How I Grew This

In this episode of How I Grew This, Lisa Yokoyama, Senior Vice President and Head of Product for Amex Digital Labs at American Express: Lisa Yokoyama - Mastering the Arts of Product Leadership and Management at American Express, joins Mada Seghete to discuss her career growth and experience at American Express, Lisa's work in the nonprofit space with Peace Corps and Population Services, and share advice for those early in their careers who want to move into product leadership. Lisa is a seasoned professional with extensive experience in product development and management. As the Head of Product within American Express' innovation lab, she drives the product vision, strategy, and roadmap for enterprise-wide digital solutions and oversees a team of sixty product leaders and managers focused on automation and digital consumer commerce, a business line she built from the ground up over the past ten years.

Sylvain Gauchet is the Senior Manager, Growth Product and Mobile Marketing at Babbel, an internationally successful language learning app with millions of active subscribers and the #1 innovative education company in the world. At Babbel, Sylvain focuses on areas such as growth, early product adoption, and monetization. Before Babbel. he co-founded Apptamin, a creative agency that works with brands to produce creative video ad campaigns and app store content. Product-led growth is not just about helping customers solve their problems but also about the company’s bottom line. Balancing friction with positive signals and enough rewards throughout the onboarding process is crucial to customer retention, as it ultimately affects the bottom line. Improve this process by understanding the voice of your customer and by experiencing onboarding flows of other apps you admire. Emails and push notifications customized to your category are important ways to manage the customer lifecycle and bring them back when drop-offs are detected. Humans are thick-skinned and crafty. A life-defining pandemic didn’t change our capacity to communicate. We found a way out by finding new and better ways to communicate. If customers adapt like this, then product teams must also adapt in an appropriate direction for their category. In Google UAC, launch all ad groups at once. Don’t wait for an ad group to perform well and then tweak others before their release. Google favors your initial campaigns, compares all the new campaigns against them, and reduces the reach of newly-launched ad campaigns. You don’t have to be talking to an expert to be mentored by them. Listen to their podcasts, videos, and other resources - learning from them passively is also a great way to be mentored by experts. Keep exchanging knowledge with people you meet and implement what you learn. You might make mistakes, but you will also learn from them.

Martijn Lancee is the Senior Manager for Mobile Growth and Business Strategy on LinkedIn, where he has grown as a product leader over the past three years. Before LinkedIn, Martijn spent eight years at Google, where he was responsible for developing and implementing Google's app distribution strategy focused on preloads and pre-installs. Working on mobile growth preloads as a strategy, Martijn advises developers to launch a test with Digital Turbine and ironSource to understand how preloads could work for them. The challenging part is that you have to build that trust in time. Converting desktop and web users to start using your app offers more engagement and monetization. To convert users, you should constantly make effective app banners and let your users know about the benefits of using the app. You need to drive member value when launching a new feature or app. LinkedIn puts a lot of effort into ensuring that the platform is valuable to everyone with a job or looking for a job.

Surendra Bashani, Senior Director of Product Management at Best Buy, joins us in the next episode of How I Grew This podcast. Surendra describes his role at Best Buy, where he focuses on various programs to see how customers behave and improve their customer experience. To measure the success of the programs, the team checks the metrics from adoption to increase engagement. They also measure customer feedback through CSAT surveys, customer satisfaction surveys, NPS, and store associates’ feedback and experiences. Growing a business depends on the company, the product's life cycle, and the problems you can solve. There are two parts to grow, marketing and creating value for customers. Furthermore, Surendra talks about the impact of mobile technology on business growth. Three main elements drive the adoption of AR and VR. Firstly, the speed and power of hardware and AI on smartphones. Secondly, faster data. Thirdly, customers' interest in the metaverse and emerging gaming experience. Finally, Surendra gives valuable advice for people who want to become successful product managers and leaders. If you also want to become a top product leader, listen to this episode of How I Grew This podcast.

