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Distribution is Your Moat: A series on Distribution & Marketing for Startups
August 6 9:30 am: Your Content Is Your Moat ft. Liz Friedland
Presented by Surface AI
"As the cost of code goes to zero, distribution is your only moat." While marketing, distribution, & go-to-market are established fields with many tried & true methods, each startup's playbook will be as unique as its company. To help companies understand, define, & grow their distribution, Ari Spool of Surface AI has brought together a selection of startup marketing leaders for a breakfast panel to strategize. Refreshments by Donut Pub.
Liz Friedland is a zero-to-one operator who has spent her career proving that community is the most defensible distribution channel a startup can build. She leads growth at Rodeo, a social planning & discovery app founded by the ex-Hinge COO + CPO. Since joining the team in 2025, she's helped grow Rodeo to tens of thousands of beta users without a dollar of paid acquisition. Previously, as Head of Community at Landing - a consumer platform known as "Gen Z Pinterest" - she was the founders' first hire & scaled the creator community from zero to 1.2M+ across 180 countries entirely organically by transforming users into evangelists.
Over the course of her career, Liz has been a first hire, Chief of Staff, Chief People Officer, Head of Community, & Head of Growth - the connective tissue that holds early-stage companies together when everything is moving fast & nothing is certain. She's spent 15 years betting on founders & missions she believes in, & showing up as the force multiplier they didn't know they needed.
Surface AI is an autonomous landing-page optimization engine. We connect to your existing site with one line of code - a quick setup through your CMS, no rebuild & no dev sprint. From there Surface automatically generates & tests new headlines, CTAs, layouts, & images in brand voice, using adaptive bandit algorithms that shift traffic toward what's winning & keep optimizing against live traffic over time, then feeds what's converting on-page back upstream into creative. All attendees will receive a free 30-day trial of Surface!
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