Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Episode 12 with Julia Yan, Head of Growth at TikTok

Growing Unicorns

Podcast

Audio

Demand Generation

Growth

In this conversation with VP of Marketing at WorkRamp, Jack Foster, she talks about growth and marketing. Today, you’ll hear about Jack’s first 6 months at WorkRamp, finding the balance between quick wins and long-term strategy, what she looks for during the interview process, how she structures teams, time-management and prioritisation, marketing sources, establishing team relationships, and her thoughts on marketing ops, analytics, reporting, and attribution.

Prior to joining WorkRamp, Jack spent her career leading B2B Marketing teams. She has served in roles in companies including Momentive, CATechnology, ARCserve, and Lever.

Episode Outline

[00:27] Jack’s background

[02:11] The first 6 months

[05:00] Larger teams vs hyper growth mode

[06:48] The first 90 to 180 days

[08:21] Balancing quick wins and long-term strategies

[10:09] Jack’s interview process

[12:50] Some more quick wins

[15:00] Structuring the team

[17:14] Building a marketing team mental model

[18:28] Marketing ops and analytics

[20:01] Brand design, reporting

[21:18] Goal Setting

[22:29] Attribution

[23:41] A baseline percent source for marketing

[25:01] Is direct traffic counted as part of marketing?

[26:43] Establishing team relationships

[29:18] How does Jack manage her time?

[30:58] The role of marketing

Connect with Jack

LinkedIn

Website

Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

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