In your own words, what’s your role in the app business right now?

My role in the app business is to provide transparent, scalable, and efficient growth opportunities for app advertisers who are looking to reach and engage with their ideal customers on mobile devices.

How did you end up working in apps?

I spent over five years on the paid social side of the industry before deciding to move into the app space. I saw a major untapped opportunity in app advertising and chose to focus exclusively on working with app advertisers. At the time, paid social was complex and difficult to execute — this was before the platforms revamped their interfaces and FMPs (Facebook Marketing Partners) entered the market. I see app advertising going through a similar phase of challenges and evolution. My role has always been, and continues to be, to provide advanced in-app solutions for app advertisers looking to grow their user base.

What are you most excited about in apps right now?

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

What’s in your app tech stack?

I’m a fan of Slack, Telegram, HubSpot, Apptopia, Sensor Tower, and Lusha. And where else would I go for all my news and updates? Business of Apps, of course.

What do you like most about working in apps?

What one thing would you change about the app industry?

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Sweet Magnolias.

Is there anything else we should know about you?

If I’m not working or traveling for a mobile conference, you can find me running a trail in the Oakland Hills.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As Head of Marketing Services at Applica, I’m responsible for app innovation and strategic growth. I work with a team of user acquisition, ASO, and creative experts, motivating them to test and learn every day.

I’m very passionate about what I do, so I stay on top of industry trends and share insights with my team and clients to ensure we’re ahead of the curve. We’re deeply involved with our clients, and I enjoy presenting new trends and interesting strategies where we see potential. It’s very fulfilling to be part of their growth, and we’re lucky at Applica to work with amazing apps—many of which I use daily.

My main responsibility is to ensure we deliver top-notch managed ASO and UA services, providing our clients with tangible value and consistently exceeding their expectations.

How did you end up working in apps?

It all started in my hometown, Rio, during my last year at university. I joined the Apple Academy and learned app development, UI/UX, and app marketing from Apple executives who brought new technologies and frameworks from abroad for us to build world-class apps.

During that experience, I fell in love with how apps can positively impact people’s lives — and the opportunity to be part of that was thrilling.

Over the years, I’ve lived and breathed the industry: I attended WWDC (Apple’s Developer Conference) twice, developed my own app, and lived and worked in Italy at Apple’s first Academy in Europe. I was 100% convinced my career would grow within the app sphere — and 10 years later, I’m still here.

What are you most excited about in apps right now?

I’m excited about the growing focus on sustainability-related apps. It’s not just a trend — it’s an important shift in how we build and use technology. We’re seeing more apps emerge that not only provide value to users but also encourage reducing environmental and social impact.

Apps like Vinted, which promotes the circular economy, Too Good To Go, which tackles food waste, and Treeapp are great examples. These apps are role models for how our industry can address global challenges.

I’m also always excited about Apple’s and Google’s announcements — like iOS 18.4 — and how they’ll impact apps and performance marketing.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Long story short: it was a Monday morning, my dad dragged me out of bed and drove me to the Apple test center, then waited for me to finish the exam. Without his belief in me, I wouldn’t be where I am today.

I was fortunate to have met great mentors during my time at Apple — people who saw potential in my non-technical skills and took a chance on me.

Meeting Lisa P. Jackson (Apple’s VP of Environment, Policy, and Social Initiatives) was also a defining moment. She’s an inspiring female leader who, during a one-on-one conversation, encouraged me to become a leader myself.

Today, I learn from my team every day. They’re constantly experimenting with new approaches, testing hundreds of creative ads, and pushing the boundaries of what’s possible.

What’s in your app tech stack?

SplitMetrics, Notion, Slack, AppTweak—and recently, I discovered Arc (life-changing!).

What do you like most about working in apps?

What I like most is the immediate and tangible impact of our work. Every strategy we implement, every ad we launch, is instantly seen by a global audience, giving us immediate feedback to learn from and continue experimenting.

Apps are embedded in everyone’s daily life — providing convenience, information, and well-being (at least the ones I work with!). It’s extremely rewarding to know that my work directly contributes to that.

What one thing would you change about the app industry?

Only one? Impossible…

Competition is tough out there, so testing a massive volume of creative ads is essential, but scaling them efficiently is tricky, and current tracking tools don’t help much. A solution to that would be very welcome.

I’d also love to see a more transparent attribution model for app campaigns (similar to what we have on the web), cheaper CPMs from platforms like Meta and Google, and, last but not least, fully functioning and reliable native A/B testing tools from Apple and Google.

As for opportunities: I’d love to see the development of super-apps for Western countries (like WeChat and Grab in Asia), and more powerful AI assistants that can actually do things for us — not just provide answers. Imagine them navigating apps, sending messages on our behalf, making purchases, handling payments, and integrating more deeply with home devices. That would be a real leap forward.

If you weren’t working in apps what would you be doing?

I love the entertainment and travel industries, so I could see myself working in concerts, festivals, or tourism — but always within the marketing sphere.

iOS or Android?

iOS, no doubt.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Recently: The Day of the Jackal, Severance, White Lotus.

Old but gold: Ted Lasso, This Is Us.

Is there anything else we should know about you?

Spending quality time with family and friends is what recharges me. I love skiing, and I’m currently learning snowboarding — really enjoying it so far!

I also enjoy meeting people and sharing life and professional experiences—so if you’re up for a coffee or a beer, count me in!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Let’s go with a popular title: mini-CEO of the product. In our company, Product Managers are responsible for (and, in a way, have ownership of) the product as a whole. That doesn’t mean we’re running UA campaigns or designing ASO screenshots ourselves, but we do need to keep the entire team aligned and be ready to dive into any area where support is needed.

How did you end up working in apps?

It was a fairly traditional path — an early interest in computer science during school, followed by studying at a technical university, and then landing my first job as a software developer. After nearly 15 years of coding (mainly mobile apps), I shifted into product management. I was drawn to the opportunity to increase my impact and satisfy a growing curiosity. And here I am now, guiding app development from an idea to something people actually use and love.

What are you most excited about in apps right now?

Right now, it’s definitely the rapid advancements in AI and the ways they’re starting to impact our lives. It feels like we’re in the midst of a massive shift, one whose full implications we probably can’t even imagine yet. Being part of that wave is the most exciting aspect of my job today.

Is there anyone you’d like to give a shout-out to who has influenced your journey in the app industry?

There have been many people who’ve influenced me throughout my years in the tech industry. Even though I’ve never had a dedicated mentor, I’ve had the chance to work, and still work, with passionate professionals who truly love their craft. They’re a constant source of inspiration for me. And it’s not just leaders; any team member can bring something valuable to my worldview and career. I feel lucky to have been surrounded by such great people on this journey.

And last but not least, I’ve been inspired by many of the prominent leaders in our industry globally. That’s one of the amazing things about the world we live in — I can read, listen, and learn from interviews with people like Bill Gates or Tim Cook. Isn’t that wonderful?

What’s in your app tech stack?

I wouldn’t say I’m tied to any specific tools — I’ve actually been leaning toward a more minimalistic tech stack lately. At the core of it all is a digital notepad where I can jot down my thoughts — that’s where almost everything begins. I also really appreciate Apple hardware, especially the MacBook, which has become my go-everywhere tool. To me, it’s a great example of a product built with real care for the user.

Lately, I’ve been exploring different AI agents and tools, both out of professional curiosity (how they can boost my productivity) and personal interest. I actively use ChatGPT, Anthropic Claude, and Perplexity on a daily basis.

What do you like most about working in apps?

What I love most is the potential to make a real impact on society. Apps run on mobile devices, which are now in the hands of billions of people around the world. That means any single app has the opportunity to reach, and potentially improve, many people’s lives.

What one thing would you change about the app industry?

If I could change one thing about the industry, I’d probably slow its pace just a little. That way, we as product people would have more time to think deeply before launching a product or feature. The competition is intense and the changes happen so quickly that sometimes there simply isn’t enough time to make the best possible decision.

That said, this rapid pace also drives progress, so the hope is that we can keep up and continue making technology more useful for everyone. And as I mentioned earlier, the biggest opportunity right now is AI. Everything seems to revolve around it. It’s almost a terra incognita, full of potential to elevate humanity to a new level.

If you weren’t working in apps what would you be doing?

Honestly, I’m not sure. To really love something, I need to at least try it first. Anything could happen, new interests might pop up in the future… maybe even gardening, who knows.

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Severance — a brilliant sci-fi series on Apple TV with deep philosophical undertones. Highly recommended.

Is there anything else we should know about you?

I’m always open to connecting with interesting people, so feel free to reach out to me on LinkedIn. Who knows, we might end up having some great conversations or exchanging exciting ideas.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role is to identify valuable apps and introduce them to the Japanese and Korean markets, ensuring their growth and success. I focus on strategic planning, localization, and market adaptation to align these apps with local user needs. Through this process, I help build strong connections between the apps and their core audiences, fostering long-term growth in competitive markets.

How did you end up working in apps?

I started my career at Naver, South Korea’s largest portal site, working in search advertising. My role involved analyzing countless user search patterns and understanding their intent at the intersection of PC and mobile. As search activity increasingly shifted to mobile, the use of search terms in apps grew significantly.

Recognizing the need to match users with the products and services they wanted under their desired conditions, I focused on understanding these needs deeply. This inspired me to shift my focus toward apps, developing ad tech solutions tailored to promote valuable apps and provide better services for users.

What are you most excited about in apps right now?

I’m particularly excited about app marketing strategies in the era of enhanced privacy protections. While AI-driven approaches remain a key tool, I believe the rising costs of marketing and install-focused strategies will no longer sustain long-term LTV. This is why I’m deeply interested in expanding into new markets, such as Korea and Japan, where unique growth dynamics offer fresh opportunities.

My focus is on uncovering and leveraging new formulas for growth within these markets, creating tipping points that drive success in ways not previously anticipated. It’s about identifying the unknown and turning it into a breakthrough moment.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’m most inspired by people who approach challenges from completely different perspectives. I’ve learned a great deal from newcomers to the industry or individuals with diverse career backgrounds.

Recently, I’ve been particularly influenced by Gen Z trends introduced by first- or second-year employees on my team. Their fresh ideas and unique insights often challenge conventional thinking and open up new possibilities for in-app marketing strategies. It’s their ability to see things through a modern, innovative lens that continuously pushes me to grow and adapt in this fast-changing industry.

What’s in your app tech stack?

ASOindex: the ultimate ASO solution for dominating the Korean and Japanese markets.

What do you like most about working in apps?

What I love most about working in apps is the dynamic nature of data and its constant evolution. Every day brings new insights and challenges, allowing me to adapt and refine strategies in real time. I also enjoy how apps are deeply integrated into people’s daily lives, creating opportunities to make a tangible impact and enhance user experiences in meaningful ways.

What one thing would you change about the app industry?

I would like to create an environment where truly valuable apps can gain recognition — not through money or sheer traffic, but through their genuine impact and user-centric value. The current app market often prioritizes aggressive spending and installs, overshadowing apps that offer meaningful solutions or innovations. I see an opportunity to foster platforms or mechanisms that highlight these high-quality apps, connecting them with users who genuinely need and appreciate them.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d be creating public service advertisements, as I’m passionate about delivering impactful messages and driving meaningful change.

iOS or Android?

Android — thank you, Samsung.

What app(s) have been most useful to you over the last year?

Any TV show recommendations?

Squid Game (I’m guessing everyone’s seen it by now, right?)

Is there anything else we should know about you?

I love making new friends. If you ever find yourself in Japan or Korea, don’t hesitate to reach out — I’ll be happy to show you the best food and experiences these places have to offer!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I lead mobile engineering in the Smart Home vertical at Roku, overseeing the development of high-performance, user-friendly applications that bridge streaming and IoT. I focus on scalability, innovation, and delivering seamless user experiences across mobile devices, Smart TVs, and Smart Home products. I also manage a global team of engineers and work closely with cross-functional teams and external partners to expand Roku’s app ecosystem.

How did you end up working in apps?

I have always been passionate about building technology that enhances people’s everyday lives. My journey in the app industry started with mobile development early in my career, where I focused on creating engaging, high-performance experiences. Over time, I specialized in streaming and connected device ecosystems, which led me to Roku, where I now drive next-generation app innovations.

What are you most excited about in apps right now?

• IoT and Smart Home expansion: Apps are no longer just about content; they are becoming command centers for connected devices, enabling AI-powered automation.
• AI-driven personalization: Apps are increasingly leveraging machine learning to create hyper-personalized user experiences, improving recommendations, interactions, and engagement.
• Low-latency streaming and Edge computing: These technologies are reducing lag and making real-time app interactions seamless, enhancing user experience across devices.

Is there anyone you’d like to give a shout-out to who has influenced your journey in the app industry?

I’ve been fortunate to work with exceptional leaders, product visionaries, and engineers throughout my career. At Roku, I have learned from mentors in product and engineering leadership, whose expertise has helped me shape my approach to app innovation and cross-functional collaboration.

What’s in your app tech stack?

• Programming languages: Swift, Objective-C, Kotlin
• Frameworks: SwiftUI, UIKit, Combine, Jetpack Compose
• Cloud services: AWS, Firebase, Google Cloud
• CI/CD and automation: Jenkins, Fastlane
• Monitoring and debugging: Bugsee, Crashlytics, Datadog
• Analytics and user engagement: Firebase Analytics

What do you like most about working in apps?

I love the ability to create seamless, intuitive, and scalable experiences that impact millions of users. Apps provide a direct connection between technology and user experience, and continuous innovation in the space keeps things exciting. Seeing the real-world impact of my work, from Smart Home automation to streaming innovations, is incredibly rewarding.

What one thing would you change about the app industry?

• Optimizing app store discovery and monetization: Developers need better tools to stand out, monetize, and retain users in an increasingly competitive market.
• Reducing app bloat: Apps are becoming overloaded with features, impacting performance and user experience. There is a growing need for lightweight, modular app design.

If you weren’t working in apps what would you be doing?

I’d probably be working on emerging technologies in AI, IoT, or blockchain, building intelligent, decentralized systems that drive efficiency and automation. I’ve always been drawn to high-impact innovations that change the way people interact with technology.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I am in the process of building a new performance marketing team as a Head of Performance at a stealth-mode startup, and on the side, I am supporting other apps as an app growth consultant. I focus on solving tracking challenges, optimizing media spend, and refining strategies across UA, ASO, and monetization to scale efficiently in the shortest possible time frame.

How did you end up working in apps?

I started attending mobile game meetups in San Francisco back in 2011 while doing marketing and PR for a garage startup. The mobile space was still in its early days, yet still inspiring. I started on the agency side, managing operations for our in-house app while running hundreds of performance and branding campaigns for global brands. This dual exposure gave me a deep understanding of both product development and marketing strategies, fueling my passion for app growth.

What are you most excited about in apps right now?

I’m particularly excited about the integration of AI in app operations. For example, in one of our projects, we utilize AI to generate and iterate on the ad visuals and copy autonomously. Additionally, the industry’s shift towards sustainable growth strategies, emphasizing incrementality and MMM is a promising development.

What’s in your app tech stack?

Throughout my career, I’ve used over 50 MarTech tools. My journey began with HasOffers/TUNE and then continued with extensive daily use of Adjust, AppsFlyer, Branch, and Singular on the MMP side. In the realm of in-app analytics, Mixpanel and Amplitude are the tools I deal with daily. For CRM, I’ve collaborated on implementations and usage of Braze, Iterable, MoEngage, and CleverTap, among others, tailoring solutions to align with each brand’s specific needs.

What do you like most about working in apps?

The fast-paced environment is definitely exciting. It’s concerning to observe teams executing strategies from 2-3 years ago, as a single year in this industry equates to a decade elsewhere. Challenging the status quo is essential; I advocate for at least annual, if not more frequent reassessments of strategies focusing on full-funnel optimization. Brands that embrace swift iteration and maintain at least one experiment per funnel stage are the ones that consistently achieve growth.

What one thing would you change about the app industry?

I would love to see an end to the “privacy wars” among major tech companies. Instead of engaging in practices that potentially undermine each other’s businesses, there’s a need for collaborative efforts to enhance the ecosystem collectively. Such cooperation would benefit all stakeholders, from developers to end users, fostering an environment of mutual growth and trust. However, I don’t see this coming soon.

If you weren’t working in apps, what would you be doing?

I’d probably be in the travel and finance industries as I love traveling and the financial markets.

iOS or Android?

iOS. However, from a growth perspective, you can’t ignore Android in some categories.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I enjoy traveling, doing watersports, and exploring the biohacking space.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I see my role as not just helping apps make more money but fundamentally changing how they approach monetization — eliminating technical barriers, increasing transparency, and giving them the flexibility to build sustainable, high-performing ad offer programs on their own terms.

