Growth Talks

"It's not just about selling a product. It's about creating a feeling people remember—and humor makes it unforgettable.” In this special episode of Growth Talks with Krystina Rubino, we highlight our favorite growth non-hacks: the timeless strategies that drive real results, not just quick wins. It's packed with smart insights, fresh perspectives, and valuable lessons for building lasting success. Hear from marketing leaders like Chiyong Jones (VP of Brand Marketing, Kajabi), Deanna Dong (Former Head of Product Marketing, Writer AI), Ian Yung (Former SVP of Revenue, Tonal), Laura Brooks (Co-founder, Foundation Collective), and Shane Pittson (Co-founder, So-and-So Venture Studio) as they break down what it takes to drive real growth in today's environment.

"You can't discount your way into building customer loyalty—you earn it through value and trust." In this episode of Growth Talks, Aaron Magness, SVP of Marketing at Full Glass Wine Co., joins host Krystina Rubino to share his journey from brand builder to ecommerce leader. He breaks down how to adapt your leadership style, leverage data to drive growth, and create personalized shopping experiences that turn first-time buyers into loyal customers.  Aaron also explores the nuances of consumer behavior, the power of trust in brand-building, and the strategies fueling success across multiple wine brands in a competitive online marketplace—drawing from over 20 years of experience building iconic consumer brands like Thistle, Betabrand, Brandless, and Zappos.

"There's no magic bullet in marketing—just daily experimentation, measurement, and iteration." In this episode of Growth Talks, Michael Kaminsky, Co-founder of Recast, joins host Krystina Rubino to explore how marketers can rethink the way they measure success. Drawing from his early days at Harry's, Michael shares how managing a lean media budget sparked his deep dive into media mix modeling and experimentation. He offers insights on how marketers can adopt a product mindset—treating measurement as an iterative process, not a final answer. Learn how ongoing optimization, directional data, and adaptive systems can help brands stretch their budgets, make smarter decisions, and scale effectively across channels.

"Authenticity isn't just a buzzword—it's what makes customers believe in your brand." In this episode of Growth Talks by Right Side Up, Shruti Khatod, VP of Growth Marketing at Nutrafol, joins host Krystina Rubino to discuss the power of authentic storytelling in brand growth. Shruti shares how leveraging real customer stories and choosing the right influencer partnerships have helped Nutrafol build a brand that customers trust and love. She breaks down how to align brand KPIs with performance marketing, measure the true impact of retail strategies, and drive long-term revenue success.

“Sustainable growth isn't just about hitting numbers—it's about aligning efficiency with your business strategy and revenue model.” In this episode of Growth Talks by Right Side Up, Ian Yung, former SVP of Revenue at Tonal, joins host Krystina Rubino to share the real levers of sustainable growth. From navigating long purchase cycles to aligning teams for efficiency, Ian breaks down what actually works when scaling a business—without burning through resources. With over 15 years of experience leading growth at Tonal, Parachute, and Touch of Modern, Ian shares real strategies that drive revenue. He offers his perspective on what fuels lasting success, how to choose the right measurement model for your company, the importance of meeting your customer where they are, and how to adapt to a shifting market without losing momentum.

“Marketing is the glue that connects teams, strategy, and execution—when done right, it drives the entire business forward.” In this episode of Growth Talks by Right Side Up, Branca Ballot sits down with host Krystina Rubino to break down how she went from mechanical engineer to marketing executive, building and scaling growth teams along the way. Branca shares her approach to structured experimentation, hiring for versatility, and the importance of choosing fewer—but smarter—strategies to maximize impact. She also reveals why team dynamics are critical to success, how to foster cross-functional alignment, and how AI is shaping the future of marketing.

“Lifecycle marketing is integrated marketing focused on the natural use case. It's about meeting customers where they are.” In this episode of Growth Talks by Right Side Up, Sean Collins joins host Krystina Rubino to share his journey from Army logistics officer to growth marketing leader. Sean discusses the evolution of lifecycle marketing, the importance of tactical patience, and how Bilt Rewards is redefining customer engagement in fintech. Sean dives into lessons on prioritizing trust in fintech, balancing long-term brand-building with immediate direct response, and the power of personalization in creating meaningful customer experiences.

