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Anatomy of a Growth Marketer: Kevin Wyckoff, Metromile

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Anatomy of a Growth Marketer is an ongoing blog series showcasing top talent in the field of digital advertising.

metromile logoMetromile is revolutionizing car ownership. Since its founding in 2011, Metromile has offered an entirely new model of car insurance that enables low-mileage drivers to save hundreds of dollars a year.

What’s it like to work at company that Forbes has named “One of the Startups You Should Watch in 2017″? We asked Kevin Wyckoff, Metromile’s Digital Acquisition Manager, to share his experience.

Kevin Wyckoff

Kevin Wyckoff

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What is your role at Metromile, and what attracted you to it?

I’m a Digital Acquisition Manager on Metromile’s Growth Marketing team, though my role has expanded beyond digital channels. We’re a pretty lean team that owns the growth strategy and execution across channels.

I came to Metromile about a year ago after spending three years at a paid social growth agency managing a team and directing strategy across various enterprise accounts. I chose to join Metromile because I was very impressed with the team from my first interview and, upon doing some research, became a big believer in the validity of the pay-per-mile business model.

I wanted to leverage my paid social expertise within a more product-focused, fast-growing startup environment and be able to pursue opportunities to significantly broaden my skill set. I’ve gotten exactly what I wanted.

What is a typical day in the life for your role?

It varies drastically day-to-day, but a portion of my day always involves diving into campaign analytics to catch and capitalize upon any emerging trends, as well as checking in on any ongoing testing.

While our team is flat and tight-knit, individual channel management can be siloed, so it’s on me to provide the performance narrative and be ready with an action plan. Beyond that, I collaborate with the creative and brand teams on upcoming campaigns, work with data science to better understand what drives long-term quality for our business, and partner with product to ensure the things we’re building take marketing efficiency needs into account.

What is your favorite Nanigans feature?

The infinitely flexible reporting UI is awesome. On Facebook I tend to have a number of different campaigns active with various KPIs I need to monitor.

It’s super easy to save custom views that I can quickly tab between and drill down on if necessary. I’ve found that these custom views also enable the rest of my team to follow what I’m doing and to pull data for themselves if necessary.

It’s super easy to save custom views that I can quickly tab between and drill down on if necessary. I’ve found that these custom views also enable the rest of my team to follow what I’m doing and to pull data for themselves if necessary.

What advice would you give companies looking to hire their next user acquisition specialist?

I think it depends what you’re looking for. For pure execution, a strong analytics background, eagerness to learn, and intuitive sense of how and when to speak to different audiences goes a long way.

When joining Metromile, I made it clear from my first interview that I wanted to have an active hand in defining our overall growth strategy and to challenge myself with new channels. For example, I’ve spent the last quarter learning the wild world of direct mail.

I tend to lean towards people who actively pursue new skill sets and I always look for high-energy, intellectually curious individuals who exhibit a clear passion somewhere in their lives.

How has using Nanigans helped you become a more sophisticated advertiser?

Primarily by cutting my execution time way down, allowing me to focus on higher-impact strategic development. After I became familiar with Nanigans, I found the tactical elements of campaign management are a breeze.

How can companies engage and develop in-house advertising talent like yours?

I’ve spent most of my career in managed services, so I definitely see the benefits to both in-house and partner advertising. My perspective is, for a rapidly growing business that is trying to understand the right media mix, having in-house talent for the couple core channels you identify can anchor a consistent growth focus and culture within your marketing team. For more fragmented or ancillary channels, finding the right partner might be the best way to prove out a strategy before investing in in-house resources.

For a rapidly growing business that is trying to understand the right media mix, having in-house talent for the couple core channels you identify can anchor a consistent growth focus and culture within your marketing team.

As I mentioned, for me what drove me in-house was the expanded breadth of marketing opportunities and exposure to senior marketing leadership who could accelerate my skill building. Metromile was attractive to me because of its clear product, market fit, and experienced team.

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