How did you end up working in apps?

I got started in the space back in 2013 when I joined Prodege. At the time, I was focused on sales, and as I grew, I gained deep experience in the rewarded advertising and affiliate marketing industry, particularly how apps and platforms monetize through rewarded engagements, direct advertiser deals, and performance marketing.

Over the years, I worked closely with mobile app publishers, advertisers, and offer providers, which gave me a front-row seat to how the industry was evolving. That experience naturally led me to launch Brown Boots and later GoKart, helping apps take better control of their monetization strategies and direct ad relationships.

What are you most excited about in apps right now?

More apps, especially in fintech, gaming, and social platforms, are moving beyond traditional ad networks and exploring first-party data monetization and direct advertiser relationships. When apps manage their own advertiser relationships and leverage first-party data, they unlock more transparency, smarter optimizations, and a sustainable monetization model that isn’t at the mercy of ad networks. The industry is moving toward a publisher-first economy, where apps that own their monetization strategy are earning more versus paying out third-party ad networks.

GoKart, we’re seeing a major demand from apps that want to run their own rewarded offer programs rather than relying solely on networks. This is exciting because it allows them to own their monetization strategy, optimize ad placements, and drive higher engagement through value-driven incentives — whether it’s in gaming, cashback, or financial rewards.

Is there anyone you’d like to give a shout-out to who has influenced your journey in the app industry?

Someone who really steered my journey into actually building GoKart was Brandon Ricciardi from Klover. Working with him, we saw first-hand how integrating rewarded experiences into a fintech platform that wasn’t originally built for rewards could drive significant revenue while keeping users engaged.

That success sparked something bigger. It pushed us to test new ways a fintech app could monetize — not just through traditional ad networks but by building direct advertiser relationships. The more we explored, the clearer it became: apps needed a better way to own their monetization strategy.

That’s what led me to build GoKart — a platform designed to give any app, whether in fintech, gaming, or beyond, the ability to create and control their own rewarded offer programs. Now, instead of relying on ad networks, these platforms can tap into high-margin, engagement-driven revenue streams on their own terms.

And I owe a lot of that thinking to Brandon — his insight, his approach, and the way he challenged us to think bigger.

What do you like most about working in apps?

What I love most about working in apps is the constant evolution and innovation. The space moves fast, and there’s always an opportunity to build, optimize, and rethink how things are done. Helping apps unlock new revenue streams and take control of their monetization is what drives me — seeing them scale and succeed is the most rewarding part.

What one thing would you change about the app industry?

The biggest opportunity right now is for apps to own their monetization strategy — whether through rewarded offers, direct advertiser deals, or better first-party tracking.

If you weren’t working in apps, what would you be doing?

At the end of the day, I’m a salesman.

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any TV show recommendations?

MadMen.

Is there anything else we should know about you?

I am addicted to road trips and have been to all 50 states.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As Head of Growth at Elevatix, I focus on innovating monetization strategies to help mobile games reach their full potential. Elevatix is a cutting-edge AI engine designed for mobile game IAP monetization, enabling developers to monetize smarter, analyze deeper, and optimize faster.

How did you end up working in apps?

I got started in apps by focusing on growth strategies, leveraging data insights, and exploring AI tools. I became fascinated by how data-driven approaches can map user journeys, reduce churn, and optimize app performance, while AI-powered predictive analytics and personalization continue to transform user engagement.

What are you most excited about in apps right now?

I’m most excited about how AI and personalization are transforming apps, making them smarter and more intuitive. AI-driven recommendations, predictive analytics, and real-time data insights are redefining user engagement across industries like healthcare, e-commerce, and entertainment.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Kseniia Maiboroda has had a huge influence on my journey. Her innovative work with AI and data-driven strategies, particularly in mobile game monetization, has inspired me to think more creatively about growth and user engagement. Beyond that, I’ve been shaped by incredible mentors, team leaders, and colleagues who have shared their expertise and challenged me to keep learning and evolving.

What’s in your app tech stack?

Jira, Confluence, Trello, Apollo, Surfe, Pipedrive, Canva, Perplexity, Calendly, and Read.ai.

What do you like most about working in apps?

What I love most about working in apps is the incredible community — collaborating with talented teams, learning from industry leaders, and connecting with others who share the same passion for innovation. Conferences and events are especially exciting because they offer opportunities to exchange ideas, explore new trends, and even share my own experiences as a speaker. It’s inspiring to be part of such a dynamic space where creativity and technology come together to shape the future.

What one thing would you change about the app industry?

One thing I would change about the app industry is the heavy reliance on centralized app stores like Apple and Google, which restrict developer autonomy and limit revenue potential. There’s a significant opportunity in alternative app distribution platforms and regulatory changes that could foster a more competitive, decentralized ecosystem — giving developers more control and users access to a broader range of apps.

Additionally, there are unmet needs in hyper-personalized user experiences powered by AI, particularly in industries like healthcare and education. Apps in these fields could do a better job of anticipating user needs while maintaining a careful balance between personalization and privacy.

If you weren’t working in apps, what would you be doing?

I’d probably be a veterinarian or a surgeon. Both careers appeal to me because they require precision, problem-solving, and the opportunity to make a real difference in the lives of people or animals.

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Prison Break.

Is there anything else we should know about you?

I’m a candidate for a Master of Sports in figure skating. I also have a creative side — I play the cymbals and piano, I’m a good singer, and I hold a college degree in classical arts.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

In the app industry, I help developers and publishers navigate the competitive landscape with confidence and precision. At SocialPeta, I lead the marketing team to generate content and campaigns based on product data, enabling businesses to discover market trends, optimize advertising strategies, and uncover growth opportunities.

My core responsibility is to bridge the gap between data analysis and practical application. Through reports, campaigns, and partnerships, I ensure that our clients understand market dynamics and gain more opportunities to succeed in the market.

How did you end up working in apps?

I originally worked in the animation and sports marketing industries, and during that time, I had the chance to collaborate with a lot of apps and internet companies. Throughout those collaborations, I became fascinated by the products, the industry itself, and the different marketing strategies. When SocialPeta presented the opportunity to dive into this space, I felt it was the perfect fit. I am lucky to have joined the app industry and am excited to continue learning and growing in this dynamic field.

What are you most excited about in apps right now?

What excites me the most about the app industry right now is how rapidly it’s evolving, particularly with the advancements in AI. AI is revolutionizing how apps are built and used, and it’s creating incredible opportunities for innovation.

The current trend of personalization and user-centric design is shaping how apps evolve. From tailored recommendations to in-app experiences that adapt based on user behavior, there’s a strong shift towards providing value through customized content and functionality. Apps like TikTok and Instagram are excellent examples, with their algorithms constantly improving to offer users content that feels personal and engaging.

Is there anyone you’d like to give a shout-out to who has influenced your journey in the app industry?

Gary Vaynerchuk has greatly influenced my approach to digital marketing in the app industry. His focus on social media and authentic content has shaped how we use data to engage users effectively at SocialPeta.

Also, many professionals in this industry have also impacted me, particularly developers who bring immense passion to their work. Their enthusiasm is contagious, and their openness to sharing ideas and collaborating has inspired my approach. Overall, people in the industry are not only creative and driven but also highly collaborative and open-minded.

What’s in your app tech stack?

Our proprietary tool provides in-depth competitive analysis, market insights, and advertising intelligence. We leverage a cutting-edge tech stack to ensure scalability, performance, and reliability.

For the front end, we use React and Vue, while our back end is powered by FastAPI and Python for fast, efficient processing. We rely on Kubernetes for seamless service orchestration, and our storage is handled with MySQL, Elasticsearch, and Redis. This combination allows us to deliver high-performance, scalable solutions that meet the demands of the rapidly evolving app industry.

What do you like most about working in apps?

What I love most about working in apps is the constant innovation and the opportunity to be at the forefront of technological advancements. The app industry is incredibly dynamic, and the pace at which it evolves, especially with the integration of AI and data-driven solutions, is both exciting and challenging. It allows me to work on projects that not only shape user experiences but also influence how businesses approach marketing, user engagement, and growth strategies.

What one thing would you change about the app industry?

I think AI will revolutionize content creation, analysis, and ad deployment. With AI tools, we can automate the generation of high-quality materials and optimize campaigns in real time, making processes more efficient and precise. This is a great opportunity for brands to respond quickly and optimize resources.

AI also presents an opportunity to enhance user behavior prediction and analysis. By leveraging AI to offer more personalized content and ads, we can increase engagement and conversion rates, creating a powerful competitive advantage in the app market.

If you weren’t working in apps, what would you be doing?

I would like to do something related to art or exhibitions. I think that I will have many opportunities to bring ideas to life in innovative ways, especially when collaborating with experts from various fields. It’s fascinating to not only curate the experience but also learn about the behind-the-scenes creative processes and the inspiring stories that shape each exhibition.

iOS or Android?

Both.

What apps have been most useful to you over the last year?

Is there anything else we should know about you?

Outside of work, I enjoy spending time with my family. Whether it’s taking my daughter to exhibitions or going camping together, these activities are always a lot of fun. In the new year, I plan to learn some new skills, such as skiing, and I hope to achieve even more next year.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My main focus at the moment is on subscription app monetization, specifically how we overcome subscription fatigue, how we use industry innovation to optimize our apps, and how we ensure the end user and business interests are linked to maximize value.

How did you end up working in apps?

I started my career in eCommerce marketing but was drawn to product very early on. At a time when the majority of traffic was still on the desktop web, I could see mobile and particularly apps being the future and actively changed my focus to grow my mobile skills.

What are you most excited about in apps right now?

It’s about as cliché as it gets but right now the innovation in AI is what keeps me up at night. It’s about to radically change our field and make the barrier to entry in building apps the lowest it’s ever been. I am curious to see how that shakes the field, and how new competition makes for better products.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

So many people influenced my journey and helped me get where I am today, especially the women who are shaping the future of tech. It’s something I am trying to pay forward by sharing knowledge and mentoring people.

What’s in your app tech stack?

I am a big fan of Purchasely for paywall testing and Amplitude for experimentation and data visibility.

What do you like most about working in apps?

It’s an industry that keeps evolving, every time I believe I know something I am proven wrong and it’s just fantastic how it keeps you on your toes and you continue learning. I also love how impactful it is as an industry, I had the opportunity to work on apps that were used by millions, where decisions we made were directly impacting people’s lives.

What one thing would you change about the app industry?

I’d love to see more transparency between app publishers, sharing more insights and real data, and fewer high-level glamorous success stories that are so far from the reality of our industry.

If you weren’t working in apps what would you be doing?

Probably another job that my parents wouldn’t understand, maybe something in science.

iOS or Android?

iOS, of course.

What app(s) have been most useful to you over the last year?

Any TV show recommendations?

I am looking for recommendations at the moment.

Is there anything else we should know about you?

I am learning how to surf at the moment, it’s super hard and super fun at the same time. I would highly recommend it for anyone who struggles to quiet their thoughts, it works better than meditation for me as it requires to be fully present in the moment.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My current role represents a strategic mission to transform how mobile app publishers generate revenue. The core objective is to introduce an innovative monetization approach that seamlessly integrates with existing user experiences, leveraging a massive network of over 50,000 global merchants to create value without disrupting the app’s core functionality.

This approach is the culmination of years of understanding the critical balance between revenue generation and user experience. By offering a solution that taps into a vast merchant network while preserving — and potentially enhancing — the user’s journey, the goal is to solve the long-standing monetization puzzle that has plagued the app industry. It’s about proving that revenue generation can be both unobtrusive and valuable, turning what was once seen as a necessary interruption into a natural, welcome aspect of the mobile app ecosystem.

How did you end up working in apps?

From the early days of SMS and MMS mobile content, I transitioned into the pioneering world of mobile advertising. At Celtra, I was instrumental in developing some of the first mobile rich media ads for mobile apps and mobile web, marking a significant evolution in digital engagement. My career then progressed to leadership roles at OpenX and Rocket Fuel, where I built sophisticated mobile programmatic supply and demand engines, effectively constructing the technological infrastructure that would enable data-driven advertising across mobile platforms.

Recognized for my expertise, I was invited to co-chair the IAB Mobile Programmatic Committee, a role that allowed me to help shape industry standards and promote innovation in mobile advertising. This journey represents more than a career progression — it’s a narrative of technological transformation, reflecting how mobile technology continuously reimagines connections between brands and consumers. From simple text messaging to complex programmatic ecosystems, my professional path has been at the forefront of the mobile digital revolution.

What are you most excited about in apps right now?

Mobile commerce excites me the most and represents a transformative frontier in mobile technology, and the work at Appnomix embodies the cutting edge of this exciting evolution. As the “fifth dimension” in app monetization, our patent-pending white-label platform allows publishers to create a new revenue-generating rewards program by integrating mobile coupon codes and discount functionality directly into their existing mobile applications.

Users activate a white-label Web browser extension within the publisher’s app as a rewards program, once the user leaves, instant coupons and discounts from our 50,000 global merchants are automatically applied during their mobile Web shopping experience.

This helps publishers unlock a brand-new powerful revenue stream while delivering genuine value to their users through automated savings.

The excitement stems from reimagining the relationship between apps, users, and commerce—moving beyond traditional advertising models to offer a more organic, user-friendly method of monetization. Appnomix represents a vision of how mobile technology can create more intelligent, integrated, and mutually beneficial experiences that add tangible value for all participants in the digital ecosystem.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My journey in mobile technology was profoundly shaped by early pioneers who saw the transformative potential of SMS and mobile advertising. Working alongside m-Qube CEO Jeffrey Glass, I witnessed firsthand how SMS could evolve beyond simple messaging into a powerful marketing channel that would revolutionize brand-consumer connections. Later, my collaboration with Celtra CEO Mihael Mikek revealed new possibilities in rich media and programmatic advertising, demonstrating how mobile could deliver immersive experiences at scale.

These visionaries’ distinct but complementary approaches – Glass’s mastery of SMS marketing and Mikek’s innovations in creative advertising technology – helped me see through the forest of technological limitations to grasp mobile’s true potential. Their mentorship taught me to view mobile not just as another digital channel, but as a fundamental shift in human interaction with technology, a perspective that continues to guide my career decisions in today’s evolving mobile landscape.

What’s in your app tech stack?

SensorTower, Slack, Testflight, Metabase, and Linear.

What do you like most about working in apps?

Working in apps is fundamentally about solving intricate puzzles where technological innovation, user experience, and business sustainability converge. The most compelling aspect of this is the delicate art of balancing revenue generation with user-centric design—a challenge that requires both creative problem-solving and strategic thinking. It’s about crafting monetization strategies that feel seamless and natural, rather than intrusive, ensuring that the methods of generating revenue enhance rather than detract from the user’s interaction with the application.

This balance is a nuanced dance of technical expertise and empathy, where success means creating solutions that generate meaningful economic value while simultaneously delivering an engaging, frictionless user experience. The most exciting moments come when you develop a monetization approach that feels so integrated and organic that users don’t even perceive it as a revenue-generating mechanism, but simply as a valuable part of their digital interaction.

What one thing would you change about the app industry?

The app industry is long overdue for a fundamental reimagining of monetization strategies. The current landscape remains trapped in outdated models dominated by intrusive advertising experiences that disrupt user engagement, leaving significant untapped potential for more innovative, user-centric approaches. By introducing hybrid monetization solutions that blend revenue generation with meaningful user value, we can transform how apps create economic sustainability without compromising the quality of the digital experience.

The opportunity lies in developing monetization methods that feel less like interruptions and more like integrated, value-added services. This means moving beyond traditional advertising towards solutions that provide genuine utility, rewards, or enhanced experiences for users while simultaneously creating revenue streams for app publishers. Hybrid approaches that combine elements like contextual commerce, reward programs, and seamless discount integrations could revolutionize how apps generate revenue, turning monetization from a necessary evil into a meaningful part of the user journey.

If you weren’t working in apps what would you be doing?

Something sports- or sports technology-related.

iOS or Android?

Android.

What app(s) have been most useful to you over the last year?

Any TV show recommendations?

American Primeval and Shoresy.

Is there anything else we should know about you?

Before I pursued my path in mobile/adtech/martech, I was an aspiring long-track ice speedskater. I won multiple US and North American Championships in the 25k and 50k marathon distances and was one of the first Americans to race and finish with the lead group at the Alternative Elsfstentoch 200k on Lake Weißensee in Austria.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I am the Performance Marketing Manager at Babbel.

