Mobile Growth & Pancakes
Mobile Growth & Pancakes
Welcome to Mobile Growth & Pancakes, a podcast by Storemaven, hosted by Esther Shatz. We break down how and why mobile apps grow. In each episode we invite a mobile growth expert onto the show to break down a specific mobile growth strategy: how it worked, why it worked and what they would do differently.
[Greatest Hits] Growing Without Paid UA? with Dora Trostanetsky of SoundCloud
September 8, 2022 • 40 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Dora Trostanetsky, Director Growth Marketing at SoundCloud, where she shares that Soundcloud only recently started investing in paid user acquisition of how Soundcloud onboard users and ASO benefits for big brand names.
TikTok: the NextGen User Acquisition Mobile Channel with Ryan Thorpe, Co-Founder and CMO of Reflectly
August 25, 2022 • 33 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Ryan Thorpe, Co-Founder, and CMO of Reflectly. They discuss the role of TikTok in the world of mobile growth and how you can leverage its UA capabilities.
Influencer Marketing Hacks for Mobile Games with Alex Ruban, Head of Growth Strategy at Product Madness
August 18, 2022 • 29 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Alex Ruban, Head of Growth Strategy at Product Madness, to discuss how mobile game companies can leverage influencer marketing to grow downloads, installs, and user engagement.
Developing Winning Mobile Growth Strategies for Social Media Apps with Ariel Cohen, Head of Marketing at Tango
August 11, 2022 • 44 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Ariel Cohen, Head of Marketing at Tango, to discuss the latest trends in the social media market, the rise of live streaming, and the role of branding in mobile growth.
Disrupting the Energy Market Through Mobile Apps with Clarize Marais, Performance Marketing Lead at Ostrom
August 4, 2022 • 30 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Clarize Marais, Performance Marketing Lead at Ostrom, to discuss how Ostrom is pushing mobile in a traditional industry and disrupting the German energy market.
What Does the Future of Mobile Gaming Distribution Look Like? with Piyush Mishra, Head of Growth Marketing at Product Madness
July 27, 2022 • 41 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Piyush Mishra, Head of Growth Marketing at Product Madness, to discuss the differences between app-based and gaming companies, changes in the gaming industry, and the future of mobile gaming distribution.
Alternative User Acquisition Channels and Strategies in Mobile with Vladimir Alov of Head of Growth Marketing (Mobile) at Stoloto
June 16, 2022 • 33 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Vladimir Alov, Head of Growth Marketing (Mobile) at Stoloto They discuss the effect of mobile performance from TikTok, the growth of organic traffic via alternative app stores, and how to tame a mobile agency.
Designing an Innovative User Acquisition Marketing Strategy with Stefana Pesko of Product Madness
June 2, 2022 • 30 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Stefana Pesko, User Acquisition Manager at Product Madness. They discuss effective and creative UA strategies, tools, and future trends.
Leading Efficient User Acquisition and Growth Strategies in Mobile Gaming Industry with Mariusz Gąsiewski of Google
May 26, 2022 • 35 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Mariusz Gąsiewski, CEE Mobile Gaming Lead at Google, to discuss some efficient and scalable acquisition and growth strategies in the gaming business.
What Are the New Marketing and ASO Capabilities in Google Play, and What Do They Mean? with Esther Shatz and Jonathan Fishman of Storemaven
May 19, 2022 • 23 MIN
In this episode, our two Mobile Growth and Pancakes Podcast hosts - Esther Shatz, Storemaven’s VP Consultancy and Product Marketing, and Jonathan Fishman, VP Growth and Marketing, crossed to discuss the new Google Play Console capabilities announced in May 2022: From the boost to Custom Store Listings, Store Listing Experiments, and LiveOps, what it exactly means for developers and marketers and how to start using these abilities and consider them in your mobile growth strategy.
[Greatest Hits] Hyperlocal Growth Strategies with Jeff Aksengor of Podimo
May 12, 2022 • 40 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Aksengor, Global Head of Growth at Podimo. The discuss how content consumption trends have made a broad shift during the pandemic. He also shares his insights on creating a localized growth strategy for hyperlocal content platforms.
