Adam attended Tradecraft’s 12-week growth marketing bootcamp in San Francisco, with a mission to shake up his skills in tech. Although he had a ton of tech experience with A/B testing and experimentation, he realized he couldn’t land the marketing career that he wanted. Read more about his thoughts on learning in a bootcamp classroom, why he used Tradecraft to take hold of his own destiny, and how he was hired in a Paid Acquisition role at Udemy. Plus, Adam gives us a great overview of modern growth marketing!
Tell me your pre-Tradecraft story. What was your career and educational background before you went to Tradecraft?
I’m originally from San Francisco, so I moved back after college because most of the jobs in San Francisco were in Tech- my goal was to get my foot in the door at a company. I worked in technology sales selling advertising space for about a year and a half at a large company. When I decided I wanted to work at a much smaller company, I joined Optimizely, which is an A/B testing platform. They’re now a really successful software company, but I joined when they were really small. I started with sales, which snowballed to getting exposure to a bunch of different departments. I transferred to the Optimizely Amsterdam office to train and hire our customer success management team.
As you can see, I had a good amount of experience in tech, but not in the role that I wanted to pursue. I reached a point where I realized that I like helping customers do A/B testing , but it wasn't necessarily something that I was really passionate about. I most enjoyed A/B testing and user acquisition, so I started to look for jobs, but kept hitting a roadblock where companies needed to see many years of experience before they’d even consider my resume.
Experience is something that tech companies value but will rarely give. After a few months of sending out my resume, I decided to figure out how I could control my own destiny. One of my options was to get that experience from a bootcamp.
Which track did you take at Tradecraft?
I took the Growth Marketing track. I experienced two types of learning at Tradecraft. One is extremely tactical and skill-based. That means you’ll learn how to do an SEO audit of a website, how to run an ad campaign, you will learn about content marketing. This is very topic-based, extremely specific skills - the things you need to know before you can move on to a job in that industry.
The second thing that I learned was much more surprising and less expected: spiritual learning. I looked at myself, thought about what I am actually good at, passionate about, and what I wanted to become good at. These are much deeper, spiritual questions that are so much more tied to your success after the program than learning how to do an SEO audit.
Those are things that I think get lost in a bootcamp. Some bootcamps are just like "We'll teach you how to learn Java, we'll teach you this;" but they don't necessarily bring up things like, "You can know all the languages you want, but you must learn how to interview, how to position yourself, and how to really make sure you're ready for the next step; those are equally important to your success." Aside from in the track, you learn all the things about growth marketing that you could ever want to know from email marketing, SEO, paid acquisition, and A/B testing. You also get this really important piece about answering questions about yourself and what's going to make you successful long term.
You mentioned that you researched a few other bootcamps- why did you choose Tradecraft?
I had found a lot of bootcamps to be factories. They just grew to a point where it's like they're becoming a university and taking away from the core bootcamp experience, which is really one-to-one mentorship and a tight-knit group of people.
At the time I was researching, there weren't a lot of bootcamps that specifically offered Growth Marketing courses. And particularly for a course that's really expensive, I knew that I needed a lot of mentorship and individual attention. That's why going to a small bootcamp like Tradecraft was really important for me.
What really struck me about Tradecraft was the first call that I had with Nick, one of the six staff members. I liked that I got to speak to the people who teach at Tradecraft. Everything they said fit really well with what I believe, particularly how Tradecraft is meant to be a guide in your experience. You really will get out what you put in. It seemed like something I wanted to join, so I took that leap of faith and joined Tradecraft.
What skills were you hoping to get out of Tradecraft when you started?
From Optimizely, I already had a pretty deep understanding of experimentation, which is a huge driving force behind growth. What I was missing was an understanding of marketing. Content marketing, email marketing, and paid acquisition are all skills that you need to actually grow your business and get people to your website. There are many different ways that you can go about doing that marketing.
Tradecraft was really good about honing in on the four or five most high-impact marketing tools that you could learn. Those things included:
- Paid Acquisition, which is a tactic that almost every company in Silicon Valley uses.
