Why growth is experimentation, not marketing | Hannah Parvaz | Aperture | Ex. Dice
BEYOND THE BRAND
Intro
Hosts introduce Beyond the Brand and today's guest, plus sponsor Sample mentioned.
Growth is not a checklist of marketing tactics. It is a series of small experiments that help you learn what truly matters to your customers.
In this episode Adam Wright sits down with Hannah Parvaz, founder of Aperture, a UK‑based growth consultancy. She explains why treating growth like science, not advertising, leads to deeper insights and better results.
Why this conversation matters now
Many brands are cutting budgets and looking for quick wins. Hannah argues that short‑term tricks create noise but not loyalty. Instead she shows how curiosity, user research and iterative testing unlock lasting growth, even in a tough market. Her approach is especially relevant for senior brand managers who want to build resilient brands.
About our guest
Hannah Parvaz is a growth leader who has helped hundreds of mission‑led apps scale sustainably. She began her career in the music industry, moved into tech and now leads Aperture, where she combines customer psychology with creative experimentation to drive results.
Her teams have cut advertising costs by 93% and delivered repeatable growth for subscription products.
Outcomes you will learn
Why “jobs to be done” conversations reveal hidden user motivations and how to use them in your marketing
How to build a creative operating system that delivers winning ads week after week
Why focusing on experimentation over perfection speeds up decision‑making and growth
How mission‑led businesses choose clients that align with their values and why that pays off
Practical ways to nurture curiosity and empathy as a marketer
As you listen you will hear simple stories that make growth feel human. By the end you will see how adopting an experimentation mindset helps you decide where to focus, build better products and create marketing that matters.
Links
- Linkedin: https://www.linkedin.com/in/hnpvz
- Website: www.hannahparvaz.com
- Twitter: twitter.com/hannahparvaz
- Instagram: www.instagram.com/hnpvz
- Company website: www.aperture.london
- Company Instagram: www.instagram.com/aperture.london
- Company TikTok: www.tiktok.com/@aperturelondon
This episode is sponsored by Sampl. Sampl is a digital sampling platform for FMCG and beauty brands that turns product trial into measurable, accountable growth by connecting sampling to real consumer data and purchase behaviour.
Learn more at https://www.sampltech.com
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