Growth Talks: Growth Marketing Strategies & Insights

“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.
🗝️ Key Takeaways:
Flash sales are enticing, but long-term loyalty programs deliver sustainable results and build trust. Ditch quick wins for customer loyalty. 
Cultural alignment is key. Customers can spot when a brand “chases” trends without staying true to its core.
Retail is actually a marketing channel. Brick-and-mortar experiences create unmatched dwell time and brand engagement. Don’t underestimate the in-person experience!
Adapt by listening to customer needs and pivot your strategy for sustained relevance.
Internal culture drives external impact. When you build a passionate, empowered internal team it fuels better customer experiences.
⏰ Timestamps
00:00 Introduction to Sarah Crockett’s career
01:15 Balancing brand evolution with legacy
04:00 The role of authenticity in brand marketing
06:45 Dickies x Sydney Sweeney: When culture meets core values
09:30 Navigating trends without losing your brand’s identity
12:45 Measuring success in loyalty programs
15:30 Evolving the DSW customer experience
20:00 The power of retail as a brand marketing channel
22:15 Internal culture and employee buy-in as growth drivers
25:00 The future of retail and omnichannel strategies
30:00 Sarah’s advice for aspiring marketing leaders
35:00 Closing thoughts on authenticity and growth
 
🔗 Mentioned in this episode:
DSW: www.dsw.com
Burton: www.burton.com
Dickies: www.dickies.com
Backcountry: www.backcountry.com
Force of Nature Campaign: www.rei.com/h/force-of-nature
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“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.
 
🗝️ Key Takeaways:
Building real connections with your audience is essential; when you treat customers like friends and keep interactions genuine, that authenticity keeps people coming back.
While long-term trust drives loyalty, it’s also important to balance brand-building with immediate sales goals so you’re not losing sight of those critical targets.
Consistency is key—when customers see the same vibe across your platforms, they recognize your brand and build trust over time.
Challenges are opportunities in disguise. Embrace setbacks as a way to fuel new ideas, opening doors you might not have considered before.
Look beyond just the numbers and dig into what the data reveals about the customer experience. Creating a real connection goes deeper than metrics alone.
 
Timestamps
00:00 Introduction to Preston Rutherford’s background and pivot from tech to D2C
04:15 Chubbies’ early challenges and lessons learned from failure
07:45 Founding Loop Returns to solve ecommerce pain points
11:50 Building a memorable brand in a crowded D2C space
15:30 Why humor and authenticity are essential to brand identity
19:30 Creating lasting relationships through community over transactions
23:15 Balancing brand trust with short-term growth goals
30:00 Preston’s tips on building brand resilience for the long term
36:00 Final thoughts and advice for future founders
 
🔗 Mentioned in this episode:
Chubbies: www.chubbiesshorts.com
Loop Returns: www.loopreturns.com
Marathon Data: www.marathondataco.com
 
🤝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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► 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.
🗝️ Key Takeaways:
Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth. 
When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend. 
Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision.
The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational. 
Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time.
Timestamps00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing01:22 Discussing the tension between demand gen and brand marketing in B2B06:01 How marketing philosophies evolve across different industries08:41 Emotional decision-making in B2B marketing12:26 Why storytelling matters in B2B marketing14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging17:52 Creating brand trust through consistent experiences across channels21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing27:22 How B2C and B2B marketing differ in practice30:05 Gaining organizational buy-in for experiments with new marketing channels37:00 Using non-endemic channels in B2B marketing40:00 Closing thoughts and advice for growth marketers
🔗 Mentioned in this episode:
Gusto: www.gusto.com
AWS: www.aws.amazon.com
Xbox: www.xbox.com
Procter & Gamble: www.pg.com
Accenture: www.accenture.com
Infosys: www.infosys.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
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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.
🗝️Key Takeaways:
Unlike other industries where a playbook may work long-term, fintech demands continuous reevaluation and dynamic strategies due to changing regulations and customer behaviors.
In a highly regulated industry, collaborating closely with your compliance team ensures you can get creative with messaging while avoiding legal issues. Paying attention to product changes may explain swings in KPIs. 
Starting with digital channels like TikTok, Meta, and Google is key but, as fintech brands mature, investing in offline channels like podcasts, TV, and radio is crucial for establishing brand equity and trust.
To build an effective growth engine, Simon always evaluates 4 key things: tracking and attribution, data analytics, creative output, and lifecycle marketing as key pillars of an effective growth engine.
“Day trading,” or short-term optimizations in channel spend, can help maintain an efficient acquisition strategy, while building foundational team roles in MarTech, data analytics, creative, and lifecycle marketing ensure sustainable growth.
Leverage platforms like TikTok and DSPs to create ads and videos specifically optimized for their formats, boosting performance without hefty creative costs.
 
