CEO, Highland & Haskill Creek • Founder of Classy (acq. by GoFundMe) • Founder of nonprofit, Save Farmland

Every week I tackle management, operations & startup topics that are helping 250,000+ people. Sign up free: www.scotchisholm.com

I also run a leadership accelerator that helps founders develop into top CEOs. Apply here: https://joinhighland.com/apply/

My backstory: 

🚀 Founder of Classy, SaaS for nonprofits raising billions per year

🎗️ Acquired by GoFundMe in ‘22 to create largest giving platform in the world

🌲 Investor in dozens of startups out of family fund, Tall Timbers Holding Co, (Ripple, FanDuel, Hubble, Casetext, etc.)

🏔️ Founder of Highland, leadership accelerator & community for founders

🏡 Co-founder of Haskill Creek, modernized & healthier version of a Walgreens or CVS 

⚽️ Co-owner of Albion Soccer Club, top youth soccer club in country

🧑🏼‍🌾 Founder of Save Farmland, a nonprofit protecting local farmland & food 

⚙️ Industrial engineer & lean six sigma nerd, UMass Amherst grad 

❤️ Board experience: Nature Conservancy, Abundant Montana, Team Rubicon, Street Soccer USA, Montana Pediatric Cancer Foundation

It's been a wild ride. If you're interested in any of the above, please visit my website and reach out to me there. 

www.scotchisholm.com

Scot Chisholm

Gwen Murray

I help mobile app founders go from "great idea" to "breakthrough launch." 

With 90% of apps failing in their first year, you need more than just a "marketing person" - you need someone who's been there, and launched apps across every category imaginable.

From Amazon Kindle to mental health apps to e-commerce platforms, I've mastered the unique challenges of mobile:
• App Store Optimization that actually works
• Pre-launch beta communities that create buzz
• Push notification strategies that don't annoy
• GTM playbooks built specifically for mobile

📱 Recent launches include:
→ Crawler: Gen Z social app (influencer-driven launch)
→ Cocoon: Mental health matching (personalized onboarding)
→ X Shack: Cannabis lifestyle (community + events)
→ Renolution: AI platform connecting contractors with homeowners
→ Staples: e-commerce app (ASO + push strategy)

🎯 I work with pre-launch founders to build:
✓ Complete GTM strategy (not just tactics)
✓ Brand positioning that stands out among 2M+ apps
✓ ICP frameworks for mobile user acquisition
✓ Execution teams that can actually deliver

Let's talk if you're building a mobile app and want to be in the 10%.

📱 Grab my free 30-60-90 Day Mobile App GTM Plan below
💬 DM me "APP" to chat about your launch

Fractional CMO & Marketing Strategist

Creating and implementing a holistic marketing strategy when things are moving at a fast and furious pace can be a challenge for organizations both large and small.

With executive level marketing experience from Fortune 500's (Amazon, Staples, L'Oreal) to smaller, scrappy startups, I help my clients develop multi-channel marketing strategies that result in increased revenue, drive brand awareness, and generate full-funnel engagement. 
 
Using proven frameworks, I help by motivating your target audience to take action. My collaborative approach results in productivity and my extensive experience in both B2B and B2C industries will be an asset to your team.

My strong focus on marketing strategy and project management, combined with outstanding communication and leadership skills, enables me to provide oversight and guidance around marketing strategy and campaign optimization to my clients.

Let's chat to see how I can help you crush your 2023 revenue goals!

Schedule a call and we can determine if there is a mutual fit: https://calendly.com/murray-gwen/consultation

Adaptability is actually the key to thriving... not just surviving.

And that's what mobile app growth demands now: real adaptability.

The old framework - launch, run ads, optimize funnels... still works if you have infinite budget and zero competition. 

But most founders don't. 

They're fighting for attention in a saturated app store, competing with companies that have 10x their resources.

The ones who thrive? 

They get creative.

One of my favorite examples: we needed authentic content and campus traction for an NYC nightlife app, but had almost no budget for influencers. 

So we flipped the script. 

We built a brand ambassador program with NYU students. 

