Episodios

  • Building Through Every Ad Tech Era: AI, Attribution, and What’s Next with Ionut Ciobotaru

    Building Through Every Ad Tech Era: AI, Attribution, and What’s Next with Ionut Ciobotaru
    Mar 19 2026
    What if the future of performance marketing wasn't about controlling every detail, but about measuring what matters and experimenting beyond the obvious channels? In this episode of How I Grew This, Amanda and Adam sit down with Ionut Ciobotaru, CEO and Co-founder of Hypd.ai, to explore why measurement is the foundation of marketing success, how AI agents are reshaping advertiser workflows, and the untapped channels that savvy marketers should be exploring next. From building PubNative into an ad tech powerhouse to launching a pretzel bakery in Berlin, Ionut shares hard-won lessons about pivoting, scaling, and knowing when to double down. Whether you're optimizing a single channel or managing complex multi-platform campaigns, this conversation is packed with strategic insights to help you allocate your budget smarter and stay ahead of the curve. Tune in to discover why your next competitive advantage might lie in channels you haven't considered yet. What You’ll Learn: How to identify and capitalize on emerging technology wavesWhy pivoting your core product based on market realities is essential for survivalThe "international advantage" of digital-native businessesHow to structure acquisitions and integrations for maximum valueWhy measurement and attribution must come before experimentation in performance marketingHow AI agents will unlock access to fragmented, non-programmatic channels About the Guest(s): Ionut Ciobotaru is a serial entrepreneur and AI-driven performance marketing innovator, currently building Hypd.ai, an AI agent platform designed to streamline marketing operations across multiple advertising channels. With a distinguished career spanning mobile ad tech, programmatic advertising, and strategic business scaling, Ionut co-founded PubNative—a native mobile ad network that was acquired by MGI (now Verve Group)—where he served as Co-CEO overseeing significant M&A integration and product development. In this episode, Ionut shares hard-won insights on building successful ad tech ventures, navigating complex acquisitions, and leveraging AI to solve real-world challenges facing modern performance marketers. His deep expertise in channel innovation, measurement attribution, and emerging advertising platforms provides actionable strategies for entrepreneurs and marketers looking to stay ahead in an increasingly fragmented digital landscape. Whether discussing the evolution from mobile-first advertising to today's omnichannel environment, or the future of AI-powered marketing automation, Ionut's perspective offers invaluable guidance for those seeking to drive measurable business growth. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:01:06] Recognize Technology Inflection Points Before the Market Saturates - Ionut's early career demonstrates the power of identifying emerging tech waves—he moved from web to mobile specifically because he recognized the iPhone represented a fundamental shift in how users would access digital experiences. Rather than starting his mobile venture in Romania where the infrastructure didn't support it, he strategically relocated to Berlin to position himself at the center of mobile innovation. This insight reveals that successful founders don't just follow trends; they **position themselves geographically and professionally where new technologies are being adopted first**. For performance marketers and entrepreneurs, this means **continuously scanning the horizon for the next wave** before it becomes obvious to everyone else. The timing advantage of being early allows you to build expertise, relationships, and credibility that compound over years. Ionut's entire career—from native ads to AI agents—reflects this principle of finding emerging channels before they become commoditized. [00:05:11] Pivot Your Product When Market Forces Demand It, Not When Your Vision Says Otherwise - PubNative began as a native-only ad network designed to replace banner ads, yet by the time Ionut sold the company, it had pivoted to selling primarily banners and programmatic formats—the exact formats he originally opposed. Rather than viewing this as failure, Ionut explains that **sometimes you cannot push against the market itself as a single company**, and larger advertisers demanded standardization across channels. This teaches a crucial lesson: **your founding thesis matters less than your ability to serve what customers actually need**. Large brands wanted consistency, so PubNative adapted rather than die on principle. For performance marketers building products or services, this means **staying obsessed with solving real customer problems** rather than being married to your original feature set. The companies that survive are those flexible enough to follow customer demand while maintaining their core mission of creating value. ...
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    35 m
  • AI won’t replace your artists, but it will free them to create more with Jen Taylor

