GoodRx’s Wild West Brand Marketing Bets Big On Audio

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

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