Etienne is the UA Team Lead at Etermax. From professional Gamer in World of Warcraft to developing his own app, then moving to AdColony and finally working at Etermax – Etienne’s career has always been driven by his gaming passion.

Learn more from his Mobile Hero profile.

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Ira is the Head of Growth Marketing at Badoo where she helps them acquire more than 300,000 new users each day. Badoo currently has 391 million users signed up to its platform, which operates in 190 countries and is available in 47 different languages.

Learn more from her Mobile Hero profile.


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Every mobile marketer uses a range of technologies and services to help them market their apps. We catch up with our Mobile Heroes to learn what’s in their mobile marketing growth stack.

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Facebook has long been a great source of new customers, but the challenge has always been scaling up your acquisition efforts. Too often, creative and audience strategies run into saturation problems — where incremental conversions simply cost too much because the people in your funnel who are aware of your product or service you might be able to convert have already done so. In order to avoid saturation, it requires you to test multiple audiences and creative strategies, which can dramatically increase the complexity of campaigns you’re managing.

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Every mobile marketer uses a range of technologies and services to help them market their apps. We catch up with our Mobile Heroes to learn what’s in their mobile marketing growth stack.

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Amanda Carvell is a Digital Marketing Manager at RetailMeNot, a leading savings destination, connecting millions of consumers to the retailers, brands and restaurants they love, both online and in-store. Amanda manages mobile app marketing for RetailMeNot focusing on all performance marketing, leading the strategy behind growth and retention.

Learn more from her Mobile Hero profile.


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Every mobile marketer uses a range of technologies and services to help them market their apps. We catch up with our Mobile Heroes to learn what’s in their mobile marketing growth stack.

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Brad Puder is a Performance Marketing Manager for War Dragons at Pocket Gems. He worked for a variety of startups in Chicago before joining the Pocket Gems’ product team, where he worked on Live Operations for War Dragons. He then pivoted to focus on growth for the game and now leads programmatic buying for Pocket Gem’s Core Studio.

Learn more from his Mobile Hero profile.


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Stara is a Performance Marketing Manager at Pocket Gems. She focuses on Episode, an interactive storytelling platform. She started her career in scientific research, but eventually made the switch to tech. Her first tech job was working for a very early age startup, doing everything from marketing to web development. She ended up at Oracle working in the Marketing Cloud and finally found her way to Pocket Gems.

Learn more from her Mobile Hero profile.


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Every mobile marketer uses a range of technologies and services to help them market their apps. We catch up with our Mobile Heroes to learn what’s in their mobile marketing growth stack.

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Harry Bienenstock is a Digital Marketing Manager at Playtika. Learn more from his Mobile Hero profile.


User Acquisition (UA) shares a lot of similarities to investing. You start by outlining your goals, your propensity for risk, and your investment amount. You have a certain amount of information on market availability & pricing, then look to build a portfolio that will generate the strongest Return on Investment (ROI) possible given all of your inputs.

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