Growth @ Scale Growth@Scale

Ryan Maloney is a powerhouse in sales and marketing, with a rich background in gaming, sports, media, and entertainment. Ryan has spent time driving growth at Hard Rock Digital, Facebook Gaming, and PlayStation showcasing his expertise in brand management and performance marketing. His leadership has directed over $1B in marketing investments, driving innovation and substantial user growth.
 
In this episode, Ryan and I discuss:
Relationship between brand and performance marketing in driving growth
integrating customer-first  branding with marketing communications
Building a sustainable company philosophy that aligns with your marketing strategy
How a strong brand can shape customer experience and boosts retention 
 
Chapters:
(0:00:01) Ryan Maloney - Guest introduction
(0:03:12) Key areas for developing a go-to-market strategy
(0:04:50) Importance of a strong brand operating system
(0:08:46) The role of customer insights in understanding the target audience
(0:10:13) The value of talking to customers and conducting surveys
(0:11:41) Building brand and product strategy in the early stages of a business
(0:11:41) Building and validating the brand positioning
(0:12:28) Understanding the product offer
(0:13:41) The need for consistency and delivery on brand promise
(0:14:49) Brand positioning as a foundation for long-term growth
(0:15:56) Brand's impact on product, hiring, and outbound marketing
(0:18:17) Brand as a company-wide responsibility, not just marketing's
(0:18:54) Brand operating system as a toolkit for consistency
(0:20:31) Brand architecture for scaling and adding new products
(0:22:41) Importance of deliberate brand building and defending
(0:23:33) Examples of Apple and Supercell's brand strategies
(0:23:57) Consistency and positioning in branding
(0:24:54) Different views on the same person in brand perception
(0:26:13) Defending brand efforts and the frustration with brand constraints
(0:27:43) The business benefit of brand consistency and trust
(0:29:30) The balance between brand and performance marketing
(0:31:00) Marketing as a unified approach, separating brand and performance
(0:32:07) The impact of user privacy enhancements on performance measurement
(0:33:10) Overcoming friction and aligning brand and performance marketing
(0:34:17) Collaboration between brand and performance teams
(0:35:05) The importance of brand recognition and awareness
(0:35:28) Strategy and execution across different marketing channels
(0:36:10) Capturing demand and generating preference and awareness
(0:37:18) Bringing in new customers and owning the relationship
(0:38:02) Lessons learned from incentivized referral in mobile gaming
(0:39:32) The importance of differentiating between valuable and low-return traffic
(0:40:50) The challenge of incentivized referrals and fraud
(0:41:49) Applying mobile gaming retention strategies to other industries
(0:42:41) Growth as a philosophy that requires alignment across the organization
(0:45:22) Maintaining an aligned organizational philosophy for sustainable growth
(0:47:32) Advice on aligning on a North Star across your organization
(0:49:00) Importance of alignment and incentives within your team
(0:50:28) Importance of clarity in your company's vision and goals
(0:51:41) The need for a business operating system for structure and accountability
(0:54:00) Your North Star should remain consistent while allowing for flexibility
(0:55:25) Prioritizing feedback and communication between leadership & ground teams
(0:57:30) The consequences of not having a clear North Star and alignment
(0:58:01) Clear communication and alignment are essential for leadership
(0:59:27) Internal and external alignment is crucial for consistent brand representation
(1:00:37) Conclusion and wrap-up

Link to Transcript

From his time overseeing cybersecurity for prominent Gap Inc. brands including Gap, Athleta, Old Navy, and Banana Republic as Deputy CISO, Khelan Bhatt has nearly two decades of information security expertise. He currently orchestrates cybersecurity strategy at FabFitFun as CISO and VP of IT. 
 
In this episode, Khelan and Matt discuss:
Threat prevention & detection
The crucial role of a CISO
Data handling - Best practices
The true cost of a cyber attack on your business
 
Chapters:
 