How did you end up working in apps?

About 3 years ago when I joined Babbel and was offered to take over the mobile UA channel.

What are you most excited about in apps right now?

I won’t say “excited” but rather very much interested in ASO and retargeting.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My first manager at Babbel, who entrusted me with the company’s user acquisition channels and empowered me to scale our marketing strategy.

What’s in your app tech stack?

I use a range of tools to enhance performance and user engagement such as Adjust, Moloco, Appier, AppLovin, and many other platforms.

What do you like most about working in apps?

This challenging channel pushes me to keep learning and improving my skills, ensuring I stay up-to-date and adaptable.

What one thing would you change about the app industry?

Accurate attribution without compromising users’ privacy.

If you weren’t working in apps what would you be doing?

Probably, I’d be running a customized event planning business.

iOS or Android?

Android.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Schitt’s Creek, How to Get Away with Murder, The Office, and so many more.

Is there anything else we should know about you?

Travel is my greatest passion. I also love running and being with the people I love.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Since 2021, I have been planning and executing the CRM strategy for the United Nations World Food Programme’s acclaimed app, ShareTheMeal. My primary focus is enhancing user retention by driving engagement and activation and reducing churn. I accomplish this through highly personalized lifecycle journeys, leveraging data, behavioral science, and machine learning. I also prioritize fostering seamless collaboration with key stakeholders — including content, design, product, data, and tech teams — to deliver impactful results.

How did you end up working in apps?

After exploring various fields  — agency copywriting, public relations in gaming, customer support for eCommerce, and developing websites and branding for my own client portfolio — I found my true calling in 2016. That year, I began as a CRM and Product Marketing Lead, managing a team of 10 during a time when app CRM was still in its infancy. The role was for an app marketplace focused on spiritual advice, and it marked a turning point in my career. I never looked back — I found my place.

What are you most excited about in apps right now?

You can achieve more with less. CRM tools are continuously evolving, especially with advancements in machine learning, and new solutions are emerging that seamlessly integrate with existing tech stacks. This evolution not only automates many tasks, freeing up teams to focus more on strategy but also enables better personalization of the user experience with the brand. By effortlessly fostering stronger relationships, these tools create meaningful interactions that benefit everyone.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve been fortunate to have many mentors in areas like public speaking, sales, strategy, and team/project management. However, when it comes to App CRM, I’ve never had the opportunity to have a mentor. I had to pave my own path, learning from industry leaders like Andy Carvell from Phiture, Brian Balfour, Andrew Chen, and Lenny Rachitsky from Reforge. I’ve also gained invaluable insights from events like App Promotion Summit.

What’s in your app tech stack?

Braze, Amplitude, Tableau, Metabase, B-layer, Stripo, Jira, Airtable, and Miro/Murall.

What do you like most about working in apps?

What I love most about working in apps is the endless possibilities to solve problems. For example, I once faced the challenge of improving user engagement after donations. To address this, I combined a push notification with an in-app message hack that showcased a video of field heroes delivering food.

This approach not only boosted retention but also informed the product roadmap and created a meaningful connection with users. It even earned me the App Growth Awards 2023 Innovation Award and the Social Impact Torchie Award 2024.

What one thing would you change about the app industry?

Since 2020, I’ve been working fully remotely — spending around 8 hours daily on video calls, analyzing dashboards, typing, and using digital tools. While this setup is productive, it also means many hours in front of a screen.

I’d love to see more apps that bridge the gap between physical and digital workspaces, supporting creative offline workflows. For instance:

Physical to digital workflow integration: Imagine starting a task with Post-its, markers, and a whiteboard. After brainstorming, you could scan your user journey map, and the app would automatically translate it into a Miro/Mural digital board.

Voice-driven content creation: While on a routine walk, I could talk into my phone, giving instructions or ideas. The app would then generate a polished PowerPoint presentation, typing my speech, searching for relevant information, or even using AI to create visuals for my slides.

This kind of hybrid functionality would reduce screen fatigue and foster creativity while enabling flexibility in how we approach remote work. It’s a step forward in making technology work with us, not just for us.

If you weren’t working in apps what would you be doing?

If  I weren’t working in apps, I’d be facilitating immersive off-site/retreats in Mallorca (my home). I’d help companies level up their team productivity through design thinking, agile methods, and team dynamics workshops, all combined with fun team-building activities like treasure hunts, role-playing, hiking, and sunset boat parties. And the best part? You can already start booking these retreats at www.retiro.cc.

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Love Death + Robots: Season 1, Episode 14: Zima Blue

Is there anything else we should know about you?

I’m a seasoned game master, running Dungeons & Dragons and other roleplaying games in my free time. It’s more than just a hobby — it’s a source of inspiration for my professional work, especially in lifecycle marketing and CRM.

Running adventures has taught me strategies like keeping players (or customers) engaged, crafting compelling hooks, using rewards effectively, leveraging storytelling, flowchart design and adapting experiences to meet individual needs.

These principles translate seamlessly into creating engaging customer journeys and are rooted in roleplaying games, the pioneers of what we now call gamification. The key difference is that CRM allows you to apply these techniques at scale, reaching and engaging vast audiences with precision.

I’m a strong advocate for looking beyond your industry for inspiration. Exploring hobbies, activities, and other fields often leads to fresh, innovative ideas that can elevate your work.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I oversee marketing automation strategy and execution to enhance digital marketing operations. By combining data-driven insights with creative experimentation, I optimize campaigns to resonate with users, streamline their journey, and ultimately maximize the app’s impact in the marketplace.

How did you end up working in apps?

My app marketing journey truly began at Vinted. Before that, I was entirely focused on web marketing with no prior experience in the app space. Transitioning from web to mobile was a steep learning curve, but it gave me the opportunity to apply my core marketing skills in a fast-paced, dynamic environment like Vinted.

What are you most excited about in apps right now?

I’m especially excited about the rapid evolution of personalization and AI-driven user journeys. The ability to leverage real-time data to create hyper-targeted app experiences is a game-changer for marketers. It’s also fascinating to see specialized verticals like fintech and healthtech expanding quickly, introducing innovative, user-centric solutions. All of this makes the app industry an incredibly dynamic and exciting space to be in right now.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve been fortunate to learn from many mentors and colleagues who have shaped my approach to app marketing. Early on at Vinted, I had the opportunity to work with talented team leaders and peers who guided me through the nuances of user acquisition and retention in a mobile-first environment. Their expertise and collaborative mindset not only helped me develop my skill set but also deepened my passion for app marketing.

What’s in your app tech stack?

My current tech stack is built around data-driven insights and seamless customer engagement. I use platforms like Firebase, Adjust, Google Ads, Meta, TikTok, LinkedIn, and Snap, along with BI tools like Looker and SQL to analyze and optimize performance.

What do you like most about working in apps?

I love how dynamic app marketing is — from rapidly iterating on user feedback to experimenting with cutting-edge tools and strategies. The ability to see immediate results and adapt in real time keeps things exciting. Plus, there’s something uniquely rewarding about creating engaging, personalized experiences that live right in someone’s pocket.

What one thing would you change about the app industry?

I’d love to see the market diversify beyond the current duopoly, allowing emerging platforms and operating systems to gain more traction. A more competitive landscape would drive innovation, create new opportunities for developers, and ultimately provide users with more choices and value.

If you weren’t working in apps what would you be doing?

If I weren’t in the app space, I’d likely still be in digital marketing — either focusing on web-based projects or exploring a more creative brand strategy role. I’m especially fascinated by the intersection of data and creativity, so I’d continue pushing boundaries in areas like storytelling, user engagement, and brand-building initiatives.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any TV show recommendations?

I’d recommend Emily in Paris — not just for the drama and aesthetics, but also for the clever marketing tactics showcased throughout the series.

Is there anything else we should know about you?

I’m always looking for ways to grow — whether it’s exploring new tools, learning from industry peers, or finding innovative solutions to user challenges. I thrive at the intersection of creativity and data and believe that staying curious is key to success in the ever-evolving app landscape.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As Performance Lead at Wooga, my focus is on driving game growth and maximizing business profitability in a competitive market. My role involves making strategic investment decisions and collaborating closely with cross-functional teams to ensure sustainable success.

How did you end up working in apps?

I graduated from Cologne Business School in 2015, just as the mobile app industry was booming in Berlin. I landed my first internship at Tandem and quickly fell in love with the fast-paced, data-driven nature of the industry. Since then, I’ve remained both in the field and in the city, building my career in this exciting space.

What are you most excited about in apps right now?

I’m most excited about AI’s potential and its various applications in the app industry. From personalization and automation to user engagement and monetization, AI is opening up new possibilities that can significantly enhance the way apps operate and deliver value.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My very first boss, Arnd Aschentrup, CEO of Tandem, was a huge inspiration and the reason I developed a passion for the app industry. Starting as an intern, I grew into a Mobile Marketing Manager, learning everything about campaign management and attribution along the way. Beyond that, he showed me what great leadership looks like and how a strong leader can profoundly impact someone’s career path.

What’s in your app tech stack?

I work with over 15 ad networks and rely on AppsFlyer for attribution.

What do you like most about working in apps?

I love that the app industry is young, dynamic, and constantly evolving. There’s no rigid mindset of ‘this is how we’ve always done it’ — instead, people are open to new ideas, eager to learn, and quick to adapt. Every challenge comes with new opportunities and innovative solutions, making it an exciting space to be in.

What one thing would you change about the app industry?

One thing I’d change is the rise of fake or misleading ads across the app industry, not just in gaming. Too often, users install an app expecting one experience but get something completely different. This damages trust and ultimately hurts both users and the industry as a whole.

If you weren’t working in apps what would you be doing?

To be honest I can’t imagine. But I will probably be a real estate agent. I find I have the potential to sell things.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

Fun fact: I once appeared on the German TV show Die Höhle der Löwen (the German version of Shark Tank). I was featured in an intro video for a dating website, demonstrating how to use their service. Thankfully, no one seems to have saved that footage.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Right now, I work as an organic growth consultant, helping apps maximize their visibility, user acquisition, and engagement through non-paid strategies. My focus is on optimizing app store presence and developing sustainable growth strategies tailored to each app’s unique needs and market. It’s incredibly rewarding to collaborate with app teams to drive long-term success without relying solely on paid channels.

How did you end up working in apps?

During my time at Microsoft in 2008, I played a key role in optimizing marketing activities, achieving significant cost savings while also gaining exposure to app-related initiatives. Later in 2014, at Zalando, I contributed to various growth projects for the company’s portfolio of apps. My work focused on driving substantial improvements in visibility, conversion rates, and installs on platforms like the Google Play Store and Apple App Store, which solidified my expertise in app growth strategies.

What are you most excited about in apps right now?

First of all, I’m most excited about the folks in the app industry, who continue to amaze me – their creativity, adaptability, and commitment to innovation are what drive this dynamic ecosystem forward.

I’m also fascinated by the rapid evolution of AI and personalization technologies in the mobile space. These advancements are enabling hyper-tailored user experiences that significantly enhance engagement and retention.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Yes, several folks have played a significant role in shaping my journey in the app industry. One of them is Thomas Petit, who helped me to find two jobs in the past. Since then I have called him my HR director, because of the pivotal role he played in connecting me with those opportunities. His expertise and insights have been incredibly valuable to my growth in this space.

What’s in your app tech stack?

My app tech stack comprises a diverse range of tools and platforms that I use regularly to support various aspects of the app industry. For analytics and performance tracking, I rely on App Store Connect, Google Play Console, Adjust, and AppsFlyer. For subscription management and monetization insights, I use Adapty and RevenueCat.

For market research and competitive analysis, tools like SensorTower, AppTweak, and Mobile Action are invaluable. Additionally, I leverage AI-driven platforms such as MidJourney, DALL-E, Runway, HetGen, Synthesia, and ChatGPT to enhance creative workflows and improve productivity. Tools like AppFollow also help streamline user feedback and App Store Optimization.

This comprehensive stack allows me to address various challenges and opportunities within the app ecosystem effectively.

What do you like most about working in apps?

What I enjoy most about working in the app industry is its constantly evolving nature. There’s always something new to discover, whether it’s staying ahead of platform innovations, leveraging emerging technologies, or crafting creative strategies to drive growth.

I also appreciate the tangible impact apps have on people’s everyday lives — enhancing convenience, providing entertainment, and even creating meaningful solutions for global challenges.

Additionally, collaborating with skilled and passionate professionals across various fields, from technology to marketing and design, makes the work both inspiring and highly rewarding.

What one thing would you change about the app industry?

One aspect of the app industry I would like to see improved is the disparity in visibility in the app stores between indie developers and established brands. Often, exceptional apps created by smaller teams struggle to gain traction, while well-known brands dominate the rankings despite offering less innovative or user-friendly solutions.

There’s a clear opportunity to refine app store algorithms or introduce new discovery tools that better spotlight high-quality, lesser-known apps. Empowering indie developers with more visibility would drive innovation and create a more competitive and diverse marketplace.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I would likely focus on building a content platform centered around travel and tourism, specifically highlighting my home country, Georgia. There are countless untapped stories and hidden gems that many people around the world are unaware of, and I see a unique opportunity to share those insights through a YouTube channel or another digital media platform. This could also expand into partnerships with travel brands and local tourism initiatives, creating both informative content and business opportunities.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

YouTube and Storytel to listen to different audiobooks in different languages, including Georgian.

Jazz, Michael Jackson, 2 Pac.

Is there anything else we should know about you?

I love life and my family. Over the years, I’ve had the privilege of living in various cities around the world, including Tbilisi, Moscow, New York City, Berlin, Vienna, and Barcelona, which has given me a broad perspective and appreciation for different cultures.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Currently, I lead app marketing initiatives at the largest European online car marketplace, focusing on performance marketing and scaling for long-term impact.

How did you end up working in apps? / get started?

I started with a sales background, working in B2B digital advertising for a map service. The precision of digital advertising metrics fascinated me, as you can directly see the business impact. This passion led me to explore digital marketing more deeply, leading to an internship to learn Facebook Ads and to my first agency role, where I quickly advanced through performance marketing.

What are you most excited about in apps right now?

I’m inspired by how the app industry continues to reinvent itself. Despite its maturity, the ecosystem constantly evolves with new ideas, technologies, and platforms emerging. The continuous growth in downloads and innovations keeps the space dynamic and full of potential.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve had the privilege of working with brilliant minds across multiple disciplines — visionary leaders, data-driven acquisition experts, inspiring designers, and sharp product and engineering teams. Each interaction has shaped my career and mindset.

What’s in your app tech stack?

Over time, I’ve become tool-agnostic, focusing more on achieving results than specific platforms. Recently, I’ve been integrating AI tools extensively into my workflow, leveraging automation and enhanced decision-making capabilities.

What do you like most about working in apps?

The app industry feels like a close-knit community where knowledge sharing and support are the norm. The excitement of discovering a new app or testing a new tool still feels like uncovering a hidden gem, keeping the work both rewarding and inspiring.

What one thing would you change about the app industry?

There’s a great opportunity to simplify the onboarding for smaller developers. Democratizing growth strategies and access to data-driven insights would make the space even more innovative and diverse.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d likely be building my own app. Outside of tech, I could see myself as a film director or composing scores for movies — both creative outlets that blend storytelling and impact.

iOS or Android?

Both! Each has unique strengths and reaches different audiences.

What apps have been most useful to you over the last year?

Any TV show recommendations?

I’m more into movies, but for TV shows, Twin Peaks is a must-watch classic.

Is there anything else we should know about you?

I’m always open to conversations about growth, product innovation, AI, health and wellness, music production, movies, and beyond. Feel free to reach out — I love sharing ideas and collaborating on exciting projects.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role primarily focuses on App Store Optimization — digging into the details to uncover useful use cases and strategies that can drive positive results for both games and apps. I aim to think beyond the traditional Google and App Store frameworks, exploring organic traffic opportunities wherever they may be found.

How did you end up working in apps?

I’ve always been a gamer and knew I wanted to be part of the gaming industry, no matter the role. I got lucky when I discovered a major mobile game studio based in my city. I made sure to fully prepare for the interview, went for it, and landed the job as a CM.

What are you most excited about in apps right now?

I’m fascinated by the uncertainty surrounding AI — where it’s headed and the new possibilities it will unlock. Right now, I believe we’re only scratching the surface of what AI can do, and I can’t wait to see its full potential unfold. I imagine something like Jarvis from Iron Man becoming a reality.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I owe a big thank you to my former colleague, Erik Hegely, who taught me almost everything I know about ASO and gave me the freedom to take it to the next level. Over the years, many professionals I’ve met have influenced my perspective, challenged my methods, and helped me become my own toughest critic. Thanks to them, I’ve been able to keep growing and moving forward.