As people's reliance on technology grows every year, many travelers believe a positive digital experience is the number one criterion when choosing an airline. So airlines try to meet the latest technological demands to remain competitive and grow their business. To better understand the most recent digital trends in the airline industry, we invited Kevin Bowling, Senior Director of Digital Experience at Hawaiian Airlines. Leading the digital experience technology team, Kevin is responsible for mission-critical customer-facing products, including HawaiianAirlines.com and iOS and Android apps. Today, Kevin shares Hawaiian Airlines' approach to digital innovation to better engage and retain different types of travelers.

In this episode of How I Grew This, Mariana Kuiken joins Amanda Vandiver to discuss how brands can leverage performance marketing and disruptive marketing trends to grow their businesses. Mariana is currently the Growth Marketing Lead at Zalando, where she works on developing new marketing opportunities through machine learning advertisements, user-automated content and augmented reality. Before that, she held various marketing roles at companies like Delivery Hero and LightInTheBox.

Tomas Warden joins us today from Telstra, where he has spent the past thirteen years in various roles. Currently, he is the Principal of Digital Engagement and Experience, responsible for driving the E2E digital experience strategy across Telstra's digital sales and service channels. Telstra is Australia's leading telecommunications and information services company. In this episode, Tomas shares insights from his career, mobile growth strategies, and how his team drives growth through the company's app.

In this episode of How I Grew This, Akio Bandle joins Mada Seghete to discuss ZipRecruiter's growth journey, the company's experience with user acquisition for mobile apps, transitioning to remote work and getting into product management. Akio is currently the Product Lead at ZipRecruiter. Before joining the company, he worked in various organizations, from small startups to large enterprises. Akio is an experienced product manager, product advisor, and marketing analyst.

In this episode of How I Grew This, Mada is joined by Katherine Kelly, VP of Higher Education Marketing at Handshake, to discuss how Handshake leverages mobile growth opportunities in higher education and the job market. Katherine started her career working in higher education and moved over to tech. She was an associate producer at ESPN, an Instructor of Design History, and a Research Assistant at The Victoria and Albert Museum. Katherine was also an Editor, Writer, and Host of her web series, ‘Just the Tips’.

Makoto Rheault-Kihara leads user acquisition at Hopper, one of the fastest-growing travel apps with over 60 million in sales to date. Makoto was previously the Director of Marketing at Cruisehub, an OTA aiming to modernize the cruise industry and lead search engine marketing at Busbud, a bus travel booking platform in 80 countries. Hopper differentiates its paid social strategy by focusing on user acquisition AND long-term trust through investing in paid social and other mobile ad channels. They use Facebook as the primary focus of their paid social ads with TikTok as a growing secondary channel. Paid social is becoming a lot more abstract and therefore more creative. Makoto believes paid TikTok ads must be kept fresh, platform-focused, and generated at a higher frequency. The pandemic did affect the travel industry but Hopper still achieved a 110% YoY growth last year and is on track to do over $1B of business this year. They did this by following a diversification strategy based on customer needs and expanded into hotels and car rentals. Hopper’s customer-obsessed culture and self-contained, autonomous teams have helped them grow multiple product arms simultaneously. A weekly catch-up call and an executive team focused on cross-team communication help these siloed teams at Hopper learn from each other’s challenges and successes. Sometimes ads that marketers like don’t appeal to actual customers and may end up performing worse than some simple customer-oriented ads. Over time, Hopper moved to these customer-centric ad creatives which helped them reduce expensive failures and triple their RPM (revenue per 1000 impressions). At Hopper, Makoto focuses on maximizing the overall contribution margin of a cohort and on-target rate to check their ability to drive revenue from specific target purchases or user actions. Because Hopper diversified across three generic categories (hotels, flights, car rentals), their ad targeting still focuses on great creatives and has not changed much since IDFA deprecation in iOS 14.5. Interested in joining the Hopper team? Click here to check out their open positions! https://www.hopper.com/careers/