Growth Talks: Growth Marketing Strategies & Insights

Marketing today should be a team sport. The companies that thrive are the ones who align product and brand around a shared mission.
In this week’s episode of Growth Talks, Pranav Piyush, CEO of Paramark, joins host Krystina Rubino to share leadership strategies for aligning product, marketing, and finance to drive business success.
As a former marketing leader at companies like BILL and Adobe,  Pranav unpacks how to recognize growth plateaus, lead change with clarity, and foster high-trust relationships with finance.
From refining your brand-performance connection to activating your community as a true growth engine, this episode provides sharp insights for building a company that lasts.
🗝️Key Takeaways:
Product-market fit is everything. Great marketing teams solve a real problem first, then build strategy and messaging around it.
Stakeholders matter. CMOs don’t just lead marketing; they manage up, down, and across the organization. Influence is as critical as strategy and execution.
Plateaus test your strategy. The best leaders lean in, dig into the data, recalibrate fast, and unlock new levers for growth others miss.
Finance is your growth partner. CMOs who win long-term build trust with finance early. They connect brand marketing to revenue and sell the vision with numbers.
Think like your customer. Great marketers walk in their buyer’s shoes. They ask better questions, speak the customer’s language, and build experiences that resonate.
Test with intention. Smart teams don’t just run experiments—they learn from each one. Clear hypotheses and expectations drive better outcomes.
Community is a growth engine. Top brands turn their audience into advocates. Community builds loyalty, word-of-mouth, and lasting momentum.
⏰  Timestamps
01:45 Importance of Product Market Fit
03:33 Navigating Organizational Shifts
08:26 Leading Through Growth Plateaus
13:25 Stakeholder Management as a CMO
20:33 Partnering with Finance for Success
29:45 Bridging Marketing and Data Teams
37:08 Knowing When to Pivot in Marketing
41:08 Why the Best Marketers Learn From Every Test
44:05 Step Into the Buyer’s Journey
46:23 Community as a Growth Non-Hack
🔗  Mentioned in this episode:
Paramark: https://paramark.com/
PayPal: https://www.paypal.com/
Adobe: https://www.adobe.com/
BILL: https://www.bill.com/
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Great brands are built on one big idea. And every campaign and customer touchpoint should connect back to that big idea.
In this episode of Growth Talks, Katelyn Watson, CMO of Talkspace, joins Right Side Up Founder and host Tyler Elliston to share her marketing philosophy for building brands that last.
Drawing on more than 20 years leading growth at companies like Nurx and Shutterfly, Katelyn reveals how grounding your brand in customer insights, aligning teams around shared goals, and thinking like a performance marketer can unlock stronger partnerships, faster scaling, and sustained growth.
She also shares lessons from high-impact rebrands and authentic influencer campaigns that have helped her build trust, relevance, and long-term brand equity.
🗝️ Key Takeaways:
Nail the first 90 days. Great CMOs lead with clarity. They set priorities early, define the mission, and earn trust fast.
Listen first, then message. The best marketers build strategy around what customers actually need.
Brand awareness still matters. Top of funnel builds recognition, earns credibility, and fuels long-term growth.
The affiliate advantage. Smart CMOs double down on what works, and affiliate programs consistently deliver.
Strategic partnerships drive real impact. Growth isn't always paid. Brand partners expand reach and create lasting value.
Authenticity wins in influencer marketing. Real stories resonate, foster community, and drive meaningful conversion.
⏰  Timestamps
01:54 Leading Brand Transformation 
08:15 How to Leverage Marketing Agencies 
11:30  AI’s Role in Brand and Marketing Strategy 
22:55 Strategic Partnerships for Scalable Growth 
29:38 Guiding Early-Stage Companies 
36:23 Influencer Marketing That Drives Results
38:40 Building Successful Long-Term Partnerships  
41:32  Measuring What Matters in Marketing 
46:25 Rethinking Organic Social Strategy
 
 
 
