Alex Kuwada of Betr: From Math Teacher to Head of Marketing

In this episode of "CMO Weekly," host Hayley Clover sits down with Alex Kuwada, Head of Marketing at Betr, a sports gaming and media company. Alex oversees all marketing functions at Betr, including brand strategy, digital marketing, content creation, and consumer acquisition.

The episode kicks off with Alex sharing his unconventional path into marketing. Despite growing up in Ann Arbor, Michigan, he pursued a math degree from Wesleyan University and began his career as a high school math teacher. He highlights how his math background in problem-solving and quantifying abstract concepts has been beneficial in performance marketing. Alex also discusses the importance of being comfortable with not understanding everything immediately and relying on team members' strengths, a lesson he learned from his academic and early professional experiences.

Alex then delves into his transition from FanDuel, where he spent six years contributing to fantasy sports, sports betting, and casino ventures, to Betr. He explains that the move was driven by Betr's innovative approach and his desire to take on more responsibilities, particularly in leading strategy for brand, VIP, and retention, areas he hadn't focused on previously. He praises Betr's "cutting edge" and "edgy way" of doing things, finding it refreshing and enjoyable.

A significant portion of the conversation focuses on Betr's unique marketing strategies. Alex explains that Betr operates with both a media side, fronted by Jake Paul, and a gaming side that started as a micro-betting sportsbook and has since moved into daily fantasy. He emphasizes Betr's commitment to innovation and trying new things, even if success isn't guaranteed. He cites an example of a non-traditional marketing campaign where content creators were challenged to stay in a Las Vegas casino for 48 hours for a chance to win a trip to the Super Bowl. Alex highlights that Betr sees itself as an entertainment company, which allows for more unconventional marketing tactics. He also discusses the importance of customer loyalty, noting that loyal customers are more likely to refer friends and engage with the brand on social media. Betr fosters this loyalty through community building, shout-outs, and even personalized interactions like Jake Paul FaceTiming top performers. The company's office, designed as a "digital playground," further encourages content creation and genuine relationships with partners.

When asked about his new responsibilities, Alex shares his enjoyment for the "math problem" behind bonuses and generosity, appreciating the clean reads from A/B testing and experiments. He admits to being a bit camera shy, preferring to stay behind the scenes rather than appearing in content, unlike some of Betr's enthusiastic content creators.

Finally, Alex discusses his leadership approach, emphasizing a horizontal organizational structure common in startups, where everyone contributes ideas across the business. He strives to cultivate a culture that encourages creativity and risk-taking, stemming from his experience as a teacher. He believes in operating with trust and being risk-tolerant, coaching his team through trial and error. The episode concludes with a rapid-fire Q&A, where Alex shares his guilty pleasure (fantasy baseball), his competitive nature regarding random facts, and his structured approach to cooking versus takeout. He recommends Allison from Waymark as a CMO to watch, praising their genuine marketing strategy for AI video services.