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How does a business grow?
Growth is messy, and it starts from a strong understanding of the business model, market, and customer. Great growth marketers need to...
+ Identify and target the bottlenecks of a marketing funnel
+ Understand the strengths, weaknesses, and scalability of distribution channels
+ Measure results—and present business cases for difficult-to-measure projects
+ Grow in a way that serves the needs of both customers and the business
This is hard stuff. It takes strong marketing knowledge, but also skills like copywriting, SEO, data analysis, marketing automation, A/B testing, psychology, customer research, and distribution.
Most importantly, it takes the ability to take a step back and understand how all the pieces fit together for a particular business.
And that’s what I love.
In a messy space, what matters most? Where are the opportunities? How can you connect marketing to the core of what a business offers?
That’s the fun stuff.
Right now, I'm the Director of Growth Marketing at Podia. We're just getting started, but have seen wild growth by giving creators all the tools they need to monetize their knowledge.
In the past, I managed content marketing (and then growth marketing) for ActiveCampaign. At AC I launched an automation templates marketplace (227% YoY growth) and scaled organic traffic to the ActiveCampaign blog, increasing it over 2400%. I also worked on trial --> paid conversion and led our first website redesign – a project that 2x'ed conversion rates on key pages (one crucial page saw a 770% increase in conversion rate).
It's retired now, but I used to run my own website. At Routine Excellence, I use psychology to help people be more consistent in the gym. The message resonates—my first-ever post went viral on Reddit, attracting 200,000 visitors. Now, most traffic (25,000+ per month) comes from ranking on keywords like “first day at the gym,” “beginner lifting programs,” “gym anxiety,” and “don’t feel like working out.”
I write about the soft skills that make people successful at work at Diamond Pencils.
I love talking to smart marketers. Feel free to send me a message.