How I Grew This

Branding means more than simply creating a logo and placing some ads. As Jeff Bezos said: "Your brand is what other people say about you when you're not in the room". The main question is how to do it successfully. In this episode, Gessica talks about some of the best practices and channels for building your brand. Gessica is a computer scientist with a deep passion for marketing and is currently the CMO at Paired, an app that focuses on building deeper connections with your partner.

In this episode of How I Grew This, Leslie Saltzman joins Mada Seghete to discuss digital and data-driven strategies to drive business development and patient experience in the healthcare industry. Leslie is the Chief Medical Officer at Ovia Health and a physician leader with expertise in devising and implementing data-driven strategies to improve clinical outcomes, reduce healthcare costs, and identify target patients. She received her D.O. from the Philadelphia College of Osteopathic Medicine and her MBA from NYU Stern School of Business.

Emre Ertan is the Chief Product Officer at Getir. Emre has previously directed growth at Slice Technologies and Zum. He also co-founded not one but two companies, Mobito and Soru. Get people to share their referral links on social media, specifically mass social media avenues like timelines posts and groups. The more people share about your product, the higher the chances of their posts being featured (or “going viral”) on Facebook. This strategy takes time, requires an experimental mindset, and may require significant investments. Focus on nailing your product and service for your customers. If your product and customer service are not flawless, your viral marketing efforts can backfire on your brand. Try enabling local businesses even if you are not in a niche with a hyperlocal model. Local businesses can provide faster turnaround times and more personalized service to your customer. Have a “lighthouse customer” (similar to your ICP) who provides a base. From here, you can create a framework for services, products, and experiences for the rest of your customers. Start your business by thinking comprehensively about the problem you will solve. If you want to start a company, the problem you will solve must be a common issue for a broad audience. If the problem you want to solve is already being solved by another company, you can join forces and solve it as a part of a team.

In this episode of How I Grew This, Anthony Scarpaci joins Mada Seghete to discuss the differences between attribution and incrementality when measuring marketing performance, "business significance" versus statistical significance, and the importance of testing in the growth context. Anthony is the VP of Growth at Acorns. He has been in growth and performance marketing for over ten years, driving efficient growth for businesses across telecom, financial services, food, and travel industries. Before joining Acorns, Anthony held various marketing roles at companies like NerdWallet, Rustic Pathways, PURE Group of Insurance Companies, Blue Apron, Betterment, and Dish Network.

Yoann Pavy is a growth marketing leader, passionate about disruptive businesses, growth marketing, and culture. He is the CMO of Nude, a UK-based FinTech app that helps first-time buyers save for their deposits faster. Yoann and his team are working on designing growth features within the app that would be useful to the end user and bring more first-time buyers. As a result, they have developed three growth features. One is called ‘Team Up’, where couples or friends can view each other's lifetime ISA balance, see their time-until-you-buy combined, and get double the government bonus. Another one is the ‘Nude Giveaway’, which is a lottery-type feature, and the third one is ‘Gift Time’, a new unique feature on the market that allows a customer to share a payment link to their friends and family to contribute to their Nude Lifetime ISA. Yoann also talks about what paid channels they use, how to create a balanced mix of social advertising, some of his career ups and downs, and bits of advice for mobile marketing enthusiasts.

In this episode of How I Grew This, Mickey Noworyta joins Mada Seghete to share his approach to driving product growth, testing new product features, and the difference between attribution and incrementality. Mickey is the Senior Product Manager at Expedia Group, where he and his team focus on exploring performance marketing ideas. While Mickey is a seasoned Product Manager, he has also worked as a drilling engineer for the oil and gas industry, a researcher, and a data engineer and developer.

In this episode of How I Grew This, Jonathan Reich joins Mada Seghete to discuss how ZEDGE builds innovative marketplaces and games around digital content, the company's growth strategy, and what it takes to set up a winning mindset for your team. With over twenty years of experience in sales, marketing, business development, and financial and commercial operations, Jonathan is a creative and strategic thinker with a tremendous portfolio of scaling hi-tech, telecom, and media ventures.

Artificial Intelligence has become a game-changer for businesses and has opened new growth perspectives and possibilities. Today, customer success equals business success, so companies try leveraging AI features to deliver the best-in-class customer experience – for this, they need conversational AI. In this episode of How I Grew This, Miguel Navarro joins Mada Seghete to define conversational AI, discuss how it differs from classic chatbots, and the functional benefits of conversational AI for businesses. Miguel is currently SVP of Business Technology Executive at KeyBank, focusing on conversational AI enterprise delivery. He also has a plethora of experience building and growing mobile apps, voice platforms, chatbots, digital assistance, and more.

Jean-Sebastien Laverge, the Chief Growth Officer at Tilting Point, joins us in the next episode of How I Grew This podcast. As a CGO, JS oversees more than forty game titles. Before Tilting Point, he worked for twelve years at Gameloft, where he helped generate significant annual revenues by developing retention and monetization strategies. Tilting Point is a leading award-winning free-to-play games publisher that empowers independent developers to accelerate their growth. It started as a premium game publisher then shifted to the freemium model. The team has now built a new model called progressive publishing. Some of the company's most successful games include Star Trek Timelines, Warhammer: Chaos & Conquest, and SpongeBob: Krusty Cook-Off. Tilting Point approaches growth in three directions. Firstly, paid growth, which is about user acquisition. Secondly, organic growth includes ASO, distribution platform optimization, IP integration, and marketing buzz. And lastly, monetization growth improves the user's LTV. Some of the most impactful paid channels remain Facebook and Google. When you synchronize the three axes you can unlock maximum growth for your game. According to JS, to engage and bring people back into the game, you can advertise specific offers or push notifications and emails. If you want to start in the gaming industry, you need to be passionate about it, be analytical, and understand data and statistics. If you are a leader in the gaming industry, be transparent and find good talent to help and support you.

In this episode of How I Grew This, Heather Lind joins Mada Seghete to discuss what it takes to become a great product manager and leader, how a mobile app impacts business growth, and how to measure the success of your app and features. Heather is currently the Director of Product, Mobile App at TechStyle Fashion Group, leading the product team for the company’s trendsetting mobile applications. She has been operating in product and technology for eleven years, and her unique career trajectory includes working at every stage of the product life cycle.