“Hire people who attract more incredible people.”

What happens when you mix emotional intelligence with strategic hiring, sprinkle in a dash of Hot Topic eyeliner, and top it off with a leadership team that actually walks the talk? You get Trainual. In this episode of Inside the Process, Sasha Robinson, our Head of People Ops (aka Goth Sasha), pulls back the curtain on how culture isn't just preserved — it's intentionally built, scaled, and celebrated. From recruiting the top 2% of talent to turning performance reviews into power moves, Sasha shares the magic behind Trainual’s thriving workplace. Buckle up — this isn’t your average HR playbook.

Key Takeaways:

• Values-driven hiring is the first filter. Hiring at Trainual isn’t just about credentials — it’s about values. Every candidate is vetted not only for skills but for emotional intelligence, communication ability, and cultural alignment. Because one bad hire can throw off the whole vibe — and that’s a no-go.
• Culture is led from the top — and reinforced at every level. From Chris responding to every DM to Sasha dressing full goth for a company kickoff, leadership at Trainual models authenticity and fun. That energy cascades throughout the org, making joy and performance a team sport.
• Systems keep the culture scalable. Career ladders, principle-based decision-making, and competency-based interviews aren’t just buzzwords—they’re the systems that make a strong culture repeatable. And review cycles? Not just checkboxes. They're tools for real growth.
• Feedback isn’t just welcome — it’s actionable. Twice-yearly engagement surveys are read in full by execs, themes are extracted, and changes are made. Transparency and follow-through turn feedback from noise into trust.
• Referral networks and personal advocacy fuel talent acquisition. The best hires often come through existing team networks — because great people attract great people. Candidates who go the extra mile with personalized outreach and show genuine interest in Trainual’s mission stand out.

Chapter Markers:

[0:00] Sasha’s origin story

[9:30] How to build an award-winning culture

[17:30] Hiring at Trainual and leadership

[26:00] Hiring in the early stages

[30:30] The power of referrals

[33:30] What companies get wrong about hiring

[38:00] Preserving our culture

Resources:

Want more resources from this episode? We’ve got an episode recap, replay, and every template, process, and resource we covered right here: https://trainual.com/insidetheprocess

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader.

Mallory Glessner sits down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess

“If the content’s falling flat, I tell my team — push it further. Make it more interesting.”

"Follow your gut" takes on a whole new meaning when you're marketing kombucha. On this episode of Inside the Process, Charlotte Mostaed, CMO at Health-Ade, breaks down how she turned a kombucha cult-favorite into a category-leading powerhouse without losing its apothecary-style soul. From redesigning the label to launching stadium partnerships with teams like the Dodgers and letting her team get weird on TikTok, Charlotte shares what it really takes to build a brand that’s fun, functional, and fiercely intentional. We talk about pushing bold ideas through the boardroom, knowing when not to listen to feedback, and why the best insights come from knowing what people don’t like about you. If you're trying to balance big creative swings with brand integrity — this one’s for you.

Key Takeaways:

• Values-first marketing works – Charlotte didn’t chase a title—she chased alignment. Building from a place of shared values leads to long-term success and team culture.
• Don’t touch the anchor – Not every brand refresh needs a full identity change. Protect the assets that are already iconic.
• Let your team get weird – Creativity thrives when marketers can play. Charlotte’s team leans into TikTok mukbangs and frozen-veggie cocktails—and it works.
• Ask “What would make this possible?” – Big ideas often get shut down too early. Reframing the question helps ideas move forward.
• Know why people don’t buy – Great marketers don’t just focus on fans—they obsess over the barriers that keep people from converting.

Chapter Markers:

[0:00] How Charlotte landed a job (even after being rejected)

[7:00] Evolving a brand without losing its soul

[18:00] Balancing fun with function

[31:00] Letting creators get weird (and why it works)

[37:00] What makes big ideas possible?

Resources:

Want more resources from this episode? We’ve got an episode recap, replay, and every template, process, and resource we covered right here: https://trainual.com/insidetheprocess

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader.

Mallory Glessner sits down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess

Actionable Steps:

• Audit your brand assets – What’s sacred and what’s flexible? Protect the brand equity you've already built while finding places to evolve.
• Center campaigns on consumer truth – Don’t just market what you are—market what people need to hear to believe in you.
• Let your social team take risks – Organic is the playground. Empower the team to try weird, meme-y, or even controversial ideas.
• Redefine stakeholder buy-in – When someone says no, ask: “What would need to be true to make this idea possible?”
• Measure in layers – Don’t rely on ROI alone. Consider media value, brand lift, and earned press as signs of campaign success.

“Own your own URL. Everything else is borrowed land.”

Personal branding isn't about going viral — it's about showing up, standing out, and staying real. On this episode of Inside the Process, digital strategist, writer, and LinkedIn video pioneer Goldie Chan joins us backstage at Playbook 2024 to share how she built a globally recognized personal brand—starting with daily videos and lime green hair. We talk about gimmicks vs. substance, how to show up authentically without oversharing, and what it really takes to gain traction on LinkedIn (spoiler: it's not pods). Goldie also dishes on staying consistent, playing the long game, and why owning your own platform might be the smartest branding move you make.

Chapter Markers:

[0:00] Accidentally starting a personal brand

[5:04] Telling better stories

[11:40] Being consistent on LinkedIn

[16:00] How to stand out as a creator

[19:30] How personal should people get on LinkedIn?

[22:00] Visual identities for your brand

Resources:

Want more resources from this episode? We’ve got an episode recap, replay, and every template, process, and resource we covered right here: https://trainual.com/insidetheprocess

Trainual

Inside The Process provides solutions for every aspect of the business — from process headaches and system improvement to self-management and leveling up as a leader.

Mallory Glessner sits down with some of the brightest business minds and unpack their specialized insights to help you improve and level up the work you’re doing.

This is one of a few podcasts from Trainual, a software platform that helps businesses build playbooks to train and grow their team. You can check out the rest of our shows here: https://trainual.com/insidetheprocess