The Community Exchange Podcast by OpenWeb The CEO Who Thinks Like a Marketer with Tatyana Zlotsky
Sep 16, 2025
In this engaging discussion, Tatyana Zlotsky, CEO at A Place for Mom, shares her journey from marketing at American Express to leading a major company in the caregiver space. She dives into building customer-centric innovation, the evolution of performance marketing, and how AI is reshaping the landscape. Tatyana emphasizes the importance of trust and transparency in brand identity and explores how data and community engagement can propel growth. Don't miss her insights on adapting marketing strategies in a rapidly changing environment!
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Use Zero-Based Marketing Budgets
- Treat marketing spend like a zero-based budget and fund channels by proven confidence and efficiency.
- Prioritize channels with predictable returns before adding experimental buys.
Rebuilding Organic Traffic
- The site had been delisted by Google for black-hat tactics, so Tatyana rebuilt organic credibility with technical SEO and 1200+ articles.
- The recovery took almost three years and required hiring a chief content officer and a large writing team.
Caregiver Is The Primary Customer
- The company had been defined by a longtime spokesperson but the real customer was the caregiver, not the senior.
- Clarifying that caregiver-centric mission reshaped the brand and creative strategy.