Amanda Malko, CRO at Thinkific, talks about how ruthless prioritization and customer-first messaging transformed their rebrand into measurable business growth.
What happens when your customers and partners say "Finally, you're showing up the way I see you"? For Amanda Malko, Chief Revenue Officer at Thinkific, it meant their brand story had found its authentic voice.
In this episode of The Engagement Principles, Amanda and host Alison Lange Engel explore the creative and strategic foundations behind transformative rebranding:
From Mailchimp's viral "sweaty finger" moment to Thinkific's customer-validated messaging transformation, Amanda reveals how thoughtful brand storytelling creates genuine connection and the business results naturally follow.
The Human Behind the Magic:
Amanda Malko is a general manager and C-level revenue leader with significant experience in Marketing, Sales, Customer Experience, and Operations. She thrives when leading cross-functional teams to grow profitable revenue and improve the customer experience. Her career has focused on growing software companies between $50M-$1B, including Mailchimp and G2. Amanda has also helped build Dentsu 360i from early days — one of top marketing software and service companies in the world as named by AdAge and Forbes. She’s been a key revenue leader contributing to the acquisitions of four companies (360i, IgnitionOne, Mailchimp, Massive) with a combined valuation in the billions.
The Money Quote:
"I force us to fit [our messaging] on a page in a reasonably large font. If we can get it down to a page with the most concise articulation of our story or a value proposition, I feel like we can do our jobs pretty well." - Amanda
Can’t Miss Moments:
2:00 - The importance of customer stories
3:00 - Rebranding and messaging strategies
4:50 - Building trust through clear messaging
7:30 - Content strategy and execution
12:40 - Operationalizing content and creativity
22:50 - AI in Marketing and Customer Experience
Worth Your Click: