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.
Think Global, Build Local: Scaling App Growth in Fragmented European Markets
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
Beyond Installs: Why Community-Led Apps Win in the Long Run
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
Niklas Brackmann
Co-founder,
Prematch
Why People Buy: The Psychology of Converting web2app Funnels
Why do people actually buy? Discover the anatomy of a winning funnel. Learn how to build quizzes that feel like friendly human dialogue, increase value perception, and guide users to purchase. This session also covers the common problems and how to fix them.
Igor Lyubimov
Founder & CEO, Web2Wave
Smart Monetisation: Profitability while Providing Value
Freemium, subscriptions, ads – what works for your business, and can it offer the right balance between revenue and user experience? This session will explore real examples, tips on testing different models, and how to balance making money while keeping users happy and engaged.
Idan Gerby
General Manager, Youda Games,
Playtika
The Future of Product Development: How AI Powers Self-Improving Products
Today, every user experiences nearly the same version of a product – whether it’s Instagram, Zoom, or Netflix. That one-size-fits-all model limits personalisation and slows innovation. But we’re on the edge of a major shift.
In this keynote, the speaker will explore how AI is transforming the product development lifecycle; from automating tedious analytics and experimentation to enabling radically personalised, self-improving products.
Discover how AI Agents can continuously learn from user behavior, adapt experiences in real time, and accelerate growth at a scale never before possible. This is more than just faster shipping; it’s the dawn of software that anticipates your needs and evolves with every interaction.
Spenser Skates
CEO and Co-Founder,
Amplitude
The Right Approach to Moving Mobile Web Users to Native Apps
This case study covers how Catawiki is effectively guiding mobile web users to its native app through subtle, user-centric design and timing. It highlights the critical decision points, UX strategies, and non-intrusive nudges that drive app adoption while preserving the user experience.
- How to identify the right moments to prompt users to download your app
- Design principles that make the transition from web to app feel natural and user-driven
- Real-world examples of what worked (and what didn’t) in Catawiki’s approach
- What strategies can be adopted to improve app install rates and long-term engagement in your own mobile product.
Simona Piftor
Head of Product Design, Catawiki
Performance & Personalisation: Strategies that Evolve in a Dynamic Privacy Ecosystem
Post-IDFA Targeting Limitations are affecting performance marketers. With less access to tracking data, delivering personalised experiences and measuring campaign success has become more difficult but not impossible.
This session will cover how app companies are adapting to these privacy-first changes by using first-party data, contextual targeting, and privacy-compliant tools like SKAN.
What are the creative ways to personalise user journeys without relying on invasive tracking.
From Data to Growth: Leveraging CDPs for Segment-Based Personalisation & Monetisation at Scale
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. Learn how to turn user data into meaningful growth outcomes with actionable insights and tech integrations.
Soyinka Majumder
Head Customer & Marketing analytics, Just Eat Takeaways
How to Build Sticky Content in a Fast-Scrolling World?
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?
Assumptions, Experimentation, and the Growth Loop in the Age of GenAI
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.
Ellora Nath
Director of Product,
Booking.com
Retaining Subscribers: Building Loyalty through Brand, Story & Personalisation
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.
- Using relatable stories and tone of voice 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.
- Localising subscription experiences while preserving brand consistency across markets.
Unifying ASO and Paid UA for Smarter Growth
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.
Growth On (& Off) The Roadmap: Standing Out When the Rules Don’t Apply
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.
- 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
Smart Bets, Smarter Growth – How In-App Innovation Drives Platform Evolution
As platforms mature, internal innovation becomes the key driver of long-term growth. Drawing from experience scaling multiple verticals within Uber, this session explores how to launch high-impact features and services from within an existing ecosystem — and how to make them stick.
- Structuring and funding internal bets in a resource-constrained environment.
- Building MVPs that integrate seamlessly into existing app ecosystems.
- Using performance data to secure long-term investment and roadmap prioritisation.
- Case examples: From Courier-only markets to the rise of Intercity.
- Empowering lean teams to move fast within a global brand.
Praveen Ramaswamy
Growth Bets Lead - EMEA Mobility,
Uber
Cutting Through the CAC: Smarter Growth in High-Cost Markets
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
Karla Passeri
Head of Marketing,
Ticketswap
Designing for Habit: Building Interfaces That Keep Users Coming Back
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
Product Evolution: Uncover Opportunities through Marketing-led Experiments
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.
