In growth marketing, creative is the critical X factor

Jonathan Martinez Contributor

Jonathan Martinez is a former YouTuber, UC Berkeley alum and growth marketing nerd who’s helped scale Uber, Postmates, Chime and various startups.

As we move toward a privacy-centric, less targeted future of growth marketing, the biggest lever will become creative on paid social channels such as the Facebooks of the world. The loss of attribution from our good friend iOS 14.5 has accelerated this trend, but channels have increasingly placed efforts toward automating their ad platforms.

Due to this, I believe that every growth marketing engine should have a proper creative testing framework in place — be

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