Marketing Against The Grain

Previous CMO Of ClassPass & Skyscanner Shares Her Growth & Brand Playbook (#123)

May 27, 2023

Joanna Lord, an experienced marketing executive and former CMO at ClassPass and Skyscanner, shares her insights on mastering both brand and growth strategies. She discusses the importance of authentic customer understanding for effective marketing. Joanna emphasizes building a world-class brand, even in an AI-driven market, and offers practical tips for creating compelling brand identities. The conversation also covers the necessity of team dynamics between brand and growth teams and the humorously complicated nature of collaboration in the marketing landscape.

37:20

Episode guests

Joanna Lord

AI Chapters

Episode notes

Intro

2min

Balancing Brand and Growth in Marketing Leadership

11min

Building a World-Class Brand in an AI-Driven Market

5min

Understanding Customers and Market Insights for Effective Marketing

2min

Navigating Brand Simplicity and Growth Strategies

14min

Navigating Team Dynamics: The Balance of Brand and Growth in Leadership

3min

Most companies are either good at brand or growth, how do you master both?

Kipp and Kieran are joined by Joanna Lord (EIR at Reforge, ex-CMO at Classpass & Skyscanner) to discuss how to create a world-class distribution engine, what it takes to create a world-class brand, how to balance context switching, how to stay relevant as a brand, and three dynamic strategies for business growth.

About Joanna Lord

Joanna is a mission-driven, global marketing executive with 15+ years of marketing leadership experience for industry-leading technology companies where she has focused on Marketing Strategy, Growth, Brand, and Product Marketing. She is a tech mentor (Techstars, NEXT, UpGlobal, Startup Weekend) and educator (UW professor, Advanced Digital Marketing). She is a Reforge founding mentor supporting growth and marketing strategy. Board member, startup advisor, consultant, and operating partner.

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Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

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