Apptivate: App Marketing Explained

Today’s guest opens up about her first professional work experience as a mobile marketer working for a gaming company. At the time, she didn’t realize the level of stress she was experiencing was not “normal.” Now, as the Associate Manager of Digital Marketing at Reebok, Jocelyn Paz reflects on how Rebook is doing a good job creating open lines of communication for employees to have honest convers...

Today’s guest is Shan Huang, the Senior Applied Scientist at Zalando, a multinational e-commerce platform for shoes and fashion. Shan is also the co-founder of the German-Chinese Association for Artificial Intelligence, a nonprofit advancing the exchange of education, research, and public resources between Germany and China in the field of AI. Questions Shan Answered in this Episode: Can you give...

Yoann Pavy has started a new role as Vice President of Marketing at Diem. Previously, he was the Head of Digital Marketing at Depop. He’s recently launched his own podcast, Digital Marketing Finesse. Yoann is based in London. Questions Yoann Answered in this Episode: How do you source sneakers to consumers? How was the marketing strategy at Depop developed and the level of success you saw from it?...

Liz Emery is the Senior Director of Mobile and Ad Tech Solutions at Tinuiti, the largest independent performance marketing agency across Google, Amazon, Facebook, and beyond. She oversees their mobile executions on strategy, ASO, including A/B testing through all of their user acquisition channels as well as lifecycle email marketing. Questions Liz Answered in this Episode: When Apple announced th...

Jon Lau is the Senior Director of Growth at Weee!, a company delivering Asian & Hispanic groceries with zero service fees and free delivery. Previous to the e-grocer app, Jon hailed from a background in banking and then mobile marketing for gaming companies, like DraftKings, Smule, and Playsonic.    Questions Jon Answered in this Episode: Can you tell us about what Weee! does and who you serve? Wh...

Jayne Pimentel is the Senior Director of Marketing and Growth at Electronic Arts. Electronic Arts develops and delivers games, content, and online services for Internet-connected consoles, mobile devices, and personal computers. EA has more than 300 million registered players around the world. Questions Jayne Answered in this Episode: How did you get started in gaming?  Your dad was a big influenc...

Michelle Lerner is the Director of Business Development at Branch. Branch provides cross-platform linking and attribution solutions to the world's leading digital brands. Questions Michelle Answered in this Episode: How has the role of men and women in the mobile tech space evolved since you started your career?  Do you feel more confident and comfortable vocalizing yourself now because you’re in...

Fanny Jacoby is the Head of Projects for app marketing at trivago, a leading hotel price comparison website. Questions Fanny Answered in this Episode: How did you get started with mobile marketing? What is it like working at Trivago? What does Trivago do to empower and support women at the workplace? Can you speak a little bit more about Trivago’s mentorship program? What do you think we can be do...

Our first guest is Jen Donahoe, the Marketing and Growth Lead for Teamfight Tactics at Riot Games. Jen has also held marketing roles at Disney, Hasbro, EA Sports, and Mattel. She shares her thoughts on connecting with male peers, the need for women to support other women, calling out unconscious bias, work-life balance, and more. Questions Jen Answered in this Episode: How did you get started in m...

Yue Meng is the Senior Data Scientist at Delivery Hero, an on-demand delivery platform. Previously she was a marketing consultant for Ninah Consulting. She has a master’s degree in statistics. She is based in Berlin, Germany.  Questions Yue Answered in this Episode: What methodologies do you use to evaluate your various campaigns?  What are your plans for A/B testing once device IDs are no longer...

Christian Eckhardt is the CEO and co-founder of Customlytics, a Berlin-based app marketing agency. They specialize in consulting and supporting mobile strategy, analytics, and ASO integration. Questions Christian Answered in this Episode: What was a component of the mobile marketing landscape that you had to learn the most about or that you found the most challenging when growing Customlytics? Wha...

Cody Ryan is the Vice President of Growth Marketing at Ibotta, an app that gives users cashback on things they’ve already purchased. Questions Cody Answered in this Episode: How valuable is the MBA? Do you find that you’re leveraging in your job responsibilities? How difficult was it to educate the market on why people should use Ibotta? As a performance marketer, are you tracking the effects of s...

