Growing Spotify's Global Subscribers with Nikki Lambert, now CMO at Popsa #18

Today Spotify has over 180 million premium subscribers, but at the start of Nikki Lambert’s tenure, that number was just 200k. 

Having been involved in its meteoric expansion into dozens of new territories, it’s clear that Nikki’s marketing focus promises a bright future for Popsa, where she’s now CMO.

Nikki joins Alex Marriner on this episode of Scale of One to Tech to share how she uses data to tell stories, the immeasurable value that a passionate leader can bring to a team, and how Popsa overcomes the challenges of longer lead times.

This episode covers

• Nikki’s illustrious and eventful career, through Virgin, Spotify, and MelodyVR/Napster
• How to use data to tell meaningful stories, particularly with Nikki’s involvement with the first ‘Spotify Wrapped’
• Opportunities presented by Covid to engage less tech-adept users with Popsa’s easy interface
• Overcoming the challenge of attracting consumers to services with longer lead times

Topic Segments:

1:35 - Nikki’s Answers to the Quickfire Questions

4:35 - Experience at Virgin

10:50 - Joining Spotify’s Exceptional Growth

20:20 - Shifting Focus at MelodyVR

26:50 - Insights from Nikki’s Current CMO Role at Popsa

41:30 - Creation of Spotify Wrapped & Regional Work

51:20 - Top Leadership Traits & CMO Challenges Ahead

This episode of Scale of One to Tech is sponsored by eOpinion, who are on a mission to change the face of the survey industry by captivating and entertaining your users and customers. They use 30 seconds speedy polls to create interesting stories, actionable insights and increase engagement. Get a half price Speedy Poll at https://eopinion.org/alex/.

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: alex@acquiredigitaltalent.com