Shows
What’s Working in Marketing™How Visa's Insight Director Shapes Marketing StrategyIn this episode of What's Working In Marketing, we sat down with Michael Nevski, Global Director of Insights at Visa, for a candid conversation about the evolving world of insights. Michael, a "recovering marketer," shares his fascinating career journey from marketing to insights, revealing why he believes the insights function acts as "the neck that turns the head" of a company.
Discover why marketers often misunderstand the true value of insights and how to foster a more strategic partnership with insights professionals. Michael also dives into the challenge of insights silos within large organizations and offers practical...
2025-07-0943 min
Backcountry MarketingYour Outdoor Brand is Competing for Attention—And LosingIn this episode, Cole Heilborn sits down with Charlie Grinnell, the co-founder and CEO of RightMetric, to unpack the changing landscape of audience behavior, content strategy, and digital marketing. Charlie shares why outdoor brands aren’t just competing with each other—they’re competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience behavior is more critical than ever, how brands should rethink content effectiveness, and why data-driven insights should fuel creative decisions. They also discuss how brands can avoid making content for a destination that doesn’t exist, the pitfalls...
2025-03-261h 07
DTC PodcastEp 459: The Pod That Launches 1000 TikTok Shops: An Exclusive, Deep-Dive Report with RightMetric's Charlie GrinnellSubscribe to DTC Newsletter - https://dtcnews.link/signup
TikTok Shops are rewriting the rules of e-commerce, and the numbers don’t lie—$1.5 billion in US sales in the summer of 2023 alone. In this special episode of the DTC Podcast, we team up with Charlie Grinnell, Co-CEO of RightMetric, to unveil a groundbreaking report on TikTok Shops. This exclusive research, conducted over summer 2023, provides fresh, actionable insights into what’s working (and why) on this fast-growing platform.
Download the report and follow along: https://rightmetric.co/tiktok-shop
2024-11-2545 min
Never EnoughDesigning Your Digital Mind: Charlie Grinnell's AI Journaling SystemAbout the episodeIn this episode, Andrew chats with Charlie Grinnell, the productivity-obsessed Co-CEO of RightMetric. Together, they get into his foolproof system for getting things done and how AI has revolutionized his workflow.Tune in to learn how to boost your productivity and achieve more with less.We go over1. AI and Journaling: Charlie uses Reflect to transcribe his thoughts while he’s on his morning walk. It’s helped him reduce the friction of journaling.2. Deep Work: “ I go for a walk and I do som...
2024-11-111h 00
The Hard Part with Evan McCannCharlie Grinnell from RightMetricCharlie Grinnell is the Co-Founder and CEO of RightMetric. RightMetric is a subscription-based research and insights provider that helps marketers create and refine a digital strategy that is more effective by being informed by evidence. Through their proprietary methodologies, they identify channel, content, and tactical whitespace opportunities using audience and competitor data.
Charlie's Twitter
In this episode, we discuss...
Dropping out of UBC
Learnings from working at Arc'teryx, Red Bull and Aritzia
Genesis story behind starting RightMetric
How they landed their first customer
Why you need to look within your industry for information and outside your...
2023-10-2752 min
The Growth Marketing ShowRightMetric CEO: Charlie GrinnellLearn more about Surf: https://www.joinsurf.com/outreach
Charlie Grinnell is the CEO of RightMetric. RightMetric offers research-as-a-service providing Data-backed audience & competitor research for marketing strategists.
2023-10-0929 min
DTC PodcastEp 335: Deep Marketing Insights from Charlie Grinnell, CEO and Co-Founder of RightMetricTo Subscribe to DTC Newsletter - https://dtcnews.link/signup
Charlie's a friend of the podcast, and is one of the best DTC marketing minds I know. He cut his teeth with Redbull's media team and moved onto help Aritizia scale their ecommerce and now he combines deep competitor analysis with audience and content analysis to help entrepreneurs uncover their blindspots...because as we all know, it's hard to see the label when you're inside the jam jar!
