“Marketing is the glue that connects teams, strategy, and execution—when done right, it drives the entire business forward.”

In this episode of Growth Talks by Right Side Up, Branca Ballot sits down with host Krystina Rubino to break down how she went from mechanical engineer to marketing executive, building and scaling growth teams along the way. Branca shares her approach to structured experimentation, hiring for versatility, and the importance of choosing fewer—but smarter—strategies to maximize impact.

She also reveals why team dynamics are critical to success, how to foster cross-functional alignment, and how AI is shaping the future of marketing.

🗝️ Key Takeaways:

• Focusing on fewer, high-impact initiatives is the key to long-term success rather than spreading resources too thin.


• A well-structured, versatile marketing team can significantly improve efficiency and execution.


• Leveraging community engagement and content marketing can be more powerful than relying solely on paid media.


• AI is a powerful enhancement tool, allowing marketers to optimize workflows and improve personalization while maintaining a human touch.


• Building a great website lays the foundation for marketing success and supports all other growth efforts.

⏰ Timestamps

00:00 Introduction to Branca Ballot’s career

02:10 From engineering to marketing leadership

06:35 Why focus beats fragmentation in marketing

11:20 The role of community and content in growth

16:50 Paid vs. organic: When to invest in which

21:40 AI’s impact on marketing and business operations

26:15 Building and scaling a lean but powerful team

30:30 Branca’s favorite growth non-hack: A great website

🔗 Mentioned in this episode:

• Glide: https://www.glideapps.com

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