Growth Talks: Growth Marketing Strategies & Insights

Right Side Up
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Growth Talks: Growth Marketing Strategies & Insights

Sit down with growth leaders and marketing executives from leading brands and companies across industries and stages. From exploring the evolution of growth marketing to walking the tightrope between brand and performance marketing to the epic saga of launching an ecommerce brand—we’ll dig into it all! Our guests will share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team. Growth Talks is brought to you by Right Side Up and hosted by Krystina Rubino, general manager of offline services.

  1. 6 DAYS AGO

    From DTC Startup to Retail Success | Shane Pittson (quip, So&So Venture Studio)

    “Treat packaging like your entire marketing funnel—it’s a billboard, an ad, and a welcome series.” Shane Pittson, Co-Founder of So and So Venture Studio and former VP of Growth & Marketing (and first employee) at quip, joins Krystina Rubino on Growth Talks to dive into how incremental testing, creative optimization, and customer-centric strategies drove quip’s transformation from a DTC startup to a retail powerhouse. In this episode, Shane discusses the surprising success of early channels like Pinterest and audio, why “creative is the new targeting,” and how treating packaging like an entire marketing funnel helped bridge the gap between retail customers and brand support. He also shares valuable insights for early-stage founders on prioritizing product-market fit and testing smartly to avoid costly mistakes. 🗝️ Key Takeaways: Incremental testing is key. Learn how to explore unconventional channels, like audio advertising, while managing CAC effectively. Scaling into retail? Treat packaging like your entire marketing funnel. Every detail matters. Post-purchase surveys aren’t just for attribution—they’re goldmines for product and marketing innovation. Don’t leave creativity up to AI. Optimizing creative for platform-specific ad formats can unlock new audiences and results. Building trust with platform reps ensures access to beta tools and early adoption of emerging ad formats. ⏰ Timestamps 00:00 Introduction to Shane Pittson’s career 01:32 Scaling quip from startup to retail success 05:22 Testing unconventional channels like Pinterest and audio 10:45 The role of post-purchase surveys in growth marketing 15:32 How to navigate offline marketing challenges 20:12 Why packaging design is critical for retail success 25:18 Balancing creative autonomy and external partnerships 30:08 Shane’s advice for early-stage founders 🔗 Mentioned in this episode: quip: https://www.getquip.com So&So Venture Studio: https://www.soand.so/ 👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    38 min

  2. 12/31/2024

    Wrapping Up 2024 | Insights from Industry Leaders

    What did it take to drive growth in 2024? A mix of scrappy execution, data-driven decisions, and a whole lot of emotional intelligence. In this special wrap-up episode of Growth Talks, we’re bringing you some of the best moments from an incredible year of conversations with the sharpest minds in marketing. From uncovering untapped customer insights to mastering the delicate balance between brand and performance, this episode is packed with lessons you’ll want to carry into 2025. Hear from marketing powerhouses like Tyler Elliston (Founder, Right Side Up), Patrick Moran (Head of Growth Marketing, Robinhood), Sarah Crockett (CMO, DSW), Manbir Sodhia (Former SVP of Marketing, Whisker), and Jason Ing (CMO, Gusto) as they tackle today’s most pressing marketing challenges. 🗝️ Key Takeaways: Get the blueprint for scalable growth with Manbir Sodhia’s game-changing growth matrices, designed for fast, impactful results. Unlock the secret to blending brand storytelling with performance-driven strategies, as Patrick Moran highlights this powerful marketing duo. Find out how Sarah Crockett at DSW turns customer data into trend-setting strategies that keep the brand ahead of the curve. Discover why emotional storytelling isn’t just for B2C—Jason Ing reveals how it builds trust and drives success in the competitive B2B world. Explore how marketing roles evolve as companies grow, with Tyler Elliston’s insider tips on building versatile, high-performing teams. ⏰ Timestamps 00:00 Introduction 00:33 Manbir Sodhia: Finding Product-Market Fit 05:18 Patrick Moran: Brand vs. Performance Marketing 12:03 Sarah Crockett: Customer-Driven Strategy 18:09 Jason Ing: Emotional Storytelling in B2B Marketing 25:38 Tyler Elliston: Hiring and Evaluating Talent 31:58 Closing Thoughts 👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    32 min

