Building Marketing from 0 to 1: Alex Kracov's Strategy as Lattice's First Marketing Hire

Alex Kracov, Lattice's third employee and first marketing hire, shares lessons learned building the company's marketing function from scratch starting in July 2016. He emphasizes the importance of passing the "button-clicker test," starting with website development, drilling down on messaging, and balancing sprint-speed initiatives with marathon-paced long-term strategies across multiple channels.