Interview with Saulo Marti, Vice President of Marketing at 8fit
Saulo Marti is an entrepreneur, marketer, innovator, guest speaker & lecturer. He is a growth executive focused on helping startups grow and reach their potentials. Saulo thrives in cross-functional teams and work environments that focus on innovation. Currently, he is the Vice President of Marketing at 8fit, their mission is to transform human health and wellbeing with a liberating, self-loving and holistic approach to fitness.
Your Journey as a Marketing Professional.
I basically started my career in strategic planning, risk assessment, and new businesses ventures. I realized early, that I wanted to start my own business so I started my own startup and had to really dive deep into the topic of marketing. I had some modest success, but at least learned a TON. From then on I moved on to startups of different varieties to learn more and more about how to navigate the marketing world. There are so many different layers to it and it all seemed attractive to me, so I wanted to truly become a full-stack marketer.
I co-founded 2 mobile startups and hacked my way to some success. It was kind of a painful learning process, a lot of trial and error and mostly reaching out to experts and getting help. This was extremely valuable.
Later on, I was consulting for several startups and decided to take a full-time position as CMO at one of the fastest-growing startups in Brazil. I was working on all aspects, so branding, organic, paid digital, inside sales, partnerships and so on. This gave me so much context and led me to the path of Performance which I liked a lot more.
I started focusing on Performance Marketing almost exclusively when I came to Berlin with Blinkist. Managing a very high budget, focusing on ROI and getting in more detail with tracking and attribution models. After a bit more than a year, I wanted to move on to more strategic decisions so I joined a startup called hibooks (then Otto Radio) – Launched the entire subscription model, raised money, helped the company grow, built the entire marketing department from scratch and helped us get to the first 1M users.
I’ve always done consulting on the side, as well advising to younger startups – so setting up several types of meet-ups and conversations between different fields and different experts, has probably generated the most amount of learnings.
My next step was coming to 8fit, where I’ve been 2 months now, leading a 21person marketing team.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
Anything paid digital comes to mind. To me, young marketers should learn 3 vary valuable skills that translate to any channel basically:
- Conversion Rate Optimization & data analysis – understanding how to design a funnel and look for levers along the way to know what your pressure points are. Learning how to read data and making decisions based on them.
- Branding – you don’t need to become a copywriter, but understanding the power of the brand will help unlock many things, regardless of which direction you go in (more digital, more sales, more branding, etc).
- Curiosity – lack of curiosity kills the marketer. A good marketer will always be on the lookout for new channels, new opportunities, new partnerships and so on. You need to have a curious mindset to be able to create a sustainable strategy – rather than a short-sighted ROI focused one.
What are some of the important marketing software that you have used and found to be really useful for your company?
Tools for optimization like Smartly.io or AppTweak were both helpful. Looker/Periscope/Tableau and other data visualization tools are of utmost importance as well. Ideally, any tool that helps you automate, target, and get rid of some of the manual work, becomes extremely helpful. Marketers should be focusing on ideas, growth, and optimization. The goal should be UNLOCKING or DISCOVERING not repeating. If you repeat the same actions long enough you will inevitably fall into an acquisition trap.
Would you like to share a few words about any marketing software that you love?
Honestly, the only tool I would truly recommend is any of the 3 major data visualization tools. Or, if mobile-specific, a mobile tracking platform like Adjust or Appsflyer. But the reason is a need, nothing specific I love about any of them.
Your 2 line advice to people entering in the marketing domain.
Learn data, learn SQL, understand branding, learn methodologies for creative development. Nowadays, information is key, if you know how to use it.
You can hack your way to growth, you just can’t sustain it by hacking the same way.