We gave them early access, made them feel like insiders, and let them create content in their own voice.

The result? 

→ Organic reach we couldn't have bought. 
→ UGC that brought our app store page to life. 
→ Real community that drove retention, not just downloads. 

And momentum that compounded because it felt genuine, not manufactured.

That's what adaptability looks like in practice. 

Not abandoning strategy, but being willing to question assumptions, test unconventional paths, and move fast when something works.

Thriving means being flexible enough to see what others miss, and bold enough to act on it.

♻️ Found this valuable? Share with your network
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Mobile App GTM Specialist | Fractional CMO | 12+ Apps Launched | Kindle, Staples, Crawler, and more...

adaptability means thriving, not just surviving

Most founders I work with aren’t missing ideas.

They’re missing decisions...

Not because they’re careless - but because they’re thoughtful. 

They want more data, more validation, one more signal before committing.
The problem is that clarity rarely shows up first.

The future doesn’t come from perfect forecasts or airtight plans. 

It comes from choosing a direction, committing to it, and building momentum before certainty shows up.

Progress comes from decisions, not predictions.

Everything else follows.

Some days my job is strategy.

Some days it's reminding people not to panic.

I was on a call last week with a founder staring at two weeks of flat installs. 

The instinct?
 
- Change the creative. 
- Shift the budget. 
- Try a new channel. 

Do something!

But here's what I've learned after years of watching apps scale (and stall):

→ Growth isn't linear. 

→ Early data is noisy. 

And the urge to change everything is usually a signal to slow down, not speed up.

The best moves I've seen weren't made in a panic. 

They were made after asking better questions: 

1\ What are we actually learning here? 

2\ What's working that we're not measuring yet? 

3\ What would we do if we had another month of data?

Sometimes the smartest thing you can do is protect focus long enough to see what's real.

Calm isn't passive. It's strategic.

♻️ Found this valuable? Share with your network
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The feature most founders don't account for in their roadmap?

Themselves.

As I reflect on 2025, one thing is crystal clear: every investment I made in myself paid dividends in ways I couldn't have predicted.

→ Learning a new framework that sharpened how I approach GTM strategy.
→ Saying no to work that didn't align so I could say yes to what did.
→ Taking time to actually think instead of just execute.

These weren't luxuries. 

They were the foundation for everything that worked this year.

Going into 2026, this is my mantra:
Never underestimate the investment you make in yourself.

Not just the obvious ones—courses, coaching, conferences. 

But the harder ones: protecting your time, choosing depth over breadth, trusting your expertise enough to specialize.

The work I do for clients is only as strong as the investment I make in staying sharp, staying focused, and staying true to what I know adds value.

The best work I did in 2025 came from the investments I made in myself months earlier. 

2026 starts with the same principle.

♻️ Found this valuable? Share with your network
👉 Follow me for more Mobile App GTM insights

Most mobile app founders are optimizing the wrong thing.

They're arguing about TikTok versus Apple Search Ads before they've answered a harder question:

If you doubled your traffic tomorrow, would your app actually convert it into revenue and retained users?

High-ROI mobile marketing doesn't start with channels. It starts with three foundations most teams skip:

1. Product and onboarding that don't waste attention
No ad can fix a weak first-time experience—if new users don't hit an "aha" moment quickly, every dollar you spend leaks out.

2. Measurement beyond vanity metrics
If you only track installs, you can't tell which channels actually work—expensive channels often look bad at CPI but great at day 30.

3. A creative system, not random one-offs
Your messaging should be consistent across paid social, app store screenshots, and your website, so you're testing nuances instead of reinventing your story every time.

Once these are in place, channels compound. 

→ ASO works 24/7. 
→ Content drives organic installs. 
→ Referrals turn users into a growth engine.

But none of it matters if the foundation leaks.

This is what I mean when I tell my clients "clarity before scale."

♻️ Found this valuable? Share with your network
👉 Follow me for more Mobile App GTM insights

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Scot Chisholm

Gwen Murray

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The Battle

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Gwen Murray

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gwen Murray's LinkedIn Performance

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