Nick Candler

Former Director of Growth Marketing at Calm (2019–2022) who led paid social efforts that converted an incremental 1.2M subscribers; founder of performance marketing agency 10 Scale and advisor/consultant for mission-driven products.

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Nov 13, 2025 • 53min

How Calm Added 1.2M Subscribers with Creative Marketing Tactics

Nick Candler, the former Director of Growth Marketing at Calm, talks about his exciting journey from derivatives trading to leading a marketing team that added 1.2 million subscribers. He highlights how Calm leveraged social listening to create viral ads, particularly using catchy trends for their Sleep Stories, which addressed insomnia. Candler discusses the importance of creative iterations and data analysis in crafting effective campaigns. Now the founder of 10 Scale, he emphasizes the role of AI in shaping the future of performance marketing.

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