This Q&A reflects Thomas's time as Head of Performance and Lifecycle Marketing at MasterClass. Currently, Thomas is Thomas is Co-Founder & CMO at Superpeer.
Two years ago Thomas Hopkins was first featured as a Mobile Hero. At the time, he was deep into marketing social casino apps at Penn Interactive Ventures. Since then he has started a Performance Marketing Consultancy and led the passenger acquisition strategy at Lyft. Thomas is now in charge of performance and lifecycle marketing at the ever-popular MasterClass. We caught up recently with Thomas to hear what he’s focusing on these days.
Read Thomas's latest article: "Why ROAS Is the Wrong Optimization Metric￼"
I was first featured as a Mobile Hero over 2 years ago, back in February 2018. During that period, I was heading the marketing department at Penn Interactive Ventures. Shortly after my Hero feature, I moved to Lyft where I led their passenger acquisition strategy. I also started a Performance Marketing Agency - Growthops - where I advise companies on their growth strategy and operations. Currently, I head up performance and lifecycle marketing at MasterClass.
The app economy has reached a relatively mature state, however, there is still a big gap between the number of professionals who truly understand how to grow and retain a company’s user-base and the number of companies that achieved a product-market fit and need help scaling their customer base effectively. So, for people just entering the workplace or others thinking about a career pivot, or if you appreciate a fast-paced environment where you wear multiple hats and have a massive impact on the growth of a company, performance marketing should be in the consideration bucket. From creative to product to brand marketing to finance to analytics, Performance Marketing is a great option that should definitely be considered because there is still tons of career growth opportunity.
I am going to steal a line from Steve Jobs, "Stay Hungry, Stay Foolish." Marketing is always changing, so be willing to challenge the norm and break the best marketing practices to push the industry forward.
MasterClass's mission is to unlock human potential by inspiring a learning lifestyle in everyone. We approached COVID-19 through the lens of "how can we help our members and prospective customers move further towards that mission?" As a result, we launched two initiatives: “+1” and a “Buy one Share one” offer. For +1, all current members were given the opportunity to gift one person an annual membership to MasterClass. The Buy one Share one offer allowed all new members the ability to share the gift of learning with one person of their choosing.
I am volunteering for guest appearances on marketing podcasts and I am hosting a weekly Mobile Heroes Lunch Club with 15 other performance marketing professionals organized by Liftoff. If anyone hasn't signed up for one of Liftoff's lunch forums, I highly recommend it as it is one of the best ways to accelerate your skillset and knowhow.
When building a brand, both quantity and quality matters. Many marketers lose sight of the importance of quality when doing creative iteration for the sake of driving maximal sales towards their efficiency targets. Creative velocity is important but not if it causes you to slip outside the look and feel of the brand.