What’s in your app tech stack?

Slack for team communication, Trello to constantly remind me what I need to stay on top of, AppTweak for keyword research, LinkedIn for keeping up with industry news, Photoshop for adjusting screenshot sizes and cropping — and, of course, Spotify to keep me going.

What do you like most about working in apps?

Right now, I can’t imagine working in any other industry. The tech, app, and mobile gaming world is endlessly fascinating, with so many possibilities to explore. I also love the people I meet at events — it’s not a cutthroat business; everyone is incredibly friendly. We’re all in the same boat, working to make life a little smoother, keep people entertained, and figure out how to make it all sustainable.

What one thing would you change about the app industry?

I think there’s a lot of untapped potential for government apps, especially in areas like healthcare, accounting, finance, and education. Systems in some countries — like Slovakia’s healthcare system — are outdated and far from seamless. A stronger focus on digital transformation in these sectors could make a huge difference.

If you weren’t working in apps what would you be doing?

I’d probably be trying to build something of my own — running my own business, though the details are still a mystery. I’ve always wanted to create something for myself. Or, alternatively, you’d find me working in a karaoke bar or playing live music somewhere.

iOS or Android?

iOS for sure. No hate on Android, though — I’m just used to iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

You, The Boys, and Bluey.

Is there anything else we should know about you?

I’m a sports enthusiast — I could do them all day. I love starting my mornings with a workout and ending the day with a game of hockey. Also, I have a habit of being the last person to leave a party.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role is central to navigating the complexities of app marketing, especially in a privacy-first ecosystem. I focus on creating and optimizing campaigns across multiple markets while adapting to the unique behaviours of diverse audiences. With changing algorithms, limited attention spans, and fierce competition, I aim to maximise ROAS and user growth. It’s about balancing revenue generation with delivering meaningful app experiences to users globally.

How did you end up working in apps?

My interest in apps and marketing began during my university days when I co-founded an app with my batchmates. As the marketing head, I learned to promote our app through paid SEM channels, social media, and offline collaborations. This experience sparked my passion for app campaigns and performance marketing. Over the years, I’ve refined my skills, transitioning into roles that allowed me to specialize in app-focused strategies, eventually leading me to my current role.

What are you most excited about in apps right now?

Working across different markets and seeing how technology is evolving has been incredibly exciting. One of the biggest trends I’m enthusiastic about is the growing use of AI in all walks of life. It’s changing the way we approach user acquisition and retention with tools predicting analysis and creative suggestions.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve been fortunate to work with wonderful professionals throughout my career. Mentors like Aman Nagdev, Prashant Kothari, and Elena Kameneva have influenced my journey a lot. At Babbel, I get to work and collaborate with many talented people with their inspiring work, like Agata Jajszczyk.

What’s in your app tech stack?

Over the years, my app tech stack has included tools from SplitMetrics, Sensor Tower, and Adjust to Airtable, Asana, Figma, SEMRush, and Ahrefs. I also keep exploring AI-based tools for creative testing with some evergreen reporting tools.

What do you like most about working in apps?

Apps offer a direct and dynamic way to engage with users, providing opportunities for personalised and impactful experiences. While challenges like privacy regulations and market saturation exist, they inspire innovative solutions. I love how the app ecosystem is always evolving — it pushes me to think creatively and find new ways to balance user satisfaction with business growth.

What one thing would you change about the app industry?

One thing I would change about the app industry is the overwhelming demand for immediate engagement, which prioritizes capturing attention in seconds over fostering deeper, long-term connections. As a user, I also struggle with a short attention span—it’s draining and leaves little room for thoughtful interactions. This dynamic drives many apps to compete for attention rather than create meaningful experiences with lasting value. There’s a compelling opportunity to leverage technology for more immersive and intentional app experiences that encourage users to slow down and engage more meaningfully.

If you weren’t working in apps what would you be doing?

I’d likely own a bookstore or be a comics artist. Characters who have gone through hardship and yet use their struggles to help society have always inspired me. It’s a space that seamlessly blends creativity, storytelling, and futuristic technology.

iOS or Android?

Android.

What apps have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

I love The Queen’s Gambit and Kota Factory for their compelling storytelling. I’ve just started watching Mad Men. I’d definitely recommend The Witcher, Peaky Blinders, and Fleabag.

Is there anything else we should know about you?

Outside of work, I love reading, traveling, and immersing myself in nature. Painting is my creative outlet — it allows me to both unwind and express myself.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I see myself as someone who influences and shapes how users experience and engage with communication channels, seamlessly building relationships in the background. Whether it’s about engagement, retention, or monetization, I’m all in. Call it CRM, lifecycle marketing, or something else — the industry is evolving rapidly. What worked last year might not work today, and it won’t be the same next year.

How did you end up working in apps?

After completing my MBA in Customer Relationship Management, I realized I was too young for the direct sales universe back then. You can be the best, but a 50-year-old CEO is unlikely to take a guy in his mid-twenties seriously — especially when you’re not part of your own target group. That was my biggest learning! I switched to marketing to see the other side of the mirror, and suddenly, a CRM Manager role at the dating app where I met my wife popped up. It was the first time I’d seen a job offer explicitly referencing the three letters I studied.

That was it — in 2019, I started working at LOVOO. And trust me, not much of what I had learned or experienced before helped me at first. I’m benefiting now from my past experiences with people and sales, but the beginning was tough.

What are you most excited about in apps right now?

I am waiting like crazy for a business, a platform, or a manager to hit the next big thing. We are not stagnating but the pace slowed down a bit since I joined the space. Could be me, a colleague, or someone else — I can’t wait for the next big change, trend, or tech solution in mobile CRM!

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Back in 2019, Saket Toshniwal hired me into the app industry as a CRM Manager for LOVOO’s live streaming vertical. He gave me the opportunity I needed to truly understand what CRM means in a mobile environment — how data, tech, and creativity come together to craft an unbeatable user experience while driving business success.

During my first interview with him, he asked about my long-term goals. I told him, “I want to become an expert in my field, always be up-to-date with trends—and most importantly, have fun doing it.” Five years later, I can’t say for sure if I’ve fully achieved that yet, but I feel like I’m getting close. Thanks, Saket!

What’s in your app tech stack?

I can’t tell you exactly what Freeletics is using, but I’ll share my ideal setup — the one I’d handshake on immediately: Braze or MoEngage, Tableau or Amplitude, ChatGPT, Jasper AI, Figma, MidJourney, Canva, Zapier, Google Workspace, Sublime, and Slack.

What do you like most about working in apps?

#1 Target group: It’s much easier to understand users and become part of your own target group when the product or service is on your phone — you just have to use it. If you don’t know the purpose or value, figure it out. Build your own persona, compare it with cohorts in your data, and talk to real users. Listen to their feedback. If you can’t see yourself as your own customer, it might be time to change companies. This is one of the major advantages of working in apps.

#2 Better data: Mobile CRM is far more dynamic, challenging, and rich in data compared to eCommerce, offline services, or key account management funnels. Every engagement provides an opportunity for personalization, journey optimization, and enhancing the user experience.

On top of that, combining subscriptions, single purchases, and external app services is a unique challenge. The competitive landscape is intense, but we all have access to the same tools — it’s all about how you use them.

What one thing would you change about the app industry?

The online marketing world has undergone a significant shift in recent years. Marketers have realized that the first step is understanding what customers need and how to sell it. Once that’s clear, you can focus on building and “perfecting” the product.

If I had the chance, I’d aim to lead an app business driven by a go-to-market team with highly KPI-focused online marketers, alongside a senior-level CRM team testing features, communication strategies, and lifecycle approaches. I believe products won’t survive in the future if they remain product-led; they need to be market- and customer-led.

Take social media as an example: compared to five years ago, we consume far more video content than written text. Because this approach works so well, platforms like Instagram, TikTok, and YouTube have become integral parts of our daily lives. Yet many mobile apps haven’t adapted to this shift. They still force users to read, focus, and make decisions the hard way.

Maybe it’s time to bring more motion into our apps — more videos and more community-driven features that create stickiness. Of course, I could be wrong, but this is what I would go for. But until platforms and tools enable marketers to test this approach properly, we’ll have to wait and see if I’m right.

If you weren’t working in apps what would you be doing?

Good question! I’d probably try to create an online business — something that generates enough income to let me travel and focus on things that haven’t received enough attention in recent years, like skateboarding.

If money weren’t a concern, I’d combine everything: working part-time each year for different leading app businesses, learning from top experts shaping the industry, and spending my days off skateboarding in amazing cities around the globe.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

I grew up watching Dragon Ball Z and King of Queens — honestly, it’s hard to top that with anything that came after.

Is there anything else we should know about you?

If you’re looking to grow together — both physically and professionally — let’s connect on LinkedIn and the Freeletics app.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Always soaking up as much as possible, I browse and use apps with an open mind, constantly looking for inspiration to bring into the products I work on. Basically, it’s about learning from the best and translating those insights into my own projects. Lately, I’ve even started sharing the results of these efforts on stage — because why not?

How did you end up working in apps? / get started?

In the end, it all boiled down to something simple: I wanted to work on something that genuinely fascinates me — something that makes getting up in the morning exciting. So, there were two options: sports or apps. Lucky for me, I’m now combining both!

What are you most excited about in apps right now?

One of the things I find most fascinating is how big apps constantly reinvent themselves to stay relevant, always diving into new niches to reach a bigger audience. Take Netflix exploring sports streaming, Spotify venturing into video content, or similar moves — it’s such a wild space. And then there’s the funny dilemma dating apps face: the better they work, the shorter people actually use them!

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve been lucky to work with some truly talented and awesome people, but if I had to pick one, it’s Rosie Hoggmascall. She’s an absolute master of her craft and has been an incredible mentor to me over the past few months!

What’s in your app tech stack?

In the end, it obviously varies from app to app, but my current essentials are Notion, Figma, RevenueCat, Slack, and of course, my trusty sidekick ChatGPT.

What do you like most about working in apps?

I’d say it’s the speed at which you see the fruits of your labour — sometimes it’s just a matter of hours from idea to execution, and suddenly hundreds of thousands of people are experiencing it. Where else do you get that? Plus, mistakes are usually just a few clicks away from being fixed — so no need to stress too much!

What one thing would you change about the app industry?

Being bolder about reinventing the wheel instead of leaning too heavily on what’s working for everyone else — easier said than done, right? But let’s face it, we’re often limited by what the devices we’re on actually allow us to do, so it’s not always that straightforward.

If you weren’t working in apps what would you be doing?

As mentioned above, probably somewhere in the sports/media (and maybe sponsorship) universe.

iOS or Android?

iOS.

Is there anything else we should know about you?

Even though I only understand bits and pieces, my Spotify playlists are at least 80% Spanish Latino and reggaeton — because vibes don’t need translation!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role is to lead CRM strategies that enhance user engagement, retention, and monetization across multiple platforms. I focus on creating data-driven, personalized experiences that keep users active and invested. By optimizing key metrics such as retention, customer lifetime value, and conversion rates, I ensure that our CRM initiatives drive sustainable growth and build long-term relationships with users, all while staying at the forefront of industry trends and innovation.

How did you end up working in apps?

I got started in the app industry by combining my passion for technology with a deep interest in customer relationships. Early in my career, I recognized the power of data in shaping user experiences and decided to focus on CRM. Working with digital platforms allowed me to see the direct impact of personalized engagement on user satisfaction and retention. Over time, I honed my skills in leveraging CRM strategies to drive growth, and that journey eventually led me to my current role at ParshipMeet Group. It’s been exciting to be part of an ever-evolving industry where creativity and data intersect to create impactful user experiences.

What are you most excited about in apps right now?

I’m most excited about the increasing role of AI and machine learning in personalizing user experiences within apps. These technologies are allowing us to go beyond basic automation and really understand user behavior, providing highly tailored content and recommendations. Additionally, I’m enthusiastic about the growth of community-driven apps and how they are reshaping engagement, especially in social and dating spaces. It’s an exciting time as more apps leverage data not just for retention but for creating meaningful, long-lasting connections between users. The potential for innovation in this space feels endless, and it’s inspiring to be a part of it.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Throughout my journey in the app industry, I’ve been fortunate to have a number of influential mentors and team members who have shaped my growth. My team at ParshipMeet Group has been a constant source of inspiration, pushing me to think creatively and strategically while also keeping me grounded in the real-world impact of our work.

I’ve also been influenced by leaders in the CRM space who’ve emphasized the importance of blending data with empathy to create truly user-centric experiences. Additionally, I look up to individuals who champion innovation and teamwork, showing that collaboration is key to driving success in this fast-evolving industry. Their insights have motivated me to constantly evolve and stay curious.

What’s in your app tech stack?

Braze is our core CRM tool, allowing us to manage customer relationships and automate targeted messaging across channels. We also use Tableau for tracking user behavior and gaining insights. These tools work together to ensure a seamless and personalized experience for our users while driving continuous growth.

What do you like most about working in apps?

What I love most about working in apps is the opportunity to constantly innovate and evolve. The app industry is dynamic and fast-paced, and every day presents new challenges and opportunities to improve user experiences. I’m excited about leveraging data, technology, and creativity to directly impact how users interact with our products. The way apps can connect people, solve problems, and deliver value in such personal ways is incredibly rewarding. Plus, the collaborative nature of working in this space – with cross-functional teams – makes it an exciting and fulfilling environment to drive meaningful change.

What one thing would you change about the app industry?

If I could change one thing about the app industry, it would be the focus on more transparent data practices and greater user control over personal information. With privacy concerns growing, there’s a real opportunity for apps to lead in providing clear, easy-to-understand privacy settings and ensuring users have full control over their data.

As for unmet needs, I see a big opportunity in apps that foster deeper, more authentic connections, especially in the social and dating verticals. While many apps connect people, there’s still room for platforms that create more meaningful, context-rich experiences. Apps that integrate elements of mental health, well-being, and personalized coaching – beyond just entertainment or casual interaction – could provide real value, addressing growing user demand for more fulfilling online relationships.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d likely be exploring the world through the lens of a camera, capturing the essence of new places, cultures, and culinary experiences. Traveling is a huge passion of mine, and I’d love to blend that with my love for food – maybe as a travel photographer or even curating unique food experiences in different corners of the globe. The idea of telling stories through images, flavors, and the connections between people and places is something that excites me just as much as working in the app industry!

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

One thing you should know about me is that I’m deeply driven by curiosity and a desire to make an impact. Whether it’s within the app industry or beyond, I’m always looking for ways to connect the dots, create meaningful experiences, and push boundaries. Outside of work, I enjoy exploring new cultures, foods, and photography, and I try to bring that creative energy into everything I do. I believe in the power of teamwork and collaboration, and I’m always open to new ideas and perspectives to continuously grow and evolve both personally and professionally.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

The app world moves fast! And as Ferris Bueller says, if you don’t stop and look around once in a while, you could miss it. The future of apps rapidly evolves, and it’s critical to understand the difference between cutting-edge and the Cutting Room Floor. I want to break through the complexities and tell stories with what the end goal should always be: simplifying connecting humans with the things they want, need, and desire in the app world.

How did you end up working in apps?

Through a winding trail of curiosity and opportunity! As a marketer, I saw first-hand how mobile was transforming the world. I wanted to be part of that adventure. Over time, I realized my knack for storytelling and simplifying complex problems was the perfect match for this fast-moving space. One step led to another, and here I am, still fascinated by how apps continue to shape our everyday lives.

What are you most excited about in apps right now?

I’m excited to see how CTV and omni-channel experiences change the game. It’s no longer just about apps on our phones — it’s about how apps seamlessly connect us across screens, environments, and moments in our lives. At Verve, we’re all about pushing the boundaries of what’s possible. I can’t wait to see how these innovations bring brands, developers, and users closer together in meaningful and impactful ways.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My journey in the app industry has been shaped by so many incredible people, it’s hard to pick just one. I’ve been lucky to work with mentors who pushed me to see the bigger picture, team members who showed me the power of collaboration, and leaders who inspired me to think differently. But perhaps the biggest influence has been the collective energy of this industry — people who are constantly innovating and challenging what’s possible. That drive to never settle has kept me motivated and curious every step of the way.

What’s in your app tech stack?

Hubspot and Google Analytics for data, Slack and Zoom for collaboration, and Monday for project management.

What do you like most about working in apps?