We cover interesting examples of uncovering surprising audience affinities, and understand exactly how brand owners can do their own research to...
2023-09-0444 minWhat’s Working in Marketing™What The Metaverse Means for Marketers with Tom Dickens, CMO and Marketing Advisor for Web3 Brands On this episode, we spoke with Tom Dickens, a fractional CMO advising several gaming and blockchain projects. He got his start in digital working for Red Bull in Austria with me back in the day and went on to work in the startup space to expand his knowledge. He’s always been a marketer that’s at the forefront of growth and that’s because he knows where innovation is headed. There’s a secret to that and it’s called following the money as he explained. When he saw investment capital shifting to web3 and metaverse projects, he knew that would...
2022-10-1836 minWhat’s Working in Marketing™How Content Marketers Should Think About Distribution Tactics and AI with Ryan Law, VP of Content at AnimalzOn this episode, we spoke with Ryan Law, VP of Content at Animalz. He’s been doing content marketing for over 10 years with tons of skilled colleagues that live and breathe strategy and execution on a daily basis. He has some polarizing views on content distribution and the use of AI for copywriting that every marketer should hear. As someone who started out in SEO, we talk about the importance of long-form content in a marketing mix. Ryan also shares thoughts on media trends and creating content for the sake of experience, without the goal of data or conversion. It...
2022-09-3045 min
The Growth Engine PodcastAudience and Competitor Insights for MarketersIn today's episode of the Growth Engine podcast, we're discussing all about Audience and Competitor Insights for Marketers, with Charlie Grinnell, CEO at RightMetric.
2022-09-2942 minWhat’s Working in Marketing™Lessons From Social Media Manager To CMO with Brandon Rhoten, Fractional CMO and Brand AdvisorOn this episode, we spoke with Brandon Rhoten, a CMO and growth advisor who’s always seeking to build killer creative, clever media campaigns, and impossible-to-ignore brands. He’s got a successful track record too, having formed the first ever digital social team at Wendy’s. From his early days in the agency world to launching some of the most talked about social media campaigns on the internet during his time with Wendy’s, and becoming the CMO for Papa John’s, this episode covers so much. On top of his experiences with those companies, he shares actionable tips for market...
2022-09-0645 minWhat’s Working in Marketing™Why Your Marketing Needs Lightning Strikes with Matt Bertulli, CEO of Pela
On this episode, we spoke with Matthew Bertulli, CEO of Pela, an eCommerce brand that’s on a mission to unf*ck the earth. Matt’s keen eye for product R&D and growth opportunities have already resulted in an exit for his award-winning company Demac Media. Although his career first began as a software developer who hated marketing, Matt eventually decided it was so important to learn more since marketing is what drives consumer demand.
Years later, he still looks at marketing a little differently than your typical brand marketer with a college degree. We talk abou...
2022-08-1648 minWhat’s Working in Marketing™Marketing Like A Media Company with Corey Haines, Founder of Swipe FilesOn this episode, we are once again joined by Corey Haines who is the Founder of Swipe Files. Corey was interested in this concept of marketing like a media company at an early stage, long before it became popular to deploy marketing strategies that don't come off to end buyers as just that, marketing.
Through careful research, he viewed the need to treat marketing like a product that blends performance and brand. We talk about why this trend isn't going away, why you need to think about earning attention from an audience perspective, and how to i...
2022-06-2247 minWhat’s Working in Marketing™Why Demographics and Generational Profiles Are Outdated in Marketing with David Allison, Founder of The Valuegraphics ProjectDavid Allison has been around marketing for 30 years, from his early agency life to his current role as Founder of The Valuegraphics Project. He's an outspoken marketer that Charlie has followed for years because he calls out a missing link in the typical marketing research process that calls for psychographic and demographic data. This '3rd peg in the stool' is our core value system, and David found out it's the only true indicator of how one will behave. He and his team have been working on a valuegraphics database so brands can understand what any target audience around the ...
