Right Side Up Talent Spotlight: Ivan Jiang

The Right Side Up Talent Spotlight series highlights the incredible talent within our team, from full-time employees to growth marketing consultants in our collective. This month, we’re excited to introduce Ivan Jiang, our standout Senior Demand Generation Manager.

Curiosity has always driven Ivan Jiang, our newest talent spotlight. 

Whether it’s theorizing what Mike White has up his sleeve for the next season of The White Lotus or testing new channels at Right Side Up, Ivan has a knack for asking right questions—and finding even better answers. 

After spending nearly a decade in B2B SaaS, Ivan is now nine months into his journey as our Senior Demand Generation Manager, where he’s driving growth across paid and lifecycle programs. 

Learn how he’s using his creative and curious mind to strengthen our long-term growth engine, and how he plays his part in keeping Portland weird (and grounded when needed).

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Where do you call home and what is your work environment like?

I’m originally from San Francisco, CA, but I moved to Portland, OR about four years ago. I work remotely and love it. I often take walks at a nearby running track to think through problems or recharge during the day. It’s a great way to reset and come back with fresh ideas.

Tell us a little more about your role and time at Right Side Up.

I’m the Senior Demand Generation Manager at Right Side Up, and I joined the team in February 2025, so about nine months ago. 

In my role, I’m responsible for driving acquisition through a mix of paid and lifecycle marketing programs. I enjoy working across multiple channels to create campaigns that not only drive demand but also strengthen RSU’s long-term marketing foundation.

Could you dive into your professional background and any achievements you’re proud of or notable brands you’ve worked with?

I’ve spent most of my career, about seven years, in B2B SaaS marketing. I started as a marketing generalist supporting everything from events to SEO to PR and marketing ops. Over time, I found my niche in digital marketing, with a focus on paid acquisition, web strategy, SEO, and marketing automation.

I’ve worked across several SaaS verticals, including HR tech and calendar management, and I find Right Side Up’s dual marketplace model to be a refreshing and rewarding challenge.

One of the most exciting products I’ve marketed was Clockwise, an AI-powered calendar management tool that helps knowledge workers find focus time and better manage meetings. I was part of a cross-functional effort to launch a new AI assistant chat feature to our product suite. 

I collaborated closely with design, product marketing, and PR to bring it to market through a multi-channel strategy. It was one of those projects that reminded me how creative and collaborative marketing can be.

Give us your take on growth marketing today: What excites you, how have things changed since you got started, and where do you think it’s headed?

What excites me most about growth marketing is how AI has accelerated experimentation. It’s incredible how quickly we can now generate creative, test campaigns, and iterate. I think the teams that will win in this new landscape are the ones that test fast, learn faster, and stay agile.

At the same time, I think we’ll see a renewed emphasis on relationship-driven marketing, things like events, community building, and even direct mail. As AI becomes more pervasive, the brands that stand out will be those that blend efficiency with human connection.

What has the structure/flexibility of Right Side Up’s model allowed you to do outside of work?

Outside of work, I love visiting breweries, going to museums, tending to my houseplants, thrifting, and traveling.

One of my most memorable trips was to Asheville, NC, right as Hurricane Helene hit last September. While it wasn’t the trip I planned, it was inspiring to see how the community came together to support one another in a crisis. It was a reminder of the resilience and kindness people are capable of.

What’s a TV show, podcast, book, video game, recipe, etc. that you’re loving right now?

For scripted TV, I’m really enjoying The White Lotus. Season two is my favorite, and I can’t wait to see what Mike White does next. For reality TV, I’m a longtime Survivor fan (though the “New Era” hasn’t quite topped the classic seasons). Australian Survivor: Australia vs. The World was a standout this year.

Fun fact: Mike White, the creator of The White Lotus, was actually a contestant on Survivor: David vs. Goliath (season 37). He’s even featured some of his fellow castmates in The White Lotus as easter eggs for fellow fans.

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