Gabriella
Horowitz
Head of Marketing & Brand at Expensify
"Building an Authentic Brand"
"Building an Authentic Brand"
07 - 7:20 PM EDT/New York (See in local time)
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05//2025 7:20 PM
05//2025 07:40 PM
America/New_York
#WTGC2025
"Building an Authentic Brand"
#WTGC2025
"Building an Authentic Brand"
https://www.womentech.net/ringcentral
https://www.womentech.net/ringcentral
"Building an Authentic Brand"
"Building an Authentic Brand"
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Session: Building an Authentic Brand
Building a brand from scratch can feel anywhere from nebulous to impossible, and everyone at the table tends to have a different vision of what the brand should be. At Expensify, we've focused on trying to make our brand an authentic reflection of who we are: an externalization of our culture and values so we can attract like-minded people to the tribe. Learn how we've approached brand building, from multi-million dollar collaborations with agencies to scrappy, in-house advertising and design projects. We'll discuss various processes and strategies to keep your eye on the prize throughout the long and winding road of building a sustainable brand.Key Takeaways
- How (and why) to build a brand that truly reflects who you are as a team and as a company
- Aligning internal values with external goals
- When to trust yourself vs. when to hire an expert
Bio
Gabi Horowitz joined Expensify in 2016 with 0 marketing experience under her belt, and has since worked on everything under the marketing sun, from product and onboarding to advertising, partnerships, and design. She's passionate about sharing Expensify's unique culture with the world by building a brand that translates Expensify's culture beyond its borders. When she's not staring at her laptop, you can find her playing with her 12-lb rescue pup, Freckle, or watering her 30+ plants.