Aflevering Marketing Secrets From A Startup Pro | Jordan Abrahams | Kasa Connect Ep: 13

How do you turn nostalgia into a modern startup? In this episode of Kasa Connect, we sit down with Jordan Abrahams — Head of Growth, marketing veteran, and co-founder of Neat Sweets, a low-sugar candy brand with a cult following. Jordan shares how he went from corporate FMCG to fintech and then into sweets — breaking down viral TikTok moments, lessons from failed startups, and what it really takes to lead growth at a unicorn company. Whether you’re a founder, marketer, or dreamer, you’ll get practical insights into building a brand, going viral, choosing the right co-founders, and keeping your sanity while juggling multiple ventures. - 00:00 – The Viral TikTok Hook & Unicorn Startup - 00:55 – Introducing Neat Sweets - 01:17 – Entrepreneurial Beginnings - 01:48 – Lessons from E-commerce Failures - 02:32 – Transition to Fintech - 02:57 – Viral Marketing in Fintech - 04:36 – Managing at a Unicorn - 04:54 – Delegation & Leadership Skills - 05:15 – Neat Sweets Product Development - 06:05 – Co-founder Dynamics & Decision Making - 06:26 – Competitive Landscape - 07:13 – Flavor Innovation & Team Pitches - 07:37 – Brand Personality & Dream Collaborations - 08:04 – Go-to Snacks & Cultural Favorites - 08:22 – Founder Myths & Realities - 09:05 – Motivation & Family Influence - 10:03 – Dealing with Overcommitment - 10:48 – Passion for Marketing & Blurred Roles - 11:11 – Consumer Goods Marketing Tips - 12:28 – Neat Sweets’ Future Vision - 13:29 – Omnichannel Strategy & Brand Building - 14:06 – Founder-Led Marketing Debate - 15:04 – Viral Buckingham Palace TikTok - 15:43 – Marketing Failures & Lessons - 16:02 – Planned vs. Authentic Content - 16:53 – Startup vs. Unicorn Marketing - 17:47 – Landing a Unicorn Role - 18:55 – Personal Branding & Networking - 20:31 – Working on Multiple Projects - 22:40 – Work-Life Balance & Passion - 24:14 – Solo vs. Team Entrepreneurship - 25:32 – Choosing Co-founders & Team Dynamics - 26:52 – Essential Co-founder Qualities - 27:54 – Favourite Café Drink - 28:25 – Connecting with Listeners 29:13 – Best Advice Not Taken