[Greatest Hits] Growing Your Mobile App While Building Internal Credibility with Jeff Perkins of ParkMobile
May 5, 2022 • 41 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Perkins, the newly-promoted CEO at ParkMobile. They discuss Jeff's secrets to building a sustainable marketing strategy and how to balance product vision execution and responding to user signals/feedback.
What Mobile Marketers Should Know About User-Generated Content Ads with Christian Eckhardt of Customlytics
April 28, 2022 • 36 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Christian Eckhardt, CEO of Customlytics, to discuss user-generated content ads and the consequences of working with big brand marketing agencies.
Developing a Growth Strategy for Different Mobile Game Categories with Jerome Turnbull of AppLovin
April 21, 2022 • 30 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Jerome Turnbull, VP of Growth at AppLovin, to discuss how to drive growth across different mobile game categories. They discuss how we think about partnerships for a first-party gaming business and share the tools and solutions AppLovin provides to help developers grow.
Driving Incremental Growth Through Mobile On-Device Campaigns with Dor Isseroff of ironSource
April 14, 2022 • 28 MIN
In this episode of Mobile Growth & Pancakes, Esther Schatz is joined by Dor Isseroff, Senior Director of Sales and Partnerships at ironSource, to discuss the benefits of on-device campaigns for mobile developers.
Driving Growth in the Mobile Gaming Industry with Enric Pedró of Tilting Point
April 7, 2022 • 53 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Enric Pedró, VP of Growth at Tilting Point, to discuss Enric's role at Tilting Point and his approach to mobile growth, UA, ASO, and analytics.
Mastering ASO in 2022 with Simon Thillay of AppTweak
March 17, 2022 • 46 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Simon Thillay, Head of ASO at AppTweak, to discuss why ASO benefits mobile leaders and their apps. They also dive into the strategic role of the ASO team and what new features and opportunities ASO teams should consider for 2022.
Managing Organic Methods for Mobile Growth with Iain Russell, of Moneyhub Enterprise
March 10, 2022 • 28 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Iain Russell, Head of Performance Marketing at Moneyhub Enterprise, to discuss organic methods and using available tools in the best way possible on a limited budget.
User Acquisition for Games with Long-term Monetization Post ATT Roll-Out With Alexey Gusev of Goodgame Studios
March 3, 2022 • 36 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Alexey Gusev, Lead Performance Marketing at Goodgame Studios. They discuss the impact of ATT rollout on user acquisition with long-term monetization for games and how to engage with the new advertising landscapes.
Why and How to Develop Subscription-Based Apps with Dan Burcaw of Nami ML
February 24, 2022 • 43 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Dan Burcaw, Co-Founder and CEO of Nami ML, to discuss strategies and tactics related to subscription-based apps.
How Do In-App Events Influence ASO and What is the Correlation Between Organic and Other Metrics with Jevgen Tarasenko of Tilting Point
February 17, 2022 • 38 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Jevgen Tarasenko, Head of ASO/Organic Growth at Tilting Point. They discuss in-app event best practices and correlations between organic and other metrics.
Understanding Growth Loops, Brand Strategy, and Channel Strategy with Scott Dodson of Play Magnus Group
February 10, 2022 • 44 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Scott Dodson, Chief Marketing Officer at Play Magnus Group. They discussed growth loops and the relationship between brand strategy, channel strategy, and monetization strategy.
How Brand Marketing is Making a Comeback with Brooke McKnight of Jam City
February 3, 2022 • 33 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman, VP of Marketing at Storemaven, is joined by Brooke McKnight, VP of Product Marketing at Jam City. They discuss leading brand marketing channels and strategies for the gaming industry in 2022.
Mastering UA Globally and Locally with Veera Ala-Kaila of Wolt
January 20, 2022 • 30 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Veera Ala-Kaila, User Acquisition Lead at Wolt. They discuss user acquisition and retargeting tailored and localized markets.
Driving an Effective User Acquisition Strategy with Macarena Sabalza of Papumba
January 11, 2022 • 38 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Macarena Sabalza, User Acquisition Manager at Papumba. They discuss how to scale user acquisition campaigns and adopt effective UA strategies.
