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’s diversity makes scaling apps complex, what works in one country may not work in another. This session will explore how top app teams move beyond translation to design localised experiences, adapt marketing and product strategies, and stay consistent with their global brand. It will also focus on brand-led growth, cross-border storytelling, and collaboration across product, UX, and growth teams.
Takeaways:
- How to build localised experiences that connect with different European audiences
- Ways to align global brand identity with local market needs
- Best practices for scaling growth through cross-team collaboration
Panellists:
Alvaro Ungurean
Commercial Director, Europe - International Train,
Trip.com Group
Roberto Andrès Louback
Senior Regional Marketing Manager CE,
AppsFlyer
Clizia L'Abbate
Senior Director,
Growth & Marketing,
Wolt
Norman Nielsen
VP Growth (Organic, CRM, ASO),
Omio
Moderator:
Yolande D’Mello
Senior Editor,
Martechvibe
This session explores how in-app innovation drives platform evolution and sustainable growth as companies scale. Drawing from Uber’s experience across EMEA, it presents a practical framework for identifying and testing new opportunities—whether extending core services, launching adjacent products, or targeting new consumer groups. The session covers how to quickly prove or disprove product-market fit, select the right test markets, structure efficient pilots, and balance using existing resources versus building new ones, all while minimising risk and investment.
Takeaways:
- Identifying Smart Bets for Growth: Learn how to extend core services, launch adjacent services, or reach new consumer groups based on strategic degrees of separation
- Effective Testing Framework: Understand how to quickly prove and disprove product-market fit, pick the right test markets, and design pilots that fail fast and fail cheaply to deliver clear insights
- Balancing Speed and Resources: Discover when to leverage existing infrastructure versus building new capabilities, using real examples like courier services and intercity tests to validate new demand patterns
Praveen Ramaswamy
Program Leader, Rider Experience - EMEA Mobility Community Operations,
Uber
This session explores what drives people to buy and how to shape funnels that convert. Learn how to create quizzes that feel like natural conversations, boost how users perceive value, and guide them smoothly toward a purchase. The session will also point out common funnel mistakes and practical ways to fix them.
Takeaways:
- How to design quizzes that feel personal and engaging
- Ways to increase value perception and build trust
- Fixes for the most common funnel challenges
Igor Lyubimov
Founder & CEO,
web2wave
This session explores how gaming companies can drive sustainable growth by creating real player value through smart monetisation strategies. It covers scaling monetisation globally, designing hybrid models combining in-app purchases, ads, and meta-progression systems, leveraging player segmentation for personalised offers, and maximising Lifetime Value (LTV). The session also explains how to approach different player archetypes – whales, mid-tier, and casual gamers, to balance revenue growth with fairness and retention.
Takeaways:
- Global Monetisation Strategies: How to scale revenue models across diverse markets while maintaining a balance between player satisfaction and business growth
- Hybrid Models & Personalisation: Crafting the right mix of advertising, in-app purchases, and progression systems, using player segmentation to tailor strategies for maximum engagement
- Player Archetypes & LTV Maximisation: Approaches to effectively monetise whales, mid-tier, and casual gamers, increasing Lifetime Value without harming retention or user experience
Idan Gerby
General Manager, Youda Games,
Playtika
Today, most people interact with nearly identical versions of the same product, whether it is Instagram, Zoom, or Netflix. That one-size-fits-all approach limits personalisation and slows innovation. But we are on the edge of a major shift.
In this keynote, Amplitude CEO Spenser Skates will explore how AI is transforming the product development lifecycle, from automating analytics and experimentation to enabling personalised, self-improving experiences that evolve in real time.
He will be joined by George Yianni, CTO of Philips Hue, who will highlight how AI is reshaping everyday consumer products. From VisionAI automations and MotionAware sensing to the new App Assistant, he will demonstrate how something as familiar as a lightbulb can become smarter, more intuitive, and deeply personalised.
George Yianni
CTO,
Philips Hue
Spenser Skates
CEO and Co-founder,
Amplitude
Creative assets are key to conversion but their optimisation is often done wrong; A/B testing randomly changes without a clear plan or proper analysis, ultimately providing no clear actionable data.
A scientific approach is the only way to gather relevant information:
- Start with a clear hypothesis
- Test one specific thing at a time
- Always check if results are statistically significant
Get actionable insights on customer behaviour for informed decision making and sustainable conversion improvements.
Wuzzon partnered with MyWay to enhance visibility and store presence in a structured manner. This conversation presents a real case study, illustrating the CRO strategy applied and highlighting actual A/B test results and outcomes.
Chiara Bos
Head of ASO,
Wuzzon
Daan Wonnink
App Growth Consultant,
My Way
Discover how leading app marketers are using Customer Data Platforms (CDPs) to drive user growth, engagement, and revenue. This session will explore how intelligent segmentation and real-time personalisation power better retention, LTV, and monetisation strategies – all at scale and learn how to turn user data into meaningful growth outcomes with actionable insights and tech integrations.
Takeaways:
- How CDPs enable smarter segmentation and personalised user journeys
- Strategies to boost retention, LTV, and monetisation with real-time data
- Ways to integrate CDPs with marketing tools to drive measurable growth
Soyinka Majumder
Head Customer &
Marketing Analytics,
Just Eat Takeaway.com
Most teams do not fail on Meta due to budget constraints; they fail because signals, structure, and creative cadence are misaligned. In this practical session, REPLUG demonstrates the Signal Engine they use to unlock profitable scale on iOS and Android. Attendees will see the six levers the team orchestrates, a flagship app case study, and two quick examples illustrating repeatability. Participants will also gain access to the Meta checklist, a pathway to a private Meta Growth Assessment during the summit, and a safe expansion blueprint for adding non-traditional channels without compromising payback.
