UNLOCKED: INSIGHTS
Ideas, thought leadership, and strategies from the global app industry
Blog
Ideas, thought leadership, and strategies from the global app industry
Clizia L’Abbate
Senior Director, Growth & Marketing
Wolt
Clizia L’Abbate is Senior Director of Growth & Marketing at Wolt, where she leads strategic growth and marketing efforts across the Nordics, Baltics, and Luxembourg markets. With over 15 years of experience across EMEA, LATAM, and APAC, she brings a deep understanding of both digital and offline marketing, delivering data-driven, high-impact strategies in fast-growing, international environments.
Prior to Wolt, Clizia held senior marketing leadership roles at OpenTable, KAYAK, and momondo, where she led cross-functional teams, launched go-to-market strategies, and drove performance across 30+ global markets. Her expertise spans paid digital advertising, omni-channel growth, and business strategy—consistently turning insights into action and scaling results across complex organisations.
Clizia has a proven track record in company and team transformations, having contributed to the growth of startups into Fortune 500 and S&P 500 companies. At momondo and KAYAK, she played a pivotal role in their growth journey from startup to acquisition by Booking Holdings. More recently, at Wolt, she has been instrumental in its accelerated growth journey as part of DoorDash.
Clizia holds a Master’s degree in International Marketing, combined with a background in Economics and Business Administration, providing a strong academic foundation to her strategic leadership.
Aampe provides AI-powered agentic infrastructure that replaces rule-based systems and segments with 1:1 AI agents that continuously learn, adapt, and optimise user experiences dynamically across any surface.
Deepa Miglani
CMO
Flowkey
Deepa Miglani Sinha is the Chief Marketing Officer at flowkey and a global marketing leader with more than 30 years of experience helping brands grow and adapt across industries and continents. She has led marketing at companies including Babbel, eHarmony, Rosetta Stone, and TheLadders, consistently driving transformation and growth by balancing creativity with data.
Her approach to leadership is rooted in trust. Deepa is known for building high-performing teams by putting relationships first, fostering collaboration, and creating cultures where innovation thrives. Having worked across three continents, she brings a rare cross-cultural perspective that allows her to adapt strategies for different markets while uniting diverse teams around shared goals. At flowkey, she brings the same tried-and-tested approach — marrying data, practicality, and creativity — to unlock growth and scale impact.
Indian-born and based in Berlin, Deepa thrives on connecting diverse perspectives to solve complex problems. Her career reflects a simple belief: marketing isn’t just about driving growth — it’s about creating strategies that last and building brands that win.
Praveen Ramaswamy
Growth Bets Lead – EMEA Mobility
Uber
Praveen Ramaswamy is Rider Experience Lead at Uber EMEA, where he focuses on improving and scaling mobility experiences across diverse markets. Over his 8+ years at Uber, he has led Growth Bets across Europe, the Middle East, and Africa — launching new services such as Courier, Teens, Intercity, and XShare. With a background in Strategy & Operations and an MBA from the Indian School of Business, Praveen brings deep expertise in building and scaling innovative products in complex, multi-country environments.
Moloco’s mission is to empower businesses of all sizes to grow through operational machine learning. With Moloco’s machine learning (ML) platform for growth and performance, every app publisher, e-commerce marketplace, and streaming platform can now unlock the value of their unique, first-party data.
Moloco Ads enables performance marketers to quickly scale user acquisition and achieve greater lifetime value for incremental value outside of walled gardens.
adjoe is an innovative adtech company that introduces a new way for loyalty programs to build true engagement and loyalty by tapping into a major hobby: real mobile gaming. adjoe’s solution Arcade solves for the core challenges of loyalty and engagement by letting members earn rewards from games.
Beyond engagement, adjoe’s model offers a new revenue stream that allows loyalty programs to self-fund rewards, boosting profitability, retention, and offering more to members at zero added cost.
To know more, visit adjoe.io
Aitor Abonjo
Director – CRM & Customer Retention
Kolet
Aitor Abonjo is a growth and retention strategist with nearly ten years of deep expertise in performance-driven marketing & product within startups and scale-ups. As founder of /ltv.agency, he specialises in growth and retention consultancy tailored for emerging ventures.
