How Webflow's growth VP mixes creativity with data-driven decisions

In this episode of The Marketing Scientists Podcast, Josh Grant, VP of Growth at Webflow, shares his winning formula for the art and science of growth. He explains how AI is leveling the playing field and making creativity a key differentiator, as brand provides significant leverage beyond what efficiency-focused experimentation alone can achieve. But he also advocates for data-driven strategies and understanding the "why" behind successful initiatives—including how Affirm's "next best action model" predicted consumer spending with 80-85% confidence.