Today’s interview is with Zenovia Grama, Director of Marketing at Alux.

With over 20 years of experience in the field of digital marketing and PR across international markets as well as a focused expertise on growth models for both B2C and B2B companies over the past four years, she holds a vital role in providing valuable support to technology and go-to-market ventures.

Her main focus lies in assisting growth teams by devising strategies from angles such as product development, retention enhancement and digital approaches. Leveraging her extensive experience and expertise, she equips Alux Inc. with strategies that drive growth, boost retention, and fine-tune business performance.

Let’s get started. Enjoy!

Can you tell us a bit about yourself and how you got into marketing for tech? Were there any important events or people that helped you choose this path?

I’ve been navigating the PR world for over 15 years, working on some pretty hefty campaigns with major brands. Digital PR was my playground, a realm brimming with astonishing experiences and invaluable lessons. But as life rolled around, I found myself craving a change of pace. So there it was, an interesting phone call that got me excited! A new challenge: diving headfirst into the world of strategy and retention for Amazon brands, with a side of GTM strategies thrown in for good measure.

Tommy, one of the 3BG founders, took a chance on me. Embracing this opportunity was both exhilarating and nerve-wracking. Immersing myself in the e-commerce universe, particularly in the lightning-fast pace of the US market, was eye-opening. It was like stepping into a whirlwind of innovation, where brands weren’t just entities but creators of habits and passions. 

For someone who’s spent 15 years rubbing shoulders with titanic brands, venturing into the realm of birthing new ones was like injecting pure adrenaline into my veins. Suddenly, I found myself on a data-fueled journey, chasing after insights and patterns with an insatiable hunger. Once you’ve tasted the thrill of understanding customer nuances and crafting solutions that resonate profoundly, there’s no turning back. It’s a perpetual quest for optimization, fueled by an obsession with numbers and an unyielding desire to deliver sustainable value.

In essence, my journey into tech growth wasn’t just a career shift; it was rather a seismic leap into a realm where innovation, data, and human connection converge to shape the future. And let me tell you, the ride has been nothing short of electrifying.

Can you give us an overview of ALUX, including the mission, the problems it aims to solve, who the ideal customer profile is, and what sets you apart in today’s super competitive market?

Alux isn’t just another company; it’s a mission-driven powerhouse with a goal that hits close to home for me. As a mom of a 6-year-old, I’m constantly striving to make the world a better place for him, in my own small way.

So when I joined the Alux team, I felt an instant connection to our mission: to change the lives of 1 billion people by providing them with top-notch education that was once reserved for the elite. It’s about empowering individuals with the tools they need to thrive in the real world, beyond the confines of traditional education.

How do we do it? Our Alux YouTube channel boasts over 4.4 million followers who receive almost a daily dose of free life education. We have over half a billion views and counting! In 2022 it was launched the Alux app, catering curated knowledge to over 200,000 users. And guess what? We just rolled out a shiny new 2.0 version based on a dedicated survey, to offer personalized learning paths tailored to each person’s needs.

While EdTech might be the latest trend, Alux has been at it for a solid decade, with just two years under our belt in the app realm. Our followers aren’t just spectators; they’re the real fighters here. We don’t peddle self-help mumbo jumbo; we’re right there in the trenches with our users, guiding them through their fears and helping them implement real, tangible changes for a better life. No fluff, no BS, just the raw, unfiltered reality.

So, who’s our ideal customer? Well, when you’re aiming to change the lives of 1 billion people, diversity is key. But one thing unites them all: the burning desire to transform their lives for the better.

In a nutshell, Alux isn’t just another EdTech platform; it’s a movement. And when you have a billion lives to change, every step forward counts.

Marketing strategies can vary significantly across different industries and stages of a company. Based on your experience, what marketing strategies have been most effective for ALUX and how have these evolved as your company has grown?

My focus is laser-sharp on retention. In today’s hyper-competitive landscape, winning and retaining customer loyalty is paramount. We have a product-led approach, where our curated knowledge, YouTube channel, app, and courses all serve as our primary marketing tools.

We’ve found that when we let our product do the talking, magic happens. Aluxers aren’t just passive consumers; they’re active participants in their own personal growth journey. We empower them to slay dragons and chase their dreams every single day.

From a retention standpoint, we’ve doubled down on engagement strategies like email and push notifications, keeping our audience hooked and reminding them of the goal they need to gain. 

As growth-focused, we’re constantly testing new approaches, analyzing user behavior with a fine-tooth comb, and leveraging data to fuel our decisions. Understanding the gap between what users say and what they do is pivotal for us. It’s about getting inside their heads, anticipating their needs, and delivering an experience that keeps them coming back for more. 

Digital marketing has many tactics, channels, formats, etc. Can you tell us how you choose the best ones for ALUX? How do you decide where to put your efforts for the best ROI?

