Who is Jessica Gotti
Jessica Gotti is the Head of Performance Marketing at Paired, the top-ranked relationship app helping couples improve communication and connection. With a background in scaling subscription apps globally, Jessica specializes in channel diversification, multi-market growth, and data-driven decision-making.
Table of Contents
In this episode of Let’s Talk Ads, Jessica joins Admiral Media CEO Andre Kempe to unpack Paired’s full funnel marketing approach and the tactics behind its rapid growth.
What Full Funnel Growth Means for Paired
Paired’s strategy focuses on guiding potential users from awareness through to retention, optimizing every stage along the way. Jessica explains that full funnel growth is about more than just acquiring installs — it’s about building relationships with users from their first ad impression to long-term engagement.
Key components include:
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Top-of-funnel awareness through Meta, TikTok, and influencer campaigns
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Mid-funnel education with compelling ad creatives and app store optimization
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Bottom-funnel conversion using retargeting, offer testing, and CRO
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Post-install retention via CRM, in-app prompts, and personalized content
Channel Diversification at Scale
Paired runs campaigns across multiple platforms and countries. Jessica emphasizes:
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Not relying on a single platform for growth
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Testing creative formats native to each channel
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Adjusting targeting and messaging for cultural differences in different markets
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Using performance data to reallocate budget quickly to the highest ROI channels
Why Testing Is Built Into the Culture
Jessica and Andre both agree: even a failed test is a win if it produces learnings. Paired’s growth team constantly tests:
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Ad creatives in different styles and tones
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Call-to-action variations
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Landing page copy and imagery
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Offers, trials, and subscription pricing
The result is a rapid feedback loop that keeps campaigns fresh and effective.
Lessons for Subscription App Growth
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Think beyond installs – Focus on engagement and retention from day one
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Diversify channels early – Avoid over-reliance on one platform
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Test relentlessly – Every experiment is a chance to improve
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Localize your approach – Tailor creative and offers to each market
Key Takeaways for Marketers
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Full funnel growth works best when marketing and product teams are aligned
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Data should guide budget allocation, not gut feeling
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Retention strategies can make or break subscription app profitability