    AI won’t replace your artists, but it will free them to create more with Jen Taylor
    Mar 5 2026
    What if AI could actually amplify human creativity instead of replacing it? In this episode, Amanda and Adam chat with Jen Taylor, Director of AI Strategy and Integration at Capacity Interactive, about how arts and culture organizations can adopt AI thoughtfully and strategically. From building ethical frameworks and training teams to unlocking practical use cases that drive real business results, Jen shares how to position AI as a thought partner rather than a shortcut—and why keeping humans in the loop is essential to avoiding "AI slop." Whether you're a marketer looking to level up your strategy or an arts administrator curious about where AI actually fits into your workflow, this conversation is packed with actionable insights on how to use these tools to work smarter, not just faster. What You’ll Learn: How to position AI as a thought partner for strategy, not just a workflow optimizer—unlocking deeper thinking on target audiences, messaging, and campaign refinementThe three-phase adoption framework: establish clear organizational policies, invest in training and prompting literacy, then identify business outcomes tied to measurable resultsWhy ethics matter differently in arts organizations: address ownership concerns, environmental impact, and imitation risks by making active, intentional choices about tool useHow to build consistency across departments using branded AI tools that understand your voice, style, and mission without sacrificing human oversightThe "human-driven AI" principle: keep humans in every loop—from prompting strategy through verification—to avoid "AI slop" and ensure quality outputHow to use AI for audience insights and personalization by testing messaging across multiple audience segments, then letting AI surface unexpected audience opportunities About the Guest(s): Jen Taylor is Director of AI Strategy and Integration at Capacity Interactive, bringing over 15 years of experience building and engaging audiences across streaming and digital platforms. With a background in theater marketing and digital audience growth at A&E Networks—where she managed strategy for both ad-supported and subscription streaming businesses—Taylor has become a leading voice in helping arts and culture organizations adopt AI responsibly. In this episode, she shares practical strategies for arts administrators looking to leverage AI for operational efficiency while preserving human creativity and artistic integrity. Her work bridges the gap between cutting-edge technology and the arts community, offering actionable frameworks for organizations seeking to enhance their marketing and administrative workflows without compromising their values. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:20:14] Use AI to Elevate Strategy, Not Just Speed Up Tasks - Jen Taylor emphasizes that while AI excels at automating repetitive tasks, its real power lies in serving as a thought partner for strategic thinking. Many organizations get excited about efficiency gains, but miss the opportunity to use AI for deeper strategic work like audience analysis and campaign refinement. The distinction between "making a plan" and "making a strategy" is critical—AI can help you move beyond constant tactical execution into thoughtful, intentional strategy development. Ask AI to stress-test your plans, identify misalignments with specific audiences, and explore angles you might have missed. This approach transforms AI from a time-saving tool into a strategic advisor that elevates your entire marketing function. [00:07:11] Implement a Three-Phase AI Adoption Framework - Rather than rushing to use AI tools, Jen recommends a structured, phased approach: establish clear organizational policy first, invest in training and prompt literacy second, then identify business outcomes tied to specific results. Many arts organizations worry about ethics and values alignment, so beginning with policy ensures AI adoption stays true to your mission. The nuance matters deeply—approving ChatGPT is just the start; you must then decide what features and capabilities team members can actually use. Following this framework prevents scattered adoption and ensures your organization gains consistent, measurable value from AI investments. [00:12:26] Address AI Ethics Head-On by Making Active, Intentional Choices - Jen identifies three critical ethics concerns for arts organizations: ownership and fair compensation for artists whose work trained AI models, environmental impact from computational demands, and the risk of imitation and copyright violation. Rather than paralysis, she advocates for making deliberate choices that mitigate these risks. For example, opening a new chat when changing topics reduces computational load, and applying the same ethical standard you'd use offline—don't ask AI to ...
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    34 m
  • Personalization vs. Privacy: How Healthcare Marketers Can Win Both with Saul Marquez

