Always Be Testing

Kyle White is the CEO & Founder of Refinery , an AI-powered affiliate technology solution. He brings a rare blend of experience across affiliate management (Overstock, Uber) , product development , and data-driven experimentation . He previously built tools at Impact, led global affiliate/ambassador programs at Uber, and now focuses on making affiliate programs smarter, more automated, and mor...

In this episode, I sit down with Doug Bell — Fractional CMO, former leader at Automation Anywhere, LeanData, and Searchmetrics, top‑40 Substack writer, and co-host of Cannonball GTM — to unpack why modern go‑to‑market playbooks are breaking… and what the next generation of GTM looks like in an AI‑driven world. We go deep into the new patterns shaping high‑growth companies — and the uncomfortable t...

This episode explores the future of search and digital discoverability with an experienced SEO executive and growth advisor who has worked with high-growth marketplaces and SaaS companies. The conversation unpacks how the mechanics of online discovery are being reshaped by AI, shifting user behavior, and the declining reliability of traditional traffic channels. Together, we examine why visibility...

Wade Tonkin is the Director of Global Affiliate Marketing at Fanatics, Inc., where he oversees one of the largest and most complex affiliate programs in the world. With over 20 years of experience in performance marketing, he has played a key role in shaping Fanatics’ global partner ecosystem, driving growth through content creators, media publishers, loyalty partners, and innovative performance c...

In this episode of Always Be Testing , host Tye DeGrange is joined by Cormac Jonas, CEO and Founder of The Jonas Agency, for a deep dive into what’s actually broken in modern performance marketing. With years of experience across affiliate, paid media, and creator-led growth, Cormac brings a sharp perspective on why so many brands are optimizing campaigns while ignoring the bigger problem: flawed...

In this episode of Always Be Testing , host Tye DeGrange sits down with Guillaume Cabane , Founder of HyperGrowth Partners and one of the earliest leaders to shape modern B2B SaaS growth. Guillaume breaks down why most companies struggle to scale—not because they lack tools or talent, but because they’re unwilling to embrace the speed, risk, and failure real growth requires. The conversation unpac...

In this episode of Always Be Testing , Tye DeGrange sits down with Ziggy Kopetti , a veteran affiliate marketing operator and platform founder who has spent years working inside the mechanics of performance marketing—from attribution and partner incentives to how networks and platforms actually make money. The conversation explores how affiliate programs really scale, where brands commonly misjudg...

In this emergency episode of Always Be Testing, I’m joined by Ben Edelman—an economist, lawyer, and one of the most respected affiliate fraud investigators in the industry. Ben has spent over two decades uncovering adware abuse, browser extension misconduct, and attribution fraud, working with merchants, networks, and publishers to protect the integrity of affiliate marketing. We break down what a...

In this episode, I get the chance to sit down with Jen Goodwin, a powerhouse with 17 years of experience driving growth across e-commerce and affiliate marketing. Jen has helped scale some of the biggest brands in the space and played a major role in two successful exits — the acquisition of Coupons.com (Quotient) and Honey’s $4B sale to PayPal. She’s worked at every level of an organization, ment...

In this episode of Always Be Testing , I sit down with Howard Schaffer — a 25-year performance marketing leader, former CMO and VP across major wellness, fitness, and tech brands, and now the founder of HOS Performance — for a deep dive into what really holds companies back from scaling. Howard and I unpack why so many teams are still operating on shaky data foundations, from broken UTM structures...

In this episode, we sit down with Scott Ginsberg — VP of Performance Marketing at Penske Media, the powerhouse behind brands like Rolling Stone, Billboard, Variety, and Robb Report. With two decades in affiliate and performance marketing (including leadership roles at BrandCycle, CJ, and Yahoo), Scott breaks down how the industry evolved from “coupons and last-click” into one of the most strategic...

This episode features Adam Robinson , Founder & CEO of Retention.com, who shares his journey from finance into tech and how he built Retention.com from the ground up into a lean, high-margin SaaS serving both e-commerce and B2B brands. He talks about hitting a growth plateau around ~$3M ARR and the breakthrough that followed, the role of continuous product innovation, and how founder-led brand...

