"Authenticity isn’t just a buzzword—it’s what makes customers believe in your brand." In this episode of Growth Talks by Right Side Up, Shruti Khatod, VP of Growth Marketing at Nutrafol, joins host Krystina Rubino to discuss the power of authentic storytelling in brand growth. Shruti shares how leveraging real customer stories and choosing the right influencer partnerships have helped Nutrafol build a brand that customers trust and love. She breaks down how to align brand KPIs with performance marketing, measure the true impact of retail strategies, and drive long-term revenue success. 🗝️ Key Takeaways: Brand fuels growth. Every channel—TV, social, influencers should reinforce your brand story, not just drive conversions. TV ads take time, but they work. Nutrafol refined their TV strategy over multiple iterations—test, tweak, and secure leadership buy-in for long-term impact. Authenticity isn’t a trend—it’s a trust builder. Real customers, not actors, make the difference. Genuine voices create loyal brand advocates. Diversify your marketing mix. Winning brands blend TV, digital, influencers, and organic marketing to stay agile, scale faster, and meet customers where they are. Go beyond last-click attribution. Successful brands take a full-funnel approach, blending brand KPIs, search trends, and retargeting to track real growth drivers. ⏰ Timestamps 00:10 - Intro to Shruti Khatod 03:26 - How brand and growth work together 07:21 - Connecting brand KPIs to growth marketing  14:34 - Lessons from growing Nutrafol’s TV presence 18:38 - How Meta and TikTok are reshaping performance marketing 23:37 - Why problem-solution messaging resonates 30:55 - Overcoming the limitations of last-click attribution 35:24 - Consumer behavior & growth strategy adjustments  45:27 - Leveraging influencers for long-term brand impact 50:46 - How Nutrafol navigated the TikTok ban scare   🔗 Mentioned in this episode: Nutrafol: https://nutrafol.com/ ThredUp: https://www.thredup.com/ Macy’s: https://www.macys.com/   👍 Did you enjoy this video? Don’t forget to click the like button! And find more episodes of Growth Talks here: https://bit.ly/3xXGJJc 🤝Connect with Right Side Up Right Side Up is a premium growth marketing agency that has helped more than 1,000+ companies hit their growth goals. Check us out and send us a note at: https://bit.ly/4bfaBQt ‣ Subscribe to our channel: https://bit.ly/3HWiJYD ‣ Subscribe to our marketing newsletter: https://rightsideup.com/resources/growth-marketing-newsletter/ ‣ Follow us on Linkedin: https://www.linkedin.com/company/rightsideup/ ‣ Follow us on Facebook: https://www.facebook.com/RightSideUpCo/ ‣ Follow us on Twitter: https://twitter.com/rightsideupco