He leads CRM at Kolet, orchestrating customer retention initiatives and communication strategies to drive loyalty and engagement. In parallel, he specialises in growth and retention consultancy tailored for emerging ventures. Previously, Aitor worked at Flink, Delivery Hero, Glovo, Hellofresh and foodora.
The Federation of European Data and Marketing (FEDMA) is one of the most respected and influential advocacy trade associations in Brussels on all matters related to privacy, consumer protection and data-driven marketing. Their objective is to promote and protect the European data driven marketing industry by creating greater acceptance and usage of data marketing by European consumers and business communities.
FEDMA develops ethical standards for the industry to ensure greater consumer trust, and fights for the freedom of communication by encouraging European institutions to ensure a healthy commercial and legislative environment within which the industry may operate and develop.
Spenser Skates
CEO and Co-Founder
Amplitude
Spenser Skates is the CEO and Co-Founder of Amplitude (Nasdaq: AMPL), the leading digital analytics platform. Since founding the company in 2012, he has grown Amplitude into the trusted partner for thousands of organizations worldwide, helping teams turn data into better product decisions. Under his leadership, Amplitude has been named a leader in digital analytics by Forrester and recently launched Amplitude AI Agents, ushering in a new era of self-improving products powered by AI.
Norman Nielsen
VP Growth (Organic, CRM, ASO)
Omio
Norman Nielsen is Vice President Growth (SEO, CRM, ASO, Content) at the travel platform OMIO and works with colleagues from over 40 different countries. Before that, he spent 6.5 years building up the global 80+ team-member strong SEO, ASO, Content Marketing team at Zalando and also turning SEO into a success channel at Axel Springers’ Real Estate Portal.He is considered a global expert in international Search, innovation management and global team management.
As an independent consultant and business angel, Norman supports global sustainable companies with their digital strategy, organic and paid marketing. He brings 17 years of e-commerce experience for international companies and his education on 3 continents in the game.
According to the motto “People first, but AI second”, Norman sees the future success of e-commerce companies in the ability to utilize AI to derive personalized, automated, user-centric products from data and bring them quickly to the international market.
Karla Passeri
Head of Marketing
TicketSwap
Karla Passeri brings over a decade of marketing expertise, leveraging branding, technology, and inclusive strategies to drive brand engagement and sustainable business growth. She is currently the Head of Marketing at TicketSwap, a recognized thought leader in the event and ticketing industry, where she leads global brand marketing initiatives. Previously, she was Marketing Manager at Amazon, where she drove projects and go-to-market strategies for products including Amazon Key, Ring, and Alexa.
With a background spanning beauty, education, and communications, Karla has led marketing across Europe, Africa, the Americas, and the Middle East. She holds a master’s degree in Culture and Communication with a focus on Marketing, which supports her ability to develop effective omnichannel campaigns that balance global insights with local relevance. Over the past 10+ years, she has worked with brands across industries in both executive and consulting roles, driving e-commerce strategies, launching high-impact co-branded initiatives, and applying strong commercial acumen to deliver results at scale.
Karla has also taught and spoken at institutions and companies in Brazil, Belgium, Ireland, and Portugal, focusing on marketing strategy, e-commerce, and influencer marketing. She has served on evaluation panels for Portugal’s higher education accreditation agency (A3ES) and contributed as a columnist for leading marketing publications. Her work has earned her two ABMN Awards (Brazilian Association of Marketing and Business) and has been published internationally in both academic and business forums.
Thiago Hapner
Head of Product Design
Zalando
Thiago Hapner is Head of Product Design (IC) at Zalando, where he leads strategic, high-impact design initiatives across the B2C fashion platform. With over 15 years of experience in digital product design, Thiago has built a career spanning e-commerce, edtech, and startups—bringing strategic foresight and craft leadership to every challenge.
At Zalando, he has spent the past seven years designing across core areas such as personalised inspiration, data-driven advice and more. He is now at the forefront of Zalando’s shift from an e-commerce platform to a trusted multi-proposition fashion and lifestyle destination.”