“Research is key. There's no hack for deeply understanding your customer's decision set.” In this episode of Growth Talks by Right Side Up, Julia Steele joins host Krystina Rubino to share her journey from journalism to nonprofit marketing and her passion for creating impactful stories that move people to take action. Julia discusses the challenges and rewards of marketing in the education and nonprofit sectors, emphasizing the importance of cultural competency, customer research, and advocacy in driving growth. Julia also explores how Success Academy works to inspire families and drive enrollment, all while staying true to their mission of providing exceptional education for children of all backgrounds.

“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.

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.

“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.

“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.

“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.  

► 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.

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.

"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.

In this episode of Growth Talks, Chiyong Jones, the VP of Brand Marketing at Kajabi, discusses his approach to building and evolving brand identities for startups and established companies alike.  To build a brand identity that lasts, it's incredibly important to understand the customer, create a cohesive brand system that remains flexible, and balance creativity with constraints like budget and team size. Chiyong also explores the role of brand in long-term business success, the value of authenticity in influencer partnerships, and the importance of consistency in brand messaging.  

In this episode of Growth Talks, Krystina Rubino interviews Ty Conner, the Senior Director of Growth Marketing Offline at Rocket Money. Ty shares his journey from being a geologist in remote Alaska to becoming a key player in Rocket Money's marketing team. He discusses the foundational decisions and strategies that have propelled Rocket Money to the top of the app store charts, including their rebrand from Truebill.   Ty discusses the importance of data-driven decision-making, explaining how Rocket Money leverages data and utilizes robust measurement techniques such as geo holdout tests and media mix models to scale offline channels like linear TV and out-of-home. Ty offers insights into the balance between digital and offline marketing and the future impact of privacy changes on measurement and strategy.  

► About this Video In this episode of Growth Talks, Krystina Rubino sits down with Mike Lackman, former CEO of Trade Coffee and PetFlow and current board member, advisor, and investor at various ecommerce brands. Mike shares his journey through various C-suite roles, the importance of creating and maintaining a vision, and how to balance growth with profitability. He also provides insights into effective marketing strategies for the ever-evolving landscape of DTC and subscription models.  

In this episode of Growth Talks, host Krystina Rubino interviews Patrick Moran, Head of Growth Marketing at Robinhood. Patrick dives into the distinctions between brand marketing and brand advertising, highlighting the crucial integration of data and storytelling for establishing successful growth strategies. He shares practical insights on optimizing channel performance, identifying diminishing returns, and diversifying spend—and explores when and how you should use sophisticated measurement frameworks like media mix modeling (MMM).   

In this episode of Growth Talks, Krystina Rubino chats with Chelsea Cramer, Marketing Analytics Lead at Credit Karma. They dive into the world of marketing analytics, discussing the evolution of marketing tools, the impact of data privacy changes on attribution, and strategies for effective marketing measurement in a privacy-first world.    ⏰ Timestamps 00:00 Introduction to Chelsea Cramer, marketing analytics lead at Credit Karma 01:28 Evolution of marketing analytics landscape with new tools, increased focus on data privacy and complex attribution models 03:57 How to tackle Google's privacy sandbox and the deprecation of third-party cookies 05:34 Effectively measuring data leveraging multiple methodologies 09:55 Importance of message and incrementality testing 20:31 Practical applications of AI in marketing analytics 25:02 Utilizing advanced analytics techniques like media mix modeling and multivariate testing 39:07 Closing thoughts on the future of marketing analytics, emphasizing continuous learning and adaptation to new technologies and methodologies.  

In this episode of Growth Talks, Krystina Rubino chats with Laura Brooks, the co-founder of The Foundation Collective and previously led marketing at CPG brands Solid Gold Pet and Boom Chicka Pop. Laura shares her expertise in balancing the growing world of ecommerce with traditional brick-and-mortar stores and dives deep into the importance of having a strong product, the complexities of shelf placement, and the advantages and disadvantages of different sales channels. Laura also discusses the significance of building a solid marketing foundation for sustainable growth.   ⏰ Timestamps 00:00:00 Introduction to Laura Brooks, Fractional CMO, Advisor and Co-Founder of The Foundation Collective  00:01:51 Balancing ecommerce and traditional brick-and-mortar stores  00:03:09 Understanding the importance of the shopper journey  00:08:00 The role of shelf placement and packaging in brick-and-mortar stores 00:12:38 Advantages and disadvantages of brick-and-mortar stores 00:21:34 Advantages and disadvantages of e-commerce 00:23:50 The strategy of starting online before moving to retail 00:27:00 A/B Test with Laura 00:30:16 How to measure the effectiveness of digital marketing for brick-and-mortar and e-commerce 00:37:52 Challenges faced by early-stage CPG companies and advice for navigating them 00:42:47 Laura's favorite growth non-hack 00:43:08 Conclusion and closing remarks  

In this episode of Growth Talks, Krystina Rubino chats with Mark Fiske, Operating Partner for marketing and digital transformation at H.I.G. Capital. They dive into key aspects of growth marketing, the impact of generative AI, and strategies for effective digital transformation.