🔗  Mentioned in this episode:
Talkspace: https://www.talkspace.com/
Nurx: https://www.nurx.com/
American Express: https://www.americanexpress.com/
Shutterfly: https://www.shutterfly.com/
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"The B2B market is constantly shifting. Your ability to innovate and pivot quickly defines your competitive edge.”
In this episode of Growth Talks, we're joined by Cate Lochead, the former CMO o Snorkel AI whose career in B2B marketing leadership spans more than 25 years. She has held high-impact executive roles at companies like JumpCloud, DataStax, and Couchbase.
Cate shares her proven strategies for scaling global marketing teams, securing venture funding, and leading a company through a successful IPO. She explains why operational rigor, financial alignment, and a deep understanding of technical buyers are critical to sustainable growth.
Building on these foundational principles, Cate also offers a clear-eyed look at how the role of the marketer is evolving with AI, along with actionable insights on how to leverage new technologies to drive business success.
🗝️ Key Takeaways:
Culture is your edge. Teams that communicate clearly and operate with purpose will outperform, every time.
Adaptability is a must. In B2B marketing, what works today might not work tomorrow. Stay flexible and responsive to changing landscapes.
Know your audience—deeply. Technical buyers value substance. Speak their language and deliver insights they can use.
Brand trust compounds. A great campaign can spark short-term wins, but lasting impact comes from consistency and credibility over time.
Growth should be sustainable. Blitz-scaling can backfire. Long-term wins come from pacing growth with operational discipline.
Say “I don’t know” more often. Curiosity and humility make room for real alignment, better decisions, and stronger leadership.
⏰ Timestamps
03:44 Balancing Innovation and Business Operations
06:32 The Importance of Alignment with Finance
09:25 Empathy in Leadership and Communication
12:10 Messaging Strategies for Technical Audiences
17:41 Successful Campaigns and Learning from Failures
29:12 Navigating Growth and Sustainability in Tech
33:45 Marketing’s Evolving Role in the Age of AI
39:54 The Enduring Value of In-Person Events
49:50 Navigating Fundraising and Marketing Roles
🔗 Mentioned in this episode:
Snorkel AI: https://snorkel.ai/
JumpCloud: https://jumpcloud.com/
DataStax: https://www.datastax.com/
Couchbase: https://www.couchbase.com/
Carbon Black: https://www.broadcom.com/
Oracle: https://www.oracle.com/
 
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"You can’t talk your way into success, your product has to be wonderful, and customers have to love it."
In the Season 2 premiere of Growth Talks, Jaleh Bisharat, fractional CMO at Skillshare, joins Right Side Up Founder and host Tyler Elliston, to share her CMO playbook built on two decades of leadership across companies like Eventbrite and OpenTable. She breaks down how CMOs can make an impact in their first 90 days and why strategic focus is one of marketing’s most powerful levers.
Jaleh also shares how to build high-performing teams and translate customer insights into strategy—drawing on early career lessons from Amazon, where she saw how a customer first mindset fuels lasting growth.
🗝️ Key Takeaways:
Great CMOs think like CEOs. They look beyond brand performance, empower teams, and make bold decisions that drive sustained growth.
Culture is shaped by example. A marketing leader’s energy, focus, and integrity influence every interaction—and define how teams operate at every level.
The first 90 days are for listening. Great CMOs lead with curiosity, taking time to understand the team, set priorities, and build trust before making decisions.
Focus is a strategic advantage. Marketing teams often drown in ideas. The best CMOs zero in on the 20% that drives 80% of results and align teams around what matters most.
Customer insights are your growth engine. Metrics are important, but direct conversations lead to sharper decisions and stronger product-market fit.
⏰ Timestamps
00:00 Resilience in Action: Jaleh’s Journey to CMO Leadership
02:52 Navigating the First 90 Days as a CMO
06:05 Understanding Team Dynamics and Customer Insights
09:01 The Importance of Focus in Marketing Strategy
11:51 The Role of Product in Marketing Success
14:54 The Case for Fractional vs. Full-Time CMOs
28:16 Transitioning Roles: From Interim to Full-Time CMO
30:22 The Distinction Between Fractional and Full-Time CMOs
34:30 Core Principles of Effective Leadership
44:39 Customer-Centricity: Lessons from Amazon
46:04 Advising Companies: What Matters Most
47:41 The Value of Direct Customer Conversations
🔗 Mentioned in this episode:
Skillshare: https://www.skillshare.com
Novi https://www.noviconnect.com/
Eventbrite: https://www.eventbrite.com/
Upwork: https://www.upwork.com
OpenTable: https://www.opentable.com/
Amazon: https://www.amazon.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
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"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.
🗝️ Key Takeaways:
Chiyong Jones shares why humor, when used authentically, remains one of the most powerful ways to build emotional connections and make brands memorable.
Deanna Dong explains how A/B testing messaging ideas brings more credibility and discipline to product marketing.
Ian Yung encourages growth leaders to dig deeper, seek real insights, and prioritize real experimentation over simply copying tactics and chasing surface-level hacks.
Laura Brooks reveals why building a strong marketing foundation beats chasing trends. She explains how getting product and customer experience right sets you up for real growth.
Shane Pittson explains why balancing brand and direct response beats chasing short-term wins, and how smart media bets and emotional connections create customer loyalty.
⏰ Timestamps
00:00: Introduction with Krystina Rubino
00:32: Chiyong Jones: Humor as a Marketing Growth Tool
01:46:  Deanna Dong: Messaging in Product Marketing
02:50: Ian Yung: Seek Truth, Not Shortcuts
04:14:  Laura Brooks: Building a Strong Marketing Foundation
05:55: Shane Pittson: Balancing Brand and Performance
08:03: Closing Thoughts 
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"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
 
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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
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"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/
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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
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"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
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