    Personalization vs. Privacy: How Healthcare Marketers Can Win Both with Saul Marquez
    Feb 19 2026
    What if your health tech marketing strategy is actually holding you back from growth? In this episode, Amanda and Adam sit down with Saul Marquez, founder and CEO of Outcomes Rocket, to explore why most health care companies are missing critical strategy before tactics, how to navigate HIPAA without fear while personalizing your marketing, and the key opportunities in influencer marketing and AI integration that your competitors are sleeping on. Whether you're a health tech founder, marketer, or growth leader, this conversation is packed with actionable frameworks—from the three D's of marketing (discover, define, deliver) to leveraging custom GPTs for team alignment—to help you cut through the noise and focus on execution in 2026. Tune in to uncover why strategy comes first, always, and how the convergence of health tech and medical device playbooks is creating unprecedented opportunities.What You’ll Learn:The "Three D Framework" (Discover, Define, Deliver)How to leverage micro-influencers (10K–50K followers) in B2B health careWhy "tactics are the noise you hear before the war is lost"How to implement a custom GPT as your team's "source of truth"The convergence of health tech and medical device marketing playbooksWhy HIPAA compliance fears are overblownThe 2026 execution imperativeAbout the Guest(s):Saul Marquez is the Founder and CEO of Outcomes Rocket, a healthcare-exclusive marketing, media, and advisory firm specializing in helping health tech and medical device companies accelerate growth. With over 20 years of experience in the medical device industry—including a tenure as Vice President at Medtronic and field experience as a medical device representative—Marquez brings deep operational and market insights to healthcare marketing strategy. A prolific podcast host with over 2,000 episodes across multiple shows, he has interviewed hundreds of healthcare leaders and identified critical market trends at the intersection of health tech and medical device innovation. In this episode, Marquez shares his proprietary three-D framework (Discover, Define, Deliver) for healthcare marketing success, explores the convergence of health tech and medtech, and provides actionable guidance on leveraging AI as a strategic tool rather than a distraction. His insights on regulatory compliance, personalization within HIPAA constraints, and the future of healthcare marketing make this conversation essential listening for health tech professionals, CMOs, and entrepreneurs looking to execute with precision in an increasingly complex market.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.Episode Highlights:[00:16:14] Apply the Three D Framework: Discover, Define, Deliver - Saul's proprietary Three D Framework provides a simple yet comprehensive structure for building effective health care marketing programs that eliminate decision paralysis. The **Discover phase** involves asking hard questions about your goals, target audiences, key metrics, and overall go-to-market strategy, ensuring alignment on what success looks like. In the **Define phase**, you crystallize your go-to-market strategy, establish frameworks and roadmaps, and set KPIs that will measure success or failure throughout your campaign. The **Deliver phase** encompasses executing tactics across three buckets—owned, earned, and paid media—with the advantage that your earlier discovery and definition work eliminates wasteful noise and focuses spending. Once you've delivered and gathered data, you iterate continuously based on KPI performance, doubling down on what works and adjusting what doesn't. For health care companies struggling with fragmented marketing efforts, this framework provides the clarity needed to move from scattered activity to coordinated, measurable growth.[00:19:35] Micro-Influencers (10K–50K Followers) Represent an Underutilized B2B Health Care Opportunity - Saul identifies that B2B health care marketing is "asleep at the wheel" on influencer marketing, particularly leveraging micro-influencers in the 10,000 to 50,000 follower range across platforms like LinkedIn. These niche creators show higher willingness to collaborate with brands, deliver more targeted audiences, and produce measurable impact that often exceeds traditional email or paid advertising methods. Health care marketers can identify relevant micro-influencers by using ChatGPT to search for niche voices in their specialty—whether that's cardiology, orthopedics, or health tech innovation—and approaching them directly with collaboration proposals. Measurement of influencer campaigns can focus on brand awareness (site visits, click-through rates) or mid-to-bottom funnel metrics (conversions from qualified personas), depending on your campaign goals. Since most health care companies haven't yet systematized influencer outreach, first movers in ...
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    36 m
  • Why Your Mobile App Strategy Is Backwards — and What to Do Instead (with Matt Hudson)

