Helping 1M people get a new job, with AI Apply. Yoann Pavy talks growth and marketing tactics from the Depop days to today’s world of AI.

Yoann Pavy has built his career transforming how consumers interact with some of the UK's most innovative brands. As a growth and marketing leader at companies like Deliveroo, Depop, and PerkBox, he's helped scale multiple billion-pound consumer businesses. Now, as Chief Growth Officer at AI Apply, Yoann is tackling one of the most stressful consumer experiences: job hunting. AI Apply is an AI-powered job search platform that helps people land interviews faster by creating tailored CVs, cover letters, and applications in seconds. Launched just two years ago with a lean team of four people, the platform has already attracted over 1 million users who are tired of the endless grind of job applications. The company embodies a consumer-first philosophy in a market traditionally dominated by B2B recruiting tools, flipping the script to empower individual job seekers rather than hiring managers.Episode Highlights:The application pain point: Job hunting isn't just hard because of market conditions—it's the tedious application process that makes people procrastinate for weeks instead of applying tonight like they promised themselvesSpeed matters: AI Apply generates a complete "job application kit" (CV, cover letter, and follow-up email) in seconds, helping users get from job discovery to interview prep at lightning speedGoing viral as a science: The team generated 52 million organic impressions in just 30 days with a blended CPM of just £0.05—proving that "going viral" isn't luck, it's a deliberate, engineered strategyThe Moneyball approach to content: Success comes from finding 10, 20, or even 100 creators who can post compelling product demos daily—it's a numbers game where volume and consistency beat viral lottery ticketsProduct as acquisition tool: Great consumer products aren't just functional—they're designed to be visually compelling when someone films them for a 10-second TikTok or Instagram ReelFighting fire with fire: Since recruiters already use AI to filter candidates, AI Apply gives job seekers the tools to level the playing field in an increasingly automated hiring processThe death of the CV: Yoann envisions a future where recruiters can see your entire digital footprint—every project, podcast, and YouTube video—creating a richer, more authentic profile than two paragraphs on a pageChannel + content + product fit: Profitable growth isn't about spending more on ads; it's about finding the perfect equation where your content format matches your product and fits the channel you're distributing onIf you've ever felt overwhelmed by job applications, wondered how tiny teams build million-user products, or want to understand how consumer brands actually grow in 2025, this episode is for you. Yoann reveals modern growth tactics that most marketers keep secret, sharing exact strategies (and real numbers) that turned AI Apply from a four-person startup into a rapidly scaling consumer platform. Listen to the full episode now to discover how the job search is being revolutionized and what it means for your career.Connect with Yoann:LinkedInConnect with Matt:LinkedInCurious Customer WebsiteDon't miss an episode! Follow Curious Customer on Apple Podcasts and Spotify to get notified whenever we drop a new episode. Your curiosity deserves the latest insights!