Growth Talks: Growth Marketing Strategies & Insights

"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.
🗝️ Key Takeaways:
Adapt your leadership style: Coach your team to lead from their strengths—not your checklist. Give them the trust and autonomy to own outcomes and scale what can’t be done alone.
Empower top talent: Look for people who are great at one thing—not okay at everything. When you plant specialists in the right role, they don’t just grow—they flourish.
Leverage data strategically: Don’t just collect data—connect the dots. From segmentation to storytelling, let your insights drive smarter decisions that build trust and loyalty at scale.
Build trust through personalization: Know who your customer is—and why they chose you. Use that insight to deliver value that feels tailored, timely, and true to your brand promise.
Experiment boldly: Create space for fresh ideas. Set clear expectations, document outcomes, and revisit tests with conviction. The best insights often come from what didn’t work the first time.
⏰ Timestamps
01:16 - Leadership evolution in the marketing industry
06:44 - Understanding consumer preferences
12:07 - Shipping wine vs. other D2C categories
16:39 - The A/B Test: A or B questions
27:09 - Balancing brand storytelling with performance marketing
32:54 - Experience of working across many brands
36:39 - Brand management philosophy
39:09 - Fostering innovation in marketing teams
41:35 - How to use data to drive repeat purchase
44:52 - Providing value over discounts
🔗Mentioned in this episode:
Full Glass Wine Co: https://www.fullglass.wine/
Thistle: https://www.thistle.co/
Betabrand: https://www.betabrand.com/
Brandless: https://brandless.com/
Zappos: https://www.zappos.com/
Williams Sonoma: https://www.williams-sonoma.co
 
👍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

"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.
🗝️ Key Takeaways:
Embrace uncertainty. No model is perfect—but that’s not the goal. Structured experimentation brings clarity, reveals customer insights, and drives better decisions over time.
Last-click attribution is limiting. It favors bottom-of-funnel tactics and short-term wins, while overlooking the long-term impact of brand-building and upper-funnel influence.
Media mix modeling is evolving. Smart marketers are moving beyond slow, outdated models—adopting faster, real-time approaches that align more with consumer behavior.
Stop overcomplicating measurement. You don’t need perfect data to move forward. Simple directional signals are often enough to guide strategic, timely decisions.
Think like a product team. Continuous optimization and experimentation should be built into every marketing plan to stay agile and drive consistent growth.
⏰ Timestamps
00:10 - Intro to Michael Kaminsky
03:26 - From Harry’s to Recast: Why measurement needed a reset
07:21 - The blind spots of last-click attribution
14:34 - Why traditional media mix models fail modern marketers
18:38 - How brands can balance digital and offline measurement
23:37 - The importance of causal inference in marketing analytics
35:24 - The dangers of over-relying on data without strategic intuition
45:27 - Common mistakes brands make in cross-channel measurement
50:46 - The future of marketing measurement and why agility matters
55:46 - How to build a marketing strategy that adapts and scales
 
🔗Mentioned in this episode:
Recast: https://getrecast.com/
Harry’s: https://www.harrys.com/
Away: https://www.awaytravel.com/
Mockingbird: https://hellomockingbird.com/
Rocket Money: https://www.rocketmoney.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

"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.
🗝️ Key Takeaways:
Brand fuels growth. Every channel—TV, social, influencers should reinforce your brand story, not just drive conversions.
TV ads take time, but they work. Nutrafol refined their TV strategy over multiple iterations—test, tweak, and secure leadership buy-in for long-term impact.
Authenticity isn’t a trend—it’s a trust builder. Real customers, not actors, make the difference. Genuine voices create loyal brand advocates.
Diversify your marketing mix. Winning brands blend TV, digital, influencers, and organic marketing to stay agile, scale faster, and meet customers where they are.
Go beyond last-click attribution. Successful brands take a full-funnel approach, blending brand KPIs, search trends, and retargeting to track real growth drivers.
⏰ Timestamps
00:10 - Intro to Shruti Khatod
03:26 - How brand and growth work together
07:21 - Connecting brand KPIs to growth marketing 
14:34 - Lessons from growing Nutrafol’s TV presence
18:38 - How Meta and TikTok are reshaping performance marketing
23:37 - Why problem-solution messaging resonates
30:55 - Overcoming the limitations of last-click attribution
35:24 - Consumer behavior & growth strategy adjustments 
45:27 - Leveraging influencers for long-term brand impact
50:46 - How Nutrafol navigated the TikTok ban scare
 
🔗 Mentioned in this episode:
Nutrafol: https://nutrafol.com/
ThredUp: https://www.thredup.com/
Macy’s: https://www.macys.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

