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Anatomy of a Growth Marketer: Gina Han, Peloton

Written by: Juliana Casale, Director of Marketing

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

Peloton

From its humble beginnings on Kickstarter to $100 million in funding last year, Peloton is gearing up to revolutionize at-home workouts. An addictive combination of cutting edge equipment, immersive live classes, and social networking has already prompted The New York Times to declare Peloton a “cult favorite.”

What’s it like to work at a fast-growing, innovative fitness company? We asked Gina Han, Senior Acquisition Marketing Manager at Peloton to share her experience.

[staff title=”” name=”Gina Han” image=”http://www.nanigans.com/wp-content/uploads/2016/04/han_gina2.jpg” ]
[/staff]

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

I’m the Senior Acquisition Manager at Peloton, working on several different parts of our business as well as channels. There were several reasons I was attracted to the role:

 

  • I was already becoming more health and fitness conscious
  • Peloton was already doing big things and the opportunity for growth was tremendous
  • I already knew several Peloton employees, so I knew I would be working with a really smart team

Reading through stories from our customers definitely helps validate that I picked the right company. It makes it easier to get up in the morning and get through the tougher days. It’s really an honor to be part of it at all.

What is a typical day in the life of a Senior Acquisition Marketer?

The day always starts with a big cup of coffee, checking in on yesterday’s overall sales/conversion numbers and performance by channel, and reading through emails. Then it’s off to the races: jumping on calls and joining meetings for various ongoing and prospective projects.

My day will touch upon high-level strategy all the way down to the nitty gritty.

These projects range from a potential partnership to implementing and executing on a beta opportunity to onboarding offline data to our DMP. In between, I’m making sure our core channels are performing to our target CPA while also trying to scale the channels. My day will touch upon high-level strategy all the way down to the nitty gritty.

In terms of collaboration, what other teams at Peloton do you work with?

I work with a lot of different teams – it’s truly a collaborative effort. From finance, sales, social/community, creative, data analytics, tech, customer experience, design, and product, there’s not really a team I haven’t worked with. We all need each other to make things happen, especially for larger projects. But for my normal day to day, I work closely with design, social/community, creative, and data analytics. These four teams have a big input into my normal day to day activities: providing assets, content ideation and performance insights.

What is your favorite Nanigans software feature?

My favorite Nanigans software feature has to be the ease of creating many different permutations of ads. With all the different audience sets, image assets, and messaging we have, it really cuts down on the level of effort it takes to create them (from building the ads to QAing to ensure you haven’t missed anything).

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

It really depends on how this user acquisition specialist fits into the team – do you want them to just work on/be an expert in one area, or have broader knowledge and skills? Personally, I think it’s a lot better to hire really smart people (with some experience) rather than someone who can’t adapt to change. While not super easy, user acquisition isn’t rocket science.

Personally, I think it’s a lot better to hire really smart people (with some experience) rather than an experienced person who can’t adapt to change.

So a sharp, bright person should be able to figure out the inner workings of any channel if they’re motivated and the company provides sufficient training and support. What you’ll eventually get is someone who can not only do a great job within their role, but also one who can think outside of just their specific job (aka wear multiple hats).

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