Apps have simplified so many things in our lives, it’s mind-boggling. Think of shopping before Amazon, payments before PayPal, getting a taxi before Uber, or even watching content before Netflix. Apps have put so many great things at our fingertips – they literally speed up the world.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I’d love to see measurements of success that focus on true outcomes. A brand advertiser has different goals than a performance advertiser — shouldn’t those metrics reflect what the advertiser is really trying to do?

If you weren’t working in apps what would you be doing?

I’d be a writer. I don’t feel like many people read novels these days, but I’d be writing them anyway.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Shrinking on AppleTV! Entertaining, funny, amazing cast, and a great message about paying attention to your mental health.

Is there anything else we should know about you?

I do live storytelling in the DC area several times a year.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

How did you end up working in apps?

I’ve always been a gamer — I used to play CS 1.6 and Warcraft 3 with friends. One of my teammates from those days eventually became the CMO of a gaming company. About 10 years later, we reconnected over a cup of coffee, and that conversation led to me being hired. And from games to apps, it was a very short journey from there.

What are you most excited about in apps right now?

What’s in your app tech stack?

What do you like most about working in apps?

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

There’s still a lot of unnecessary nonsense in the industry, and we could definitely do without it.

If you weren’t working in apps what would you be doing?

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Diplomat.

Is there anything else we should know about you?

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Currently, I help brands accelerate their growth on the App Stores by devising strategies that resonate with their ideal users. This involves understanding each client’s market fit, and positioning and crafting marketing approaches that close the gap between user expectations and product appeal on the App Stores.

How did you end up working in apps? / get started?

In 2018, I graduated as an architect, but my interests always leaned toward understanding human psychology and working to improve lives. In 2019, I discovered the rapidly growing world of mobile apps, and from that point, I took on the mission of making people’s smartphone experiences more engaging, useful, and enjoyable. I pursued an MBA in marketing to deepen my understanding while working on mobile apps in a private company. Later, I joined Phiture, where I’ve had the chance to work with major brands making a positive impact on users every day. It’s been an incredible journey since.

What are you most excited about in apps right now?

The app industry is evolving rapidly with many exciting developments on the horizon. Artificial Intelligence is leading the charge, and at Phiture, we’re exploring several AI use cases in our daily work. Other significant advancements include the upcoming improved Huawei OS, Meta’s AR glasses, the recently launched Apple Vision Pro, and the rise of alternative app stores. These innovations are set to transform the app industry in the coming years, and that’s what keeps me most excited about my work.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

There are so many! Almost all of my mentors and the people I’ve looked up to and learned from are here with me at Phiture, so it feels like I hit the jackpot. If I were to name a few, I’d mention Thomas Petit, Moritz Daan, Andy Carvell, Gabe Kwakyi, Anton Tatarynovich, Alice Muir, and Maggie Ngai—the true OGs of the industry.

What’s in your app tech stack?

I use a variety of tools daily, with my tech stack changing depending on the brand I’m working with. My most common tools include AppTweak, MobileAction, AppsFlyer, and various ad consoles. Phiture also has exclusive tools, like ASAi+ and keyword optimization tool, which we use internally to enhance our work.

What do you like most about working in apps?

Everything, really. But if I had to choose one thing, it’s the vast scale of learning in app marketing. It’s an industry where you constantly have to learn, unlearn, and relearn. Sometimes, results completely break norms and surprise you, like seeing incredible impact from a small change in app positioning—or, on the flip side, not getting the expected results from a well-researched adjustment. Things evolve quickly, as do users’ expectations, and that’s what I love most because you get to evolve very quickly.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I still see many marketing teams operating in silos, resulting in significant communication gaps between areas like app store optimization, retention and performance marketing. To grow apps effectively and consistently, wider collaboration is essential, as the impact one team has on another is often underestimated. By working more closely together, teams can accelerate app growth and gain valuable insights quickly which can then be incorporated to further fuel the app growth.

If you weren’t working in apps what would you be doing?

I would have been an architect, designing buildings for the people who create apps.

iOS or Android?

iOS forever.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Jujutsu Kaisen

Is there anything else we should know about you?

I love reading, and whenever I find the time, I pick up a good book. Feel free to reach out if you ever need recommendations!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I lead our team in delivering cutting-edge solutions for app growth, monetization, and user acquisition. The app ecosystem is dynamic and challenging, requiring constant innovation to stay ahead. I focus on aligning technology, creativity, and strategy to help our clients succeed in the hyper-competitive app market.

How did you end up working in apps? / get started?

I’ve always been passionate about data and marketing, I saw this perfectly align in Adtech. I started by exploring the ad-tech space, and my journey naturally led me to mobile apps, where innovation and growth potential are unparalleled. Launching Mobupps was a way to address the industry’s challenges and unlock opportunities for app developers worldwide.

What are you most excited about in apps right now?

I’m particularly excited about the advancements in AI and the globalization of the business. Working with people and brands all around the world and revolutionizing how we optimize campaigns and personalize our platform usage for our team really excites me. Additionally, the growing influence of new formats like CTV and super apps offers unique opportunities for engagement. Watching how these trends unfold and reshape the app landscape is inspiring.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I’ve been fortunate to work with incredible colleagues, partners, and industry leaders who’ve shared their insights and expertise. My team at Mobupps constantly inspires me with their creativity, adaptability, and dedication. Collaborative success has always been a cornerstone of my journey.

What’s in your app tech stack?

At Mobupps, our tech stack includes proprietary tools like MAFO for campaign automation and user acquisition. We also rely on advanced analytics platforms, DSP – MobUppsX, and SSP – iRTB to ensure precision targeting and best-in-class monetization.

What do you like most about working in apps?

The app industry is incredibly fast-paced and diverse, offering endless innovation opportunities. I love the challenge of finding new ways to drive engagement and deliver measurable results for our partners. I love the dynamics and speed of the market. It’s never boring.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

The app ecosystem needs more transparency and fairness, particularly regarding the primary stakeholders’ policies and regulations. Additionally, there’s a massive opportunity to bridge gaps in a cross-device media mix strategy, connecting web, CTV and other verticals to mobile apps.

If you weren’t working in apps what would you be doing?

I’d likely build another product-driven company or explore innovations in adjacent fields like fintech or AI. I’m passionate about creating solutions that make life easier and empower people to thrive. I love to work with talented people, and this creates mutual synergy.

iOS or Android?

Both! Each has its strengths, and supporting both ecosystems is crucial in reaching global audiences. But yeah, I am personally on iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Yellowstone, House of Cards, Lost.

Is there anything else we should know about you?

Outside of work, I’m passionate about sports; a healthy body supports our energy and mind. Also, our family recently relocated to Canada, and the changes are positive, pushing you from your comfort zone and opening new opportunities.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Creating a new playbook for the advertising sector. Moving away from the uncertainties of traditional A/B testing, Alison.ai adopts a strategic, data-driven approach to creative optimization and generation. This shift to evidence-based strategies maximizes creative performance that resonates with audiences more effectively and efficiently.

The platform delivers on average a notable 300% increase in ROAS, transforming intricate data into concrete, actionable strategies, including briefs, scripts and storyboards for ad creatives. Our users can easily gain the most value from their ad creatives while enhancing their effectiveness.

How did you end up working in apps? / get started?

The advertising landscape has been a part of me for the past 15 years. During my career, I learned the stakes for standing out are incredibly low, and many marketers find themselves trapped in a cycle of guesswork, best practices, and relying on A/B testing to gauge the performance of ad creatives.

This method, however, falls short of offering the depth of insight needed to pivot quickly and efficiently. The consequence is a financial drain for companies, particularly those investing heavily in digital advertising, as they struggle to pinpoint which creative elements resonate with their audience.

My vision for Alison.ai goes beyond surface-level analysis, offering actionable insights that drill down to the specifics — country, platform, channel, operating system, campaign, and ad set. This granular approach allows marketers to tailor their creative assets with unprecedented accuracy, ensuring they’re optimized for each unique audience segment.

What are you most excited about in apps right now?

I’m most excited about the convergence of AI, data analytics, and automation in the digital marketing space. At Alison.ai we’re leveraging these innovations to help businesses optimize their campaigns by analyzing data from past campaigns and competitors. This data-driven approach enables marketers to make real-time decisions that improve performance and drive ROI.

The ability to integrate cross-channel insights, and continually benchmark against competitors is a game-changer in today’s fast-paced marketing landscape. I believe that as AI continues to evolve, the potential to further optimize creatives and increase efficiency will reshape the digital marketing industry.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My parents co-founded BDI and are both passionate marketers. When I consulted marketing measurement metrics with them, I was surprised to learn that the same metrics utilized in the past are still being used today: A/B testing. My parents inspired and motivated me to challenge the convenience of the known and familiar and to embark on a mission to discover innovative, cutting-edge, newer approaches to maximize marketing strategies.

What’s in your app tech stack?

At Alison.ai, we’re at the forefront of video creative analysis, leveraging cutting-edge technology to empower your marketing efforts. Our core engine utilizes robust machine learning frameworks and computer vision libraries to dissect video features and identify trends with unparalleled accuracy. This massive data analysis is facilitated by powerful tools running on a secure and scalable cloud infrastructure.

For seamless client data management, we employ multi-tenant data pipelines, ensuring the highest level of security. Additionally, we’ve integrated state-of-the-art generative AI capabilities. This allows us to not just analyze existing content, but also generate creative variations, providing actionable insights that propel your video marketing campaigns to new heights.

What do you like most about working in apps?

What I love most about working in apps is the constant opportunity for innovation and the ability to drive real change in how businesses operate. In the world of digital marketing and AI, we have the power to help companies optimize their strategies, improve performance, and make data-driven decisions in real time.

The potential to leverage cutting-edge technology to solve complex challenges — like transforming raw data into actionable insights — is incredibly exciting. Every day, I’m focused on building solutions that not only enhance how businesses reach their customers but also revolutionize how they approach growth. It’s an exciting space to be in, with endless opportunities to create value and make a real impact.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If I could change one thing about the app industry, it would be the complexity of integrating data across multiple platforms and systems. There’s a real opportunity for apps to streamline this process, providing businesses with a unified, easy-to-use solution that aggregates and analyzes data from various sources — such as social media, ads, and CRM systems — without requiring technical expertise.

I see a significant unmet need for apps that not only offer insights from siloed data but also help businesses take immediate, actionable steps to improve performance. The industry is ripe for solutions that simplify cross-platform integration and empower non-technical users (like creative teams) to make smarter, data-driven decisions effortlessly and maximize ROI.

The real opportunity lies in creating intuitive, all-in-one tools that provide both powerful analysis and seamless execution, eliminating the barriers to effective creative optimization.

If you weren’t working in apps what would you be doing?

If I wasn’t building innovative apps, you’d probably find me behind the wheel of a racing car! I’ve always been fascinated by speed, strategy, and pushing the limits. It’s a passion that shares some similarities with building successful apps — both require a lot of planning, precision, and a thirst for continuous improvement. As I see it, both fields demand strategic thinking and the ability to react quickly in a high-pressure environment.

iOS or Android?

iOS, definitely.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

The Penguin.

Is there anything else we should know about you?

On a personal note, I thrive on innovation and problem-solving, with a deep passion for technology and its potential to drive positive change. Outside of my professional role, I’m someone who values personal growth and continuous learning — principles that align with the fast-paced, ever-evolving nature of the tech world.

I also enjoy staying active, whether through sports or other hobbies, as it helps me maintain a balance between my demanding career and personal well-being. Given my work in AI and digital marketing, I’m always curious about emerging technologies and love exploring new ideas and concepts. I believe in empowering teams, fostering collaboration, and creating a culture of innovation and creativity wherever I can.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As Chief Marketing and Growth Officer at Tynker, I focus on leveraging AI and data-driven strategies to scale the growth of our EdTech gaming app, now reaching over 100 million users worldwide.

My expertise includes leading teams to optimize our entire marketing funnel — spanning user acquisition, engagement, and monetization — for long-term success.

Our goal is to make Tynker the highest-grossing coding app for kids and to achieve our mission of helping more students, from elementary to high school, learn to code through our freemium and subscription models.

How did you end up working in apps? / get started?

My journey into the app world began with a passion for working at startups and using technology to solve real-world problems. Early on, I recognized the transformative potential of mobile apps and had the opportunity to be part of disruptive companies like Roku (IPO), IMVU (2nd-highest-grossing social gaming app), and Texture (acquired by Apple).

In these roles, I focused on growth and marketing, honing my skills in user acquisition, engagement, and monetization. This path ultimately led me to the EdTech space, where I saw a unique opportunity to make a lasting impact through innovative apps.

At Tynker, I’ve been able to combine my love for tech with my passion for education, helping kids learn to code, which is an incredibly rewarding experience.

What are you most excited about in apps right now?

I’m most excited about the intersection of AI and mobile apps, particularly how AI can drive hyper-personalized user experiences and optimize app growth.

As the author of Lean AI and someone deeply involved in both AI and marketing, I see tremendous potential in using AI to automate and refine marketing strategies, making them more efficient and scalable. The ability to leverage machine learning for user acquisition, engagement, and monetization is transforming how apps grow and thrive in competitive markets.

Additionally, the rise of AI-powered tools in verticals like EdTech, health, and gaming is incredibly exciting. In EdTech, for example, we’re just scratching the surface of how AI can revolutionize personalized learning experiences, and at Tynker, we’re embracing these innovations to help kids learn to code more effectively at scale. Overall, the rapid evolution of AI in the app space is what truly excites me as we continue to push the boundaries of what’s possible.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

My journey in the app industry has been shaped by many incredible managers and mentors who believed in me and gave me the opportunity to take on significant responsibilities. It’s because of their trust and guidance that I was able to grow into the growth and marketing leader I am today.

From the very beginning, I’ve been fortunate to work with leaders who not only pushed me to think strategically but also provided the space to experiment, learn from mistakes, and continuously evolve. Their investment in my development allowed me to refine my skills in growth and marketing, taking on challenges I never thought I could handle. I’m truly grateful for all the startup founders and managers I’ve had the privilege to work with, and I strive to pay it forward by mentoring and empowering the next generation of leaders in the app space.

What’s in your app tech stack?

Our app tech stack includes various tools and platforms that help optimize every aspect of marketing and user growth.

For tracking and attribution, we rely on AppsFlyer, which provides deep insights into user acquisition and campaign performance. For advanced user engagement, email, and lifecycle marketing, Iterable is our go-to tool for automating personalized communications at scale. Additionally, we use Google Analytics and Firebase to analyze user behavior and performance metrics, and ChartMogul for reporting.

Together, these tools play a crucial role in efficiently acquiring, engaging, and retaining users, while allowing us to continuously optimize our strategies based on real-time data.

What do you like most about working in apps?

What I love most about working in apps is the constant innovation and the opportunity to solve real-world problems at scale. The app space moves quickly, and every day presents new challenges and opportunities to push the boundaries of what’s possible.

It’s incredibly rewarding to see how apps can transform industries and improve people’s lives, whether it’s helping kids learn to code through Tynker or enabling businesses to connect with users more effectively.

The fast-paced, dynamic environment keeps me engaged and motivated, and I love being part of a team that leverages technology to make a meaningful impact.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If I could change one thing about the app industry, it would be the over-reliance on short-term metrics that often overshadow long-term value. Too many apps focus primarily on immediate user acquisition or short-term engagement spikes, rather than nurturing sustainable growth and creating lasting impact.

There’s a huge opportunity for apps to shift towards more meaningful, long-term user relationships — especially in areas like education, health, and personal development. In EdTech, for example, we need more apps that prioritize personalized learning and real-world skill development, not just gamified experiences.

I believe apps that focus on delivering lasting value and fostering deeper, more authentic user engagement will not only stand out but also thrive in the long run.

If you weren’t working in apps what would you be doing?

I would have loved to be a professional soccer player, but unfortunately, my dreams were sidelined by injuries — turns out, my legs had other plans! So, I pivoted to app growth and marketing as my ‘backup plan’. Thankfully, this path has been just as exciting (and with a lot less running involved). In a way, I’m still ‘scoring goals’ and leading a high-performance team — just in the world of user acquisition and growth!

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Narcos, Ted Lasso, The Queen’s Gambit.

Is there anything else we should know about you?

One thing you should definitely know about me is my passion for traveling. I love exploring new places, experiencing different cultures, and gaining fresh perspectives.

