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.
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 • 43 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 • 40 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 • 40 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 • 39 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 • 42 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 • 39 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 • 28 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 • 37 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 • 45 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 • 40 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 • 40 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 • 44 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 • 31 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 • 19 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 • 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, 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 • 42 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 • 32 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 • 27 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 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 • 1 MIN
In this trailer, Esther shares what to expect from Mobile Growth & Pancakes, and why we are doing this...