In this Mobile Heroes Uncensored, we chat with Gessica Bicego, the CMO of Paired, an app that helps couples feel more connected. We chat about influencer marketing, about hitting singles and the occasional home run, and about whether you can engineer virality or not. We also talk about diversification of ad spend, and how Bicego ensures that she is always able to take advantage of opportunities to go viral. We chat about metrics that she uses to keep on track, and we also talk about taking time out — in her case to have a child — and then coming back stronger than ever. Timestamps 0:00 Gessica Bicego, CMO of Paired 5:45 3 ways to 4X revenue 7:30 User-generated content in ads 11:25 Finding influencers 13:55 How to hit home run ads 16:30 Blended metrics for modern UA 19:20 Taking a year off 24:15 Gimmicky creatives in ads 27:55 Brand marketing for performance marketers 32:00 Most uncensored opinion about mobile marketing