Ankur Goyal is the SVP of Growth at Coterie, a modern premium baby care brand. He has held multiple positions at Coterie, including VP of Growth and Head of Growth. Ankur is also a Strategic Advisor at GrapevineAI, which raises money to provide brands with on-demand creator content. Before Coterie, he co-founded TableTip Analytics, a data-science startup for the restaurant industry.

How can you take a brand in a crowded consumer market and scale it profitably without relying on constant discounts? Many companies chase short-term wins with flashy offers, only to erode brand value and stall long-term growth. What does it take to build a brand that persuades customers and keeps them coming back?

According to growth leader Ankur Goyal, brands must build persuasive messaging rooted in customer feedback. Studying reviews and customer experience data can uncover messaging pillars, which drive customer acquisition. Ankur maintains that avoiding discount-based advertising forces brands to create compelling, performance-driven campaigns and that structured yet flexible creative testing cycles keep campaigns fresh. By focusing on practical insights, you can grow profitably while strengthening relationships with customers.

In this episode of Chief Advertiser, Samir Balwani sits down with Ankur Goyal, SVP of Growth at Coterie, to talk about scaling consumer brands with smart messaging and creative testing. Ankur discusses why persuasive messaging beats ad structure tweaks, how customer feedback uncovers alternative messaging, and what it takes to run effective creative experiments at scale.