“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.
🗝️ Key Takeaways:
📌 Why Smart Founders Play the Long GameSustainable growth isn’t about chasing short-term wins. Smart companies focus on strategy, efficiency, and fundamentals to build businesses that last.
📌 How to Build a Predictable Revenue EngineScaling isn’t just about growth—it’s about creating stability. Aligning marketing, operations, and finance helps teams make smarter, more strategic decisions.
📌 Behavioral Triggers Drive High-Intent SalesCustomers don’t always buy when you expect. Targeting key life events—like home purchases or relocations—ensures you reach them when they’re ready.
📌 Why ‘Growth at All Costs’ No Longer WorksThe market has shifted. Profitability, efficiency, and financial discipline aren’t just trends—they’re what separate long-lasting businesses from the rest.
⏰ Timestamps
00:00 Introduction to Ian Yung’s career
02:10 Balancing growth and financial discipline
07:16 Tonal’s game-changing growth strategy
12:06 Creating a predictable revenue engine
19:38 Marketing for long purchase cycles
31:38 Brand vs. performance marketing
40:17 Key factors behind business success
44:10 Why testing drives real results
🔗 Mentioned in this episode:
Tonal: https://www.tonal.com/
Parachute: https://www.parachutehome.com/
Touch of Modern: https://www.touchofmodern.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

“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.
🗝️ Key Takeaways:
Focusing on fewer, high-impact initiatives is the key to long-term success rather than spreading resources too thin.
A well-structured, versatile marketing team can significantly improve efficiency and execution.
Leveraging community engagement and content marketing can be more powerful than relying solely on paid media.
AI is a powerful enhancement tool, allowing marketers to optimize workflows and improve personalization while maintaining a human touch.
Building a great website lays the foundation for marketing success and supports all other growth efforts.
⏰ Timestamps
00:00 Introduction to Branca Ballot’s career
02:10 From engineering to marketing leadership
06:35 Why focus beats fragmentation in marketing
11:20 The role of community and content in growth
16:50 Paid vs. organic: When to invest in which
21:40 AI’s impact on marketing and business operations
26:15 Building and scaling a lean but powerful team
30:30 Branca’s favorite growth non-hack: A great website
 
🔗 Mentioned in this episode:
Glide: https://www.glideapps.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

“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.
🗝️ Key Takeaways:
Lifecycle marketing is more than email. It’s about creating integrated experiences that accelerate use cases.
Tactical patience is critical. Avoid knee-jerk decisions; evaluate data at key decision points.
Personalization is no longer optional. Be in tune with customers to stay relevant by meeting your audience. Investing in relevance and context improves customer loyalty.
Brand affinity matters! Move beyond transactional relationships to create lasting impressions.
In fintech, trust is everything—winning over skeptical customers requires strong partnerships and established credibility.
⏰ Timestamps
00:00 Introduction to Sean Collins’ career
02:00 From military logistics to marketing
06:15 Lessons on leadership and tactical patience
10:45 Lifecycle marketing strategies for engagement
16:30 The challenges of marketing in fintech
21:00 Earning customer trust with partnerships
25:50 Balancing brand-building with direct response
30:15 Sean’s favorite growth non-hack: customer insights
🔗 Mentioned in this episode:
Bilt Rewards: https://www.biltrewards.com
Numbers & Narrative Podcast: https://numbersandnarrative.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

“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.
🗝️ Key Takeaways:
Research and qualitative insights are irreplaceable for understanding customer decisions—get to know your audience deeply. 
Marketing must adapt to diverse audiences and meet them where they are, so stay flexible.
Advocacy and storytelling go hand in hand. Clear, mission-driven communication fuels awareness and impact.
Branding isn’t just for profit. A strong, authentic message resonates in both nonprofit and for-profit sectors.
Calls-to-action are critical, so be intentional in your messaging to ensure the audience understands what you’re offering. Highlight your value. 
⏰ Timestamps
00:00 Introduction to Julia Steele’s career
02:12 From journalism to marketing
06:30 Balancing branded content and storytelling
11:45 Navigating the complexities of nonprofit and education marketing
16:20 Success Academy’s dual mission: advocacy and access
21:35 Cultural competence in marketing for NYC’s diverse families
28:10 The power of customer research in driving marketing decisions
35:00 Julia’s favorite growth non-hack: research
🔗 Mentioned in this episode:
Success Academy Charter Schools: https://www.successacademies.org/
Ed Institute at The Robertson Center: https://saedincubator.org/
👍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

“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