  3. 12/17/2024

    Scaling B2B Marketing Strategies at Global Brands | Michelle Lisowski (Uber, Google, Kabbage)

    “B2B marketing is really human-to-human marketing. Don’t just talk to companies; connect with the people running the show.” Michelle Lisowski, Senior Director of Global B2B and Partnership Marketing at Uber, joins Krystina Rubino on Growth Talks to explore the art of balancing strategy with scrappy execution, fostering emotionally intelligent teams, and scaling B2B marketing efforts globally. From cultivating a “see the forest through the trees” perspective to building team cultures where mistakes are embraced as learning opportunities, Michelle offers actionable insights for leaders navigating the demands of high-stakes marketing environments. 🗝️ Key Takeaways: Emotional intelligence isn’t just about being a great leader—it’s the secret sauce for better marketing. After all, B2B campaigns need to speak to human decision-makers, not just companies. Not all challenges are created equal. Learn how to differentiate between productive challenges that grow your career (good pain) and burnout that hinders progress (bad pain). Building trust and psychological safety in teams allows for faster iteration, better execution, and sustainable high performance. Scaling a global brand isn’t about reinventing the wheel for every market. It’s about knowing when to adapt locally and when to lean on universal truths. Want to lead like a pro? Hire people who are better than you. The strongest teams are the ones that can thrive without constant oversight. ⏰ Timestamps 00:00 Introduction to Michelle Lisowski’s career 01:22 Balancing scrappiness with strategic planning 05:43 The dangers of perfectionism and the value of collaboration 10:07 Fostering psychological safety in teams 15:18 Good pain vs. bad pain: knowing your limits 20:47 Scaling global marketing while adapting locally 25:12 Data-driven decisions vs. gut instinct in leadership 30:05 Michelle’s advice for aspiring B2B leaders 35:09 The power of hiring exceptional talent   🔗 Mentioned in this episode: Uber for Business: https://www.uber.com/us/en/business/ Google Cloud: https://cloud.google.com/ Kabbage: http://www.kabbage.com/   🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    31 min

  4. 12/03/2024

    Redefining Retail through Customer Loyalty, Brand Authenticity, and Emerging Trends | Sarah Crockett (DSW, Burton, Dickies)

    “Great brands, like great friends, are authentic and dependable—they stay true to themselves no matter what.” Sarah Crockett, Chief Marketing Officer at DSW, joins Krystina Rubino on Growth Talks to discuss how staying true to a brand’s core identity is the secret to navigating cultural shifts and customer expectations. In this episode, Sarah shares how her experiences with iconic brands like Burton, Dickies, and Backcountry shaped her perspective on balancing legacy with innovation. She discusses the power of customer insights in shaping marketing strategy, how loyalty programs can drive long-term value, and why brick-and-mortar stores are more than just retail spaces—they’re powerful brand-building tools. 🗝️ Key Takeaways: Flash sales are enticing, but long-term loyalty programs deliver sustainable results and build trust. Ditch quick wins for customer loyalty.  Cultural alignment is key. Customers can spot when a brand “chases” trends without staying true to its core. Retail is actually a marketing channel. Brick-and-mortar experiences create unmatched dwell time and brand engagement. Don’t underestimate the in-person experience! Adapt by listening to customer needs and pivot your strategy for sustained relevance. Internal culture drives external impact. When you build a passionate, empowered internal team it fuels better customer experiences. ⏰ Timestamps 00:00 Introduction to Sarah Crockett’s career 01:15 Balancing brand evolution with legacy 04:00 The role of authenticity in brand marketing 06:45 Dickies x Sydney Sweeney: When culture meets core values 09:30 Navigating trends without losing your brand’s identity 12:45 Measuring success in loyalty programs 15:30 Evolving the DSW customer experience 20:00 The power of retail as a brand marketing channel 22:15 Internal culture and employee buy-in as growth drivers 25:00 The future of retail and omnichannel strategies 30:00 Sarah’s advice for aspiring marketing leaders 35:00 Closing thoughts on authenticity and growth   🔗 Mentioned in this episode: DSW: www.dsw.com Burton: www.burton.com Dickies: www.dickies.com Backcountry: www.backcountry.com Force of Nature Campaign: www.rei.com/h/force-of-nature 👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    48 min