Roberto Andrès Louback
Senior Regional Marketing Manager CE
AppsFlyer
Roberto Louback is the Senior Regional Marketing Manager for Central Europe at AppsFlyer, with over 17 years of international experience leading marketing and growth initiatives across EMEA and LATAM. He is also the founder of a marketing consultancy supporting SMBs and startups, as well as a guest lecturer in MBA programs focused on international marketing strategy.
Jahanzeb Jabbar
Senior Director, Product Management
Fastspring
Jahanzeb Jabbar is an award-winning product leader with deep expertise in subscription management, payments, and customer engagement. He currently serves as Head of Product at FastSpring, where he leads product strategy and design for a global fintech SaaS platform, driving innovations in subscription retention, international payments, and user experience. Previously, he led product teams at Chargebee, The Home Depot, and American Express, where he launched industry-defining products such as Pay It Plan It® and scaled retention-focused subscription solutions. With a background as both an engineer and product strategist, Jahanzeb brings a unique blend of technical rigor and customer empathy to building products that foster loyalty, engagement, and long-term growth.
Niklas Brackmann
Co-founder
Prematch
Niklas Brackmann is Co-Founder & CPO of Prematch, the fastest-growing football platform in Europe. Backed by well-known investors from the ecosystem (e.g., Toni Kroos, or the family office of Jürgen Klopp), Prematch has consistently ranked #1 in the AppStore charts, became part of the Apple AppStore Foundation Program, and scaled to over 2 million downloads. Currently live in Germany and England, the team aims to expand into additional markets and further spread the passion for football. As CPO, Niklas leads Prematch’s product team, overseeing designers, user researchers, product managers, and platform engagement.
Igor Lyubimov
Founder & CEO
Web2Wave
Igor is a mobile product leader with 15+ years of experience scaling B2C apps. He’s the Founder & CEO of web2wave.com, a platform enabling codeless creation of web2app funnels for mobile apps. Web2wave helps mobile apps convert web traffic into high-value subscribers, facilitate seamless web payments, and bypass app store fees while providing detailed attribution. Igor is a Y Combinator W18 alum and founder of Edwin.ai, an AI-powered language learning platform backed by Google and top VCs that reached 1M+ users worldwide.
Imad Jawad
Product Leader, Growth Automation and Expansion
Bolt
Imad is a product management leader, marketer, writer, and musician. He heads Product Growth, Automation, and Expansion at Bolt, managing investments across more than 50 markets. Previously, he helped grow products like FreeNow (formerly MyTaxi) and Dubizzle (part of OLX Group), which millions of people still use today. Recently, he started writing about product management, creativity, and the internal work of building things at
Founded in 2020, REPLUG is a multi-award-winning mobile app marketing agency, recognised for delivering innovative advertising solutions that drive app growth.
REPLUG helps brands succeed in the mobile app ecosystem while expanding their acquisition activities beyond traditional media in full transparency.
To know more, visit www.rplug.io
Wuzzon is an Amsterdam-based App Growth Agency on a mission of catching smiles. Getting you happy and engaged app users is how. Whether it’s performance marketing solutions, retention strategies, ASO, or growth consultancy, Wuzzon’s team of specialists is here to help scale your app.
Paddle is a complete payments infrastructure provider, helping thousands of digital product companies to operate and grow automatically. As a merchant of record, Paddle powers growth and removes operational burden by handling billing, tax, subscriptions, pricing, retention, and fraud.
To learn more, visit www.paddle.com
Mixpanel is the decision analytics platform built for fast-moving teams. By combining intuitive self-serve reporting, enterprise-ready scale, and seamless integrations with your data stack, Mixpanel helps product, marketing, and growth teams align faster, uncover what matters, and take confident action.
With innovations like AI Copilot, Metric Trees, and Mixpanel Mirror, teams get clarity without complexity—no SQL or re-tagging required. Unlike legacy BI tools or bundled platforms, Mixpanel delivers a powerful, flexible system of insight that works with your stack, not against it.
Trusted by companies like Uber, McDonald’s, Zola, and Ro, Mixpanel powers decisions across acquisition, engagement, retention, and monetisation. Whether you’re growing a startup or scaling an enterprise, Mixpanel helps you turn data into impact—fast.