Louis Tanguay is the Managing Director and Co-Founder of App Growth Summit, an invite-only, limited-vendor mobile app conference series and content publisher for app growth professionals. Questions Louis Answered in this Episode: App Growth Summit is moving to Austin. Why Austin? How do you determine where to draw the line with attendees? What are mobile marketers talking about too much? Do you de...

Simon Kreienbaum is the co-founder of kitchn.io, a drag-and-drop visual platform that allows marketers to build their own customized automation tools to replicate their workflows without having to learn code. Previously, Simon was the head of performance marketing at Asana Rebel and rekindled his childhood love for coding as a senior online marketing manager at Junique. Simon is based in the Berli...

Megan Price is a media buying executive for M&C Saatchi Performance. She is based in the U.K. and graduated from the University of Glasgow with an M.A. in Economics. Questions Megan Answered in this Episode: What was your greatest challenge coming into performance marketing? Have you found that when you think about different verticals your strategies change in regards to creatives, or do you think...

Christian Knudsen is the CMO at Valiu, the safest way to send money electronically from Colombia to Venezuela, and soon expanding to other countries in Latin America.  Questions Christian Answered in this Episode: Is it challenging to educate your users on the cryptocurrency technology that you use?  Are you seeing a growth in fintech startups in Latin America or, more specifically, in Colombia? H...

Matt Pate is the Growth Lead at Finimize, giving you a team of finance and investment analysts in your pocket. Previously, Matt started up a VR/AR development studio in London.  Questions Matt Answered in this Episode: What does the Finimize product do? What is your theory around testing and what systems do you have in place to do it effectively? How many iterations of creatives does it take to ar...

Ngozi Ogbonna is the Head of Growth at Overtime, a social-first sports media company serving Gen Z and other millennials. The OT app that Ngozi oversees growth for focuses on giving users scores and stories really quickly. Questions Ngozi Answered in this Episode: What are you focused on in your role as head of growth? What are some of the tactics you put in place to keep your Gen Z users engaged?...

Pau Quevedo is the DSP Lead for Goodgame Studios. He’s based in Hamburg, Germany, the epicenter of gaming companies in Germany.  Questions Pau Answered in this Episode: What made you want to join a game development studio in the first place? What made your company decide you needed someone dedicated to programmatic? How has programmatic DSP changed in the past three years? What is your outlook of...

Questions Vincenzo Answered In This Episode: “Is there a particular area where your team has really focused or has there been any particular experiment that you think will help you guys out-market your competitors?” “As far as incrementality goes within programmatic in-app advertising, are you applying incrementality measurement to both acquisition campaigns and retargeting campaigns?” “Do you use...

Katie Perry is the Vice President of Marketing at Public.com. Public is an app for investing in stocks with a social twist. It’s on a mission to make the stock market more inclusive, educational, and fun.  Questions Katie Answered in this Episode: What was the hardest thing for you to pick up or wrap your head around when you came to marketing? And what was the most valuable thing you took out of...

Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games.  Questions Jessy Answered in this Episode: How do you bring your startup mentality to l...

Kevin Nemeth is the Head of Digital Marketing for Popeyes Louisiana Kitchen. Previously, he’s worked within digital marketing at TD Bank, L’Oreal, MSLGROUP, HSN, AOL, and others.  Questions Kevin Answered in this Episode: Do your digital marketing strategies or principles change as you shift from one vertical to another? What are a few ways that your team develops personalization for your customer...

Ian Masterson is the Associate Growth Marketing Manager at Tilting Point, a mobile game publishing company.  Questions Ian Answered in this Episode: What are some of the big changes for Tilting Point this year? When did you team start delving into retargeting? What are some tips you’ve learned on your journey into retargeting? Do you focus on lapsed paying audiences in retargeting or something els...

Kabeer Chaudhary is the APAC managing partner at M&C Saatchi Performance. M&C Saatchi Performance is a global digital media agency that connects brands to people, across all channels. He is based in Singapore. Questions Kabeer Answered in this Episode: How valuable was getting an MBA in pursuing your career? Why has M&C Saatchi Performance set up its headquarters in Singapore? What other countries...