(0:00:00) The importance of bringing in security and privacy early in the data process
(0:01:03) Critical steps to build a culture of security for growth
(0:03:46) The role of a CISO and their responsibilities
(0:06:51) The function of security in the earliest days of a company
(0:08:37) When to designate a CISO and the structure of a security department
(0:10:22) Common targets for cyber attacks and what attackers are trying to obtain
(0:10:41) Credit card numbers and valuable data on the dark web
(0:14:10) The value of hacking larger companies vs. smaller companies
(0:15:56) Considerations for data handling and sharing with external partners
(0:18:20) Post IDFA world and data handling for marketing teams
(0:20:34) Evaluating third-party partners' security and privacy maturity
(0:21:06) What marketers should understand about data handling
(0:21:31) Bring security and privacy experts in early during contract negotiations
(0:22:32) Data duplication increases risk and dilutes controls
(0:22:54) Define granular roles and responsibilities for data access
(0:23:23) Consider hiding sensitive fields based on user roles
(0:24:11) Regularly assess and update security frameworks as the company grows
(0:24:48) Data lakes can improve data governance and analytics
(0:25:43) Regular security assessments are crucial for maturing organizations
(0:26:13) Boards want to be aware of risks and progress in security measures
(0:26:56) Security should be seen as a feature to increase trust and attract customers
(0:28:32) Incorporate security features like SSO and role-based access control
(0:30:24) Security, legal, and brand efforts contribute to long-term growth
(0:31:37) Investments in security may protect against potential disasters
(0:32:32) Advice for early stage CEOs who raised funding
(0:33:04) Importance of investing in security for startups
(0:33:29) Options for outsourcing security services
(0:33:49) Creating a virtual security team within the organization
(0:34:19) Evaluating security maturity level and making investments
(0:34:48) Conclusion and appreciation for the discussion
 
Link to Transcript

Lawrence Valenti is the Chief Creative Officer and Managing Partner at Scalio, a product design and development agency, as well as an acting advisor for firms in gaming, ad tech, and growth. He has managed teams with King, GSN Games, and Apple.
 
In this episode, we discuss:
The importance of design and creativity in business
What happens to design in a post-AI world
The role and influence of psychology in design choices
Why creative strategy, iterative testing, and consumer insights matter
How investing in usability and intuitive design can yield ROI
 
Chapters:
 
(0:00:05) Introduction to Lawrence Valenti (background & experience)
(0:02:28) The importance of design and creativity in business
(0:06:01) The influence of human psychology on consumer behavior
(0:09:57) The use of gamification in non-gaming industries
(0:11:57) The benefits of adding gamification features
(0:12:38) The value of guided onboarding in complex products
(0:13:07) The ‘Mom Test’ as a filter for gaming experiences
(0:15:23) The importance of measuring ROI on design
(0:17:30) The potential impact of design on marketing results and growth
(0:20:28) Mitigating risk in creative and maximizing ROI 
(0:21:55) The value of early validation and testing in design
(0:25:33) The power of using data to inform creative decisions
(0:26:23) The benefits of a disciplined approach to creative
(0:27:23) The importance of testing and iteration in creative development
(0:28:41) The potential pitfalls of making assumptions without customer input
(0:29:34) The future of creative, including generative AI and improved tools
(0:33:40) The potential for AI to automate and optimize creative processes
(0:35:59) The time-saving benefits of using generative AI in concepting
(0:36:53) The excitement around the current state of creativity and tech
(0:36:53) The potential for increased productivity and self-expression in design
(0:36:53) The role of AI in shortening the timeline for creative problem-solving
(0:37:26) Analyzing tech stacks and making AI products more consumable for non-technical users
(0:38:13) Using AI to automate tasks like writing dating profiles
(0:38:58) Discussing the pivotal state of current AI tools
(0:39:27) Conclusion and closing remarks
 
Link to Transcript

Andrew Allison is the CEO of Libation Labs, a company focusing on user acquisition within the wine industry through their app called Cuvée. His background is a blend of wine heritage and a robust startup and digital advertising career. 
 
In this episode, we discuss:
Using performance marketing to help wineries acquire customers through the Cuvée app
Purchasing and optimizing a hot air balloon company as a strategic move to acquire high-quality consumers 
Businesses need to remain focused on the fundamentals of customer onboarding
Successful fundraising hinges on presenting investors with a clear narrative and a believable, scalable business model
The importance of customer interviews, especially focusing on reasons behind a customer’s choices rather than product features

