In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not.

We also talk about diversification of ad spend, and how Bicego ensures that she is always able to take advantage of opportunities to go viral. We chat about metrics that she uses to keep on track, and we also talk about taking time out — in her case to have a child — and then coming back stronger than ever.

Timestamps

0:00 Gessica Bicego, CMO of Paired

5:45 3 ways to 4X revenue

7:30 User-generated content in ads

11:25 Finding influencers

13:55 How to hit home run ads

16:30 Blended metrics for modern UA

19:20 Taking a year off

24:15 Gimmicky creatives in ads

27:55 Brand marketing for performance marketers

32:00 Most uncensored opinion about mobile marketing