- Content Marketing, which is now one of the most popular ways that marketers are getting traffic to their website.
- Email, which means understanding messaging and segmentation.
- Optimizing the user journey
Did you consider getting a degree in Growth Marketing? Or getting an MBA?
It's not that it wasn’t an option for me to go back to college; it’s not an option period. There are no universities teaching relevant digital marketing strategies that companies are using here in San Francisco and Silicon Valley. This knowledge is not being circulated through traditional universities; that’s why tech conferences, meetups, and blog posts are so important.
That’s accompanied by the fact that a degree would take a really long time and be incredibly expensive.
I did think about an MBA, but I already have a lot of experience in technology, so I didn't need an MBA on my resume. That's not what was preventing me from getting a job. What was preventing me from getting a job was skills-based learning, and knowing the skills that I actually needed to perform that role. That's why I went with Tradecraft, because I would learn tangible skills and work with real companies while I was there. I was able to go back into the world with these new skills, coupled with my experience, in order to be competitive in the job market.
How did you justify the cost of Tradecraft?
When I started doing my analysis, I thought, "How much money and energy have I spent investing in myself?" When you look at it from that perspective, investing $14,000 into your own mind and skillset is a really easy sell to make internally. It's really about pulling that money out of the bank and back into me. Fortunately, I was in a position to do that. There were people at Tradecraft from a lot of different backgrounds with a ton of different financial situations, and I know that it was able to work for everyone.
What was the rest of your cohort like at Tradecraft? Was it diverse?
The people in my class were arguably my favorite part of Tradecraft. From a gender perspective, we’re around 40% female and 60% male. There were people from a lot of different backgrounds, racially and in their experience. Our class wasn’t just techy people or recent grads. The average person in our class was a few years out of college, with some work experience, looking to pivot their career.
What was the learning experience like at Tradecraft? Tell us about a typical day!
Tradecraft is a three-month program, with the first and last two weeks focused on career development. During the first two weeks, you’re trying to answer questions like what kind of job we want, what kind of environment and culture we would be successful in, and what location we want to work in. These bigger questions are typically answered when interviewing, which is the wrong time to answer them!
After career development, you enter what's called Curriculum. Each week you're learning a different topic. For example, the first week will be an SEO week, and you will have a series of lectures on SEO, then you will have a project to do for that topic. If it is SEO week, you'll have to do an SEO audit by the end of the week on a company of your choice and submit that back to the instructor for review. It's very different than a conventional class with 3-6 months of classes, a mid-term and a final. Tradecraft gives a bit of lecture to give you the groundwork, but then a lot of the learning is done by getting into the weeds and getting your hands dirty. You'll continue for 11 more weeks with that same cadence on different topics.
During the last two weeks, you go back into career development, but this time it's much more tactical. You've learned these skills, you've answered these bigger questions, and now it's time to look at your resume and get introduced to these companies that you said you've been interested in for the last 11 weeks. Tradecraft wants to build that framework for you, so that when you hit launch, the end of the program, you'll have all the pieces you need to be able to go out and “execute,” which means finding the right job for you. That's the end goal.
Did you have enough support from instructors?
Each cohort varies in size and makeup. There were about eight students and one instructor.
What type of hours were you putting in at Tradecraft?
We had a daily stand up at 9am and I would get home at between 6pm and 7pm. Depending on the day or the workload, it could vary. I actually reached out to companies to help them with their business, which could mean writing a new drip campaign to send to new users or could mean designing a paid acquisition strategy for them. Those two things will have a much different time investment.
It’s all about perspective. There are some stories on Course Report about other bootcamps as a whole that say "Be prepared to say goodbye to your friends and be under a rock for three months." I really didn't find that to be the case at all. When I was spending a lot of time at Tradecraft, I was investing in myself and taking the time to do it the right way and not take a shortcut. One thing I can definitely say is whatever time I did spend at Tradecraft, was well spent.