Please visit: https://mixpanel.com/home/
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond.
Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps.
Adjust’s powerful measurement and analytics solutions provide visibility, insights and essential tools that drive better results.
To learn more, visit www.adjust.com
Aarki is the leading mobile programmatic DSP for unified user acquisition and retargeting, helping app marketers turn ad spend into predictable, scalable revenue. Their AI-powered bidding and real-time creative optimisation drive performance without relying on IDs, using deep learning, contextual signals, and behavioral models to reach high-value users. With full-service creative and strategy from their in-house team, Aarki delivers end-to-end execution built to scale.
Backed by 14 years in mobile growth, they operate at an unrivaled scale with 10B+ devices and 6M ad requests per second, reaching audiences worldwide. Headquartered in San Francisco, Aarki powers performance for leading apps across the US, EMEA, and APAC.
Partner Cloud Technology (ASOHOT) is a leading service provider specializing in App Store
promotion, offering end-to-end solutions in Apple Ads (ASA) and App Store Optimisation
(ASO) to global app developers.
As an Apple Ads Official Partner, they combine ASA with “Smart ASO” to turn clicks into ROI, powered by an AI ads engine and a transparent dashboard with an industry-first “Invalid Click Refund.”
ASOHOT has served 2,000+ clients with a 90% renewal rate and multi-year retention across finance, utilities, social, and gaming.
Please visit: www.asohot.com
Amplitude is the leading digital analytics platform that helps companies understand how customers engage with their digital products-such as mobile apps and websites-so they can improve experiences, boost retention, and drive growth.
Nearly 3,000 businesses, including Atlassian, NBCUniversal, Under Armour, and Shopify, use Amplitude to gain real-time, self-serve insights across the entire customer journey. The platform makes it easy to identify what’s working, fix what’s not, and make confident product decisions faster.
Powered by artificial intelligence, Amplitude goes beyond traditional dashboards – automating analysis, uncovering behavioral trends, and recommending actions that would otherwise take hours of manual work. It’s the smarter way to build products that convert and scale in today’s mobile-first world.
Learn more at amplitude.com.
SocialPeta is a leading ad intelligence platform that provides deep insights into global mobile advertising trends.
With a database of over 1.6 billion ad creatives from 80+ ad networks across 80+ countries and regions, SocialPeta helps advertisers, marketers, and developers enhance their advertising strategies through powerful tools for competitive analysis, creative benchmarking, and media cost intelligence.
Trusted by top game and app companies worldwide, SocialPeta is committed to improving ad performance and supporting global growth.
Please visit: https://www.socialpeta.com/
Krshna Prashant
Head of Campaigns – Europe & Turkey
Delivery Hero
Krshna is a growth marketing and ops nerd with over 9 years of experience scaling some of the biggest tech brands across Asia and Europe – Uber, Grab, Flash Coffee, and now Delivery Hero. Currently based in Berlin, she leads Marketing Operations at Delivery Hero, where she’s obsessed with building high-impact 360 marketing campaigns, launching across new markets, and making sure marketing actually moves the needle.With deep expertise in go-to-market strategy, cross-functional execution, and customer lifecycle optimization, she has spearheaded multi-million-dollar campaigns across diverse, high-growth markets — from Singapore to Sweden.
Outside of work, she’s a writer, enjoys yoga and is a firm believer that the best marketing starts with empathy – and maybe a really good spreadsheet.
Laurens Jansen
Head of Growth
Polarsteps
Laurens Jansen is a seasoned growth leader with over 13 years of experience driving digital growth across startups, scale-ups, and corporate ventures.
As Head of Growth at Polarsteps, he leads the company’s marketing, acquisition, and engagement strategies—is responsible for building a scalable experimentation engine and delivering measurable results through data-driven execution.
Before joining Polarsteps, Laurens served as the temporary Head of Growth for over 30 B2C and B2B brands at Off The Record – ACE Agency, contributing to the success of companies like Storytel, VodafoneZiggo, Unilever, Felyx, and Scribbr. With deep expertise in both organic and paid growth, Laurens brings a strategic, impact-oriented mindset to every challenge.
