Brand is the promise you make to customers and the experience you deliver every time.

In this week’s episode of Growth Talks, Tamara Mendelsohn, former CMO of Eventbrite, joins host Krystina Rubino to share her marketing playbook for building brand value across every touchpoint.

From designing scalable growth loops to tracking the metrics that actually matter, Tamara breaks down the core drivers behind Eventbrite’s success and the mindset shift every marketer needs to drive long-term growth.

Find out how great marketers align brand and performance teams, choose the right signals, and use curiosity and customer insight to build brands people love.

🗝️Key Takeaways:

• Connection drives retention. Your funnel should mirror what your customers truly care about. If people don’t see themselves in your brand, you’re missing the real growth opportunity.
• No silver bullet metric. Monitor brand health by tracking signals like search volume and traffic. When those numbers start to climb, it’s a clear sign you’re building both awareness and intent.
• Beyond the funnel. Marketers should think in loops, not just stages. Follow where customers enter, how to nurture them, and how to accelerate their path to purchase.
• Test your value prop. Early on, paid marketing shouldn’t be about juicing growth. Use it to validate product-market fit, refine your messaging, and identify the best customer segments.
• Brand is the promise. It’s not your logo or campaign. It’s the promise you make to your customers and how well you deliver on it. The best brands win by offering real value, not by outspending the competition.
• Lean into AI. The best marketers use AI to help their teams move faster, test smarter, and drive customer impact. Embracing new technology is how you stay ahead of the competition.

⏰ Timestamps

• 01:34 Building a Scalable Marketing Strategy
• 05:06 Full-Funnel Marketing That Converts
• 10:15 Why Ads Alone Won’t Build Your Brand
• 14:20 Brand Metrics That Actually Matter
• 17:52 Top Measurement Mistakes to Avoid
• 23:53 How to Pick the Right Channels
• 32:06 Avoiding Risk in Marketing Spend
• 34:04 Key Stages of Marketing Strategy
• 49.38 The Core Drivers of Brand Success

🔗 Mentioned in this episode:

• Eventbrite: https://www.eventbrite.com/
• Casey Winters Growth Loops
• Simon Sinek Ted Talk

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🤝 Connect with Right Side Up

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Not everything that drives growth shows up in Google Analytics.

IIn this week’s episode of Growth Talks, Matt Bahr, Co-Founder of Fairing, joins host Krystina Rubino how survey data is reshaping attribution, helping brands uncover what truly influences customer decisions in today’s complex media landscape.

Drawing on 15 years of experience from leading global e-commerce at Master & Dynamic to building Fairing, Matt shares why PR might matter more in an AI-driven world, how post-purchase surveys complement ad pixels, and the key strategies marketers need to move beyond the last click.

Find out how Fairing is helping leading brands turn real-time insights into smarter strategies and long-term growth.

🗝️Key Takeaways:

• Brand is the ultimate differentiator. Launching $400 headphones against Bose and Sony, Master & Dynamic matched ad spend with PR, because in crowded markets, the brand story wins.
• PR is the new SEO. Every article, feature, and mention becomes searchable proof of your brand. Press today fuels AI tomorrow and drives continued visibility, trust, and growth.
• Surveys complement ad pixels. Post-purchase surveys drive 70–80% response rates, turning traditional research into clear, real-time customer attribution marketers can trust.
• Triangulation reveals the bigger picture. Perfect attribution doesn’t exist, but actionable insights do. Layering surveys, promo codes, and MMM reveals a fuller view of the customer’s path to purchase.
• Measure beyond the last click. If the final click is all that counts, podcasts, influencers, and streaming ads get erased. The customer journey is always bigger than what Google Analytics shows.
• Continued learning is the real growth hack. Testing without an agenda wastes data. The best teams document insights so every experiment improves sales, product, and marketing.

⏰ Timestamps

• 02:12 Launching Products in Competitive Markets
• 05:20 Brand Storytelling as a Growth Multiplier
• 06:55 Building a Scalable E-commerce Engine
• 13:27 How Fairing is Solving Market Gaps
• 24:05 Surveys That Map the Customer Journey
• 27:45 From Measurement to Customer Insight
• 42:03 Fixing Attribution’s Biggest Blind Spots
• 46:24 Avoiding Survey Design Mistakes
• 49:48 Learning Faster with Collective Intelligence

🔗 Mentioned in this episode:

• Fairing: https://fairing.co/
• Master & Dynamic: https://www.masterdynamic.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

Great work happens at the intersection of enthusiasm and conviction.

In this week’s episode of Growth Talks, Mallory Contois, VP of Growth at Maven, joins host Krystina Rubino to discuss her marketing philosophy for building brands and communities that people love.

Drawing on lessons from her time at Pinterest and Mercury, Mallory shares how a customer-first approach fosters genuine connection and lays the foundation for long-term success.

At Maven, Mallory is now focused on championing adult learning, bringing more smart people together to teach and learn from one another. And as Founder of The Old Girls Club, she unpacks why and how she’s built a thriving network where women in tech can connect, grow, and support one another.

🗝️Key Takeaways:

• Deep user empathy is a competitive edge. The best products aren’t built on assumptions; they’re built by teams who truly understand their users.
• Authenticity scales when it’s real. Pinterest’s early growth came from real users sharing what they loved. No incentives, no performance, just authentic enthusiasm.
• You can’t buy community. Real community-led growth starts with showing up, listening, and earning trust—not with events, swag, or splashy budgets.

• The best work happens at the intersection of belief and passion. When you have both conviction that something will work and personal enthusiasm for it, you’re in the sweet spot.
• Learning is the new currency. Great leaders don’t just hire talent; they cultivate it. Teams that prioritize upskilling outperform when the market shifts.
• Experience is the best teacher. Setbacks aren’t failures, they’re feedback. The best marketers use them to adapt fast and make better decisions.

⏰ Timestamps

01:56 Lessons from Pinterest’s Early Growth

05:20 How Social Platforms Shape User Behavior

10:05 Leveraging Data for Smarter Marketing

12:12 Scaling Community on a Startup Budget at Mercury

17:02 Maven and the Future of Upskilling

20:06 Balancing Enthusiasm and Conviction in Work

32:24 How Old Girls Club Helps Women Thrive

46:23 Favorite Growth Marketing Non Hack

🔗 Mentioned in this episode:

• Maven: https://maven.com/
• Mercury: https://mercury.com/
• The Old Girls Club: https://www.jointheogc.com/
• Pinterest: https://www.pinterest.com/
• Cameo: https://www.cameo.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: http://bit.ly/44SEjbu

‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/

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‣ Follow us on Twitter: https://twitter.com/rightsideupco