGHLIGHTS
🌰 The meeting with Barack Obama

🧃 Launching Tumblr in Brazil & other parts of Latin America

🤿 The Global Ginga 

🚵 Getting hired by Duolingo as a consultant

🎧 Building the Duolingo brand

What were the first priorities to grow the brand?

🎰 Staying away from paid advertising initially

🚊 How did different markets across the world react to Duolingo?

⛩ Challenges faced in foreign countries

🚀 How did Tim Ferriss impact the brand

🎢 The transition from PR to growth

🎡 How the team picked experiments to apply to Duolingo

🕹 How Duolingo’s gamification came about

🛠 Adapting the product to suit international markets

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/growth-language-app-gina-gotthilf-duolingo-latitud/

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Note:
1.  In a few days, we will open the doors to the third edition of our workshop series The Mobile Growth Lab, which will help you break the shackles of ATT’s measurement and performance losses and win in a post-IDFA world.
Sign up for the waitlist here: https://mobilegrowthlab.com/

2. Join The Mobile Growth Slack.  A community that was a part of our workshop series – The Mobile Growth Lab, is now open to the general public. Join over 200 mobile marketers to discuss challenges and share your expertise. More details are available here: https://mobileuseracquisitionshow.com/slack/
If you’re ready to join the growing community, fill this form: https://forms.gle/cRCYM4gT1tdXgg6u5

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