Growth is not a checklist of marketing tactics. It is a series of small experiments that help you learn what truly matters to your customers.

In this episode Adam Wright sits down with Hannah Parvaz, founder of Aperture, a UK‑based growth consultancy. She explains why treating growth like science, not advertising, leads to deeper insights and better results.

Why this conversation matters now

Many brands are cutting budgets and looking for quick wins. Hannah argues that short‑term tricks create noise but not loyalty. Instead she shows how curiosity, user research and iterative testing unlock lasting growth, even in a tough market. Her approach is especially relevant for senior brand managers who want to build resilient brands.

About our guest

Hannah Parvaz is a growth leader who has helped hundreds of mission‑led apps scale sustainably. She began her career in the music industry, moved into tech and now leads Aperture, where she combines customer psychology with creative experimentation to drive results.

Her teams have cut advertising costs by 93% and delivered repeatable growth for subscription products.

Outcomes you will learn

• Why “jobs to be done” conversations reveal hidden user motivations and how to use them in your marketing

• How to build a creative operating system that delivers winning ads week after week

• Why focusing on experimentation over perfection speeds up decision‑making and growth

• How mission‑led businesses choose clients that align with their values and why that pays off

• Practical ways to nurture curiosity and empathy as a marketer

As you listen you will hear simple stories that make growth feel human. By the end you will see how adopting an experimentation mindset helps you decide where to focus, build better products and create marketing that matters.

Links

• Linkedin: https://www.linkedin.com/in/hnpvz
• Website: www.hannahparvaz.com
• Twitter: twitter.com/hannahparvaz
• Instagram: www.instagram.com/hnpvz
• Company website: www.aperture.london
• Company Instagram: www.instagram.com/aperture.london
• Company TikTok: www.tiktok.com/@aperturelondon
  

This episode is sponsored by Sampl. Sampl is a digital sampling platform for FMCG and beauty brands that turns product trial into measurable, accountable growth by connecting sampling to real consumer data and purchase behaviour.

Learn more at https://www.sampltech.com

Marketers talk about being consumer first. Louise Troen, CMO at Clue actually operates that way.
In this episode, she explains why no one cares about your product, why most strategies fail before they begin, and why the future of marketing starts with closing a human gap not hitting a business metric.

Lou shares how she built mission-led brands at Bumble, Headspace and now Clue by putting emotional truth and creative clarity above noise and performance theatre.

She breaks down the discipline of starting with the human problem, the courage required to throw away weak ideas, and the practical ways to measure brand work without pretending it’s magic.

If you want an honest, sharp and deeply practical conversation about building brands that matter at scale, this is the episode.

Learn more about Clue here: https://helloclue.com/

Connect with Lou here: https://www.linkedin.com/in/louise-troen-1895a235/

Tessa Tysome has one of the most unconventional and instructive careers in modern marketing.

A Global Brand and Growth Strategist, Fractional CMO, eCommerce and Digital leader, and Soho House Creative Network mentor, she has shaped brands at Meta, Nike, L’Oréal, Diageo and PepsiCo before launching her own consultancy.
Her journey spans continents and categories, but the real value is how she thinks.

Tessa brings sharp perspective on creating coherence across the funnel, understanding culture at a local level, building teams that move fast, and knowing when to break from the rulebook entirely.

This is not a linear career story. It is a blueprint for marketers who want to grow with intent, make better decisions, and build brands that stand up in the real world.

If you want insight you can actually use, this episode will give you plenty to work with without giving everything away.

Connect with Tessa Tysome on Linkedin