In How I Grew This, Mada Seghete dives into the stories behind the World’s top companies and the leaders driving their growth from campaigns, measurement and tests to their personal journeys becoming growth leaders.
Katherine Kelly, VP of Higher Education Marketing at Handshake - Enhancing Career Opportunities Through Mobile Software
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’.
Senior Product Manager at RTL2: Ben Okkenga - What It Takes to Become a Star Product Manager in the Television Industry
Ben Okkenga is the Senior Product Manager at RTL2, a TV network from Germany. Ben has spent the last ten years building growth in various departments. Currently, he is responsible for RTL2 projects and products, like the gaming website, mobile apps, and Smart TV applications.
In this episode of How I Grew This, Ben talks about how to attract, engage, and retain users on your app, the product that brought RTL2 Connect the Smart TV Award, and how to succeed as a product manager.
Chief Marketing Officer at Nude: Yoann Pavy - Driving Mobile Marketing Growth in the FinTech Industry
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.
Principal of Digital Engagement and Experience at Telstra: Tomas Warden - How to Get the Most out of Your App
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.
CMO at Paired: Gessica Bicego - Growth-Hacking Branding Tips for Your App
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.
[Greatest Hits] CMO @ Fishbrain: Lisa Kennelly- Scaling as the Dominant Player in Your Niche
Lisa Kennelly has been the CMO at Fishbrain for over three years and oversees marketing operations, strategy, and vision. Since the fall of 2020, Lisa has been responsible for growing and managing Fishbrain’s eCommerce marketplace. Outside of Fishbrain, Lisa is an advisor and mentor of multiple early-stage founders and startups.
Fishbrain is a mobile app and online platform with map-based tools, fishing forecasts, social networking features, and recommendations on fishing gear. Fishing is the most popular hobby in the world… and is huge in the US, Fishbrain’s biggest market.
During the pandemic, Fishbrain was a beneficiary of other businesses and sports shutting down and also from becoming the primary online retailer focused on a variety of fishing gear. Riding this wave, Fishbrain has grown to over 13 million users.
Lisa led Fishbrain’s marketing expansion beyond their (mostly) paid advertising campaigns. Fishbrain’s social network feature attracts new users and contributes to their user retention. Fishbrain grows through SEO, word of mouth, influencers and even offline marketing (billboards, radio ads, etc) in some southern US states that have a thriving culture of anglers.
Sometimes, all that is required to stand out in the market is observing a pattern and disrupting it with a bold design decision. At Clue, a female reproductive health app, Lisa and her team disrupted the ongoing pattern of having a pink-themed female health tracker app. This bold design decision contributed “big time” to their growth.
If you are working with influencers, focus on micro-influencers because they are more approachable and have a more dedicated fan base. Nail your product benefits, product positioning, and its messaging. Be rigid about how influencers can use them and how they must not use them.
If you are in a newer, less-saturated niche, SEO is a great channel because it’s easier to find content gaps in the niche and fill it with high-quality content.
Lisa shares that to increase your premium subscriptions: make your pro membership content truly valuable and meant for the regular, high-frequency user - not just the occasional user. Split testing can be used to avoid making decisions. Sometimes, you just have to believe in your ideas and execute them because non-determinant results of A/B testing can be paralyzing.
Lisa also shares management lessons for CMO’s: empathy, honesty, vulnerability, and direct feedback help connect with employees. Sometimes, simply giving your employees a kind ear to vent can do the trick. Consuming leadership content has also helped Lisa in her quest of becoming a great CMO.
Educational and fun
Better than anything you can get in school. A great insider’s view of growth and marketing.
A must for app developers
I run a consumer mobile dating app called coffee meets bagel and like other mobile developers, growth is something we consntantly work on. This podcast is a gem filled with real examples and practical tips from experts. I got so many growth ideas from this. A must for mobile developers in charge of growth.
Come for the growth tips, stay for the journeys
Enjoying the tips, but really listening to hear about the guests' journeys. Great start!