“the heartbeat of the growth team is working hand-in-hand with our incredible product and research team such that when they're launching new features new models new capabilities we put it through this growth system and that normally translates into what's hopefully a really viral moment”

Every feature launch is a growth engine — not just a product update

ElevenLabs treats each model release as a coordinated growth event — not just a changelog. The moment engineering ships Scribe V2, the growth team has the tweet thread, the landing page refresh, and the paid ad variants ready in parallel. Most apps quietly push an in-app banner; treating the same engineering effort as a media moment is a free multiplier that almost every app leaves on the table.