2022-06-0250 minWhat’s Working in Marketing™The Future of Audio and What It Means for Brands with Shez Mehra, CMO at Audio BrandingShez Mehra is the CMO at Audio Branding, an audio-first consultancy that specializes in building affinity through the strategic and intentional use of sound. In this episode, Shez explains how sound is currently used in the world of marketing and brand. We dive into building a sonic identity and look at examples of how that's being done well on a global level. Integrating your brand's sound across digital, experiential, and all the extra points throughout a customer journey map can be extremely tricky, but Shez explains why it's a crucial exercise for brands that want to strive to create the b...
2022-05-1651 minWhat’s Working in Marketing™Consumer-Centric Brand Positioning with Jamie Michaels, Head of Brand Strategy at Twitter CanadaJamie Michaels is the Head of Brand Strategy at Twitter Canada. In this episode, we dive deep into customer-centricity in marketing and more specifically social media. Jamie shares countless examples of brands that are doing a great job on Twitter, and what brands should be thinking about if they want to stand out or differentiate themselves. Data is showing that more and more brands are sounding the same, so we look at how crafting the right message for an audience, with the right tone, can very much leave a lasting impression for years to come.
For more con...
2022-05-0251 minWhat’s Working in Marketing™How Tech Companies Are Building Media Brands with Cameron Uganec, General Manager of Media at ThinkificCameron Uganec is the General Manager of The Leap, which is a media company created by Thinkific. He was hired to lead this new media division out of his previous role at Later, where he was the Senior Vice President of Marketing & Growth. Since he's in the seat leading an in-house media brand for a highly innovative tech company, we figured there are few better people to explain this popular trend. Join us to understand why media brands are popping up in 2022 and to learn from a marketing leader who's been working in digital for over 20 years
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2022-04-1538 minWhat’s Working in Marketing™Digging into The Future of Snap for Marketers with Matt McGowan, General Manager of Canada at SnapMatt McGowan is the General Manager of Canada at Snap Inc, the parent company for well-known brands like Snapchat, Spectacles, Bitmoji, and Zenly. In this episode, we discuss how Snap is opening up new doors to marketers through innovative technology like AR and unrivaled engagement amongst individuals aged 13-34. Matt helps position the performance opportunity for advertisers on Snapchat, and he also explains their approach to areas like original content/show, content authenticity, and data privacy.
Snapchat continues to grow fast, so why the heck is it still such a big unknown for so many marke...
2022-04-0440 minWhat’s Working in Marketing™The Future of Content Marketing with Sean Tyson, CEO at QuietlyIn this episode, we spoke with Sean Tyson about how consumers' expectation of quality content is at an all-time high and what that really means for brands in the era of content marketing. He started Quietly Media over 8 years ago and has been helping leading brands drive their business with content since. Sean is acutely aware that content plays a role in marketing all across the customer journey, and he points out how many businesses need a more sophisticated view of their content marketing efforts. Listen in as we question the term 'Content is King'.
Fo...
2022-03-0142 minWhat’s Working in Marketing™Understanding Audience Data and The Secret Language of Fandoms with Breana and Julia from Methods + MasteryCreating a community of raving fans is no easy task for brands and creators. That's probably why our insight-obsessed friends at Methods + Mastery recently published this incredible research report on The Secret Language of Fandoms, which deconstructs multiple examples of raving fan communities online, and identifies a core trend among fandoms: that they are built on, and held together by complex language. Join us for this special episode as we unpack the report and how to interpret audience data, with Breana Bacon and Julia Schroeder from the Methods + Mastery research team. you can learn more about their work at knowel...