Traveling not only broadens my horizons personally but also professionally — each trip gives me new insights that I can bring back to my work in app growth and marketing. Whether it’s finding inspiration from local innovations or simply taking time to recharge, travel is a huge part of what keeps me motivated and creative.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role is helping mobile marketers see the potential beyond the big app stores. I’m passionate about showing them how to launch and market apps on alternative stores and directly with mobile OEMs. By doing this, they can reach millions of users they’d otherwise miss. I believe partnering with mobile OEMs should be a go-to strategy for any app marketer looking to expand their reach globally.

How did you end up working in apps? / get started?

Honestly, I got into apps by pure luck! I wanted to work in Berlin but was looking specifically for an international company with a global reach and diverse team. Coming from a deep tech start-up that eventually got sold, I knew I wanted to work with a more varied group of people and a broader scope. So, I applied for a Senior Marketing role at a company in the mobile marketing space.

Apps don’t have borders, and it’s interwoven into our industry that you collaborate with people worldwide, which was exactly what I was looking for.

That’s when I discovered my passion for mobile advertising and the power of apps to connect brands and users worldwide.

What are you most excited about in apps right now?

I’m particularly excited about the recent launch of the Digital Markets Act six months ago. It’s already beginning to shift the landscape by promoting a more balanced and opportunity-rich environment. In our industry, this has sparked positive momentum toward diversifying the market and allowing more companies the chance to grow meaningfully. I’m very interested to see how this unfolds and the opportunities it will create for a more equitable ecosystem.

What’s in your app tech stack?

I primarily work with our in-house tools and platform, tailored specifically to meet our project needs and workflows.

What do you like most about working in apps?

I love the international aspect of it. The app business is inherently global, allowing me to connect and collaborate with people from diverse cultures and backgrounds worldwide. It’s inspiring to be part of a field that crosses borders, bringing together unique perspectives that drive innovation. Additionally, the app industry is fast-paced and constantly evolving, which perfectly aligns with how I like to work. I thrive in an environment where there’s always something new to learn, adapt to, and improve, making every day exciting and challenging.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I’d like to see more emphasis on cross-app integration and interoperability. Right now, users often juggle multiple apps that don’t communicate well with each other, leading to fragmented experiences. There’s a massive opportunity for apps that seamlessly connect across platforms, allowing users to manage everything from personal tasks to professional projects in one cohesive flow.

If you weren’t working in apps what would you be doing?

Working as a marketing consultant.

iOS or Android?

Android.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I’m a big art lover, always up for exploring museums with my family or traveling to art fairs to catch what’s new and inspiring. I’m also on a constant quest to find the next best chef in town — good food is something I’m passionate about. And I love spending time outdoors with my kid, whether it’s teaching her to fly a kite in the Berlin breeze or just enjoying a laid-back afternoon in the park.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I lead marketing for Tandem, a language exchange app, where my role is to bridge strategy with creativity to grow our user base and deepen engagement. I focus on creating campaigns that resonate with diverse audiences, helping connect users worldwide who share a passion for language learning. My role is about building a brand that feels both approachable and impactful, using insights to drive decisions while keeping our users’ needs and experiences at the heart of everything we do.

How did you end up working in apps? / get started?

It started as a happy accident. I was curious about tech, found myself getting my first Berlin job at Jodel, and suddenly I was hooked. It’s funny looking back, I never planned this path specifically, but each step kept drawing me deeper. Now, I can’t imagine doing anything else. It’s a bit like finding your favorite show by randomly clicking on an episode, sometimes, destiny has its own plans.

What are you most excited about in apps right now?

I’m excited about the shift towards authentic user engagement. It’s great to see the industry moving from just chasing vanity metrics to building meaningful relationships. With the rise of AI and smarter tech, there’s so much potential for apps to personalize experiences in ways we’ve only dreamed of. Plus, I love seeing how apps are bridging gaps, bringing people together, and, hopefully, making the digital world a flawless ecosystem.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Several mentors and industry leaders have influenced my path in app marketing. Early on, colleagues emphasized a user-centric approach, helping me see marketing as a way to add genuine value.

Christian Eckhardt and Raul Truckenbrodt, founders of Customlytics, deepened my understanding of full-stack app marketing, giving me a comprehensive view of how each part of the funnel interacts. And I’ve always appreciated Arnd Aschentrup’s (CEO of Tandem) vision: our strategy sessions helped me ground creative ideas within broader company goals, keeping me inspired and always open to new trends and perspectives.

What’s in your app tech stack?

Our tech stack is designed to be versatile and scalable, built to adapt as our app evolves and user needs grow. We use a range of tools to enhance performance, analytics, and user engagement. We use tools such as Adjust, Iterable, Compass, AppLovin, etc. At its core, our stack supports a seamless user experience while allowing us to make data-driven improvements and respond quickly to new trends.

What do you like most about working in apps?

The fast pace and constant evolution: this industry is like a high-speed roller coaster, with new features, trends, and tools popping up every week. Plus, I get to work with an amazing team and brainstorm creative ideas that (hopefully) make people’s lives a little better.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I’d love to see the app industry prioritize sustainable user engagement over short-term growth hacks. So many apps chase “quick wins,” but the real opportunity lies in creating tools that people genuinely want to keep using long-term. Apps with a strong focus on meaningful content or community building are rare but sorely needed. Imagine more apps designed to enrich our lives, where the focus is on quality interaction rather than maximizing screen time: it’s a win for both users and developers.

If you weren’t working in apps what would you be doing?

I’d probably be running an event planning business. From birthdays to unique celebrations, I love creating customized events where every detail, from decor to food, matches the theme perfectly. There’s something magical about bringing people together and watching them enjoy an atmosphere made just for them, it’s my favorite way to celebrate!

iOS or Android?

iOS all the way!

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

“Call My Agent” is a gem. It’s set in a Paris talent agency, juggling big personalities, chaotic schedules, and last-minute crises — kind of like marketing, where you’re always balancing a vision with unpredictable twists! Watching agents charm and negotiate.

Is there anything else we should know about you?

I love life, people, interior design and dancing.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I like to tell people that my superpower is getting people to click on things, but that is an overgeneralization for sure. I have optimized everything from GoFundMe pages to movie posters, but App Store expertise is where I shine.

Right now, I am focused on teaching the world the ins and outs of App Store Optimization. There are so many levers to play with that can impact organic impressions, conversion rates, subscriber rates, and retention, and they are all interrelated in unexpected ways! Understanding those interactions and capitalizing on them to drive growth results for my clients is what makes my heart sing.

How did you end up working in apps? / get started?

I graduated from college in 2013 and applied to any job that I could find that would accept my Japanese Studies/Philosophy degrees. I noticed a Craigslist ad for a game company looking for customer service and QA full-time and the application was just 3 bullet points on why I’d be good at the role, no resume needed.

Having been a lifelong video game fan, I applied immediately and was thrilled to receive an offer. After a month of annoying my manager with product design questions, they started training me for a producer role and that eventually led to me learning about Google Play A/B testing and eventually to this career in app growth. Totally random, I know!

What are you most excited about in apps right now?

It’s so cool to see how Gen Z and Alpha are using apps so differently from Millenials, Gen X-ers, and Boomers. Young people are living half their lives on their smartphones and it is changing culture and industry right before our eyes. More and more web-first businesses are finally dipping their toes into the app market to stay relevant and competitive, and the learning curve can be intimidating.

At Apptweak, I get to ease that pain and it is humbling to be viewed as an expert in this growing industry. I can’t wait to see how this dynamic continues to change in the coming decade.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I have to give major props to both of the co-founders of Super Free Games (called 12Gigs at the time), who saw potential in me and gave me an intro to the industry when I had no mobile or gaming experience.

Bret Terrill was my first professional mentor and was the first person to introduce me to ASO when he had me investigate this “new thing Google is doing, store listing A/B test experiments”.

Nicholas Talarico took my natural aptitude for creative iterations and directed my energy towards business development and growth marketing in particular, giving me the analytical foundation I needed.

What’s in your app tech stack?

AppTweak (of course!), Google Play and App Store Connect dashboards, whatever MMP integrations my clients have, and most recently, I have incorporated Figma into my workflow.

What do you like most about working in apps?

There is something so satisfying about UA and mobile data reporting. You make a change and a line on a graph changes, everything can be measured and iterated on with precision. I love it.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I wish more companies didn’t view generative AI as a replacement for human taste and intuition. It’s a powerful tool for so many roles in this industry, but it’s contributing to a feeling of sameness across app creatives that is both boring and slightly uncanny.

If you weren’t working in apps what would you be doing?

I know this sounds super random, but I would be a full-time professional wrestler! I currently perform under the name Ellie D and wrestle all over California in my spare time. The level I’m at now is as far from WWE as community theater is from shows on Broadway, but if I didn’t have a career in apps I would definitely try to take my wrestling from a hobby to a full-time career.

iOS or Android?

Android.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

GLOW, Physical 100, and the 2004 remake of Battlestar Galactica.

Is there anything else we should know about you?

I am semi-fluent in Japanese, can lift over 200 lbs, and I have 4 rescue cats.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

How did you end up working in apps? / get started?

It was really by happenstance. When I was back in Boston, I was interviewing for a BDR position at a startup in the commerce space that didn’t have a headcount until the fall, so the hiring manager gave me a list of great companies on the rise to reach out to. One of those companies was Fiksu, where I was eventually hired on the newly founded agency team.

Fiksu, which at the time was a leading network in the space, was easily the best possible starting point for my career. It was a crash course in everything the mobile app industry has to offer, and I had amazing mentors and managers who truly helped shape who I am professionally. My time at Fiksu opened many doors that led me to where I am now—so a big thank you to Marjie Billings, Mike Bender, Laura Chamberlain (and so many more) for being so great! RIP Fiksu.

What are you most excited about in apps right now?

So many parts of our lives are being optimized by mobile. To name a few areas that are key to me: apps grant us access to our apartments and offices, I only use Apple Pay for the subway or to pay for a drink at a bar, all of my workouts are directly synced from my Garmin to my phone, and even my doctor and dentist appointments are managed within an app—and that’s only going to continue to develop as time goes on.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

This is such a tough one because my career has been very much shaped by those I look up to. I’ve been extremely lucky to be brought into companies for amazing roles by previous managers or co-workers, so the list could go on forever.

That being said, one person really rises to the top—Headlight’s late CEO, Grant Harbin. Grant was one of those people with whom you can’t quite remember when or how you became so close; you just did. He was a textbook example of someone who could seamlessly blend charisma and a hilarious personality with one of the sharpest minds our industry has seen. Not many CEOs can walk the walk when it comes to growth or creative strategy while running their business, and Grant did it flawlessly.

As my client and partner, Grant and the Headlight team really showed me how powerful the agency/vendor partnership can be when tackling issues of every size—from day-to-day account challenges to navigating iOS 14. We achieved this with transparent communication and by ensuring we were completely aligned on expectations before bringing anything to our shared accounts.

Personally, Grant pushed me to think about my own personal brand, my future, and the steps I needed to take to develop professionally in tandem with my personal life. He was extremely patient and persuasive, and eventually, after four years of working together, I joined the Headlight team, which was the best decision I’ve made.

The industry truly lost one of its greats, and I miss him deeply.

What do you like most about working in apps?

There’s a reason why mobile is one of the few channels that continues to grow in advertising spend. What I love most about it is that you truly are reaching an individual where they are and can create the most contextual experience in advertising.

Beyond that, I’ve been fortunate to work with brands of all sizes that I love and use on a day-to-day basis, helping them take full advantage of what their app has to offer while providing an amazing user experience for their consumers.

Moreover, the app space continues to evolve in ways other areas of our industry cannot, which makes my job that much more exciting.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

It’s wild how saturated many of the categories are, with little to no differentiation between products. It’s shocking to see carbon copies of the same app driving subscription costs higher and higher, forgetting that, in the end, it should be about providing users with a service or product they need—not just maximizing revenue. I’d love to see more focus on areas that aren’t being supported or that specialize in tackling specific challenges a group of consumers may be facing. For example—give me the celiac-friendly food apps!

If you weren’t working in apps what would you be doing?

If you ask any of my friends, family, or co-workers what I’d choose, everyone would say something within the food industry. Cooking is where I really get to express my creativity, and if I weren’t here, I’d be there. (I’m hoping that one day I’ll reach a point where I can have a nice, cushioned exit and go be a line cook at a great restaurant, just basking in the chaos!)

iOS or Android?

Unequivocally iOS. (I’m not sorry to my green-text-bubble friends!)

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Ninety per cent of what I watch is food competitions, but the best series I’ve seen lately is Presumed Innocent.

Is there anything else we should know about you?

I just crossed my nine-year mark in NYC and am excited to officially become ‘a New Yorker’ next year. Always happy to connect with other leaders in the space who are also based here!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Making sure clients get the best understanding of mobile measurement.

How did you end up working in apps? / get started?

Came from web, but mobile is a lot more interesting.

What are you most excited about in apps right now?

I think it will be super interesting to see how AI can change the app ecosystem, whether through generated content, new ads, AI chatbots, and so much more. There are definitely some big changes coming.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

All the people in the industry who have looked out for me. The mobile world is pretty small and there have been so many times when people have helped me along the way. It’s an amazing community.

What’s in your app tech stack?

Adjust.

What do you like most about working in apps?

The people.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

Maybe making tracking for one platform a lot easier… I think it has really hurt that app ecosystem.

If you weren’t working in apps what would you be doing?

Maybe found my own business…

Is there anything else we should know about you?

I love anything to do with the outdoors – climbing, hiking, sailing, canyoning, and so much more.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I advise consumer subscription apps on how to maximize their growth by helping them optimize subscription pricing and packaging, new user onboarding, lifecycle marketing communications, paywalls and trial strategies, and other parts of their product experience.

I also help them accelerate organic growth through viral word of mouth, incentivized referral programs, Search Engine Optimization (SEO), App Store Optimization (ASO), and other channels so that they are less reliant on paid advertising. I’ve worked with dozens of consumer subscription apps with an average net promoter score (NPS) of ~90% and an average client duration of >8 months.

How did you end up working in apps? / get started?

While I was at Stanford Business School, I was also the first employee at a peer-to-peer car-sharing app called Wheelz that let users reserve a vehicle, locate it on Google Maps using GPS, sound the horn to find it in a crowded parking lot, and lock and unlock the car, all through their smartphone.

This introduced me to the magic of mobile apps, and after we got acquired by Turo, I spent the next decade investing in mobile app startups as a VC at Trinity Ventures and then leading product and growth teams at multiple $1B+ mobile apps including Faire, Quizlet, and Ibotta.

What are you most excited about in apps right now?

Artificial Intelligence represents the single biggest technological innovation of our lifetimes, and the most important breakthrough for consumer mobile apps since the launch of the iPhone in 2007. Not only does AI create the potential for entirely new products, but also business model innovation that allows founders of consumer apps to monetize their products in new ways. This will usher in a new renaissance within the consumer tech ecosystem, and I’m excited to be a part of it as an investor, advisor, and entrepreneur.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Yes, thank you to Matt Glotzbach and Nitin Gupta, who hired me at Quizlet and gave me the amazing opportunity to build Quizlet’s product growth team. Thanks also to Arjita Ghosh, Sal Bertucci, Mike Blau, Laura Oppenheimer, Cori Shearer, Gaelle Lauzier, Kara Hafez, Austin Bay, Ali Eslamifar, Vanessa Jespersen-Wheat, A. J. Ohiwerei, and everyone else who made Quizlet’s growth team “magic”, both while I was there and since I’ve left!

Thanks to Brian Balfour for teaching me how to be a growth leader, both directly as a mentor and indirectly through Reforge. Thanks also to Casey Winters, Elena Verna, Yuriy Timen, Ravi Mehta, Adam Fishman, Ely Lerner, and the entire Reforge Partners network for all the support they gave me when I first launched my growth advising business in 2023.

Finally, thanks to the current and former consumer subscription product, marketing, and growth leaders who have been featured guests in my Reforge course on Consumer Subscription Growth and contributed to my blogs posts on the topic, including Mike Duboe (General Partner at Greylock), Gina Gotthilf (former VP of Marketing and Growth at Duolingo), Cem Kansu (VP of Product at Duolingo), Ravi Mehta (former CPO at Tinder), Arnaud Moline (VP of Product at Flo), Ozzie Osman (co-founder and CTO at Monarch Money), Parsa Saljoughian (VP of Strategic Finance at WHOOP), Ivan Selin (CPO at AllTrails), Ketty Slonimsky (Chief Growth Officer at Palta), Owen Smith (VP of Audiobook Product at Spotify), Martina Tam (former VP of Marketing at Masterclass), Jason van der Merwe (Director of Growth Engineering at Strava), Collin Walter (VP of Corporate Strategy at Oura), Dun Wang (former Chief Product and Growth Officer at Calm), and Brent Zajaczkowski (Senior Director of Product Growth at Noom).

