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Hack To Start
Episode 184

Gessica Bicego

Computer scientist in love with Marketing | Head of Performance Marketing @Blinkist

Listen to this episode on iTunes, Stitcher, & Google Music

Gessica Bicego is the Head of Performance Marketing, at Blinkist, the platform for bite-sized insights in audio or text. Gessica is originally from Italy and has a background in computer science, as well as a passion for marketing. She then wanted to accelerate her career and moved to Berlin to join Kayak as a Programmatic Marketing Manager. Over the last few years, Gessica has been building a Performance Marketing team at Blinkist, an app that enables busy people to listen or read bite-sized insights from books and more. Blinkist was recently featured as one of the Top Apps of 2017 by Apple - and with over 4 million users and 15M in funding - Blinkist is looking to double its growth in 2018. Gessica joins us to share her story, how she got into startups, how she’s built a career as a Performance Marketer, what it’s been like working at both Kayak and now Blinkist, what it’s like building a team, and much more.

Main Objectives For This Episode

  • Learn more about how Gessica transitioned from computer science into performance marketing
  • Learn more about what it was like working at Kayak
  • Learn more about how Gessica has approached building a performance marketing team at Blinkist
  • And more!

Episode Overview

Gessica Bicego is the Head of Performance Marketing, at Blinkist, the platform for bite-sized insights in audio or text.

Gessica is originally from Italy and has a background in computer science, as well as a passion for marketing. She then wanted to accelerate her career and moved to Berlin to join Kayak as a Programmatic Marketing Manager.

Over the last few years, Gessica has been building a Performance Marketing team at Blinkist, an app that enables busy people to listen or read bite-sized insights from books and more.
Blinkist was recently featured as one of the Top Apps of 2017 by Apple - and with over 4 million users and 15M in funding - Blinkist is looking to double its growth in 2018.

Gessica joins us to share her story, how she got into startups, how she’s built a career as a Performance Marketer, what it’s been like working at both Kayak and now Blinkist, what it’s like building a team, and much more.


Some Of The Questions We Ask

1:46
Can you tell us more about yourself - where are you from and what did you study?

2:23
So where did your passion for marketing and startups come from?

3:18
So how did you start your career? What were some of your first few jobs and what were some of those experiences like?

5:45
So after some of those first few roles, in 2014, you joined Kayak as a Programmatic Marketing Manager in Berlin. Can you tell us a bit more about what Kayak is all about and how you created the opportunity to join the team there in Berlin?

8:52
What were some of the lessons that you took from that experience?

11:50
If we fast forward to today you’re the Head of Performance Marketing at Blinkist. Can you tell us what Blinkist is all about and how you created the opportunity to join the team there?

13:50
So what are some of the projects you’ve been a part of there over the last 2 years?

16:04
Blinkist was just named one of the Top Apps of 2017 by Apple. What are some of the biggest challenges of building a new type of mobile experience and gaining exposure to get to this level?

17:55
What have been some of the most successful tactics, channels or campaigns in terms of growth and user acquisition?

23:35
So thinking about that and of course creating a career like you have in Performance Marketing, are there any specific resources that you would recommend as a must to others?

24:47
Do you have any final thoughts or advice to leave us with?


Here are some of the most important links and resources mentioned throughout the show.

Twitter Handles & Websites

Gessica Bicego on Twitter
Gessica Bicego on the Web
Blinkist on Twitter
Blinkist on the Web
Tyler Copeland on Twitter
Franco Varriano on Twitter

Devices, Apps, and Books

Mobile Marketing Experts
Mobile Growth Stack
Lean Analytics
How To Not Be Wrong
Mobile Dev Memo
Grow.co
Ben Evans
John Egans

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