Sep 16, 2025
How VEED rewired growth for an AI-video world
Pranav Piyush
,
Co-founder, CEO
Connect with Pranav
The bottom line
Marketing is being rewritten in real time. AI is reshaping workflows, customer expectations are rising, and the line between brand and performance is disappearing.
Success today requires moving quickly on new opportunities, using data to align teams, and building brands that make performance marketing more effective.
Reorganize for full-funnel growth
VEED recently restructured its marketing and growth org to reduce duplication and connect acquisition, activation, and monetization. All three now sit under one growth org reporting directly to the CEO.
“By pulling these functions together, we can coordinate experiments and initiatives end-to-end,” explained CMO Leila Woodington. Roberto Wong, Head of Growth, added: “There’s a lot of opportunity when you connect the funnel from top to bottom.”
Balance brand and performance
At VEED, brand and performance aren’t competing priorities, but, rather, they reinforce each other. YouTube drives ~25% of new MRR while also humanizing the brand through creator-led content.
Roberto described VEED’s strategy as threefold: build strong brand perception, expand product offerings like AI editing and generative tools, and scale through channels like SEO, PPC, and referral programs.
Leila added that every touchpoint, like events, partnerships, or online interactions, shapes brand perception.
Compete in a high-stakes video landscape
With the surge of AI video tools and platforms like VO3, VEED operates in a highly competitive ecosystem.
Leila identified three core strengths that set the company apart:
World-class SEO capabilities: They're building things people search for and connecting with them in intelligent ways.
Speed of execution: Even emerging technologies can easily and quickly integrate into VEED’s interfaces.
Brand strength: Users choose VEED not just for features, but for the overall experience.
Roberto added that VEED’s all-in-one platform for video creation offers a strong competitive advantage. Users can access subtitles, generative AI, avatars, and more in one place, solving the problem of fragmented workflows across devices and tools.
Design campaigns with impact
VEED’s latest campaign focused on boosting engagement and retention among users already familiar with the brand. The team combined creative testing, geo-targeting, and a strong offline presence to reach audiences in key markets like New York.
A standout tactic was featuring real creators and amplifying their voices. Paired with 2,000+ billboards across NYC, this created a flywheel effect: offline visibility sparked online sharing, which strengthened both brand perception and measurable acquisition.
Integrate AI into project management
One lesson from the campaign: project management matters. Adding dedicated project managers improved accountability and efficiency across teams.
VEED also created an AI and Creative Operations Manager role to automate tasks, manage assets, and accelerate experimentation. This bridges marketing and technical skills to scale creative output.
Advice for marketing teams in high-growth environments
Drawing on their experiences at VEED and previous companies, Leila and Roberto emphasized two key principles for marketing leaders:
Understand your customers deeply: No matter how much technology changes, insights into customer behavior and motivations remain the foundation for effective marketing.
Stay human-centric: While tools and AI evolve rapidly, human psychology changes slowly. Focusing on customer needs, attention, and behavior ensures strategies remain relevant and impactful.
What's next?
VEED is focused on scaling its all-in-one platform, strengthening creator partnerships, and expanding into new channels. AI will power faster experimentation and personalization, while brand remains central to every touchpoint.
The takeaway for other teams: growth comes from adaptability, connecting brand and performance, making data-driven decisions, and experimenting boldly as consumer behavior shifts.
Check out the full conversation with Leila Woodington and Roberto Wong from VEED on The Marketing Scientist Podcast and dig into how brand and performance work better together.