What’s in your app tech stack?

Given that I’m a solopreneur who runs a growth advising business, I don’t have a complex tech stack. However, I’ve worked for companies that use a broad range of SaaS tools across the entire growth stack, including Google Analytics, Amplitude, Mixpanel, Loops, RevenueCat, Churnkey, Paddle, Superwall, Braze, Customer.io, OneSignal, Growthbook, Eppo, Optimizely, VWO, LaunchDarkly, and many more.

What do you like most about working in apps?

I love the community of independent app developers and startup founders who make the consumer app ecosystem so vibrant, I love the spirit of innovation they have fostered, and most of all, I love the immeasurable impact their creations have had on the personal and professional lives of people around the world.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If I could wave a magic wand and change two things, I would lower the app store fees taken from Apple and Google, and I would reduce the dependence so many consumer mobile apps have on Facebook and other advertising networks.

These two changes alone would dramatically improve the unit economics of existing mobile apps and create opportunities for thousands of new mobile apps that aren’t currently financially viable. They would also allow developers to fulfill many unmet needs by exploring smaller niches that can’t currently support sustainable mobile app businesses.

If you weren’t working in apps what would you be doing?

I’ve always loved reading and writing. I particularly enjoy fantasy and science fiction novels and am currently reading all the Harry Potter books to my daughters Kinley (7) and Liana (5). If I wasn’t working in apps, I like to think I would be a novelist and/or a screenwriter.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Game of Thrones, The Last Kingdom, The Rings of Power, The Chosen, Ted Lasso, and so many more…

Is there anything else we should know about you?

In addition to being a growth advisor, I also teach a Reforge course on Consumer Subscription Growth.

I also write about consumer subscription growth online. If you’re interested in learning more, feel free to follow me at @philgcarter on Substack, LinkedIn, and X. If I can ever be helpful, please feel free to check out my website at www.philgcarter.com, which has links to my email and social media accounts.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

How did you end up working in apps? / get started?

What are you most excited about in apps right now?

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

What’s in your app tech stack?

Critical elements of Adobe Journey Optimizer include the following: It is built on the Adobe Experience Platform, which serves as the central hub for managing customer data and converting it into actionable, real-time customer profiles and personalized experiences.

Data ingestion is extensible, allowing for multiple sources like websites, mobile apps, CRMs, and more to populate real-time profiles and respond to customer behavior.

The app is also powered by Adobe’s AI and machine learning, which drive decision-making and recommend personalized content across channels.

The journey orchestration tool enables practitioners to design and automate customer journeys across a variety of both native inbound and outbound channels (e.g., mobile app, SMS/MMS, email, push notifications, code-based experiences) and also through custom actions to trigger any third-party system.

It is highly flexible for integrations through APIs, SDKs, and other Adobe solutions, such as Adobe Target, Adobe Experience Manager, and other Adobe Experience Platform apps like Real-Time CDP and Customer Journey Analytics.

What do you like most about working in apps?

The industry is dynamic and transforming constantly, pushing the boundaries of innovation.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If you weren’t working in apps what would you be doing?

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

The Bear: Seasons 1 and 2.

Is there anything else we should know about you?

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I focus on building community. I enjoy hosting various events—workshops, dinners, and even runs—for mobile founders and industry professionals. It’s a great way to bring people together and foster connections within the mobile space.

I also help others by running a talent-company matchmaking platform for professionals in the app industry who are looking for opportunities. In addition, I offer free mentorship to new app founders to support them as they ramp up their businesses.

Another key part of my role is sharing knowledge. By working with different apps each month, we gain valuable insights into the latest trends, hacks, ad network products, and best practices for different app categories and monetization models. I love sharing this knowledge whenever I can.

How did you end up working in apps? / get started?

I started by running growth for a small mobile startup from Argentina, which secured investment from $GLOB. Those were very exciting times.

Then, Appvertiser invited me to join their team, and that’s where I truly fell in love with the mobile industry. I owe my discovery of this field to Appvertiser. Now, I also collaborate with GleamGames and launched MobileHub.

What are you most excited about in apps right now?

Life optimization. I’m a huge fan of apps that genuinely make life easier and better. Whether they use AI is secondary; what matters most is their impact on the end user.

Take Opal, for example—since I installed it, I’ve drastically reduced my screen time. Another great example is Superhuman. They’ve transformed email into a chat-like experience, and I now reply at least 10 times faster since using it.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

There are so many people, I could go on forever.

• Hagop Hagopian taught me the true meaning of UA and gave me the opportunity to dive 100% into the industry.
• Carolina Ocampo taught me everything from leadership to growth, and even the “corporate lingo” to sound more senior.
• Eric Seufert is like the untouchable marketer who always seems to get it right.
• Kevin Weatherman—although I’ve met him many times and even run together, I still feel a bit intimidated whenever we talk because I admire him so much.
• Susan Kuo is an inspiration as a female founder and leader, someone I definitely look up to.
• Taha Karsli showed me all the ins and outs when I was still new in the industry.
• Adam Lovallo is a great example of staying humble despite huge success.

I’d also like to mention Chris James, Massimo Caroli, Baron Falleta, John Speakman, Simon Vishnevskiy, Scott Kepnach, and many more. All of them made me feel welcomed in the industry, even in my early days.

What’s in your app tech stack?

AppMagic, which I’m really passionate about. MobileAction has been my go-to ASO tool for the past three years. I also use AppsFlyer, Singular, and Adjust, depending on the app.

What do you like most about working in apps?

I enjoy getting to try all the products firsthand. This helps me better understand the target audience, how to reach them, and the overall problem the app is solving or the value it adds to their lives by installing it.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

The adoption of top-tier UX/UI. There are many apps with great concepts, but they fall short due to friction, unresponsiveness, or a lack of simplicity. This friction can override the user’s desire to solve a problem, leading to app uninstalls. There’s definitely an opportunity to integrate more AI into app development and optimization, creating smoother, more modern experiences, particularly for a Gen Z audience. This would also help give products a fair chance to determine if they have product-market fit.

If you weren’t working in apps what would you be doing?

I’d be a ski instructor! I’m originally from a small town in Patagonia, Argentina, and grew up skiing every winter. After two really fun winter seasons, I decided to hop on the rollercoaster of the mobile industry.

iOS or Android?

Team iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Billions!

Is there anything else we should know about you?

When I close my laptop, I’m a runner! I enjoy organizing runs for fellow mobile runners in different cities. The most recent one was in Cologne during Gamescom.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I find myself spending a lot of time distilling the complex nature of the technology in this evolving industry into simpler terms so that there is a broader understanding and confidence not only in my clients but also in my colleagues. Working at a mobile measurement partner (MMP) puts me in a key position to connect app developers with the knowledge they need in order to succeed with their marketing efforts.

How did you end up working in apps? / get started?

After completing my Master’s in Art History I somehow found my way into advertising tech and apps. I enjoy the energy of quickly evolving technology and in this environment, I am also able to flex my creativity and teaching skills. The longer version of the story is best heard over a drink.

What are you most excited about in apps right now?

Though the push for privacy and signal loss has been a definite challenge for the industry, I am excited to see machine learning in tools for incrementality, MMM, and predictive analysis be on the rise. I am in the infancy of learning and understanding the methodologies and I am enjoying the challenge, especially since I haven’t been exposed to much data science in the past.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

It was a dear friend who connected me with industry folks after I graduated from graduate school. These connections helped me break into the industry and then I had the privilege of working with excellent managers and coworkers who were instrumental in mentoring me and helping me grow in my various roles.

What’s in your app tech stack?

At work, I would not survive without Slack and the Google Suite. Additionally, we use Salesforce and Atlassian for the majority of our work. We have a couple of new tools for Productboard and Naro that I am enjoying getting to use to improve efficiency, transparency, and access to information.

What do you like most about working in apps?

I enjoy that the technology and advancements in measurement and advertising are always keeping us on our toes. I enjoy the creativity and the mix of people who find their way into this industry.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I would make it more collaborative. I wish there were more opportunities for different players and competitors to come together and brainstorm ideas for improvements.

If you weren’t working in apps what would you be doing?

I am not really sure, probably in a museum or gallery somewhere spending my days speaking and writing about art. Not a bad alternative, I’d say.

iOS or Android?

iOS but I am the only one in my family.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

I am mostly a drama show watcher. Police procedurals often attract my attention. A couple of shows that may have gotten less attention that I enjoyed are Lupin and Mindhunter. Of course, at the moment I love the Bear.

Is there anything else we should know about you?

I love public speaking and meeting new people in the industry. If you want to get my attention talk to me about your pets. I love animals and have two cats at home.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Leveraging tech-driven gamification and cognitive science to encourage healthier lifestyles.

How did you end up working in apps? / get started?

After earning my Master’s in Entrepreneurship from UC Berkeley, I began my career building a B2B consumer insights company called Occi. While the experience was valuable, I realized I missed having a direct, tangible impact on people’s lives. This realization led me to pivot into the consumer app space, where I could create something that would positively affect millions.

With my technical skills and a strong desire to build impactful products, I began thinking about how technology could motivate people to be more active. Given that nearly everyone carries a smartphone equipped with a pedometer, I saw an opportunity to create an app that not only tracks physical activity but also addresses the critical missing element—motivation. I entered the app space to build a product that inspires people to move more and ultimately improve their health by turning their smartphones into powerful tools for motivation.

What are you most excited about in apps right now?

As someone who studied AI during my academic journey, it’s incredibly exciting to witness its rapid evolution and widespread application across nearly every vertical. The possibilities for AI to transform industries are endless, and I’m particularly enthusiastic about its future potential.

At WeWard, we’re leveraging AI to enhance personalization and recommendation systems, which significantly improve user experiences. Additionally, we’re utilizing AI to boost efficiency across various departments, including marketing, support, and tech. The integration of AI into these areas not only optimizes our operations but also drives innovation, making this an exciting time to be working in the app space.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Sean Colombo, the VP of Engineering at Duolingo, has been an invaluable advisor to me and our team. As one of the early employees at Duolingo, Sean brings a wealth of experience and insights, particularly in creating products that foster daily habits.

With over seven years of expertise in gamification and scaling products, he has guided us in understanding the intricacies of building a product like ours.

Sean’s advice has been instrumental in helping our team at WeWard make the right decisions and continuously iterate on our product. His influence has been key in our mission to create one of the best motivational apps in the world.

What’s in your app tech stack?

As someone who loves working with email, Superhuman is my go-to for maximizing email efficiency. For team collaboration, we use Slack, while WhatsApp is perfect for quick voice notes. Google Drive ensures seamless document management, and Amplitude provides me with detailed analytics to drive our decisions. And of course, WeWard is part of my daily routine, keeping me motivated to maintain a healthy lifestyle.

What do you like most about working in apps?

What I love most about working in apps is the ability to impact millions of people. The rapid evolution of smartphone technology allows us to leverage these advancements to create features that can instantly influence the daily routines of a vast user base. With millions of daily active users, I wake up every morning motivated to introduce new features that positively affect their lives.

The app industry is incredibly competitive and fast-paced, which makes it both challenging and rewarding. The constant change and endless opportunities across all sectors keep the landscape dynamic and exciting. Being part of this space means continually innovating and adapting, which is what I find truly exhilarating.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

One thing I would change about the app industry is the emphasis on increasing screen time. Many apps rely on advertising-driven business models that prioritize maximizing time spent in-app, often at the expense of users’ well-being. I believe there’s a significant opportunity for more apps to adopt alternative models, like subscriptions, that don’t rely on screen time as a key metric.

I see tremendous potential in developing technology that encourages people to make small but impactful changes to their daily lives—changes that help them reconnect with the natural world, stay active, and engage in real-world connections. By focusing on these areas, we can create apps that promote healthier living and make it more accessible to everyone.

If you weren’t working in apps what would you be doing?

It’s tough to imagine working on anything outside of what we’ve been building at WeWard over the last five years, but prior to my entrepreneurial ventures, I held several engineering roles in-house, so I’d probably be doing more of that.

iOS or Android?

iOS, without a doubt. I’ve been captivated by the beauty of Apple’s design and user experience for nearly 20 years, ever since I received my first iPod in 2004. The seamless and intuitive interface has kept me loyal to iOS ever since.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Fiasco for French speakers who want to laugh!

Is there anything else we should know about you?

Proud dad to an adorable 1-year-old daughter who’s already showing a strong interest in technology (though I’m trying to keep her screen time in check).

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I lead Reddit’s Global App Developer team, which is a Sales team focused on partnering with clients who are looking to solve their UA and LTV goals with the expansive Reddit communities and the power of our passionate users.

How did you end up working in apps? / get started?

My first experience with mobile apps was way back in the world of UDIDs and titles like Zynga’s Mafia Wars, King’s Candy Crush, and Machine Zone’s Mobile Strike. My experience really started while leading Performance teams at Pandora from 2013-2018 before going to Reddit.

What are you most excited about in apps right now?

We’re seeing the app space evolve tremendously with the limitations that SKAN placed on the industry, while that loss of data granularity caused headaches, it’s also allowed platforms and publishers to see the value that can be derived from incrementality, and in Reddit’s case community marketing.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

We learn the most from our clients, there’s not a more savvy group of individuals who are constantly balancing the data from multiple attribution sources, their business priorities, and the shifting landscape of platforms. Everything that has made us better as a solution has come from listening to our customers and users.

What do you like most about working in apps?

The majority of decisions, from where to invest, what products to build, and what audiences are strongest, are data-driven. While there’s always an emotional component to fighting for what you believe is best, the battle is usually solved with data and the ability to tell that story effectively.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

For an industry so focused on lifetime value and ROAS, there’s so much more that can be done to reward users for their loyalty. Companies like Stakeholder Labs are starting to do this in the fintech space, and I’m hoping to see more take root over the next few years across verticals that depend so much on returning customers who are passionate about the app they are using, whether it be gaming, finance, shopping or more.

If you weren’t working in apps what would you be doing?

In my day dreaming fantasies outside of ads, I’m running a go kart track or a car theme coffee shop. Maybe both.

iOS or Android?

Blue text > Green text.

Any Netflix/ TV show recommendations?

Mr. Pickles (IYKYK – I’m sorry/You’re welcome).

Is there anything else we should know about you?

Reddit has been an excellent source for app discovery for me, and I wanted to share some of my top favorite subreddits from the last year to see if it also helps you:

• dadditchefs – A subreddit created from r/daddit, this is a great place to get inspiration for what to make for dinner, or last minute breakfast and lunch ideas.
• FindTheSniper – Good, usually wholesome, fun way to pass the time and find your, often difficult to spot, zen.
• PizzaCrimes – A fantastic place to get irrationally angry.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My role in the app business right now is very similar to what it was years ago – to enable growth for our app developer partners. The difference now is that I have many more solutions to offer. Mintegral provides user acquisition, ad monetization, and creative solutions to help developers grow their businesses.

More broadly, our parent company, Mobvista, provides solutions along the developer journey, whether that be analytics, agency buying, user acquisition optimization tools, and more. In this way, we can help resolve many of the pain points starting from the inception of an app all the way through billions of downloads.

How did you end up working in apps? / get started?

I started working in apps from a video seeding company. We were looking for high completion rate video supply, and I worked with many of the rewarded video platforms, including mobile ad platforms. After understanding more about the mobile ecosystem and seeing how budgets were shifting towards mobile, I started applying to and working for mobile ad platforms at companies like Fyber, FusePowered, HyprMX, and now Mintegral.

What are you most excited about in apps right now?

I’m most excited about the intersection between AI and gaming. AI can help streamline many things and empower developers to do more with less. I also see AI allowing developers to be more agile and nimble when generating new ad creatives or managing their UA channels, ultimately driving higher conversion and more efficiency.

Beyond that, we’re excited about our expansion to non-gaming and retargeting, leveraging our existing capabilities for a different audience. We see a large potential in these areas and have given a lot more of our attention there.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

One person who has influenced my journey in the app industry is my former coworker, Ben Chen. He was an executive at Fyber when I was just starting out in the mobile app industry. Ben always had great communication, structure, and strategy on how he operated the business. After Fyber, I also worked with Ben more directly at FusePowered. To this day, I still find his teachings helpful.

What’s in your app tech stack?

Under our parent company Mobvista we have a full suite of solutions that help app developers throughout their journey, from start to full scale. We offer everything from analytics, user acquisition, automation, a UA agency, SDK ad monetization, creative analysis, ad creative studios, and more.