From a retention standpoint, we prioritize channels and approaches that keep our existing users engaged and committed. We focus on direct communication channels like email, push notifications, and in-app messaging to maintain consistent engagement. This ensures that we deliver valuable content and updates that resonate with our audience, fostering long-term loyalty.

Our strategy also includes rigorous A/B testing to refine our retention tactics. By experimenting with different messaging and content formats, we gain insights into what resonates most with our users and tailor our efforts accordingly.

If you could change one thing about digital marketing, what would it be and why? How do you think this change could improve strategies, processes, or outcomes for the industry?

In these 20 years, I’ve come to understand the critical importance of simplifying our approach to data and tools for effective communication.

Firstly, it’s essential to truly grasp how we view and interpret data. Instead of getting lost in the complexity of metrics, we should prioritize straightforward indicators that are easily understandable and actionable. This clarity ensures that everyone in the team is aligned and can make informed decisions to drive growth effectively.

Secondly, streamlining the tools and platforms we utilize is paramount. Rather than dispersing our efforts across numerous platforms and communication channels, we should concentrate on mastering just a few. By consolidating our focus into 2-3 key platforms, tools, and channels, industry professionals can deepen their understanding of user behavior and optimize their communication strategies more efficiently, ultimately driving growth.

What does “success” look like for ALUX?

We measure our success by the number of lives we’ve positively influenced, and our goal is nothing short of ambitious: we aim to reach one billion lives changed.

Every day, we receive messages and emails from users expressing gratitude and sharing their transformative experiences. One message that particularly resonated with me was from a user who credited the Alux app for helping him overcome alcohol addiction and significantly improve his life. It’s moments like these that reinforce our belief in the power of our platform to effect real change.

However, achieving such widespread impact requires courage and commitment. That’s why we recently launched the 2.0 version of the Alux app, featuring a Personalized Learning Path based on user surveys. We’ve implemented a comprehensive one-year plan to monitor users’ progress, providing quarterly evaluations to track their evolution and success on their learning and self-development journey.

I’m excited to witness the impact of these initiatives unfold over time, and I eagerly anticipate sharing more success stories from our users’ learning paths in the future.

What trends do you currently see shaping the marketing industry, especially within the tech sector? How are these trends influencing your marketing strategies and decision-making processes?

In the dynamic landscape of EdTech, trends emerge and evolve rapidly, presenting both opportunities and challenges. While tools, features, and A/B testing are integral parts of these trends, we prioritize a strategic approach that evaluates their long-term viability and alignment with user needs.

Rather than chasing every trend, we adopt a medium to long-term perspective, assessing whether a trend enhances the user journey and contributes to our overarching goals. Our decision-making process is rooted in data analysis, where we leverage insights into user habits, journeys, and experiences.

Looking ahead, we maintain a clear vision of our objectives, with defined milestones set for 2024 and beyond. Whether or not a trend aligns with our trajectory, our focus remains on executing tactics that drive meaningful outcomes and advance our mission.

Reflecting on your journey in digital marketing, what is the most valuable lesson you’ve learned that you would pass on to someone just starting out in this field?

One of the most valuable lessons I’ve learned throughout my professional journey, which I believe is applicable across various fields, is the distinction between crises and issues. My approach, rooted in PR principles, is centred on the understanding that unless someone’s life is in imminent danger, it’s not a crisis – it’s an issue that requires resolution.

This mindset has guided my approach to problem-solving, where I prioritize identifying challenges, strategizing solutions, and implementing effective measures. I thrive on unravelling puzzles, envisioning the bigger picture, and working relentlessly to achieve our objectives. 

So for those embarking on their digital marketing journey, my advice is to embrace every issue as an opportunity for growth and innovation. By adopting a proactive approach and maintaining focus on the end goal, you’ll navigate challenges with confidence and drive meaningful impact.

In your opinion, what’s the best book in the world:

In the realm of literature that offers profound insights into strategy, negotiation, and human dynamics, ‘Dune’ stands as a towering masterpiece. As a professional immersed in the world of PR, I’ve found unparalleled value in Frank Herbert’s epic saga.

What sets ‘Dune’ six volumes apart is its ability to transcend the boundaries of fiction and offer practical lessons applicable to real-world scenarios. From navigating complex interpersonal dynamics to deciphering the nuances of negotiation, each page of ‘Dune’ offers valuable insights that professionals in any field can leverage.

For me, ‘Dune’ isn’t just a series of books, it’s a strategic manual disguised as fiction. It’s a source of inspiration that fuels my approach to problem-solving, decision-making, and relationship-building in the dynamic world of tech. Whether getting into its pages for literary enjoyment or extracting strategic lessons, ‘Dune’ remains an indispensable companion on my personal and professional journey.

About ALUX

ALUX is the pioneering #EdTech brand committed to transforming lives through accessible and curated knowledge.


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Our goal with this SaaSy interview series is to bridge the gap between SaaS & tech founders and marketing professionals. We bring useful tools and services closer to the community of specialists and we help our community better understand your industry. 

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