    Why Your Mobile App Strategy Is Backwards — and What to Do Instead (with Matt Hudson)
    Feb 5 2026
    What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thinking isn't just about technology—it's an organizational imperative. From breaking down the real ROI of app investment and the myth of channel cannibalization, to preparing your ecommerce business for AI discovery optimization, Matt shares hard-won lessons on aligning teams, personalizing customer experiences, and staying ahead of LLM-driven search trends. Whether you're scaling retail, launching a mobile strategy, or wrestling with how to compete in an AI-first world, this conversation cuts through the noise to deliver actionable insights that will reshape how you think about customer engagement across all channels.What You’ll Learn:How to determine if your ecommerce business actually needs a mobile appWhy organizational alignment across teams matters more than technologyThe critical difference between SEO and AI discovery optimizationHow to immediately implement AI-ready data on your site todayWhy React Native and cross-functional web-and-mobile teams accelerate app growthHow AI personalization works at scale using embeddings and vectorsEpisode Highlights:[00:05:35] The Five-Point Framework for Determining If Your Business Needs a Mobile App - Matt Hudson shares a strategic framework to help ecommerce businesses evaluate whether a mobile app investment makes sense for their company. The framework addresses a critical question many retailers face: with limited resources, is building an app worth the effort and cost? Rather than assuming all businesses need apps, Hudson identifies five specific criteria: having 50,000+ SKUs, operating physical stores, running loyalty programs, generating $100M+ in revenue, and understanding that app users are your most loyal customers—not necessarily younger demographics. For example, a retailer with nearby physical locations sees 50% higher app usage within a 25-mile radius, proving that apps convert loyal, high-value customers who trust the brand. This framework helps ecommerce leaders make data-driven decisions about mobile strategy instead of following industry trends blindly.[00:11:36] Organizational Alignment Over Technology: Why Mobile App Growth Requires Company-Wide Buy-In - Matt Hudson reveals that mobile app success depends far less on technical excellence and far more on getting every department—from stores to marketing to IT—genuinely invested in the app's growth. The challenge most retailers face is that mobile and web teams operate in silos, compete for attribution credit, and prioritize their own channel's metrics over total revenue. Hudson explains that when the marketing team sees improved ROAS (return on ad spend) from app traffic, and when stores actively promote downloads, the app grows exponentially; without this organizational alignment, even a perfect user experience fails. A key tactic is seating app and marketing teams physically next to each other and tying bonuses to overall company revenue rather than channel-specific metrics. This organizational shift removes the false notion of "cannibalization" and ensures every team pushes customers to their best experience—whether web or app.[00:21:19] Optimize for AI Discovery (AIO) Now or Lose 90% of Your Search Traffic - Matt Hudson warns that traffic from AI-powered discovery is already replacing traditional Google search, with click-through rates dropping from 15% to as low as 8% (or lower), and the trend will only accelerate. Unlike Google's SEO, which indexes everything and rewards backlinks, AI discovery prioritizes authoritative sources—Reddit, Quora, FAQs, podcasts, and trusted voices—and cares about giving correct answers, not just showing available links. Retailers must shift strategy immediately: stop relying on keyword rankings and start building authority through FAQ-formatted content, detailed product descriptions, JSON-LD schema markup, and getting mentioned in trusted communities where real people validate your answers. The good news is that unlike SEO, this content doesn't need to be visible to users—you can hide FAQs below product pages specifically for AI consumption. For any retailer serious about discoverability in the next 2–3 years, implementing AIO optimization today is non-negotiable for maintaining visibility.[00:32:38] Layer Personalized Customer Data into Product Pages Today So LLMs Reference It Now - Matt Hudson advises ecommerce companies to immediately begin adding customer-specific, personalized data to product pages—not just generic descriptions—so that large language models start consuming and referencing this information in recommendations today, rather than waiting for "perfect" AI features. LLMs use three-dimensional embeddings and vectors to predict which tokens (words) come next based on a user's entire conversation history; if you provide ...
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    43 m
  • Clarity Wins: The Fundamentals That Still Matter (Best of 2025)