2022-02-1536 minWhat’s Working in Marketing™How Marketing Can Break Down Silos Using Different Language with John Huntinghouse, VP of Marketing at TAB BankJohn Huntinghouse is VP of Marketing at TAB Bank. In this episode, John explains how marketing can break down common silos or barriers amongst teams in the workplace, simply by thinking more about the language they are using with others to communicate objectives, campaigns, or outcomes. Beyond proper internal communication, we look at important factors for digital brand building in finance and banking.
For more content, episodes, and show notes make sure to check out RightMetric.co.
2022-02-0139 minWhat’s Working in Marketing™The Importance of Agility in Marketing and Leaning Into Discomfort with Andrew Rosch, Director of Acquisition and Retention Marketing at Trek BicyclesAndrew Rosch is the Director of Acquisition and Retention Marketing at Trek, one of the world's most renowned bicycle makers. In this episode, Andrew speaks about what's working in the cycling and outdoors industry as a marketing strategy leader, and how he translates performance metrics into human journey insights. Most importantly, we take a close look at how agility is necessary for most marketing teams, and why you need to be prepared to lean into discomfort if you're working in digital.
For more content, episodes, and show notes make sure to check out RightMetric.co.
2022-01-1841 minWhat’s Working in Marketing™How To Better Understand Your Customer with Katelyn Bourgoin, CEO of Customer CampKatelyn Bourgoin is the CEO at Customer Camp. In this episode, Katelyn speaks about her specialty as a marketer: helping marketers and product teams figure out what triggers customers to buy so they can market smarter. She's been called an "influential entrepreneur" by Forbes and named as one of the top 20 wonder women of SaaS marketing and growth.
For more content, episodes, and show notes make sure to check out RightMetric.co.
2022-01-0543 minWhat’s Working in Marketing™Harnessing the Power of Content Distribution with Ross Simmonds, Founder & CEO of Foundation MarketingRoss Simmonds is the CEO of Foundation Marketing. In this episode, Ross discusses the foundations for building a distribution strategy, the importance of audience research, how to find underrated distribution channels, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-12-0741 minWhat’s Working in Marketing™What TikTok Means for the Future of Social Media with Vik Kambli, Chief Marketing Officer at ClearlyVik Kambli is the Chief Marketing Officer at Clearly. In this episode, Vik discusses how TikTok has changed digital marketing, why he thinks every marketer should be on TikTok, how TikTok is shaping culture, how to evaluate your current social media spend, why he thinks TikTok is more about entertainment than social media, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-11-1549 minWhat’s Working in Marketing™The Secret to Unlocking Creativity That Powers Outstanding Marketing with Corey Haines, Founder of Swipe FilesCorey Haines is the Founder of Swipe Files. In this episode, Corey discusses the value of inspiration, his framework for creating swipe files, his favourite marketing best practices, the importance of looking outside your industry for inspiration, what's exciting him in marketing today, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-11-0947 minWhat’s Working in Marketing™Untapping the Power of Audience Research with Rand Fishkin, Co-Founder & CEO of SparkToroRand Fishkin is the Co-Founder & CEO of SparkToro. In this episode, Rand discusses the importance of audience research, why you need to deeply understand your audience, where audience research fits into a marketing strategy, the difference between being data-driven and data-informed, the benefits of episodic content, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-10-2646 min