Takeaways:
- Understand what excellent Meta performance looks like when signals, structure, and creative cadence are optimised by experts
- Learn the six levers that consistently influence CAC and ROAS, along with the single metric to monitor for each
- Discover how to extend Meta successes using a safe expansion playbook into additional channels while maintaining payback and scaling winning strategies
Lorenzo Rossi
Co-founder,
REPLUG
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.
Takeaways:
- Principles of habit-forming design to create engaging mobile experiences
- Micro-interactions, visual feedback, and smooth UX flows to increase user retention
- Intuitive design patterns that encourage daily app use
Thiago Hapner
Head of Product Design,
Zalando
Personalisation is no longer a “nice to have”— it is what users expect. Yet most strategies still fall flat, unable to keep pace with the fast-changing needs, behaviours, and contexts of real users. In this lively, no-jargon session, the speaker will explain why today’s personalisation often misses the mark, tracing the root of the problem to outdated assumptions and rigid infrastructure. More importantly, they will explore a better path forward: adaptive, behaviour-driven strategies that evolve alongside users. Attendees will leave with actionable insights to boost engagement, retention, and relevance in their apps by delivering experiences that respond to users in real time, not just based on who they were last week.
Takeaways:
- Personalisation is not about building more content and user journeys, but about creating systems that continuously learn
- Users behave in real time, and messaging should do the same
- Agentic infrastructure—the underlying system that enables many agents to work effectively and adaptively across different contexts and user needs—makes this possible
Paul Meinshausen
CEO and Co-founder,
Aampe
In today’s crowded app landscape, following the standard roadmap isn’t always enough to drive meaningful growth. True differentiation often comes from knowing when to step off the path – blending intuition, timing, experimentation, and even a bit of luck.
This session draws on over a decade of product and growth experience to uncover how standout apps scale not just by optimising features, but by cultivating purpose, adaptability, and emotional resonance with both users and teams.
Takeaways:
- How to recognise the moments when the roadmap needs rewriting and what principles to follow instead
- Why sustainable growth depends on clarity of purpose, a flexible strategy, and building genuine human connections
Imad Jawad
Product Leader,
Growth Automation
and Expansion,
Bolt
How top apps are driving subscription retention by crafting strong brand stories, personalising user journeys, and building engaged communities. Learn how combining brand with performance strategy creates subscription models that feel human, trustworthy, and built to last.
Takeaways:
- Using relatable stories to create an emotional connection and encourage longer app usage
- Designing user-first subscription paths that boost engagement and reduce drop-offs
- How ongoing content and community interaction help keep subscribers active and loyal
Panellists:
Aitor Abonjo
Director - CRM &
Customer Retention,
Kolet
Fred Linfjard
Advisor
Fastspring
Amanda Gandolpho
Head of Brand Marketing
& Creative,
Swapfiets
Jyoti Pannu
Product Strategy Expert,
Booking.com
Moderator:
Garima Singh
Global Strategy Lead - Commercial Marketing,
AkzoNobel
Most teams feel confident they’re data-driven, yet some of the most valuable growth opportunities remain out of reach. Why? Because the data that unlocks them can’t leave your own walls. From tailoring offers around real customer value to spotting churn signals in payments or support, adapting features to regulation, or connecting multiple product lines, these levers stay invisible when your analytics lives only in a rented dashboard. In this session, Onur Alp Soner, Founder and CEO of Countly, explores the hidden cost of untapped data and shows why true ownership is the only way to turn it into a competitive advantage.
Takeaways:
- True data ownership reveals hidden growth levers: from churn prevention to cross-product opportunities that rented dashboards can’t show
- Privacy-first isn’t a barrier: it’s how you gain the freedom to act faster, personalise smarter, and innovate responsibly
- Owning the full picture creates competitive advantage: turning data from scattered insights into sustainable retention and long-term growth
Onur Alp Soner
Co-founder and CEO,
Countly
Rising customer acquisition costs are making growth more challenging, particularly in smaller European markets. This session will focus on how leading marketers leverage data, audience segmentation, and multi-channel strategies to attract high-value users efficiently.
Takeaways:
- How to target high-value users without overspending
- Strategies to optimise campaigns across multiple channels
- Ways to rethink CAC for sustainable and profitable growth
Panellists:
Laurens Jansen
Head of Growth,
Polarsteps
Olga Kononova
Sr. Business Development Manager,
Smadex
Karla Passeri
Head of Marketing,
Ticketswap
Moderator:
Yolande D’Mello
Senior Editor,
Martechvibe
This talk will delve into the “make-test-learn” product growth cycle, focusing on how hypothesis-driven experimentation, built on strong assumptions, can lead to incremental impact. It will also highlight how these assumptions evolve when developing GenAI products. The goal is to provide product builders with a framework for designing GenAI products that are lovable, feasible, and business-viable.
Takeaways:
- How to apply the “make-test-learn” cycle to drive continuous product growth
- Why strong assumptions are critical when building and testing GenAI products
- A practical framework for creating GenAI products that balance user love, feasibility, and business value
Ellora Nath
Product Lead,
Booking.com
How do you encourage users to move from mobile web to your app without irritating them? This talk shares a practical framework for making that shift feel natural and valuable. Using Catawiki’s buyer journey as context, it highlights the moments when prompts work best, the design choices that make them feel user-led, and a measurement mindset that looks beyond installs to meaningful engagement.
Takeaways:
- How to identify the right moments in the user journey to encourage app adoption
- Five principles for designing prompts that respect intent and deliver real value
- Example designs showing what “good” looks like in practice
- How to connect app adoption to meaningful engagement, not just install figures
Simona Piftor
Head of Product Design,
Catawiki