    Clarity Wins: The Fundamentals That Still Matter (Best of 2025)
    Jan 23 2026
    In 2025, growth didn’t stall because teams lacked tools—it stalled because they lacked clarity. AI accelerated everything, dashboards multiplied, and activity increased, yet decision-making quietly got worse.In this Best of 2025 compilation, Amanda and Adam revisit standout conversations with growth, product, and leadership operators to uncover a shared truth: the teams that won weren’t moving faster—they were seeing more clearly. From subscription app fundamentals and AI attribution to leadership focus, creative guardrails, and defensibility in an agent-led future, this episode connects the patterns that actually held up.You’ll learn why understanding your funnel matters more than scaling it, why server logs reveal what analytics dashboards miss, where “vibe coding” breaks down, and why saying no is often the most strategic decision a leader can make.If you’re building, leading, or navigating an AI-first world, this episode is a reminder that the fundamentals never stopped mattering. Episode Highlights:[00:01:01] Build Subscription Apps on Clear Metrics, Not Blind ScalingTakeaway: If you can’t see your funnel end-to-end, you’re guessing—and scaling guesswork is how apps die.Shumel explains that early-stage subscription app founders often rush into growth before setting up the analytics that actually matter. Many compare themselves to mature competitors with completely different economics, timelines, and data maturity. The real work starts by tagging the right events early so you can see how users move from app open to registration to engagement—and how different subscription tiers (weekly vs. annual) change behavior. Once that visibility exists, founders can model realistic unit economics like CAC, LTV, and payback period instead of chasing premature ROI. Clarity here prevents expensive scaling mistakes and gives teams a foundation they can trust.[00:04:34] Use Server Logs as Your Most Reliable AI Attribution SignalTakeaway: Your analytics dashboard is lying to you—server logs are the source of truth.Jason breaks down why standard tools like GA4 fail to show how AI models interact with your content. AI systems like ChatGPT use multiple bots for training, retrieval, and other functions, and their activity never appears cleanly in traditional dashboards. Server logs, however, capture every request. By analyzing them, teams can see which content AI models actually reference, how often training bots consume data, and what traffic flows from AI tools like Perplexity. This uncomfortable clarity lets brands make smarter content decisions in an AI-driven distribution landscape where polished dashboards obscure reality.[00:07:59] Know Where AI Accelerates Your Team—and Where It Creates RiskTakeaway: AI should speed up judgment, not replace it.Robert explains that “vibe coding” works well for proofs of concept and simple applications but breaks down in regulated environments and complex legacy systems. In fintech and healthcare, security, compliance, and maintainability still demand human oversight. His team uses AI tools like Microsoft Copilot to eliminate repetitive cognitive work—research, scaffolding, and suggestions—so engineers can focus on architecture and risk. The advantage isn’t letting AI build the product for you; it’s freeing your best people to make the decisions that keep the business safe and defensible.[00:10:06] Lead Through Mission Clarity and Ruthless Focus, Not Heroic EffortTakeaway: Too many priorities feel urgent—clarity tells teams what to ignore.Patrick shares a leadership framework centered on repeatedly resetting the mission: who you’re building for and why. When teams juggle too many “important” initiatives, progress stalls and morale drops. His antidote is ruthless prioritization—actively unfocusing from false emergencies—and creating structured space for creativity through hackathons and design challenges. He also challenges the idea that technical PMs must code, arguing that curiosity and supported learning matter more. In fast-moving environments, clarity isn’t motivational fluff—it’s how teams survive sustained pressure.[00:13:14] Use Principles as an Operating System, Not DecorationTakeaway: Saying no isn’t a luxury—it’s how durable businesses are built.Mick shows how principled constraints create long-term advantage. By declining gambling and gaming clients and focusing tightly on mobile, his agency protected quality, talent, and culture—even when cash flow was tight. Early-stage companies don’t lack ambition; they lack focus. Prioritizing payroll, vendors, and sustainable growth over personal draw builds trust internally and externally. Over time, this creates a compounding effect: trained leaders pass down standards and judgment that outside hires can’t replicate. Principles stop being slogans and become infrastructure.[00:17:36] Use Guardrails to Unlock Creativity Instead of Stifling ItTakeaway: ...
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    29 m
  • The Brand Consistency Myth: How to Scale Creative Without Losing Your Identity with Justin Rashidi

    The Brand Consistency Myth: How to Scale Creative Without Losing Your Identity with Justin Rashidi
    Jan 8 2026
    In this episode of How I Grew This, host Amanda sits down with Justin Rashidi, Co-Founder and Head of Strategy at SeedX, Inc., alongside co-host Adam, to explore how to build sustainable growth engines, navigate the shifting search landscape powered by AI, and measure marketing efforts with precision in a world of constant platform changes.
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    39 m
  • Building AI That Won’t Get Eaten by the Models with Cooper Simson

    Building AI That Won’t Get Eaten by the Models with Cooper Simson
    Dec 18 2025
    In this episode, Amanda and Adam welcome Cooper Simson, Portfolio Manager at Martell Ventures, to discuss how to build sustainable AI-first SaaS companies for small and medium-sized businesses. Drawing from his experience launching an AI grant-writing startup and now scaling portfolio companies, Cooper breaks down the strategic frameworks, defensibility principles, and go-to-market tactics that separate winners from casualties in the AI boom.
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    36 m
  • Inside a Designer’s Mind: The MarTech Operator’s Playbook with Lindiwe Stenberg

    Inside a Designer’s Mind: The MarTech Operator’s Playbook with Lindiwe Stenberg
    Dec 4 2025
    In this episode of HIGT, hosts Adam and Amanda sit down with Lindiwe Stenberg, newly promoted Chief of Staff to the VP of Marketing at Venmo (formerly Growth Marketing Operations Lead), to explore her unconventional career journey from multimedia design to nursing school to fintech marketing, her philosophy on continuous learning, and practical strategies for building high-performing marketing stacks and cross-functional teams.
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    37 m