Growth Talks: Growth Marketing Strategies & Insights

• Our Favorite Growth Non Hacks 2025 | Insights from Top Marketing Leaders

  "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  👍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

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• Key Strategies for Ecommerce Success | Aaron Magness (Full Glass Wine Co, Thistle, Brandless, Betabrand)

  "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

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• Why Marketers Need a Product Mindset | Michael Kaminsky (Recast, Harry’s, Away)

  "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

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• Why Authentic Storytelling Matters in Retail | Shruti Khatod (Nutrafol, ThredUp, Macy’s)

  "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

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• How to Align Brand, Performance, and Revenue Growth | Ian Yung (Tonal, Parachute, Touch of Modern)

  “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 Game Sustainable 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 Engine Scaling 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 Sales Customers 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 Works The 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

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