He became CMO of GoodRx in just five years, then started taking big swings: reviving nostalgic jingles, building an audio-first brand strategy, and proving that sound can punch through today’s visual overload.
Ryan Sullivan joins Marketing Trends to share how he moved from performance marketer to CMO at record speed, why he’s betting on radio and podcasts, and how a singing prairie dog and memorable earworms can do serious brand-building work.
Ryan and Stephanie dig into balancing art and science in measurement, evolving a beloved brand without throwing away equity, launching the “Savings Wrangler” platform largely in-house, and the PR and discoverability strategies built for an AI-driven search world. If you care about growth that lasts longer than a dashboard refresh, this conversation is for you.
Listen for: how to rise to CMO in five years, making audio an advantage, crafting jingles that stick, designing a multi-horizon measurement system, and scaling brand salience without a costly rebrand.
Key Moments:
- 00:00 Introduction to GoodRx’s Marketing Strategy
- 01:37 How Ryan Sullivan Became a CMO in Five Years
- 05:34 Measurement and Marketing Efficacy
- 10:57 The Savings Wrangler Campaign
- 29:50 Balancing B2C and B2B Marketing
- 32:40 The Importance of Brand Consistency
- 36:38 Contrarian Marketing Bets
- 37:21 The Power of Audio in Marketing
- 41:32 Leveraging Third Party Content for AI Brand Discovery
- 45:15 Balancing Data and Intuition in Marketing
- 51:26 Building a Robust Measurement System
- 01:00:55 Lightning Round: Quickfire Questions For GoodRx’s CMO