Chapters:
(0:00:05) Introduction to the podcast and guest Andrew Allison
(0:00:48) Andrew's background and experience
(0:01:18) Explanation of W set, too and its significance in the wine industry
(0:02:54) Discussion about bar-hopping app and its acquisition by Young's
(0:04:15) Andrew Allison's experience at Vungle and the growth of the company
(0:06:05) Lessons for scaling a B2B company and the importance of focusing on the end user
(0:08:56) Andrew Allison's role in M&A scouting for Deca Games
(0:10:43) Introduction to Libation Labs and its purpose in the market
(0:11:37) Overview of Libation Labs and its future goals
(0:11:37) Introduction to Libation Labs and Cuvée app
(0:12:39) Business model and user acquisition for wineries
(0:14:05) Challenges in the wine industry and need for Libation Labs
(0:15:44) Fragmented nature of wine tours and need for itinerary planning
(0:18:10) Buying a hot air balloon business to acquire customers
(0:19:18) Thinking outside the box for customer acquisition
(0:20:36) Benefits of acquiring a hot air balloon business
(0:21:53) Using the hot air balloon business to drive users to the app
(0:22:32) Results and success of the hot air balloon acquisition
(0:23:14) Similar audience between hot air balloon riders and wine tasters
(0:23:41) The potential for expanding a hot air balloon ride business into other experiences
(0:24:54) Importance of pre-qualifying consumers in a post iOS 14 environment
(0:26:09) The need to focus on intuitive fundamentals of online and offline on-ramping
(0:27:25) Marketers should consider the consumer's story and narrative
(0:28:58) The importance of talking to customers and understanding their motivations
(0:29:37) Recommendation for the book "Growth Levers" by Matt Lerner
(0:31:55) The importance of conducting customer interviews properly
(0:32:59) Avoiding feature-focused discussions in growth marketing
(0:33:47) The importance of a clear narrative and belief in the founders when securing funding
(0:35:16) Tailoring fundraising approach to the individual investor
(0:36:05) Andrew Allison's ambitions for Libation Labs
(0:36:36) Fundraising is a full-time job
(0:37:45) Conclusion and thanks for tuning in.

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Jason Parmar is an ad revenue expert with over ten years of experience in ad monetization. He’s spent time with massive companies like Microsoft, King, Activision/Blizzard, and Oath, where he honed his skills in digital advertising and revenue growth.
 
In this episode, we discuss:
Ad monetization is crucial to revenue generation, and is trending towards automation 
Hybridization: in-app purchases + ad monetization will boost your engagement/revenue
Ad placement testing: Understand your boundary conditions to integrate ads without compromising UX
Regulation and technology influence how companies approach user acquisition and ad tech trends
Chapters:
(0:00:33) Introduction of Jason Parmar, a monetization expert
(0:01:07) Jason's background and experience in ad monetization
(0:02:52) Definition of ad monetization and programmatic advertising
(0:05:09) The importance of ad monetization and its potential revenue
(0:07:03) Example of using ads to drive in-app purchases
(0:08:44) Introducing ads in a way that enhances user experience and revenue
(0:10:21) Testing and setting boundaries for ad monetization
(0:11:34) Overcoming concerns and objections to ad monetization
(0:12:01) In-app purchases and revenue growth
(0:12:31) Testing the market in India for profitable user acquisition
(0:13:01) Rewarded video ads as a popular and tolerated format
(0:14:21) Optimizing in-app purchases and advertising for user growth
(0:17:26) International expansion and bundling Indian inventory for advertisers
(0:19:22) Considerations for large companies starting ad monetization
(0:20:47) Setting quality bar and boundary conditions for ad monetization
(0:21:38) Addressing concerns about ads cannibalizing users
(0:22:48) Having a long-term plan for tapping into different advertising options
(0:22:55) Introduction to the main topics of the discussion 
(0:23:09) The importance of never running ads without setting boundaries
(0:24:33) The significance of using a unified auction for ad efficiency
(0:25:39) The impact of latency on user experience and ad monetization
(0:28:08) The threshold for considering direct sales and the benefits of partnerships
(0:30:42) The ideal number of monthly active users to start direct sales
(0:31:53) Reasons for pre-buying ads instead of going through auctions
(0:32:19) The importance of guaranteed inventory for advertisers
(0:33:18) Realizing technical issues with ad delivery and the impact on performance
(0:33:59) Fixing technical debt and changing the ad server can significantly increase revenue
(0:34:30) User acquisition teams often overlook the revenue from ad monetization
(0:36:19) Ad whales and the importance of considering ad monetization alongside IAP
(0:37:44) The need for data science and predictive abilities to determine user value
(0:38:15) The importance of ad monetization and user acquisition teams working together
(0:39:53) The idea of purchasing more ad opportunities as a subscription
(0:41:01) Emerging trends in ad tech, including regulation and new ad formats
(0:43:28) The rise of subscription offerings and the potential for more ad-free versions
(0:44:31) The resurgence of lifecycle marketing and direct sales in the digital space
(0:46:03) The role of salespeople in the future of ad tech
(0:46:49) Programmatic guaranteed and automation in ad sales
(0:48:29) Efficiency and automation in direct sales
(0:49:03) The role of media planners in leveraging tools for inventory
(0:50:17) Building lasting partnerships in ad sales
(0:50:43) Lead generation and automation in ad sales
(0:51:11) Opportunities for bespoke and custom ad sales
(0:51:29) Conclusion and closing remarks
 
