Why growth is experimentation, not marketing | Hannah Parvaz | Aperture | Ex. Dice

Jan 19, 2026

Hannah Parvaz, founder and CEO of Aperture and former music-industry pro turned growth leader, blends customer psychology with creative experimentation. She discusses treating growth as continuous testing, using Jobs to Be Done to uncover motivations, building a creative operating system for repeatable ad winners, and combining AI tools with human insight to speed creative velocity.

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INSIGHT

Growth Is Experimentation Not Advertising

Growth is an experimentation mindset to learn quickly what moves the needle for your company.
Focus on rapid tests and learning, not one-off marketing tricks.

ANECDOTE

Early Dice Experience Shaped Her Skills

Hannah joined Dice pre-launch and ran marketing and product work when the team was tiny.
That early role taught her technical skills like scripting push notifications and product activation.

ADVICE

Use Jobs To Be Done Interviews

Run Jobs‑To‑Be‑Done interviews to dig beneath surface reasons users choose your product.
Keep asking 'why' until you reach emotional, social, or ego drivers you can use in messaging.

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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