How to Maximize a Game's Business Potential and Growth with Ivan Trancik of SuperScale
January 6, 2022 • 59 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Ivan Trancik, the CEO and Founder of SuperScale. They discuss LTV growth via content personalization, ways to acquire new quality players and the impact on mobile game scalability.
Leveraging the Most Suitable Marketing Tools for a Dating App with Guilhem Duché of Once Dating Group
December 23, 2021 • 39 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Guilhem Duché, the Co-Founder and CPO of Once Dating Group. They discuss challenges on launching a new app and how to choose the best marketing tools for promoting your app.
Leading Successful UA Gaming Campaigns for Higher Ranking with Alexander Lubchenko of Nekki
December 9, 2021 • 46 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Alexander Lubchenko, Chief Marketing Officer at Nekki. They discuss UA, ASO, and ML in ad monetization management.
Adapting to the New Normal of Mobile Growth with Raphaël Labouré of MWM
November 25, 2021 • 46 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Raphaël Labouré, Head of Growth at MWM. They discuss challenges in targeting due to Apple’s new privacy-focused approach to ads, hiring and training creative marketers, and Apple’s direction in the future now that they have deprecated IDFA.
How Can Instant Games Grow Fast with Novel Rahman of Playco
November 11, 2021 • 34 MIN
In this episode of Mobile Growth & Pancakes, Jonathan Fishman is joined by Novel Rahman, Sr. User Acquisition Manager at Playco. They discuss the pros and cons of not having to deal with IDFA deprecation for instant (in-platform) games. He also shares his tips on growing instant games through content marketing and leveraging social platforms like Facebook.
Apple Might Be Taking Over the Data Ecosystem with Thomas Kriebernegg of App Radar
October 28, 2021 • 32 MIN
In this episode of Mobile Growth & Pancakes, host Jonathan Fishman (subbing in for Esther Shatz) is joined by Thomas Kriebernegg, Co-founder and CEO at App Radar. They discuss the shift in the mobile growth industry after IDFA deprecation, the skills a mobile growth marketer would need in a post-IDFA world, and Apple’s intentions with its App Store now that they’ve deprecated the IDFA.
Nurturing Users Through PR with David Eberle of Typewise
October 14, 2021 • 38 MIN
In this episode of Mobile Growth & Pancakes, Guest Host Jonathan Fishman (subbing in for our host Esther Shatz) is joined by David Eberle, Co-founder & CEO at Typewise. They discuss how PR contributed to Typewise’s growth strategy, why they use PR, how you can run successful PR campaigns, and when you should opt for a PR agency.
The Comeback of Old School Game Marketing After IDFA Deprecation with Adam Jaffe of Mega World Wide
September 2, 2021 • 44 MIN
In this episode of Mobile Growth & Pancakes, Guest Host Jonathan Fishman (subbing in for our host Esther Shatz) is joined by Adam Jaffe, Founder, and CEO at Mega World Wide. They discuss how game marketing was only a few years ago before AI profiling and user-data mining took over the industry and also the future of advertising, which will have to gradually adapt after IDFA deprecation.
Are Paid User Acquisition Ads Useless? With Tom Hammond of UserWise
August 19, 2021 • 11 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Tom Hammond, Co-founder, and CEO at UserWise. Tom talks us through how resource-constrained studios can use audience-based strategies and paid ads to create hit games. He also expands on his wife’s experience of hating a specific mobile game because the studio targeted her with fake UA ads.
Growing Your Mobile App While Building Internal Credibility with Jeff Perkins of ParkMobile
August 5, 2021 • 41 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Perkins, the newly-promoted CEO at ParkMobile. They discuss Jeff's secrets to building a sustainable marketing strategy and how to balance product vision execution and responding to user signals/feedback.
Hyperlocal Growth Strategies with Jeff Aksengor of Podimo
July 22, 2021 • 40 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Jeff Aksengor, Global Head of Growth at Podimo. The discuss how content consumption trends have made a broad shift during the pandemic. He also shares his insights on creating a localized growth strategy for hyperlocal content platforms.