Mailman PodcastCharlie Grinnell - Tracking and Optimizing for Sleep QualityRightMetric website - https://rightmetric.co/Charlie's twitter - https://twitter.com/CharlieGrinnellCharlie's linkedin - https://www.linkedin.com/in/charliegrinnell/📬 Sign up for Mailman – https://www.mailmanhq.com/ 🐦 Follow us on Twitter – https://twitter.com/Mailman_HQ📨 Subscribe to our blog – https://blog.mailmanhq.com
2021-10-1244 minWhat’s Working in Marketing™The Fundamentals of Winning in eCommerce with George Weetman, VP of Digital Commerce at Arc‘teryxGeorge Weetman is the VP of Digital Commerce at Arc'teryx. In this episode, George discusses his three-pronged approach to eCommerce, why brands need to be customer-centric, how to connect strategy & execution, his views on marketing innovation, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-10-0537 minWhat’s Working in Marketing™Winning Strategies for Black Friday & Cyber Monday with Gabe Gottlieb, Chief Strategy Officer at Sensor TowerGabe Gottlieb is the Chief Strategy Officer at Sensor Tower (formerly the CEO & Co-Founder of Pathmatics). In this episode, Gabe discusses Black Friday & Cyber Monday digital advertising strategies & trends, the intersection of art and science in digital advertising, new digital storytelling mediums, the importance of competitive intelligence to inform & inspire strategy, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-09-0932 minWhat’s Working in Marketing™Planning for Scale with Vik Kambli, Chief Marketing Officer at Clearly
Vik Kambli is the Chief Marketing Officer at Clearly. In this episode, Vik discusses the role of serendipity in his career, the three-layer framework companies need to consider for scale, how companies need to plan for scale at different stages of maturity, the importance of company values for long-term planning, what is exciting Vik in marketing today, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-08-1356 minWhat’s Working in Marketing™The Idolatry of Innovation in Marketing with Brittany Hull, VP of Marketing at Earth's Own Food Company
Brittany Hull is the VP of Marketing at Earth's Own Food Company. In this episode, Brittany discusses how innovation layers into a marketing strategy, the importance of rooting marketing innovation in consumer insights, learning from failure, core marketing principles, advice for marketers, and much more.
For more content, episodes and show notes make sure to check out RightMetric.co.
2021-07-1243 min
Marketing News CanadaCharlie Grinnell (RightMetric)The one where Daryl interviews Charlie from RightMetric.Sign up for the Marketing News Canada e-newsletter at www.marketingnewscanada.com.Follow Marketing News Canada:Twitter - twitter.com/MarketingNewsC2Facebook - facebook.com/MarketingNewsCanadaLinkedIn - linkedin.com/company/marketing-news-canadaYouTube - youtube.com/channel/UCM8sS33Jyj0xwbnBtRqJdNwWebsite - marketingnewscanada.com Follow Daryl Louie: LinkedIn - https://www.linkedin.com/in/daryllouie/Instagram - https://www.instagram.com/antisocialsolutions/Facebook...
2021-06-0543 min
My Social Life: How Content Creators Grow on YouTube & TikTokTakeaways: Charlie GrinnellTakeaways is a weekly bonus episode where I sit down and breakdown the most recent episode and today we're discussing my conversation with RightMetric co-founder Charlie Grinnell.
2020-10-2927 min
My Social Life: How Content Creators Grow on YouTube & TikTokWhy Your Marketing Needs Both Creativity and Data with RightMetric Co-Founder Charlie GrinnellCharlie Grinnell is the CEO and co-founder of RightMetric, a digital market research firm based in Vancouver, that provides audience and competitive insights to brands. Before that he spent time as the Global Social Media Manager for Red Bull and Head of Social at Aritzia.