In this episode of Always Be Testing , host Tye DeGrange sits down with Amro Naddy, VP of Product and General Manager at U.S. News & World Report, where he leads digital transformation, innovation, and audience growth initiatives across one of the most trusted names in media. With a background spanning product strategy, growth, and media leadership, Amro brings a thoughtful lens to how legacy...

In this episode of Always Be Testing , host Tye DeGrange sits down with Michael Cole, Senior Vice President of Marketing at Everflow and active member of the Performance Marketing Association’s Measurement Council. With a decade of experience leading growth and analytics in the partner and affiliate space, Michael helps brands unlock performance marketing efficiency through better data, smarter at...

In this episode of Always Be Testing , host Tye DeGrange sits down with Bob Feist — known as the Godfather of Team Roping — a legendary cowboy, entrepreneur, and rodeo announcer. A Cowboy Hall of Fame inductee and PRCA Pioneer Award winner , Bob is also the founder of Ropers Sports News , the first-ever newspaper dedicated to team roping, and the creator of The Bob Feist Invitational (BFI) , the r...

In this episode of Always Be Testing , host Tye DeGrange sits down with Bryn Jones , Co-founder and CEO of PartnerStack , a leading B2B SaaS partner marketing platform. Bryn has spent the past decade redefining how companies scale through partnerships, drawing from his experience growing PartnerStack from its early days at Y Combinator to becoming an industry leader. The conversation dives into th...

In this episode of Always Be Testing , host Tye DeGrange sits down with Nicole Leffer , an AI consultant, speaker, and founder of her own AI consultancy helping marketing teams and organizations understand, adopt, and integrate generative AI tools effectively. With a background as Head of Marketing for a B2B SaaS company, Nicole began experimenting with AI tools in 2021—long before the ChatGPT boo...

In this episode of Always Be Testing , host Tye DeGrange sits down with John Toskey , a seasoned marketing leader with over 25 years of experience in global partner and performance marketing. Having held senior roles at eBay, Affirm, and Opera Software, and now running his own consulting practice, John unpacks lessons from decades of leading high-performing global marketing teams. He shares valuab...

In this episode of Always Be Testing , host Tye DeGrange sits down with Kayla Castro , Senior Manager of Affiliates & Partnerships at Zenni Optical , to talk about the evolving world of affiliate marketing. Kayla shares her experience leading affiliate programs and offers practical insights on how to audit and optimize affiliate strategies for long-term success. The conversation covers common...

In this special episode, Tye DeGrange, CEO of Round Barn Labs and host of Always Be Testing, reflects on his journey in marketing and the timeless principles he calls the Cowboy Code. Drawing from his upbringing on a California ranch and decades of experience leading growth at eBay, StubHub, and beyond, Tye explores what B2B marketers can learn from consumer brands. He highlights why trust and aut...

In this episode of the Always Be Testing podcast, Peter Denton—a seasoned growth and marketing leader with a 25+ year career in startups, product experimentation, and marketing innovation—shares a wealth of insights from his journey through the dot-com boom to leading growth at XMTP and previously Pioneer Square Labs. Peter discusses how to de-risk startups before launch, leverage APIs and data fo...

In this episode of Always Be Testing , host Tye DeGrange sits down with Erica Yoon , Director of Marketing at BuildOps , a vertical SaaS platform designed for commercial contractors. With prior experience at companies like Reddit , Erica brings a rich perspective on scaling marketing strategies that go beyond demand generation.

We’re joined by Lucas Beland, Co-Founder & CEO of Goloot , an innovative content platform helping Consumer and B2B brands secure content placements on a performance basis. In this episode, we dive into the evolving world of content and influencer marketing, exploring why it’s time to move past vanity metrics and focus on real business outcomes like customer acquisition cost, ROAS, and lifetime...

In this episode of Always Be Testing , host Tye DeGrange sits down with Kevin Weatherman , co-founder of Upscale AI, a performance streaming platform using AI to power connected TV ads for DTC brands. With a rich background that includes being the first business hire at multiple startups, angel investing, and co-founding a global run club, Kevin shares his journey from selling limo rides to Google...

Sydney Sloan – CMO of G2 , a leading software marketplace for businesses to discover, review, and manage technology solutions. She has extensive experience in customer marketing, community building, and scaling B2B SaaS companies. Formerly at Adobe, SalesLoft, and other high-growth companies, she’s recognized as a champion of customer advocacy.