  5. 11/12/2024

    Building Brand Loyalty in D2C Marketing | Preston Rutherford (Chubbies, Loop Returns, Marathon Data)

    “Often, brands forget that they’re not just speaking to ‘customers’—they’re talking to real people, like their own friends.”  Preston Rutherford, co-founder of Chubbies and Loop Returns joins Krystina Rubino on Growth Talks to share how his journey from tech startups to building a standout D2C brand was driven by a deep focus on authenticity and community. In this episode, Preston explores the balancing act between brand-building and immediate sales goals, how humor and relatability helped Chubbies cut through the “sea of sameness,” and why creating memorable customer experiences is crucial for long-term loyalty. Now with Marathon Data, he’s helping brands leverage data to better understand their audience while keeping that personal connection front and center.   🗝️ Key Takeaways: Building real connections with your audience is essential; when you treat customers like friends and keep interactions genuine, that authenticity keeps people coming back. While long-term trust drives loyalty, it’s also important to balance brand-building with immediate sales goals so you’re not losing sight of those critical targets. Consistency is key—when customers see the same vibe across your platforms, they recognize your brand and build trust over time. Challenges are opportunities in disguise. Embrace setbacks as a way to fuel new ideas, opening doors you might not have considered before. Look beyond just the numbers and dig into what the data reveals about the customer experience. Creating a real connection goes deeper than metrics alone.   Timestamps 00:00 Introduction to Preston Rutherford’s background and pivot from tech to D2C 04:15 Chubbies’ early challenges and lessons learned from failure 07:45 Founding Loop Returns to solve ecommerce pain points 11:50 Building a memorable brand in a crowded D2C space 15:30 Why humor and authenticity are essential to brand identity 19:30 Creating lasting relationships through community over transactions 23:15 Balancing brand trust with short-term growth goals 30:00 Preston’s tips on building brand resilience for the long term 36:00 Final thoughts and advice for future founders   🔗 Mentioned in this episode: Chubbies: www.chubbiesshorts.com Loop Returns: www.loopreturns.com Marathon Data: www.marathondataco.com   🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    34 min

  6. 10/29/2024

    Mastering Brand and Demand Gen in B2B Marketing | Jason Ing (Gusto, AWS, P&G)

    ► About this Video Jason Ing, Chief Marketing Officer at Gusto, joins Krystina Rubino on Growth Talks to share his journey from B2C marketing with global tech giants like Microsoft and Amazon to leading B2B marketing strategies at Gusto. He explores the balance between brand and demand generation and highlights how storytelling and emotion shape decision-making in the B2B space. Jason also offers a behind-the-scenes look at how Gusto builds trust and brand consistency while providing HR and payroll services to small and medium-sized businesses. 🗝️ Key Takeaways: Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth.  When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend.  Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision. The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational.  Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time. Timestamps00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing01:22 Discussing the tension between demand gen and brand marketing in B2B06:01 How marketing philosophies evolve across different industries08:41 Emotional decision-making in B2B marketing12:26 Why storytelling matters in B2B marketing14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging17:52 Creating brand trust through consistent experiences across channels21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing27:22 How B2C and B2B marketing differ in practice30:05 Gaining organizational buy-in for experiments with new marketing channels37:00 Using non-endemic channels in B2B marketing40:00 Closing thoughts and advice for growth marketers 🔗 Mentioned in this episode: Gusto: www.gusto.com AWS: www.aws.amazon.com Xbox: www.xbox.com Procter & Gamble: www.pg.com Accenture: www.accenture.com Infosys: www.infosys.com 👍Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    45 min

  7. 10/15/2024

    Scaling Growth in the Complex World of Fintech | Simon Vishnevskiy (Credit Genie, Dave, Lyft)