⏰ Timestamps
00:00:00 Introduction to Simon Vishnevskiy
00:04:10 Unique challenges in fintech
00:06:56 Creating a collaborative playbook with product and legal teams
00:13:02 Targeting underserved audiences in fintech
00:16:42 How marketing strategies and channels evolve as fintech brands mature
00:24:00 A/B Test Segment
00:32:54 Managing CAC while scaling acquisition efforts
00:38:12 Key roles to prioritize when building a user acquisition team
00:41:21 Simon's favorite "growth non-hack"
 
🔗 Mentioned in this episode:
Credit Genie: www.creditgenie.com
Dave: www.dave.com
Chime: www.chime.com
MoneyLion: www.moneylion.com
Coinbase: www.coinbase.com
Robinhood: www.robinhood.com
 
🤝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 Youtube channel: https://bit.ly/3HWiJYD
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"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.
🗝️Key Takeaways:
The shift from generalists to specialists is a natural progression as companies grow. Early-stage companies often need versatile employees who can handle multiple tasks, while later-stage companies benefit from specialists in specific channels.
Beyond skills and experience, intangibles like curiosity and tenacity are often the differentiators that separate good hires from truly exceptional ones. 
The use of Google and Facebook as customer acquisition channels varies at different stages: early-stage companies use them to gather product feedback and refine product-market fit, mid-stage growth companies use them to drive efficient customer acquisition at scale, while enterprise companies focus on incremental optimizations like reducing CAC and increasing volume.
External resources, such as freelancers, are becoming increasingly critical for companies that need specialization or want to test new tactics without committing to full-time hires.
Aligning on metrics and trusting team members are key to overcoming friction between marketing, product, and sales.
Offering flexibility is crucial to attract top-tier talent, especially in a post-pandemic world, where work-life balance and autonomy are highly valued.
⏰ Timestamps
00:00 Introduction to Tyler Elliston, Founder of Right Side Up
01:44 Building a marketing team from scratch
04:52 Intangibles of great talent: passion, curiosity, tenacity
11:32 Balancing autonomy and accountability
18:07 When to use consultants, agencies, or in-house talent
24:04 Challenges in cross-functional collaboration
31:16 Lessons from high-growth startups vs. enterprises
35:39 Why Tyler founded Right Side Up
44:12 Tyler’s favorite growth non-hack
🔗 Mentioned in this episode:
Right Side Up: www.rightsideup.com
Eventbrite: www.eventbrite.com
Equifax: www.equifax.com

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.
 
🗝️Key Takeaways:
When building a brand, it’s incredibly important to have a deep understanding of the customer, their needs, and how the brand is currently resonating with them. This insight informs all subsequent brand decisions and helps ensure that messaging is on target and effective.
While consistency in brand messaging and visuals is key to building brand equity, you need to maintain flexibility across different platforms and touchpoints. 
Constraints like budget, team size, or time, can actually lead to more creative solutions by forcing teams to focus on what’s truly important and feasible.
Brand and growth marketing are complementary strategies, with brand building long-term trust and awareness, while growth marketing drives immediate conversions.
The most effective partnerships are ones where creators genuinely align with the brand. Authenticity in these partnerships leads to more meaningful connections with audiences, which is more valuable than just reaching a large number of people.
Humor is an underutilized tool in brand communication. When used effectively, it can disarm audiences, make the brand more memorable, and foster a positive emotional connection.
 
