How do you turn nostalgia into a modern startup?

In this episode of Kasa Connect, we sit down with Jordan Abrahams — Head of Growth, marketing veteran, and co-founder of Neat Sweets, a low-sugar candy brand with a cult following.

Jordan shares how he went from corporate FMCG to fintech and then into sweets — breaking down viral TikTok moments, lessons from failed startups, and what it really takes to lead growth at a unicorn company.

Whether you’re a founder, marketer, or dreamer, you’ll get practical insights into building a brand, going viral, choosing the right co-founders, and keeping your sanity while juggling multiple ventures.

• 00:00 – The Viral TikTok Hook & Unicorn Startup
  

• 00:55 – Introducing Neat Sweets
  

• 01:17 – Entrepreneurial Beginnings
  

• 01:48 – Lessons from E-commerce Failures
  

• 02:32 – Transition to Fintech
  

• 02:57 – Viral Marketing in Fintech
  

• 04:36 – Managing at a Unicorn
  

• 04:54 – Delegation & Leadership Skills
  

• 05:15 – Neat Sweets Product Development
  

• 06:05 – Co-founder Dynamics & Decision Making
  

• 06:26 – Competitive Landscape
  

• 07:13 – Flavor Innovation & Team Pitches
  

• 07:37 – Brand Personality & Dream Collaborations
  

• 08:04 – Go-to Snacks & Cultural Favorites
  

• 08:22 – Founder Myths & Realities
  

• 09:05 – Motivation & Family Influence
  

• 10:03 – Dealing with Overcommitment
  

• 10:48 – Passion for Marketing & Blurred Roles
  

• 11:11 – Consumer Goods Marketing Tips
  

• 12:28 – Neat Sweets’ Future Vision
  

• 13:29 – Omnichannel Strategy & Brand Building
  

• 14:06 – Founder-Led Marketing Debate
  

• 15:04 – Viral Buckingham Palace TikTok
  

• 15:43 – Marketing Failures & Lessons
  

• 16:02 – Planned vs. Authentic Content
  

• 16:53 – Startup vs. Unicorn Marketing
  

• 17:47 – Landing a Unicorn Role
  

• 18:55 – Personal Branding & Networking
  

• 20:31 – Working on Multiple Projects
  

• 22:40 – Work-Life Balance & Passion
  

• 24:14 – Solo vs. Team Entrepreneurship
  

• 25:32 – Choosing Co-founders & Team Dynamics
  

• 26:52 – Essential Co-founder Qualities
  

• 27:54 – Favourite Café Drink
  

• 28:25 – Connecting with Listeners
  

29:13 – Best Advice Not Taken