Christin Kubitza: You need to be data driven

by | Nov 23, 2020 | Corporate Company Building

“You need to be data driven. Only then can you truly understand the customer”

Christin joined Stryber in August 2019 and is working as a Growth Marketer. She gives some insights about the daily challenges of working in a founding team and the skills you have to contribute if you want to succeed and create impact in an always changing environment.

What are you doing at Stryber?  What is your role about?

I am part of the founding team for our ventures, and my role is all about testing and creating first traction and sales. This starts with validating the business model, analyzing data, getting first customer feedback, and drawing conclusions, e.g. for product features.  Then we focus on traction, which really depends on the kind of venture. For an e-commerce shop that can mean focusing on performance channels to test and create traction, while B2B is much more focused on figuring out the best sales approaches, including a lot of networking and cold calls. 

What are you passionate about in your current role?

Bringing ventures to life and seeing all the aspects of a business coming together. In the beginning you are setting up a structure, defining the business model, and-from a growth perspective-you set up a company persona, define the customer journey and so on. Finally launching is, of course, a great feeling, But it doesn’t end here; it’s only the beginning. You then have to test and iterate and talk to customers and potential partners for the venture to  succeed. So the whole venture team has this great spirit when working together in order  to reach this goal. 

What are the main skills you need for your job? What makes a good Growth Marketer?

For me it’s the balance between understanding and supporting strategic goals and validating a business model. You need to be data driven: only then can you truly understand the customer and draw conclusions while still having hands-on skills in performance marketing, analytics and product. But here again it really depends on the venture. You’ll probably need to learn a new skill with each new venture, like cold calling or using a new platform like Hubspot, Mailchimp, or Google Ads. 

What are the biggest challenges? (in your role, in daily Stryber life)

I am currently working on a venture where we need investment in order to launch. This is really challenging: on the one hand, finding an investor takes time and means approaching 100s of different kinds of investors. On the other hand, you can only test your product or service to a certain degree. 

MyHomely is the current project Christin is working on: A “Rent-to-Buy” model enabling tenants to access the property ladder in Germany with a minimum household income and a 5% saving deposit.

Which project you/the team have worked on was the biggest success for you and why?

MyHomely. After months of hard work and so many setbacks, it all fell into place. We finally found a partner who will set up a fund together with us and we also hired a CEO. Seeing that other people really believe in this idea too is encouraging and a sign that we are making great progress.

How do you define success?

Of course you always want your venture to succeed, so a carve out is the ultimate goal. But it’s really about validating the business model. If you have done everything to draw a definitive conclusion on that by testing and iterating and have given it everything to see the venture succeed, then that’s success to me, even if that means if the outcome is to stop. And with Stryber the next successful venture is already waiting to be executed.

What is your secret recipe for the mix of startup speed and professionalism/quality?

Three things: Data driven work, sprints and ownership.

Is there a difference to the “normal” start-up structure, if so what are the biggest differences?

Coming from a startup, I can definitely say the main difference is the structure. I really like the clear process provided by Stryber: from topic validation to prototyping to MVP and the data based work, everything you do has a rational purpose. It’s based on data and facts without losing the Start-up passion needed to make the venture a success. My experience in startups was that-especially when you struggle-it can become very emotional and you might lose focus on your ultimate goal.

Where do you educate yourself to stay up to date in your field?

I am currently using various platforms and inputs. Mostly it’s peers and podcasts and, lately, webinars. Currently I am focusing on content so I can only recommend the podcasts “Geschichten, die verkaufen” and “Mehr Kunden mit Verkaufspsychologie – Online” überzeugen. An English speaking podcast that gives you a first overview and insights into creating growth via online channels is “Online Marketing Made Easy”. A great way to connect with other Marketers and stay up to date is by joining a Meetup.

What’s your best advice for someone who’s looking for a job like you do?

I think there is no perfect advice here. We all have different backgrounds: some came from a strong performance campaign background in a Corporate, while others have strategic backgrounds. What everybody needs is a great willingness to learn.

Christin Kubitza is a Growth Marketer at Stryber Ventures.