Vasa Martinez is the founder and CEO of Growthbuster, a remote marketing agency that has helped food and beverage brands reach new heights with community, creative, and innovation. After years of CPG experience working with many brands, Vasa started building his own company focused on the outsourced marketing department. Today he joins us to talk about his experience with brands, how he positioned his agency as the solution clients need, and why you need to follow your north star.
3 Golden Nuggets Bet on yourself. A lot of times a company might be really attached to “vanity metrics” and turn to buying followers. This is a really ineffective measure, as they usually find out when they hire an expert. Trying to steer clients away from shady practices like bots or buying clients, this company started making bets that they would grow their social media in four months. Trusting their methods has helped them win many of those bets. Follow your North Star. As a rule, Vasa and his team make it a point to work with companies that are solving a problem in the world. This aligns with their core value of “human first, business second”. That has led to saying no to brands that could bring in a lot of revenue but don’t really fit with the agency's values. For his part, Vasa says their north star is not growth if it comes at the cost of his values or his team’s mental health. Don’t compromise your team’s mental health. This is a very demanding industry but running a solvent business, working with some really cool brands, and scaling your agency shouldn’t come at the cost of your team’s mental health. Respect people’s rest time. As agency owners, we sometimes end up working weird hours but don’t expect everyone on your team to do the same. Follow Your North Star and Position Your Agency as a Solution Jason: [00:00:00] Hey, what's up everybody? Jason Swenk here, and I'm excited to have another really good episode, a really amazing guest. He's going to talk about how did they position their agency as an outside marketing solution for companies coming in.
So let's go ahead and jump into the show.
All right, Vasa. What's going on, man?
Vasa: [00:00:25] What's up. What's up? How are you?
Jason: [00:00:27] I'm excited to have you on, so tell us who you are and what do you do?
Vasa: [00:00:30] My name it's Vasa Martinez. I'm the founder and CEO of Growthbuster, an outsourced marketing department. I'm also the CMO of Outer Aisle, which is a food brand that creates cauliflower sandwiches and pizza crust.
Jason: [00:00:43] Very cool. And so with the agency, how'd you get your start? Why did you guys jump into this world?
Vasa: [00:00:48] Well, I found that I had some ideas that I wanted to see brought to life, and working as an employee wasn't the best way to do that. So in the back half of 2017, I started consulting rather than being a full-time employee.
And that turns into, uh, you know. At the beginning of 2018, I incorporated what became Growthbuster and started building from there.
Jason: [00:01:06] Awesome. And talk about kind of, why did you choose to kind of position? Or why are you guys going after the outsource marketing department?
Vasa: [00:01:17] For me, it's, it's nice to have a group of specialists and a group of generalists all on the same team when we work with different brands.
I’m typically running point on, on the account. So we never pass it off to an account manager that's just out of college or anything like that. So having that team behind you, that support, is the most helpful. You know, having the graphic designer or having, you know, an email marketer or a copywriter, uh, rather than just focusing on being a paid agency or a social media marketing agency.
It just wasn't enough for me and part of it was, you know, I treat GB as a CPG company. We work mostly with CPG companies, food an