Three of the ways that Paired 4x’d revenues

Paired, a couples app, achieved a fourfold increase in revenue within a year, largely credited to the efforts of Gessica Bicego, who became the Chief Marketing Officer in January 2022. She built a strong marketing team by hiring outstanding senior personnel for key channels like brand, user acquisition, and CRM, emphasizing the importance of independence and expertise. Bicego also advocated for diversifying marketing channels beyond traditional platforms like Facebook, experimenting with alternatives such as influencer marketing and podcast advertising, allocating around 30% of resources to test new ideas. Additionally, the company leveraged influencers and content creators to produce engaging content for both organic social media and paid acquisition, recognizing the potential of platforms like TikTok to generate significant user engagement and brand trust.