Link to Transcript: https://www.mavan.com/growthscale-episode-23-jason-parmar/
Disclaimer: 
All opinions are Jason's own, and do not represent the position or opinions of the Company.

Aaron Peever is an award-winning copywriter and Creative Director who has worked on national campaigns for brands like Mastercard, Wendy’s, Scotiabank, and Kia. Aaron’s background in comedy writing and performance gives him a unique ability to effectively channel a brand’s voice and personality, blending humor with insightful advertising strategies. 
 
In this episode we discuss:
Crafting brand messages requires thorough understanding and consistent tone
Every marketing effort must have a clear, purpose-oriented goal
User-generated content is effective for its authentic presentation and cost efficiency
Strategies in leveraging influencers have shifted towards format rather than reach
Using AI for ideation aids in the creative process requires human finesse

In this episode, we cover:
(0:00:05) Introduction to the podcast and its purpose
(0:00:32) Introduction of guest Aaron Peever
(0:01:19) Aaron's background in comedy and transition to advertising
(0:02:23) The value of comedy skills in advertising and marketing
(0:03:49) Common mistakes in copywriting and annoying ad tropes
(0:05:15) Frustrations with client feedback and dilution of creative ideas
(0:07:11) Examples of large campaigns worked on at traditional agencies
(0:08:41) The opportunity to work on tangential brand projects with big budgets
(0:09:14) Examples of working with Wendy's and Mastercard
(0:10:12) Enjoying Wendy's food during remote work on the Wendy's campaign
(0:10:12) Discussion about eating Wendy's as a creative team
(0:10:45) Story about a pitch for a tobacco company
(0:11:49) Conversations about client expectations and integrity
(0:12:48) Example of hiding water bottles for an environmentally friendly appearance
(0:13:14) Contrasting differences between working at a large agency and a growth agency
(0:14:12) Importance of understanding a brand's personality for effective copywriting
(0:15:02) Comparing brands to characters and the need for consistency
(0:15:57) Old Spice's consistent branding and personality
(0:17:22) Challenges of non-creatives giving feedback to designers
(0:19:57) Advice for non-creatives to effectively communicate with the creative team
(0:21:03) Struggles with creating effective ads and getting alignment on the goals
(0:22:18) Importance of communication and aligning on the objective of the ad
(0:24:13) Benefits of user-generated content (UGC) ads and making ads that don't look like ads
(0:26:37) Challenges with influencers and the shift towards UGC
(0:30:38) The value is in the format, not necessarily the influencer, for UGC ads
(0:31:46) Validity of mommy bloggers and the influence of consumer behavior
(0:32:26) The evolution of advertising and the importance of media literacy
(0:32:57) Speculation on the future of advertising and the impact of AI
(0:34:32) The current state of generative AI tools and their limitations
(0:35:09) Identifying AI-generated content and the need for human touch
(0:36:25) AI tools for transcription and content rewriting
(0:37:24) Using AI to eliminate baseline arguments and explore new ideas
(0:38:07) The early stage of AI in creative ideation and collaboration
(0:38:51) The skepticism and limitations of generative AI
(0:39:31) The benefits of AI in visual concepting and client collaboration
(0:40:55) The time-saving aspect of AI in the creative process 
(0:41:35) The importance of optimizing tasks for AI integration
(0:42:06) Focusing on what humans are better at 
(0:42:23) Staying ahead of AI
(0:42:29) Shifting focus to what AI can't do
(0:42:33) Promoting MAVAN growth agency
(0:42:43) Closing remarks and subscription reminder