LinkedIn Voices: Jonathan Martinez

Growth marketing isn’t just about running ads, it’s about building strategies, teams, and systems that scale efficiently. Jonathan Martinez, growth leader and founder of GrowthPair, went from leading growth at Uber, Postmates, and Coinbase to creating a platform that helps startups hire top offshore marketing talent, enabling founders to scale smarter, faster, and more cost-effectively.

Jonathan Martinez

Name & Professional Identity

Jonathan Martinez – Founder of GrowthPair | Former growth lead at Uber, Postmates, and Coinbase | Advocate for leveraging offshore talent to scale startup growth.

Niche & Specialization

• Offshore growth marketing talent acquisition

• Scaling startups through cost-effective strategies

• Paid social and paid search marketing

• Growth marketing leadership and mentorship
  

Target Audience

• Startup founders and operators seeking efficient growth strategies

• Marketing leaders looking to expand their teams with top-tier offshore talent

• Entrepreneurs interested in cost-effective scaling solutions

• Growth marketers aiming to learn from industry leaders

Career Journey & Achievements

Jonathan began his career in growth marketing, leading initiatives at Uber, Postmates, and Coinbase. His experience in these high-growth environments provided him with a deep understanding of the challenges and opportunities in scaling marketing efforts.

In 2023, he co-founded GrowthPair, a company that helps startups hire top offshore growth marketing talent at a fraction of the cost of U.S. peers. Under his leadership, GrowthPair has become a trusted partner for startups looking to scale efficiently.

Content Strategy & Teaching Approach

Jonathan shares his insights and experiences through various platforms, including LinkedIn and Substack. He emphasizes the importance of leveraging offshore talent, building efficient marketing teams, and adopting data-driven strategies.

His content is practical, actionable, and tailored to the needs of startup founders and marketing leaders.

Screen Shot from Jonathan's LinkedIn Profile

Metrics & Impact

• Led growth initiatives at Uber, Postmates, and Coinbase

• Co-founded and scaled GrowthPair to support startups in hiring offshore marketing talent

• Featured in publications like TechCrunch, Yahoo, VentureBeat, and AdAge

• Authored a book on scaling startups, available at major bookstores

• Built and sold a virtual staffing company, Berry Virtual, within two years

Examples of his featured posts on LinkedIn

www.linkedin.com

Marketers are experimenting like crazy with AI right now. | Jonathan Martinez | 6,254 comments

Marketers are experimenting like crazy with AI right now. But the best ideas are stuck in private chats and buried Slack threads. So I'm spinning up a WhatsApp chat for marketers who are actively using AI in their day-to-day. No sales pitches. Just smart people sharing how they’re using AI to move faster, do more, and stay ahead. If you want in, drop a “👋” and I’ll DM you an invite. Stoked to build this community 🦾 | 6,254 comments on LinkedIn

www.linkedin.com

ChatGPT ads are officially here. | Jonathan Martinez | 95 comments

ChatGPT ads are officially here. I spotted this real ad floating around the web and here are my thoughts: 1/ Ad personalization will get wild with chat history 2/ Ads will blend seamlessly into convos (bye, banner blindness) 3/ Ad copy shifts from structured formats to natural dialogue 4/ LLMs will write and optimize ad creative automatically 5/ Attribution becomes crystal clear since users are logged in 6/ Even pro users will likely see ads (maybe fewer?) 7/ Targeting could center on “conversation clusters” 8/ Google Ads Optimization Score → GPT Ad Score OpenAI burns through $5B+ annually. That cash runway won't last forever. We’ll likely see this roll out to exclusive brands in the next 6-12 months. The entire paid ad landscape is about to get rewritten. Edit: It seems that these ads are actually coming from Chrome extensions injecting them into ChatGPT. Thanks to everyone for helping us get to the bottom of it. Nonetheless, I do see ads becoming LLM-native within the next year - no doubt. | 95 comments on LinkedIn

www.linkedin.com

GPT-5 just went live. | Jonathan Martinez | 2,864 comments

GPT-5 just went live. Use this to turn it into a 4-person marketing team (collective IQ of 560) Everyone’s talking about GPT-5. So I spent all day building a new AI-powered marketing department. Here’s how it works: I created a unique project in ChatGPT with a standard prompt that tells the AI it’s part of a marketing pack. Then I launched all 4 versions of GPT-5 in parallel: Copywriter - Writes sharp, clear copy for marketing collateral. Strategist - Generates ideas, runs A/B tests, and surfaces experiments to try. Designer - Produces storyboards and static visuals, plus gives aesthetic direction. Analyst - Reviews your data and turns it into actionable insights. Each agent considers the team while focusing on their own role. If you couple GPT-5 with a growth lead + offshore marketer, you’re golden. Want the instructions? 1️⃣ Comment “🪄” 2️⃣ Connect with me on LinkedIn 🎉 Repost and I’ll DM you a deep-dive video on how to augment your physical marketing team with this. | 2,864 comments on LinkedIn

www.linkedin.com

Most startups won’t need more than 5 marketers to reach $100M revenue. | Jonathan Martinez | 50 comments

Most startups won’t need more than 5 marketers to reach $100M revenue. Sounds wild. But it’s already happening. At Postmates, we had a 30-person marketing team to hit $300M. Today, we could’ve done it with less than 10—thanks to AI. The new marketing team isn’t bloated with channel owners or junior hires. It’s lean, AI-enabled, and built for speed. Here’s the structure I believe most high-performing teams will follow: Layer 1: The human foundation - 1 Lead (Head of Growth) - 1–2 offshore Executors (campaign operators) Layer 2: Your AI employees - AI copywriter - AI designer - AI analyst - AI strategist Layer 3: The irreplaceables - 1 Creative visionary (ideas and brand) - 1 Architect (data and integrations) - 1 Operator (manages AI workflows) This structure is already outperforming traditional teams, and doing it at a fraction of the cost. The teams that adapt now will have an 18-month advantage before this becomes the norm. Full essay in comments 👇 P.S. I'm still working on getting folks into the AI marketing group chat. The post blew up with 300k impressions and 3k comments. I'm getting to it, I promise 🥲 | 50 comments on LinkedIn

Personality & Background Notes

Jonathan is known for his hands-on approach and deep understanding of growth marketing. He combines his technical expertise with a strategic mindset, enabling him to build and scale marketing teams effectively. His passion for leveraging offshore talent reflects his commitment to creating efficient and sustainable growth solutions.

Why He Matters

Jonathan Martinez exemplifies the modern approach to startup growth, leveraging global talent, adopting efficient strategies, and focusing on scalable solutions. His work at GrowthPair is reshaping how startups think about building and scaling their marketing teams.

Quick Profile Summary

Detail	Info
Followers	14,106
Startup	GrowthPair
Recognition	Former growth lead at Uber, Postmates, and Coinbase
Background	Co-founded and sold virtual staffing company Berry Virtual
Website	growthpair.com/jon4growth

Jonathan Martinez's LinkedIn Account:

www.linkedin.com

Jonathan Martinez - GrowthPair | LinkedIn

Hey, I'm Jonathan! Or Jon! Or JMart! I help startups hire top offshore growth… · Experience: GrowthPair · Education: University of California, Berkeley · Location: Los Angeles · 500+ connections on LinkedIn. View Jonathan Martinez’s profile on LinkedIn, a professional community of 1 billion members.