On any given day at Tradecraft, there are 10 or 15 different things that you can do. You can go to a marketing meetup and network, go to a speech that they're hosting internally, work on a project, go to class, etc. You have to actually prioritize what you want to learn and be efficient with your time. I think your time commitment depends on where you're at and your maturity as a professional.
Did you have a favorite project or assignment that you worked on during Tradecraft?
I brought in Kiva, which is a micro-lending site for developing countries. In the initial meeting, they described their business and some of the challenges that they were facing. Then together as a team, we gave a proposal of what we wanted to do for them and executed on that plan. My team worked specifically on an advertising and influencer marketing strategy for their new business, Kiva Zip, which is micro-lending in the US. We crushed the goals that they wanted and it was considered a really, really great success.
About three weeks ago, Kiva announced that they had launched Kiva Zip out of Beta, and we saw that the groundwork that we laid really enhanced the business.
Were all the students in your class working on the same projects with nonprofits?
No, the projects were across a wide spectrum- from comic book apps to e-commerce shops. It depended on what the Tradecraft student was really interested in learning. For me, I was really interested in doing user acquisition paid ads, and really liked Kiva as well. I just married those two, and it made sense for me. You can also sign up to help other projects, so you won't just get exposure to your own projects.
Okay, what are you up to now Adam?
I'm a Senior Marketing Associate, Paid Acquisition at Udemy, which is an online learning platform. I'm doing paid acquisition, which is very much what I was learning. I'm also using the A/B testing skills from my last career, which I pieced together with my new skills to create a new role. That was my game plan from the start.
Did you find your job at Udemy through Tradecraft?
I graduated Tradecraft and a week later was signing my final offer. Then a week or two after that, I'm sitting down in my chair at Udemy. I ultimately found Tradecraft extremely valuable because I got introduced to Udemy through my Tradecraft instructor.
What is your day-to-day like as a Marketing Associate in Paid Acquisition?
For the first three months, I was working in a pretty standard growth marketing paid acquisition role: I had a budget and channels and I had to acquire users. Due to my experience at Optimizely with optimization, Udemy asked me to step up and do A/B testing on the site. My role has shifted in the last few weeks to working a lot with product engineering and design to build A/B tests for experiments to run on the Website.
The growth team is about 30 people. Now that I'm in this optimization role, I've shifted to where I'm actually working with two engineers, a designer and reporting to the Director of Product.
What has been the biggest challenge in your career change so far?
A bootcamp like Tradecraft is great at getting you from 0 to 1 really quickly. But like any job or any profession, you don't end at 1. You have to jump from 1 to 100; you’ll learn new terms, platforms, knowledge of your business and of your market. There is a steep learning curve in order to be a positive member of my company and drive a lot of value to Udemy.
Tradecraft really protects you against this, but I have friends who participated in other coding bootcamps who didn’t learn that there are no shortcuts. You're not going to become a full web developer in 12 weeks. There's just too much material and too many hours required. Tradecraft positions their offer by saying, “We will get you into the door and in a chair at a company, but you control your own destiny, and it's up to you to drive that ship with help from us along the way."
What advice do you have for someone who is thinking about going to a bootcamp to change their career?
Like I said, a bootcamp is not a shortcut. It's going to be a lot of work, and it's going to be very challenging both personally and professionally. Then, once you get a job, it is only just beginning.
I used Tradecraft really tactically in my career. I had a certain exposure to tech, a certain type of experience, and I needed Tradecraft to slightly pave the way, acquire new skills, and accomplish what I wanted to accomplish.
Be really thoughtful about signing up for a bootcamp because you will only get what you put into the program. If it's not something that you really believe in and are driven to, you won't get to the finish line. I think what's really dangerous about bootcamps is that people join them without knowing their career endgame. It’s super important to make that investment with your eyes wide open and being really honest with yourself.
Tradecraft does a really brilliant job of weeding unqualified people out in the application process, but some of the other bootcamps seem to be trying to get as many people in the door as possible. Tradecraft is trying to aim for quality over quantity, and that's massively important.