⏰ Timestamps
00:00 Introduction to Chiyong Jones
01:56 Key Steps in Brand Development
03:14 Establishing Brand Identity
06:46 Challenges in Creative Functions
09:49 Testing and Iteration in Branding
15:29 Brand Evolution and Redesign
23:33 Challenges in Measuring Brand Impact
24:15 Tracking Brand Health: Surveys and Signals
27:33 Fun Marketing Game: The AB Test
32:15 Marketing to the Creator Economy
35:45 The Value of Authentic Creator Partnerships
42:03 The Power of Humor in Marketing
43:12 Conclusion and Final Thoughts
 
🔗 Mentioned in this episode:
Kajabi: https://www.kajabi.com
Personal AI: https://www.personal.ai
GoodRx: https://www.goodrx.com
Honey: https://www.joinhoney.com

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.
 
🗝️Key Takeaways:
Utilizing multiple measurement methods, such as surveys and media mix models, can help triangulate data and provide a clearer picture of channel performance. These methods are also crucial in navigating upcoming privacy changes.
For out-of-home advertising, prioritizing high dwell time, such as subway ads, can lead to better engagement and more efficient spend due to longer exposure times.
A successful marketing team should consist of individuals who are highly curious, data literate, and competitive, ensuring they continually strive for better performance.
Brands should focus on optimizing and scaling their core channels before exploring new ones, as there is often untapped potential in existing channels.
 
⏰ Timestamps
00:00 Introduction to foundational decisions for scaling
00:34 Importance of data-driven decisions and high data literacy
02:34 Navigating offline channels and measurement challenges
05:00 Ty's career transition from geologist to marketer
08:00 Launching and prioritizing offline channels
10:16 Embracing successful tests, even with 0% ROAS
12:00 Handling digital vs. offline channel diversification
15:00 Overcoming streaming TV measurement challenges
20:00 Cracking out-of-home for growth marketing
22:00 Balancing high traffic and targeted areas in out-of-home advertising
25:00 Using geo holdout tests and media mix models for measurement
30:00 Privacy-resilient measurement methods
32:00 The future impact of privacy changes on offline marketing
35:00 Balancing offline and digital marketing strategies
37:00 Building a strong marketing team with curiosity and competitiveness
40:00 Ty's growth non-hack: improving core channels over testing new ones
 
🔗 Mentioned in this episode:
Rocket Money: www.rocketmoney.com
Haus: www.haus.io
Recast: www.recast.com

► 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.
 
🗝️Key Takeaways:
Moving between C-suite roles often involves filling voids within a company and leveraging one's unique skill set to address specific needs.
Successful leadership involves setting a clear, long-term vision, and ensuring regular, clear communication to keep everyone aligned and connected to the company's goals.
Effective CEOs must balance making informed decisions with the need to act quickly, often without having all the desired data.
Growth should always contribute to making the company better. Marginal gains in customer acquisition and retention are essential for sustainable profitability.
Leverage a framework like RED—Relevance, Ease, and Distinctiveness—to build a foundation for a strong product and achieve marketing success.
Subscriptions can be effective when they align with consistent value creation for customers. Misalignment can lead to high churn rates and ultimately, failure.
 
⏰ Timestamps
00:00 Introduce Mike Lackman and his career journey
06:18 The importance of setting and maintaining a vision
22:30 Balancing growth and profitability
32:26 Subscription models and DTC trends
48:13 Evolving marketing strategies in a competitive landscape
51:30 Final thoughts and conclusion
 
#GrowthMarketing #MarketingStrategies #MarketingAnalytics #DTC #CEO #CMO #Executive #Ecommerce #Profitability
 
🔗 Mentioned in this episode:
PetFlow: https://www.petflow.com/
Phillips Pet Food & Supplies: https://www.phillipspet.com/ 
Trade Coffee: https://www.drinktrade.com/ 
Health-E Commerce: https://www.health-ecommerce.com/
Thriftly: https://www.inpersondonations.com/
Wayfair: https://www.wayfair.com/ 
Chewy: https://www.chewy.com/ 
ServiceNow: https://www.servicenow.com/ 
 
🤝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/ 
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