DTC POD - Rikin - CMO Soona

DTC POD Rikin - CMO Soona

Blaine Bolus 00:00:06 - 00:00:57

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Blaine Bolus 00:00:57 - 00:01:27

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Blaine Bolus 00:01:27 - 00:01:39

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Blaine Bolus 00:01:43 - 00:02:02

What's up, DTC pod? Today we're joined by Rikin Diwan, who is the CMO and chief growth officer at Soona. So Rick and I'll let you kick us off. Why don't you tell us a little bit about yourself, your background, maybe some of the stuff you're working on before and kind of what you do on a day to day basis.

Rikin Diwan 00:02:02 - 00:02:21

Yeah. Hey, Blaine and Ramon. Thanks for having me. Yeah. My name is Ricken. I am currently chief growth officer at Soona. I know you guys had Liz on the pod, so I won't go deep into Soona, but we're basically a content and creative studio for ecommerce brands. So ship us your products.

Rikin Diwan 00:02:21 - 00:02:53

We capture it on photo, video or it gets sent to a UGC creator with friend as Ramon. And we're working with over 20,000 brands now, producing content. We've been around for about four years, so we can go a lot more into that. My career has been. I think of it as two phases. It's always been marketing, it's always been heavily digital. The first phase though, was like skill stacking. Marketing is extremely bifurcated and people talk about what is a chief growth officer versus a chief marketing officer.

Rikin Diwan 00:02:53 - 00:03:19

There's awareness and brand and then there's performance in the data side. And I realize in my career you can never get that exposure all at once. You kind of have to. Or at least for me, I felt like every two, three years I feel comfortable. That's not good. That's not a good feeling. Let me move on. So I started in New York and it's been kind of a tale of be in media, be an agency side, stay in agency side for probably longer than I wanted.

Rikin Diwan 00:03:20 - 00:03:57

You know, learn in that, you know, web traffic and things like that. Learn branding, learn social, learn content. And then I went into tech. When I went into tech, I was pretty much a product marketer. My first real stint in tech was at Foursquare. So the check in app. So I was there for about three years mainly doing product marketing. And Foursquare was going through quite a bit of a change, turning from kind of an inapp advertising supported social app to a data play that was going to power other apps and power advertising technology.

Rikin Diwan 00:03:58 - 00:04:42

That was mostly what my focus was, was like, how does we work with product? What's coming out? Translate that mainly for a sales team and a bd team, no longer translate that for customers. At the end of that, I kind of look back and I'm like, all right, well, now I've done a little bit of everything. Pretty good at some stuff. I know what I enjoy the most and who's going to be kind of like dumb enough to take a bet and make me ahead of marketing. But I was really lucky in that I had known a guy named Ryan. He had founded a company in the bike share space, of all things. And he called me up and he's Rick, like, we're going to change everything. And I have this electric bike and I went to Brooklyn and I rode this electric bike and I'm like, this is amazing.

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