2020-10-261h 48What’s Working in Marketing™Customer Centricity in The Age of Technology with Nicole Kealey, Chief Strategy Officer at Vision Critical
Nicole Kealey is the Chief Strategy Officer at Vision Critical. In this episode, Nicole discusses the key aspects that drive differentiation when it comes to using technology to create memorable experiences, how marketers can leverage insights from consumers to help guide technology investments, and shares some great examples of brands that are using a consumer-centric approach to cut through the noise.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-08-2039 minWhat’s Working in Marketing™Audience Growth in The Age of Distraction with Laura Andriani, Head of Audience Development at DAZN
Laura Andriani is the Head of Audience Development at DAZN. In this episode, Laura breaks down the elements of building an audience marketing strategy, what marketing leaders should keep in mind as they shape their insight capabilities, and what she's most excited for when it comes to the future of audience insights.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-08-1852 minWhat’s Working in Marketing™Creating Emotional Connections Through Digital Platforms with Eric Toda, Global Head of Social Media Strategy & Operations at Facebook
Eric Toda is the Global Head of Social Media Strategy & Operations at Facebook. In this episode, Eric shares his point of view on the characteristics of the best CMOs, the lessons learned balancing brand with technology, and how important it is for brands to deeply understand their customers.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-06-2554 minWhat’s Working in Marketing™Applying a Product Mindset to Marketing with Britt Skolovy, Chief Growth Officer at KinzooBritt Skolovy is the Chief Growth Officer at Kinzoo, a kid-tech startup empowering families to raise the next generation of digital citizens. In this episode, Britt shares lessons learned from her unique experience in both product management and marketing, why focusing on the problem is better than focusing on the solution, and how the blurred lines between product and marketing can create positive friction that benefits marketers.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-06-251h 00What’s Working in Marketing™Balancing The Art & Science of Marketing with Fergie Cancade, Director of Global Athletes & Ambassadors at lululemonFergie Cancade is the Director of Global Athletes & Ambassadors at lululemon, a technical athletic apparel company known best for its products for yoga, running, training and other sweaty pursuits. In this episode, Fergie shares his thoughts on the convergence of creativity, data, and insights within marketing, lessons he's learned about linking marketing strategy to overarching business objectives, and why marketers should be more willing to fail.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-05-0835 minWhat’s Working in Marketing™Hiding in Plain Sight – How to Up-level Your Audience Segmentation with Jon Tesser, VP of Research & Insights at NYC & CompanyJon Tesser is the VP of Research & Insights at NYC & Company, the destination marketing organization of the five boroughs of New York City. In this episode, Jon explains how marketers and analytics professionals can work more effectively together, some unique ways that he has leveraged various sources of digital data to enrich his audience segmentation, and what he's most excited about when it comes to the future of research and insights.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-05-0842 minWhat’s Working in Marketing™The Foundational Elements of Marketing Strategy with Conner Galway, President at Junction ConsultingConner Galway is the President of Junction, a firm that helps brands build digital competencies from the inside out through strategy, training and consulting. In this episode, Conner shares his approach to building strategies, how data and insights play into the strategic process, and his tips for keeping up with marketing in 2020 and beyond. For more content, episodes and show notes make sure to check out RightMetric.co/Blog.
2020-05-0851 minWhat’s Working in Marketing™The Future of Social Media with Andrew Delaney, Senior Manager of Social Media at HubSpotAndrew Delaney is the Senior Manager of Social Media at HubSpot, the leading growth platform that provides marketing professionals with the tools they need to grow better. In this episode, Andrew shares his take on the current state of social media, where the best opportunities for brands are today, and how to position your brand to capitalize on future trends.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-05-0846 minWhat’s Working in Marketing™Using Content to Cut Through the Noise with Taylor Loren, Director of Content Marketing at LaterTaylor Loren is the Director of Content Marketing at Later, the leading Instagram scheduler and social media marketing platform. In this episode, Taylor shares her approach for creating content in a competitive space, how data helps guide her team's creative vision, and what content marketers should be keeping in mind as they explore new topics.
For show notes, other episodes, and more content make sure to check out RightMetric.co.
2020-05-0836 min
Big Things PodcastS02 E09: Leveraging Data and Insights to Inform Marketing Strategy with Charlie Grinnell, CEO at Right MetricMuch like content, there is no shortage of data. While marketers rely on it to make decisions, this information usually comes from an internal source, which provides limited insights. In our Season 2 finale, Charlie Grinnell, CEO of RightMetric, talks to us about how to change this. As a digital marketing research firm, RightMetric provides audience and competitor insights to marketing strategists by drawing on external data. Charlie has worked in digital at Red Bull and Aritzia as well as in content production for clients like Nike and NBC Sports. Through his unique skillset which merges creative and analytical thinking...
2020-04-221h 02