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How Whatnot Leans Into Customer Obsession and Live Selling

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Marketing Trends Background

Internet shopping is old hat these days, but Whatnot is becoming a household name in the market by leaning into live selling and propping up the enthusiasts who turn into successful sellers. Andy Tu is the VP of Marketing for Whatnot, and in this episode, he explains how he’s taking the lessons he learned while working at Postmates and Uber Eats to the team at Whatnot and what marketing strategies they are using to scale up the platform. 

Tune in to learn:

  • How Andy got into marketing (2:00)
  • Leading a brand going through an acquisition (10:30)
  • The evolution of live commerce (20:45)
  • Understanding the enthusiast community (23:00)
  • Recruiting the right people to your platform (30:35)
  • Creating major partnerships that are cohesive with your brand (34:55)
  • Expanding your customer base (40:15)
  • Measuring success and metrics that matter (41:30)

About the Guest:

Andy Tu currently serves as the VP of Marketing for Whatnot. Prior to joining Whatnot, Andy was the Head of Marketing for Postmates, and the CMO of DEFY media, among other marketing roles. He has a degree in journalism from Iowa State University and currently lives in Oakland, California.

“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”

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Episode 408