AGENDA
Join the Mobile & App Growth Summit, where over 150 leaders and top minds in mobile marketing, app monetisation, and user engagement converge from 150+ leading companies. Discover insights and explore strategies driving the future of app growth.
Join the Mobile & App Growth Summit, where over 150 leaders and top minds in mobile marketing, app monetisation, and user engagement converge from 150+ leading companies.
Discover insights and explore strategies driving the future of app growth.
Europe isn’t one market, from user behavior and cultural nuances to payment methods and content sensitivities, what works in one country may not work in another.
This session covers how top app teams go beyond translation to build truly localised experiences, tailoring product features, marketing strategies, and UX design to fit regional habits. Discover how to scale efficiently across diverse markets while sticking to your global brand.
We’ll also dive into the brand-led growth in this complex landscape. Discover how to create cross-border storytelling and content that resonates, align global brand identity with local campaigns, and collaborate across product, UX, and growth teams to scale effectively.
Amanda Gandolpho
Head of Brand Marketing & Creative, Swapfiets
Alvaro Ungurean
Commercial Director Europe, International Train, Trip.com Group
Krshna Prashant
Head of Campaigns - Europe & Turkey, Delivery Hero
We’ll unpack how mission-driven, community-led marketing not only builds stronger user loyalty but also creates sustainable, long-term value for app businesses. Hear how brands are aligning marketing with user values — from mental wellness to sustainability — and how that drives organic growth, retention, and cultural momentum.
- How to build marketing campaigns around shared purpose
- Balancing business goals with community-building
- Real-world tactics for driving engagement through cause, identity, and connection
The prevalence of quick-consumption content has accelerated user churn rates. Mobile applications must constantly refresh their user experience and content strategy to retain audience attention in an increasingly competitive environment. What does it take to tell compelling stories, and break through the noise?
In today’s competitive app landscape, user retention matters more than ever — and the strongest brands are the ones that users choose to stay subscribed to. This session explores how to build an emotional connection through storytelling, shape a brand that users trust, and design subscription experiences that feel personal and rewarding. Learn how to blend brand strategy with performance to reduce churn and grow lasting loyalty.
- How to use content, community, and brand tone to deepen user connection and drive engagement
- How to design subscription journeys that feel less transactional and more relationship-driven
- How to align a global brand identity with localised, user-first execution to reduce churn
Creators offer direct access to specific user segments, from gamers and new parents to finance enthusiasts or beauty fans. This allows hyper-targeted marketing that feels personalised. This authenticity boosts trust, which translates into higher conversion rates. How are creators changing the game for apps in lifestyle, fitness, gaming, and wellness?
In today’s overcrowded app market, being “good” isn’t enough — the apps that win are the ones that stand out. This session explores how leading brands define what makes them different, connect with users in meaningful ways, and build loyalty through thoughtful design and strategic positioning.
Learn how to strike the right balance between what users want and what makes your app unique, validate your product-market fit with real feedback, and understand why true differentiation goes far beyond great branding. Featuring real-world examples of apps that grow by staying focused on purpose, value, and experience.
How is Gen AI redefining campaign performance across the mobile funnel? From hyper-personalised creative to predictive optimisation and real-time content generation. This session will explore practical use cases, showcase tools making an impact today, and offer a roadmap for integrating Gen AI into your existing mobile marketing stack.
Most teams treat ASO and paid user acquisition as separate efforts, but the smartest ones don’t. This session explains how leading growth teams are merging ASO and UA into a single, high-performance funnel.
Learn how to align creative, targeting, and store strategy to drive installs that actually convert. We’ll cover how to build cross-functional teams, avoid KPI conflicts, and use Custom Store Listings, A/B testing, and seasonal trends to boost efficiency and scale smarter.
Customer acquisition costs are rising fast, especially in smaller European markets, making it harder to grow efficiently.
This session will focus on how top marketers use data, smart audience segmentation, and a mix of channels to attract valuable users without overspending.
Discover practical strategies to focus your budget on high-impact campaigns, avoid wasting spend on low-quality traffic, and rethink CAC to drive sustainable, profitable growth.
Lauren Jansen
Head of Growth,
Polarsteps
This session explores how thoughtful UX design can turn casual users into loyal ones by building habits through intuitive, rewarding interactions. Learn how top apps use design to drive daily engagement and long-term retention.
- Principles of habit-forming design and how to apply them in mobile apps
- How micro-interactions, visual feedback, and UX flow drive retention
- Case studies on creating engaging, intuitive design patterns that promote daily use
Thiago Hapner
Head of Product Design,
Zalando
Through channels like performance campaigns, app store reviews, social listening, and CRM, they gather invaluable data on what users want, what frustrates them, and what features are missing. This feedback can directly influence product roadmaps. Some of the most successful apps evolve based on insights generated from marketing-led initiatives. This session will show how product and marketing teams are working together, using low-code tools, AI, and smart systems to build faster, fix problems quicker, and keep apps running smoothly.
