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Panel: Behind the Scenes of Canada's Greatest Growth Stories (Airbnb CA, HelloFresh CA, & Ritual)

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Kurt Gooden
Head of Growth at Ritual.co
+ 3 speakers
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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Panel: Behind the Scenes of Canada's Greatest Growth Stories (Airbnb CA, HelloFresh CA, & Ritual)
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About the talk


00:01 Introduction

02:52 Who do you serve? What are your target markets?

06:21 Surprises in target markets

08:29 How target markets change over time?

13:00 Tips about user acquisition

17:52 How to experiment safely?

22:30 How to build two-sided marketplaces?

25:05 Blitz questions

About speakers

Kurt Gooden
Head of Growth at Ritual.co
Lauren Wong
VP Sales & Marketing at HelloFresh
Daniel Dubois
Founder/Growth at Key (ex-Airbnb CA)
Erin Blaskie
Director of Marketing at L-SPARK

Kurt Gooden currently leads Growth at Ritual, overseeing both user acquisition and engagement. Starting on the founding team, he’s worn many hats related to marketing, growth, and analytics since day 1. Previously, Kurt ran Targetivity, a performance-based user acquisition platform focused on emerging advertising networks. Melding creative innovation with real-time arbitrage opportunities on data-driven buying strategies. Kurt started his career at RBC, analyzing emerging trends and embedding start-up concepts into the large financial institution.

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Lauren joined HelloFresh in July 2016. She specializes in performance marketing and business analytics and leads the teams responsible for all marketing activity from experiential events to podcasts and everything in between. Since the acquisition of Chefs Plate in November 2018, she now oversees marketing for both meal-kit brands. Prior to joining the company, Lauren held brand management positions at Spin Master Ltd. and Kimberly-Clark (Huggies®). She’s a master-level foodie and dabbles in culinary courses at George Brown College in her spare time. In addition, Lauren founded Lilly & Lola Skincare, a premium skincare line focused on small batch products and clean ingredients.

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Daniel is a serial entrepreneur, adventure traveler, and growth expert. He sold his last two venture-backed companies and joined Airbnb full-time where he managed growth in top tier markets. Daniel also spoke on stage in front of 20,000 youth at We Day, directed a film series on the sharing economy, received a monthly grant from the Austrian government to conduct research on the European sharing economy, and traveled to over 30 countries. Daniel has been named Top 30 Under 30, a Canadian G20 Delegate and in college, he was named the top student entrepreneur in Canada and top three student entrepreneur globally by Entrepreneurs’ Organization. Daniel spoke at the G20 Young Entrepreneurs’ Summit in China, completed a 100km race along the Great Wall, and has been invited for 1:1 meetings with world leaders such as Justin Trudeau, Prince William, and Kofi Annan.

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Erin Blaskie first got into computers when her dad handed her a Commodore 64. She was six years old. When the Internet became widely available, Erin started an online journal on the platform Open Diary and began sharing her thoughts with the world. She hasn’t stopped over-sharing since. In the over fourteen years since starting her first online business, Erin has helped numerous businesses come online, establish their web presence and create community. Erin’s primary expertise is in creating solid systems and processes for businesses but she also leads clients to leverage the power of the Internet to nurture community, create culture and inspire change. Erin is now in the role of Community Manager at L-SPARK, a SaaS-focused tech accelerator. Erin has worked with companies such as Disney, Post, Kraft, Travelocity, Microsoft Canada, Ford Canada, PepsiCo., 3M, Maple Leaf Canada, Canadian Tire, Alliance Films, Feld Entertainment, The Body Shop, TD Bank and more. Erin is a TEDx speaker as well as a Google Certified Speaker. Erin has been quoted in five print books, received numerous business awards, has delivered presentations on local, national and International platforms and has been featured in notable media such as the Wall Street Journal, Mashable, Inc.com, Huffington Post, AMEX Open Forum, Portolio.com, Examiner.com, About.com, Business Insider, Chatelaine, Costco Connection, ABC, CBC, CTV Morning Live and more.

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So to dive in and we're just going to do a quick kind of round of intros where we will keep it to a minute-and-a-half no more. I maybe let's do who you are what you do and what area of growth you're focused on. I can start so I'm Lauren Wong. I'm currently VP of Marketing at HelloFresh Canada and Chef's plate. So rather than going through the the whole long bio only a minute here. I want to tell you guys I have three interesting things are fun things by myself. And if any of them resonate with you, hopefully we can connect afterwards. So I have been with HelloFresh

since the very early days pretty much thought from five people to a hundred people and then through the acquisition of Chef's plate at the end of 2018 where the business went from 100 to basically doubling overnight. I am also super passionate about performance and growth marketing anyone who knows me I come from the brand side. So I actually come from cpg and like fundamentals but I am very excited about our white ribbon campaign. So if you want to talk about that, I'm a girl and finally I realized that I'm probably two steps into my journey I've seen

HelloFresh, go from super small start-up to sort of awkward teenager and now into the phase where we've acquired another business, but there is still so many more phases along the journey and if you are further along than I am, I would love to connect and learn from you as well. My name is Kurt Gooden I'm the Head of Growth at Ritual. I've been leading user acquisition since day one of the last 4,5 years with Ritual mobile app that connects you with local businesses to order coffee lunch to make that experiences as magical as possible. We started off here in Toronto

in just a small little neighborhood King West and now we are in 24 cities 4 countries and looking to take on global expansion. So we've been through quite

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Kurt Gooden
Lauren Wong
Daniel Dubois
Erin Blaskie