FastSpring’s full-service ecommerce platform supports any subscription-based billing model with customizable plans — including monthly, yearly, or metered usage. Recurring billing solutions make it easy to adjust pricing, collect taxes, and accept global payment methods so you can get the most value out of every new subscriber.
Maximize your revenue with easy recurring billing and subscription management that scale alongside your business. Founded in 2005, FastSpring is a privately owned company headquartered in Santa Barbara with offices in Austin, Amsterdam, Singapore, Canada, and the UK.
Please visit https://www.fastspring.com
Soyinka Majumder
Head of Customer & Marketing Analytics
Just Eat Takeaway.com
With over 15 years of experience across analytics, marketing technology, and user engagement, Soyinka brings deep expertise in using data to drive business outcomes. At Just Eat Takeaway.com, he leads global customer and marketing analytics across web, app, and communication channels—helping shape data-driven strategies that power user acquisition, retention, and personalisation at scale.
Before joining JET, Soyinka held senior roles at companies like Goibibo, Makemytrip, AskMe, and Idea Cellular, where he built martech frameworks, led loyalty and churn programs, and drove adoption of marketing automation and performance analytics across large user bases.
A passionate data leader, Soyinka has been instrumental in helping organisations move towards predictive and prescriptive analytics. Today, he continues to drive global marketing effectiveness and operational excellence through intelligent insights
Jyoti Pannu
Product Manager
Booking.com
Jyotiis a product strategy leader with over a decade of experience across travel, fintech, and e-commerce marketplaces. Currently at Booking.com, she manages global traffic acquisition products, driving 7% of company revenue and leading the launch of AI-powered solutions that have tripled visitor traffic and improved conversion rates.
Jyoti has also led GenAI learning programs and major strategic initiatives, ensuring compliance and operational excellence across 160+ countries.
Previously, she held senior product roles at Binance, BUX, and Flipkart, delivering measurable impact through user acquisition, onboarding, and marketplace optimization.
Her expertise includes launching products for 100M+ users, orchestrating large-scale go-to-market strategies, and fostering innovation within cross-functional teams. Jyoti is passionate about leveraging technology to solve real-world problems and is a strong advocate for diversity and well-being in tech, bringing a global perspective to every project she leads
Idan Gerby
General Manager, Youda Games
Playtika
General Manager at Youda Games, a Playtika studio based in Amsterdam, overseeing two top-performing poker titles: Governor of Poker 3 and Monopoly Poker.
Former Head of Monetization for World Series of Poker (WSOP), the world’s leading free-to-play poker app.
Previously served as Vice President of Advertising & Marketing at top-tier advertising agencies, driving strategic brand and performance marketing initiatives.
Brings a strong background in the marketing and advertising industry, with deep expertise in brand marketing and user acquisition.
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies.
Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and technology partners to create better, more meaningful customer relationships.
To learn more, visit www.appsflyer.com
Maksymilian Pawłowski
Performance Marketing Lead
Blix
Maksymilian Pawłowski is an experienced mobile growth specialist with over 7 years of hands-on expertise in performance marketing, ASO, user acquisition, and monetisation. As the Performance Marketing Lead at Blix, he oversees the full-funnel growth strategy for Poland’s leading shopping apps—Blix, Zdrowe Zakupy, and Qpony—driving campaign optimisation, creative strategy, and ASO to deliver scalable user growth.
His career spans across mobile apps and gaming, having led marketing teams at Listonic and T-Bull S.A., where he was responsible for the growth of more than 30 mobile titles. Maksymilian also brings project management experience from his work on PC games at GamesUP Studio, blending strategic planning with cross-functional leadership.
A firm believer in the power of innovation, he leverages AI tools and data analytics to enhance campaign performance, automate workflows, and make smarter marketing decisions. He also provides freelance consulting on app growth, helping brands scale efficiently.
Alvaro Ungurean
Commercial Director Europe, International Train
Trip.com Group
Alvaro Ungurean is the Commercial Director, Europe of the International Train department at Trip.com Group, overseeing Trip.com’s ambitious expansion plans and growth in the European space. Spent the last ten years in the travel industry with a focus on digitalisation and commercial development.