    In this episode of Growth Talks, Simon Vishnevskiy, Chief Growth Officer at Credit Genie, sits down with Krystina Rubino to share his experiences and strategies in growth marketing for fintech. With a background that spans gaming, ridesharing, and finance, Simon dives into the unique challenges of marketing within a highly regulated and competitive space.  He discusses the parallels between marketing and gaming, the importance of cross-functional collaboration between product, compliance, and marketing, and the best way  to effectively reach underserved audiences. Simon also explores how to build a strong acquisition strategy from scratch and scale it efficiently over time. 🗝️Key Takeaways: Unlike other industries where a playbook may work long-term, fintech demands continuous reevaluation and dynamic strategies due to changing regulations and customer behaviors. In a highly regulated industry, collaborating closely with your compliance team ensures you can get creative with messaging while avoiding legal issues. Paying attention to product changes may explain swings in KPIs.  Starting with digital channels like TikTok, Meta, and Google is key but, as fintech brands mature, investing in offline channels like podcasts, TV, and radio is crucial for establishing brand equity and trust. To build an effective growth engine, Simon always evaluates 4 key things: tracking and attribution, data analytics, creative output, and lifecycle marketing as key pillars of an effective growth engine. “Day trading,” or short-term optimizations in channel spend, can help maintain an efficient acquisition strategy, while building foundational team roles in MarTech, data analytics, creative, and lifecycle marketing ensure sustainable growth. Leverage platforms like TikTok and DSPs to create ads and videos specifically optimized for their formats, boosting performance without hefty creative costs.   ⏰ Timestamps 00:00:00 Introduction to Simon Vishnevskiy 00:04:10 Unique challenges in fintech 00:06:56 Creating a collaborative playbook with product and legal teams 00:13:02 Targeting underserved audiences in fintech 00:16:42 How marketing strategies and channels evolve as fintech brands mature 00:24:00 A/B Test Segment 00:32:54 Managing CAC while scaling acquisition efforts 00:38:12 Key roles to prioritize when building a user acquisition team 00:41:21 Simon's favorite "growth non-hack"   🔗 Mentioned in this episode: Credit Genie: www.creditgenie.com Dave: www.dave.com Chime: www.chime.com MoneyLion: www.moneylion.com Coinbase: www.coinbase.com Robinhood: www.robinhood.com   🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our Youtube channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco

    44 min

  8. 10/01/2024

    Building a High Performing Marketing Team | Tyler Elliston (Right Side Up, Eventbrite)

    "Curiosity paired with tenacity is a killer combination." Tyler Elliston, the founder of Right Side Up, discusses the ins and outs of marketing leadership and the nuances of building effective marketing teams.  From early-stage startups to late-stage enterprises, Tyler shares insights on the unique challenges and strategies for success at each level. The conversation covers everything from building a marketing team from scratch to balancing in-house talent with external resources like consultants and agencies. 🗝️Key Takeaways: The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels. Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones.  The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume. External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires. Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales. Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued. ⏰ Timestamps 00:00 Introduction to Tyler Elliston, Founder of Right Side Up 01:44 Building a marketing team from scratch 04:52 Intangibles of great talent: passion, curiosity, tenacity 11:32 Balancing autonomy and accountability 18:07 When to use consultants, agencies, or in-house talent 24:04 Challenges in cross-functional collaboration 31:16 Lessons from high-growth startups vs. enterprises 35:39 Why Tyler founded Right Side Up 44:12 Tyler’s favorite growth non-hack 🔗 Mentioned in this episode: Right Side Up: www.rightsideup.com Eventbrite: www.eventbrite.com Equifax: www.equifax.com

    46 min
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About

Sit down with growth leaders and marketing executives from leading brands and companies across industries and stages. From exploring the evolution of growth marketing to walking the tightrope between brand and performance marketing to the epic saga of launching an ecommerce brand—we’ll dig into it all! Our guests will share their wins and war stories, and arm you with actionable insights on how to craft best-in-class strategies, execute with efficiency, and build your dream team. Growth Talks is brought to you by Right Side Up and hosted by Krystina Rubino, general manager of offline services.

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