In this episode of Brave New Digital World, Andy Carvell sits down with Dyan Khor -- growth marketing leader, ex-Cash App, and advisor to scaling startups -- for a deep dive into modern growth strategy.

Dyan shares how she built Cash App’s marketing engine from scratch, managed over $500M in ad spend, and why she believes proactive hiring beats traditional recruiting. The conversation spans the evolution of measurement post-iOS 14, media mix modeling, and why the line between brand and performance marketing is fading fast.

We also explore the rising challenges of AI-fueled competition, the importance of creative novelty, and Dyan’s perspective on when not to spend a dollar. Whether you’re scaling a startup or optimizing at enterprise level, this episode is packed with honest insights, bold predictions, and practical frameworks.

Links & Resources:

• Uber ad fraud story: https://www.marketingtodaypodcast.com/194-historic-ad-fraud-at-uber-with-kevin-frisch/
• John Egan's blog: https://jwegan.com/
• Dyan's LinkedIn: https://www.linkedin.com/in/dyankhor/
• Dyan's website: https://dyankhor.com

MMM / Incrementality solutions Dyan recommended:

• Recast - https://getrecast.com/
• Paramark - https://paramark.com/
• Analytic Partners - https://analyticpartners.com/

Chapters:

(00:00 ) - Intro

(00:41 ) - Introducing Dyan and Her Background

(08:11 ) - Lessons from working at gaming companies

(11:02 ) - Applying learnings from large-scale companies to early-stage startups

(14:06 ) - Measurement past iOS 14

(19:15 ) - MMM infrastructure: Build or buy?

(23:13 ) - The (controversial) role of fingerprinting today

(25:52 ) - Performance vs. Brand Marketing is a false dichotomy

(29:27 ) - AI is leading to more competition, there's a need for novelty to be successful

(31:45 ) - What's Wired, Tired, or Expired in Digital Marketing?

(36:46 ) - If you had no limits to your ambition...

(38:59 ) - Resource recommendations

(41:33 ) - One thing companies need to stop doing.

(44:37 ) - Outro