Known for his sharp commercial insight and deep understanding of the European mobility landscape, Álvaro plays a key role in driving user-centric growth in a competitive and rapidly evolving environment. His strategic vision and operational expertise make him a valuable voice in the conversation around the future of travel and mobility.
Garima Singh
Global Strategy Lead- Commercial Marketing
Akzo Nobel
Garima Singh is a seasoned marketing & commercial strategy professional with over 11 years of experience leading transformative growth across consumer goods, e-commerce, and tech industries in B2C & B2B leadership roles. She has worked on legacy brands and digital-first disruptors across Asia-Pacific and European markets.
Currently, she serves as the Global Strategy Lead – Commercial Marketing at Akzo Nobel global headquarters in Amsterdam, spearheading high-impact strategic initiatives at the intersection of Digital, Marketing, and Sales across Europe, North America, Latin America & Asia.
Garima’s career spans Brand, Commercial & GTM leadership roles at Nestlé, Kraft Heinz, and Procter & Gamble, where she managed multimillion-dollar brand portfolios, spearheaded successful omnichannel marketing campaigns, led e-commerce strategy and execution, and launched high-visibility co-branding initiatives with partners like Disney and Warner Bros.
Garima is passionate about AI and innovation, with nine publications in leading journals including IEEE, Springer, and Elsevier. Her passion coupled with a strong commercial acumen and cross-industry marketing experience position her as a forward-thinking leader in modern marketing.
Simona Piftor
Head of Product Design
Catawiki
Simona Piftor is Head of Product Design at Catawiki, Europe’s most-visited curated marketplace for special objects. With almost 20 years of experience turning complexity into clarity, she guides an expanding UX team and sets end-to-end strategy for buyer and seller journeys, powering 85 000 new listings every week across 80 + categories. She brings a pragmatic approach to building intuitive, human-centred experiences.
With a background in computer science, her career spans Booking.com, GameHouse, TravelBird and Tiqets, where she steered cross-functional teams, launched product innovations and delivered measurable gains in conversion and engagement.
Simona is passionate about thoughtful leadership, growing resilient teams, and bridging the gap between business strategy and design execution.
Narcisse Ndeke
Global Campaigns Expert
Netflix
Narcisse Ndeke is part of the Global Campaigns, Strategy & Operations team at Netflix, bringing over 10 years of diverse experience across public policy, media law, and international stakeholder engagement.
He has led strategic initiatives supporting Netflix’s global positioning across Europe, Latin America and the Asia-Pacific region. In addition to his corporate work, Narcisse is a guest lecturer at Utrecht University and co-founder of The Firm Consult, where he empowers creative entrepreneurs with legal and business expertise.
Amanda Gandolpho
Head of Brand
Swapfiets
Amanda Gandolpho is a senior brand and marketing leader with 15 years of experience driving growth through bold, user-centric storytelling. She currently leads brand and creative at Swapfiets, a fast-scaling mobility subscription company operating in 8 European markets.
With a background spanning mobility tech, CPG, and creative agencies, Amanda has built full-funnel campaigns that blend strategic clarity with cultural relevance – whether launching purpose-led platforms at Unilever for brands like Hellmann’s and Dove or driving digital growth at scale-ups. She helps brands stand out in mobile-first environments by creating work that’s not just memorable, but magnetic.
Brazilian-born and based in Amsterdam, Amanda is also a public speaker and comedian, known for bringing energy, insight, and sharp storytelling to every stage. Her mission? To build brands people love – because they’re good for people, and good for our planet.
web2wave is the #1 web2app growth platform helping mobile subscription apps acquire users through personalized onboarding funnels.
Used by apps generating over $200M in annual revenue, web2wave enables developers to bypass 15-30% App Store fees, restore post-ATT attribution, and iterate instantly on paywalls and funnels without app releases.
Mobile app developers using web2wave see dramatic improvements in user quality and conversion rates by engaging users before app install.
With its no-code quiz builder, flexible paywalls, and seamless integrations with subscription management systems and major MMPs, web2wave powers successful web2app funnels for subscription apps across all verticals worldwide.
To learn more, visit www.web2wave.com