Overcoming Growth Challenges Through Customer Lifecycle Management with Victor Seca of OLX Brasil
July 8, 2021 • 38 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Victor Seca, who was the Marketing Manager at OLX Brasil when the interview was recorded. They discuss the customer lifecycle, how they manage it at OLX in their real estate category, and a time when OLX recommended a cemetery plot to a user as their next home.
Designing Complex Affiliate Marketing Funnels with Marichka Baluk of Blinkist
June 24, 2021 • 2 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Marichka Baluk, Head of Online Marketing at Blinkist. They dicuss lessons from the pandemic, affiliate marketing at Blinkist, and web funnels for mobile-first apps.
The Secret Sauce behind Launching Hit Games with Sophie Vo of Voodoo
June 10, 2021 • 40 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Sophie Vo, Studio & Game Lead at Voodoo. They discuss hyper casual and casual games, creating a synergy between marketing and product teams, and creating hit gaming titles.
The Dawn of Post-IDFA with Offer Yehudai of Fyber
May 27, 2021 • 29 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Offer Yehudai, President at Fyber. They discuss the changes we will see in data sharing and contextual ad targeting for mobile ads after IDFA deprecation, Offer also lays out his predictions about when we will see a recovery in mobile advertising in the current fiscal year.
Sustaining Long-term Mobile Growth with Andrej Kugonic of Nordeus
May 13, 2021 • 38 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Andrej Kugonic, Marketing/Growth Lead at Nordeus. They discuss what it takes to succeed with brand marketing in mobile gaming and how to maintain mobile growth over the long term.
Early Stage Mobile Growth with Saulo Marti of Olist
April 29, 2021 • 46 MIN
In this episode of the Mobile Growth and Pancakes, Esther Shatz is joined by Saulo Marti, Marketing Director at Olist. They discuss Saulo's passion for testing and conversion rate optimization, strategies for early-stage growth teams, communication between growth and other teams, paywalls, and how Disney+ helps him put his newborn baby to sleep.
Google's Black Box: Organic & Paid with Natalie Drozd
April 15, 2021 • 41 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Natalie Drozd, Digital Marketing Manager. They discuss strategies for app store optimization, how to split focus between paid and organic user acquisition and Google Ad creative strategies.
Video Creative Mastery with Bryan Buskas of TubeScience
April 1, 2021 • 41 MIN
In the current Mobile Growth and Pancakes episode, Esther Shatz is joined by Bryan Buskas, the VP Gaming at TubeScience. They discuss the latest trends in video creative, the shift from video to playables to live action and what's working for Bryan in video right now...
Ad Automation & Creative Strategies in 2021 with Hannah Parvaz of Curio Labs
March 18, 2021 • 35 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Hannah Parvaz, the Head of Growth at Curio Labs. They discuss Hannah's role at Curio, ad automation, and how to develop a creative strategy in 2021.
Closed Vs Open Funnels with Noam Auerbach of Enhancv
March 4, 2021 • 36 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Noam Auerbach, the Head of Product & Growth at Enhancv. They discuss the difference between open and closed funnels, why closed funnels often result in a higher ROI and the upcoming impact of iOS 14.
The State of Mobile Growth with Thomas Petit, Growth Consultant
February 18, 2021 • 45 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Thomas Petit, an independent mobile growth. They discuss the state of mobile growth... including the convergence of ASO and user acquisition, what iOS and IDFA mean for mobile marketers and complimenting app traffic with web traffic.
KPI Selection with Lisa Kennelly of Fishbrain
February 4, 2021 • 32 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Lisa Kennelly, Chief Marketing Officer at Fishbrain, they discuss Fishbrain's focus on eCommerce, selection of KPI's and how many people fish in the US.
The Evolution of Mobile Growth with Mary Filimanchuk of Apalon
January 21, 2021 • 41 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Mary Filimanchuk, the Director of Marketing at Apalon. With a decade of experience in mobile marketing, Mary talks about her journey and growing a career in the realm.
