Mobile Growth and Pancakes podcast – The Vault

All the episodes, all the guests, and all that is important to know about app store optimization and mobile growth. And yes, sometimes we talk about pancakes too.

Hello fellow mobile growth-ers.

If you are here on this page, it’s because, like us, you believe in the power of the spoken word – and enjoy listening to podcasts in your free time.

Luckily, this podcast of ours – Mobile growth and Pancakes, can be counted as work, in a way. If you’re in the mobile growth business, it will surely help you become better at your job.

Firstly, a reminder of what this is all about: In each episode, we invite a mobile growth expert onto the show to speak with our very own VP Consultancy Esther Shatz, and to break down a specific mobile growth strategy: how it worked, why it worked, and what they would do differently.

You can check out all the episodes on:

Apple Podcasts
Google Podcasts
Spotify


List of episodes (from most recent):

#31: How Can Instant Games Grow Fast with Novel Rahman

In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for our regular host Esther Shatz) is joined by Novel Rahman, Sr. User Acquisition Manager at Playco. Novel discusses 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.

For the full transcript and key takeaways, click here.


#30: Apple is Taking Over the Data Ecosystem with Thomas Kriebernegg

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 talk about 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.

For the full transcript and key takeaways, click here.

#29: Nurturing Users Through PR Campaigns with David Eberle

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. This episode describes how PR contributed to Typewise’s growth strategy, why they use PR, how you can run successful PR campaigns, and when you should go for a PR agency.

For the full transcript and key takeaways, click here.


#28: The Comeback of Old School Game Marketing With Adam Jaffe

In this episode, Guest Host Jonathan Fishman is joined by Adam Jaffe, Founder, and CEO at Mega World Wide. They share stories about how game marketing was only a few years ago before AI profiling and user-data mining took over the industry. This episode gives you a preview of the future of advertising, which will have to gradually adapt after IDFA deprecation.

For the full transcript and key takeaways, click here.


#27: Are Paid UA Ads Useless? With Tom Hammond

In this episode of Mobile Growth & Pancakes, we’re 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 mobile game because the studio targeted her with fake UA ads. Listen to this episode to get a balanced perspective on user acquisition ads for mobile games.

For the full transcript and key takeaways, click here.


#26: Growing Your App While Building Credibility with Jeff Perkins

In this episode of Mobile Growth and Pancakes, we meet Jeff Perkins, the newly-promoted CEO at ParkMobile. Jeff and Esther discuss Jeff’s secrets to building a sustainable marketing strategy and how to balance product vision and execution and responding to user signals and feedback.

For the full transcript and key takeaways, click here.


#25: Hyperlocal Growth Strategies with Jeff Aksengor

In this episode of Mobile Growth & Pancakes, Esther sits with Jeff Aksengor, Global Head of Growth at Podimo. Jeff discusses 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.

For the full transcript and key takeaways, click here.


#24: Overcoming Growth Challenges Through CLM with Victor Seca

In this episode of Mobile Growth & Pancakes, Esther is joined by Victor Seca, who was the Marketing Manager at OLX Brasil when the interview was recorded. Victor talks about 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.

For the full transcript and key takeaways, click here.


#23: Designing Affiliate Funnels with Marichka Baluk

In this episode of Mobile Growth & Pancakes, Esther is joined by Marichka Baluk, Director of Online Marketing at Blinkist. Marichka talks about lessons from the pandemic, affiliate marketing at Blinkist, and web funnels for mobile-first apps.

For the full transcript and key takeaways, click here.


#22: Launching Hit Mobile Games with Sophie Vo

This episode is all about gaming. In this one, we host Sophie Vo, Studio & Game Lead at Voodoo. Sophie talks about hypercasual and casual games, creating a synergy between marketing and product teams, and creating hit gaming titles.

For the full transcript and key takeaways, click here.


#21: Post-IDFA Mobile Advertising with Offer Yehudai

In this episode of our podcast, we welcomed Offer Yehudai, President at Fyber. Offer details the changes we will see in data sharing and contextual ad targeting for mobile ads after the IDFA deprecation. He also lays out his predictions about if/when we will see a recovery in mobile advertising during the current fiscal year.

For the full transcript and key takeaways, click here.


#20: Sustaining Long-term Growth with Andrej Kugonic

In this episode, Andrej Kugonic, Marketing/Growth Lead at Nordeus, talks about what it takes to succeed with brand marketing in mobile gaming and how to maintain mobile growth over the long term.

For the full transcript and key takeaways, click here.


#19: Early-stage Mobile Growth with Saulo Marti

In this episode, Esther is joined by Saulo Marti, Marketing Director at Olist. With a passion for testing and conversion rate optimization, Saulo shares strategies for early-stage growth teams, communication between growth and other teams, paywalls, and how Disney+ helps him put his newborn baby to sleep.

For the full transcript and key takeaways, click here.