In this episode, your host Krystina Rubino chats with Ben Starmer, CEO and co-founder of Dad Grass, a Hemp and CBD brand. Ben shares his journey from being the Global Marketing Director at Levi Strauss to founding a bootstrapped e-commerce business in the challenging cannabis industry.  Discover what inspired Ben to start Dad Grass, how he navigated the transition from corporate marketing to entrepreneurship, and the innovative strategies that have driven Dad Grass's growth despite the challenges of marketing in the cannabis space.   ⏰ Timestamps: 00:00:00 Introduction to Ben Starmer and Dad Grass 00:04:10 Transitioning from Corporate to Startup: Ben's journey from Levi Strauss to Dad Grass 00:07:00 The Genesis of Dad Grass: Ben's personal experiences with cannabis 00:10:00 Building a Brand: The importance of branding in differentiating Dad Grass 00:14:00 Growth Strategies and Challenges: Overcoming the inability to use traditional advertising platforms like Meta 00:19:00 Bootstrapping the Business: The decision to bootstrap rather than seek venture capital 00:24:00 Lessons Learned and Future Plans: The importance of balancing intuition with data-driven decisions 00:31:00 A/B Test: Personal Insights and Reflections 00:37:00 Creating a memorable customer experience 00:46:00 Outro   #GrowthMarketing #MarketingStrategies #Bootstrapping #Startup #Cannabis #EarlyStageCompanies #Marketing   

Ever wondered when you should hire your first product marketer?

In this episode of Growth Talks, Krystina Rubino chats with Doug Hoggatt, VP of Marketing at Elfster, to explore the past, present, and future of growth marketing. Doug shares his extensive experience and insights from over 25 years in the industry, discussing the shift from early digital marketing strategies to today's complex landscape, the impact of cookie deprecation on the future of digital marketing, and the importance of leveraging offline channels earlier.   ⏰ Timestamps: 00:00:00 - Introducing Doug Hoggatt, VP Marketing of Elfster 00:01:42 - Doug's Background in Growth Marketing the last 25 years 00:03:53 - Exploring Alternatives to Online Channels 00:06:00 - Limitations of Remarketing and Lookalike Modeling 00:09:00 - Rise of Influencers in Marketing 00:14:09 - Timing and Strategic Approach to Channel Diversification 00:19:58 - Startup Mistakes in Marketing Spend 00:27:32 - A/B Testing with Doug: Insights on Personal Preferences 00:36:26 - Value of Direct Mail in Modern Marketing 00:40:15 - The Myth of Growth Hacking 00:42:57 - Closing Remarks and Acknowledgments  

In this episode of Growth Talks, Krystina Rubino chats with Manbir Sodhia, SVP of Marketing at Whisker, the brand behind the innovative products including Litter-Robot, Feeder-Robot, and Litterbox. Manbir discusses how to build the foundation needed for sustainable DTC acquisition strategies, the importance of diversifying beyond Meta and Google, and how he leverages his secret weapon, a growth matrix, to build an experimentation mindset on his teams.   ⏰ Timestamps: 00:00:00 Introduction and guest background 00:02:12 Manbir's transition from music to marketing 00:07:21 Building the foundation of DTC customer acquisition 00:14:15 Navigating channel expansion and market complexities 00:22:17 Adapting strategies in dynamic market conditions 00:30:28 Diversifying acquisition beyond Facebook and Google 00:45:56 The impact of authenticity and company culture on marketing 00:51:26 Manbir's perspective on growth "non-hacks" 00:53:03 Conclusion and appreciations  

Welcome to Growth Talks, Right Side Up's new sit down series. Join us as we chat with growth leaders and marketing executives from leading brands and companies across industries and stages including Credit Karma, Coinbase, Whisker, and many more. Our guests will spill the tea, 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. From exploring the evolution of growth marketing over the past 15 years to walking the tightrope between brand and performance marketing without missing a beat to the epic saga of launching an ecommerce storefront from scratch—we'll dig into it all.