How to Build a Love Brand with Tamara Mendelsohn and Eventbrite

Brand is the promise you make to customers and the experience you deliver every time.

In this week’s episode of Growth Talks, Tamara Mendelsohn, former CMO of Eventbrite, joins host Krystina Rubino to share her marketing playbook for building brand value across every touchpoint.

From designing scalable growth loops to tracking the metrics that actually matter, Tamara breaks down the core drivers behind Eventbrite’s success and the mindset shift every marketer needs to drive long-term growth.

Find out how great marketers align brand and performance teams, choose the right signals, and use curiosity and customer insight to build brands people love.

🗝️ Key Takeaways:

• Connection drives retention. Your funnel should mirror what your customers truly care about. If people don’t see themselves in your brand, you’re missing the real growth opportunity.
• No silver bullet metric. Monitor brand health by tracking signals like search volume and traffic. When those numbers start to climb, it’s a clear sign you’re building both awareness and intent.
• Beyond the funnel. Marketers should think in loops, not just stages. Follow where customers enter, how to nurture them, and how to accelerate their path to purchase.
• Test your value prop. Early on, paid marketing shouldn’t be about juicing growth. Use it to validate product-market fit, refine your messaging, and identify the best customer segments.
• ‍Brand is the promise. It’s not your logo or campaign. It’s the promise you make to your customers and how well you deliver on it. The best brands win by offering real value, not by outspending the competition.‍
• Lean into AI. The best marketers use AI to help their teams move faster, test smarter, and drive customer impact. Embracing new technology is how you stay ahead of the competition.

⏰ Timestamps

• 01:34 Building a Scalable Marketing Strategy
• 05:06 Full-Funnel Marketing That Converts
• 10:15 Why Ads Alone Won’t Build Your Brand
• 14:20 Brand Metrics That Actually Matter
• 17:52 Top Measurement Mistakes to Avoid
• 23:53 How to Pick the Right Channels
• 32:06 Avoiding Risk in Marketing Spend
• 34:04 Key Stages of Marketing Strategy
• 49.38 The Core Drivers of Brand Success

🔗  Mentioned in this episode:

• Eventbrite: https://www.eventbrite.com/
• Casey Winters Growth Loops
• Simon Sinek Ted Talk

‍We’ll be dropping episodes every other week. Want to follow along and listen to new episodes when they’re released? Subscribe to Growth Talks on YouTube or wherever you get your podcasts.