#18: Exploring the Google Ads Black Box with Natalie Drozd

In this mobile Growth and Pancakes episode, Esther is joined by Natalie Drozd, Digital Marketing Manager. With a passion for digital marketing and creative direction, Natalie shares strategies for app store optimization and growing app outreach through paid and organic user acquisition.

For the full transcript and key takeaways, click here.


#17: Video Creative Mastery with Bryan Buskas

In this episode, we host Bryan Buskas, the VP of Gaming at TubeScience. With a passion for analyzing trends, results, and the impact of creatives, Bryan shares the core considerations for analyzing creative performance from video to playable to live-action.

For the full transcript and key takeaways, click here.


#16: Ad Automation and Creative Strategies with Hannah Parvaz

In the latest Mobile Growth and Pancakes Podcast episode, Esther Shatz is joined by Hannah Parvaz, the Head of Growth at Curio Labs. With her exceptional growth and marketing experience, Hannah shares her strategies and tips for creating ads that bring growth.

For the full transcript and key takeaways, click here.


#15: Closed vs. Open Funnels with Noam Auerbach

In this episode of Mobile Growth & Pancakes, Esther Shatz is in conversation with Noam Aurebach, the Head of Product & Growth at Enhancv. They discuss the difference between open and closed funnels, why closed funnels may results in a higher ROI and the upcoming impact of iOS 14.

For the full transcript and key takeaways, click here.


#14: The State of Mobile Growth with Thomas Petit

In this episode of Mobile Growth & Pancakes, Esther 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.

For the full transcript and key takeaways, click here.


#13: KPI Selection with Lisa Kennelly

In this episode Esther is joined by Lisa Kenelly, Chief Marketing Officer at Fishbrain. They discuss Fishbrain’s new focus on eCommerce, KPI selection and the surprising amount of people that fish in the US.

For the full transcript and key takeaways, click here.


#12: The Evolution of Mobile Growth with Mary Filmanchuk

In this episode of Mobile Growth & Pancakes, Esther is joined by Mary Filimanchuk, Director of Marketing at Apalon. With a decade of experience in mobile marketing, Mary talks about her journey, developing a career in the world of marketing and how the industry has evolved.

For the full transcript and key takeaways, click here.


#11: Advertising Without Targeting with Chang Chen

In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Chang Chen, the Head of Growth & Marketing at Otter.ai. Chang discusses unconventional ways to drive growth, such as advertising without targeting and user personalization.

For the full transcript and key takeaways, click here.


#10: Growth without Paid UA with Dora Trostentsky

In the tenth episode, Esther is in conversation with Dora Trostanetsky, Director Growth Marketing at SoundCloud. Dora shares why SoundCloud only recently started investing in paid user acquisition, details of how the company onboard users and how ASO benefits for big brand names.

For the full transcript and key takeaways, click here.


#9: Do TV Ads Work for Mobile Growth With Fabien-Pierre Nicolas

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.

For the full transcript and key takeaways, click here.


#8: Combining Marketing and Product For Growth with Nebojsa Radovic & Joseph Kim

In episode eight, Storemaven’s Esther has two guests joining her for the first time. One is Nebojsa Radovic, Growth Lead at N3twork, and his colleague is Joseph Kim, Founder and CEO of LILA Games. They discuss how to combine both marketing and product resources to drive growth.

For the full transcript and key takeaways, click here.


#7: Optimizing For Revenue with Matej Lancaric

In this episode of Mobile Growth & Pancakes, Esther Shatz is joined by Matej Lancaric, UA & Marketing expert. They discuss mobile gaming KPI’s, differing strategies for soft vs global launches, and app monetization strategies.

For the full transcript and key takeaways, click here.


#6: Balancing Performance and Brand Marketing with Adam Hadi

In episode six, Esther 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.

For the full transcript and key takeaways, click here.


#5: Incrementality Projects with George Natsvlishvili

Episode five of Mobile Growth & Pancakes welcomed George Natsvlishvili, the Head of Organic Growth at Glovo, an on-demand courier service mobile app, who shared how he leverages both ASO and SEO to generate traffic and users.

For the full transcript and key takeaways, click here.


#4: User Acquisition Systems with Claire Rozain

In this episode of Mobile Growth & Pancakes, Claire Rozain, User Acquisition Manager at Product Madness, talks about her role at Product Madness and her experience in the dating, mobile, and social casino niches.

For the full transcript and key takeaways, click here.


#3: User-Centric Feedback Systems with Sarah Main

In the third episode, we are 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.

For the full transcript and key takeaways, click here.


#2: Gaming Growth with Nadir Garouche

In this episode, Esther 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.

For the full transcript and key takeaways, click here.


#1: Growth Through AI with Lomit Patel

On the first episode of Mobile Growth & Pancakes, our host 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.

For the full transcript and key takeaways, click here.

About Ron Gordon
Ron is Storemaven's Head of Marketing, the one person you would have guessed will know what this mobile growth talk is all about. A misguided law student and journalist, Ron brings to the table some lack of seriousness the Hitech realm is desperately in need of. In his spare time, he's mainly trolling Whatsapp groups.

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