What do you like most about working in apps?

I like that the app space is very dynamic with different types of apps that resonate with mobile users. Just in the past few years podcasts, exercise, health/wellness, and eCommerce have all become very popular. Along with that, there have been iterations to the types of advertisements that are used like playable ads and audio ads.

There is a constant change in which apps are ranking and which are relevant. Also, the community and people of the app industry are great. Although it may be smaller than some other industries, it’s very collaborative and dynamic.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

There could be more platforms, which could meet many of the app developers’ needs under one roof. Many of the top ad platforms are moving in this direction, providing more services and cost efficiencies for app developers.

Other than that, more app-focused events in the U.S. other than the existing GDC and MAU conferences, would be greatly beneficial. It would be great to see the industry come together more often throughout the year.

If you weren’t working in apps what would you be doing?

I would say I’d be working on some other type of tech on the business development side of things. Or maybe even consider being a chef.

iOS or Android?

iOS. Although I did have a Google Pixel for a few years – I thought it was great, except for that green text bubble.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I’m always up to grab a coffee and chat! Feel free to reach out to me and my team.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

How did you end up working in apps? / get started?

I’ve always been involved in consulting for apps across various industries, including dating and startups. I used to win company-wide awards at LinkedIn for providing valuable feedback on beta features for apps and websites. I have a strong interest in design, UI/UX and functionality.

What are you most excited about in apps right now?

What do you like most about working in apps?

There is a lot of flexibility in functionality and creative use, offering many ways to genuinely improve people’s daily lives or utility. The promotion and search capabilities in app stores also provide significant opportunities for growth and visibility.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If you weren’t working in apps what would you be doing?

Audience development includes a bit of everything — news, journalism, growth marketing, and digital strategy.

iOS or Android?

Both.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

The Morning Show on Apple TV+, Younger on Hulu.

Is there anything else we should know about you?

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My job is to drive growth and innovation through effective marketing strategies.

How did you end up working in apps? / get started?

My journey in mobile apps really took shape when I joined Sandboxx, where I spearheaded marketing efforts that significantly expanded the company’s reach and impact.

At Sandboxx, I developed and implemented marketing strategies that not only enhanced user engagement but also successfully launched several digital products, positioning the platform as a leader in the mobile app space for military community support.

What are you most excited about in apps right now?

I’m most excited about two things—the tech and the people. AI is opening so many new possibilities for exceptional app experiences and I’m excited to see what the next few years mean for the industry.

I’m also excited about the people. There is so much talent in this industry and I love learning from not only peers but junior marketers as well.

What’s in your app tech stack?

Primarily, Iterable, Typeform, VideoAsk, Branch Metrics, Digioh, WordPress, and PPC ad platforms.

What do you like most about working in apps?

It changes nearly every day and keeps me vigilant.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

Everyone can build an app now—unfortunately, not everyone should. Bad apps are over-saturating the marketplace and creating far too many distractions.

If you weren’t working in apps what would you be doing?

Making and directing documentaries about interesting people and places.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I love building vintage Honda motorcycles.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

How did you end up working in apps? / get started?

I began my career with an internship in brand marketing at Nestlé. During my Master’s program, I had the opportunity to work with an app startup as part of a marketing course, and I was instantly drawn to the dynamic environment. This experience led me to pursue a career in the app industry, and five years later, I’m still energized by the same sense of innovation, growth, and fast pace that first captivated me.

What are you most excited about in apps right now?

Definitely, AI. It is undeniably becoming integral to every niche within the app ecosystem. On the marketing front, a key trend to emphasize is the shift in user acquisition strategies, particularly the move from traditional ‘ad -> download’ flows to more sophisticated ‘ad -> quiz funnel -> download’ processes. Major players are increasingly adopting this approach to maximize profits, fundamentally transforming the user experience and onboarding process.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

What’s in your app tech stack?

What do you like most about working in apps?

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

If you weren’t working in apps what would you be doing?

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Is there anything else we should know about you?

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I help apps grow efficiently by using effective lifecycle marketing strategies to reduce acquisition costs and nurturing user engagement that makes the product stickier.

How did you end up working in apps? / get started?

I taught myself how to code emails and joined my first app startup as an email marketer.

What are you most excited about in apps right now?

I’m most excited about apps figuring out innovative ways to drive sustainable growth.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

The Reforge team inspired me to go deeper into product-led growth marketing for apps.

What’s in your app tech stack?

Webflow, Hubspot, Braze, Iterable, Customer.io, and Klaviyo.

What do you like most about working in apps?

I like working in apps because of how personal, accessible, and easy to use they are. They can really change users’ lives.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I would love less spammy apps in the ecosystem that don’t drive real utility for their users.

If you weren’t working in apps what would you be doing?

Running a brick-and-mortar business.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Tokyo Vice.

Is there anything else we should know about you?

I love playing beach volleyball in the summer.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

My primary role is to help users achieve their language learning goals through personalized communication outside the product. I analyze user behavior to create the most relevant communications, ensuring our learners use the app effectively and truly learn the language.

Additionally, I work closely with data scientists to develop machine learning models that send personalized communications through push notifications and email.

How did you end up working in apps? / get started?

I’ve always been interested in apps and how they make our lives easier. This passion led me to apply for an internship at Babbel, where I have grown in the app world day by day.

What are you most excited about in apps right now?

I’m most excited about advancements in machine learning, AI, and user behavior analysis. These technologies help tailor experiences to meet users’ needs through various communication channels, ultimately helping them achieve their goals, whether they are learning English or Spanish for their career, Italian for their family, or Indonesian for a trip to Asia.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Yes, our CRM Notification Team Lead and Head of Engagement have been incredibly supportive and have taught me everything about eLearning apps and new trends. They have given me the freedom to experiment and create more resources and knowledge about our learners.

What’s in your app tech stack?

We work with Emarsys, a tool developed by SAP, along with ClickUp, Miro, and Jira. These are the usual tools for developing projects and working cross-functionally in a large corporation like Babbel.

What do you like most about working in apps?

I love how apps make life easier for people, the freedom to experiment, and the knowledge gained from testing. There are no limits to what we can test to help users create habits that meet their needs.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I believe there should be more knowledge sharing. Even though we are competitors, as an industry, we can learn a lot from each other to make better experiences for our customers.

There are always opportunities for apps to address unmet needs, especially in areas like personalized learning, mental health, and wellness.

If you weren’t working in apps what would you be doing?

I think I would be working as a turtle savior in the Caribbean Ocean. I love swimming and marine life.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

WeCrashed on Apple TV.

Is there anything else we should know about you?

I love hiking in the mountains of Latin America. I have a deep interest in languages, travel and cultures, and I speak four languages: Spanish, English, German, and improving my French.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Understand which personas will want to use the app, determine the best creatives for them, find them, and ensure they download the app and stick around.

How did you end up working in apps? / get started?

I have always wanted to work in gaming, so when I saw Tilting Point was hiring, I applied to the only role that was hiring an intern.

What are you most excited about in apps right now?

The evolution of it, one year we are talking about ATT and the next we are talking about CTV. There’s always a challenge and a new beast to tackle.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I learned so much at Tilting Point, I had a fantastic team that took me under their wing and taught me the foundations of my professional life.

What’s in your app tech stack?

Appsflyer, Looker, ASO tools, Jira.

What do you like most about working in apps?

I like how universal they are, almost everyone has one app on their phone.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

Better privacy rules that do not disrupt the industry and small businesses (you know what I’m talking about). More cross-promotion and partnerships between apps.

If you weren’t working in apps what would you be doing?

I’d love to be a matchmaker.

iOS or Android?

iOS (I gotta FaceTime my family).

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

3%.

Is there anything else we should know about you?

I have published a book and I love to talk about the industry with people who would like to publish one as well!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I help businesses achieve growth and user acquisition goals for their apps.

How did you end up working in apps? / get started?

I sold software from 2007 to 2010 and wanted to get into an industry that was fast-paced and exciting. I really wanted to work with something I could be passionate about.

Apps were just gaining traction during this time (with the App Store launching in 2008), it was an incredibly exciting time to work in an industry where most companies were just figuring things out for the first time. At Jumptap, we were one of the first mobile companies with a team fully focused on performance for apps.

What are you most excited about in apps right now?

Being at Dataseat I am always keeping up to speed on all privacy changes occurring in the market. With the recent introduction of AdAttributionKit, I’m interested to see how apps adopt this new privacy-first attribution framework and am excited to be a part of the solution we can give to advertisers.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

I have always been a huge Steve Jobs fan and admired his innovation. Building out the App Store which was an entirely new universe and ecosystem was incredibly exciting and something I wanted to dive into.

What’s in your app tech stack?

Zoom, Adobe, Slack, Photoshop, and Google Docs.

What do you like most about working in apps?

The environment is never stale and always changing. I am a fast mover and someone who needs to be challenged and the app space provides a perfect environment.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I’d love to see more gaming apps mimic the video games we had in the 90s. There were so many great games and although gaming has improved so much, I’d love to see more of those in the mix.

If you weren’t working in apps what would you be doing?

I would still be working in adtech in a revenue-related role. I love being in sales, it gives me the opportunity to meet and connect with new people every day.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

I’m a huge fan of The Office… I think I need some new show recommendations.

Is there anything else we should know about you?

I love being active… Crossfit, golf, skiing, baseball, etc. Anything that gets me outside!

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

I lead marketing, retention, and organic growth for Besitos. We’re highly focused on two products: KashKick (a rewards platform) and Besitos Marketplace (our white-labeled rewards platform).

How did you end up working in apps? / get started?

After a long stretch in healthcare technology, a colleague asked me to come run marketing for a healthcare app. I had some experience with B2C marketing, but not at that scale. There’s nothing I love more than a learning opportunity, so I dove in with both feet.

What are you most excited about in apps right now?

I’m excited about using AI agents and machine learning to help us deliver the right message to the right person at the right time. I believe that this will allow app marketers to hyper-personalize engagement.

Is there anyone who has influenced your journey in the app industry?

Absolutely, I would say Peggy Ann Salz, an outstanding journalist highly focused on the app space. I’ve learned so much from following her content and listening to her in-depth interviews. Second, I really look up to Randy Malluk, one of the best managers I’ve ever worked with over my lengthy career.

What’s in your app tech stack?

AppsFlyer, AppTweak, CleverTap, Aampe.

What do you like most about working in apps?

I love how quickly we can iterate on an app to make changes, both incremental and significant. I’ve been around long enough to remember getting software delivered through the mail on floppy disks. There’s something magical about downloading the latest version of an app in minutes on a computer in the palm of my hand.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

A LinkedIn-like application to help those in the app industry connect more easily.

If you weren’t working in apps what would you be doing?

Product management is my second love — such a great combination of project management and innovation.

iOS or Android?

Android.

What app(s) have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Anything by Taylor Sheridan.

Is there anything else we should know about you?

My husband and I have been digital nomads for the last two years, living in an RV and exploring the US. We’d love to live overseas in the next few years.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

Right now, I am focusing on creating innovation in the mobile industry and enhancing user acquisition efficiency with my team at Gamelight.

How did you end up working in apps? / get started?

I started working with apps during my studies when I got a job in web and app development. I have always liked games, which eventually got me into the mobile games sector and later apps in general. So, it was my interest that led me into the field, where I can mix what I know and what I enjoy doing.

What are you most excited about in apps right now?

Right now, what excites me most about the app industry is the opening up beyond the two traditional app stores, Apple App Store and Google Play. This change can make the app world more diverse and accessible, offering developers and users more choices and opportunities. It’s a big shift that could lead to more creativity and innovation in the apps we see and use.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Riot Games. They’ve managed to stay at the top for many years, not just through their games but by creating a strong brand in different areas. They lead in eSports, made a hit Netflix show, Arcane, and have a very loyal community. Their ability to evolve and expand globally while keeping their fans engaged is truly inspiring.

What do you like most about working in apps?

What I appreciate most about working in apps is the accessibility of the market. Unlike other industries, entering the app world is straightforward, allowing a variety of players to bring their ideas to life and reach users globally with ease. This openness fosters a diverse and innovative environment where anyone can make an impact.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d likely still be in software development, possibly exploring fields like science or physics. These areas are fascinating to me, and the potential for innovation and discovery aligns with my passion for problem-solving and creating impactful solutions.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As of now, I am the founder of three app publisher-related companies, including Gamelight, the largest game recommendation platform globally. My role is to drive innovation in the field and contribute to making UA more efficient.

How did you end up working in apps? / get started?

After completing my education, I first worked in the re-insurance sector. I was dreaming broader but had yet to decide which direction to take. Then, a friend of mine recommended I switch to the app industry because, as she put it, “it is a lot of fun, and people are amazing. You will love it”. That was more than 10 years ago, and I haven’t had any regrets since.

What are you most excited about in apps right now?

As the founder of an AI-driven user acquisition company, I am naturally the most excited about the growth of AI in UA. We are currently just scratching the surface of AI algorithms to target the most likely users based on their past app usage, demographic data, and preferences, which has already proven to be multiple times more efficient and reliable than manual targeting. I am excited to see in what new ways AI can be used to target users even more accurately in the future.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

One company that stands out to me is Amazon. It is a very innovation-driven company that has made many people’s lives more convenient and enjoyable.

What do you like most about working in apps?

How dynamic the industry is and how any new player can make it big with the right product and strategy. It is more challenging to crack into any other industry without being backed by existing leaders in traditional markets. However, the app market is both more open and willing to see true innovation.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

We need new user-friendly ad formats. Currently, many videos contain unskippable 30-second segments that have an interactive and static end card. This is too much; there is no need to annoy potential users. Instead, there should be a focus on ads that are oriented towards the user.

If you weren’t working in apps what would you be doing?

After obtaining my MSc, I was on the path to starting a PhD degree. However, I chose to stay in the mobile game market at that time, as it seemed more dynamic and fast-paced to me, which I preferred. If I had not made that decision, I would probably have conducted research at a German university.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I am ambidextrous and can write with both my right and left hand.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

In your own words, what’s your role in the app business right now?

As Head of Technology for Mobile at ASOS, I lead talented development teams whilst collaborating with the wider business to deliver innovative customer outcomes that consistently put us ahead of the curve in the mobile space.

How did you end up working in apps? / get started?

I witnessed the mobile revolution first-hand during the dot-com era whilst I was a website developer. Recognising the immense potential of mobile to transform user experiences and drive business growth, I actively pursued opportunities to lead teams in the mobile space. This shift has allowed me to expand my skillset, face exciting technical challenges, and contribute to the development of innovative mobile solutions.

What are you most excited about in apps right now?

The app space is buzzing with innovation. Especially in the retail space where convenience is king and apps are making shopping a breeze. I call it “Shopperverse” which seamlessly blends the physical and digital world underpinned by AI for a more personalised, immersive, and convenient shopping experience that caters to the ever-evolving needs of the modern consumer.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

Steve Jobs and the iPhone. The launch of the iPhone in 2007 was a watershed moment in mobile app development. Steve Jobs’ vision of a user-friendly touchscreen interface with a robust app store set the standard for smartphones and opened the door for a mobile app explosion.

What’s in your app tech stack?

Our app stack vision emphasizes the importance of flexibility, scalability, and embracing new technologies to create an innovative and customer-centric shopping experience. At the core, we use platform-specific frameworks like Swift (iOS) and Kotlin (Android).

What do you like most about working in apps?

The most exciting aspect of leading the mobile app charge, for me, is the constant innovation and tangible impact. We’re at the forefront of emerging technologies whilst shaping the future of retail experiences. Witnessing millions engage with the apps we create, transforming how they shop, is incredibly rewarding. It’s a blend of technical challenges, creative problem-solving, and leaving a lasting impact on the industry, that’s what keeps me energized.

What one thing would you change about the app industry / market? Where do you think there’s an opportunity for apps / or unmet needs?

One area I’d focus on transforming the app industry is prioritizing user privacy and data ownership in this AI era. Currently, the model often relies on collecting vast amounts of user data for personalization. While this can be beneficial, it can also feel intrusive. By prioritizing user privacy and data ownership, we can build a future where apps are both innovative and respectful of user trust. This will lead to a more sustainable and ethical app ecosystem.

If you weren’t working in apps what would you be doing?

My drive lies in leveraging technology to solve complex problems, improve lives, and shape a positive future. The specific path I take might change, but the core motivation remains constant.

iOS or Android?

Agnostic.

What app(s) have been most useful to you over the last year?

Seeing apps trying to become super-apps and the creation of new app stores to compete with Apple and Google is truly exciting.