Advertising Without Targeting & User Personalization with Chang Chen of Otter.ai
January 7, 2021 • 20 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Chang Chen, Head of Growth & Marketing at Otter.ai, where they discussed the #1 most important thing in mobile growth: talking to and understanding your users.
Growing Without Paid UA? with Dora Trostanetsky of SoundCloud
December 22, 2020 • 41 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Dora Trostanetsky, Director Growth Marketing at SoundCloud, where she shares that Soundcloud only recently started investing in paid user acquisition, details of how Soundcloud onboard users and and ASO benefits for big brand names.
Do TV Ads Work for Mobile Growth? with Fabien-Pierre Nicolas of SmartNews
December 10, 2020 • 43 MIN
In this episode of Mobile Growth & Pancakes Esther Shatz is in conversation with Fabien-Pierre Nicolas, Vice-President of US Marketing at SmartNews, where he shares the step by step process a mobile app marketer needs to take to effectively advertise on TV.
Combining Marketing & Product for Massive Growth with Nebojsa Radovic of N3twork & Joseph Kim of LILA Games
November 26, 2020 • 33 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz has two guests joining her for the first time. The first guest is Nebojsa Radovic, Growth Lead at N3twork, and the second is Joseph Kim, Founder and CEO of LILA Games. They discuss how to combine both marketing and product to drive growth.
Creativity in Mobile Growth with Matej Lancaric, UA & Marketing Expert
November 12, 2020 • 31 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Matej Lancaric, User Acquisition and Marketing Consultant to discuss Matej's strategies to generate creativity in mobile growth, how these are prioritized and where to find inspiration for mobile marketing creatives.
Balancing Performance & Brand Marketing with Adam Hadi of Current
October 29, 2020 • 32 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Adam Hadi, VP of Marketing at Current to discuss balancing performance with brand marketing, how to measure the success of brand marketing and how Current run influencer marketing campaigns.
ASO Tests & Incrementality Projects with George Natsvlishvili of Glovo
October 8, 2020 • 28 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by George Natsvlishvili, the Head Of Organic Growth at Glovo to discuss George's top ASO tests, what's working and what isn't and his current incrementality projects.
User Acquisition Systems with Claire Rozain of Product Madness
September 24, 2020 • 26 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Claire Rozain, User Acquisition Manager at Product Madness. Claire talks about her role at Product Madness and her experience in the dating, mobile, and social casino niches. Claire has a deep interest in the top of the funnel and is extremely passionate about systematic approaches to user acquisition. She mainly focuses on expanding exposure of Product Madness's game portfolio through paid social.
User Centric Feedback Systems with Sarah Main of WeatherBug
September 1, 2020 • 22 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Sarah Main, the Product Director at WeatherBug. Sarah talks about her role at WeatherBug, their unique feedback system, and the significance of partnerships in her industry. Sarah has a diverse set of responsibilities in the company; apart from being in charge of the product organization, Sarah also contributes to marketing, customer support, and design. Weather Bug has over 15 million users across desktop, Android, and iOS.
Gaming Mobile Growth with Nadir Garouche of Oh BiBi
August 28, 2020 • 23 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Nadir Garouche, the Growth Marketing Manager at Oh BiBi, a French mobile gaming studio. They discuss ASO and the role of the community in generating higher CVR’s. Nadir shares his experience from thirteen years in mobile growth, specifically how gaming communities help him validate tests, develop new ideas and boost conversion rates.
Growth Through AI with Lomit Patel of IMVU
August 20, 2020 • 30 MIN
In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Lomit Patel, the VP of growth at IMVU, the world's largest avatar-based social media app. They discuss why the best UA strategies must balance acquisition and retention, Lomit’s use of AI and wholistic growth teams. Lomit shares how he joined IMVU at a time when the growth graph was heading in the wrong direction, yet with his deep-set passion for AI, he was able to implement automated systems that enabled his growth team to break new ground.
Mobile Growth & Pancakes - Trailer
August 1, 2020 • 2 MIN
In this trailer, Esther shares what to expect from Mobile Growth & Pancakes, and why we are doing this...