Morry Mitrani

This Q&A was conducted when Morry was a Director of Growth at Bumble. Currently, Morry is a VP of Growth at Citizen.

Morry started his career in SEO after studying advertising and analytics in college. He soon evolved his experience into managing Adwords and Facebook ad campaigns. Three years ago Morry had the opportunity to join Bumble in Austin to run their Facebook campaigns, and quickly expanded into managing all organic and paid mobile campaigns. He has been growing the mobile marketing department ever since.

In your own words, tell us about the apps that you manage?

I manage Bumble – an app for finding other people in all aspects of life. We create a safe platform for you to date, find friends, and make professional connections. Most importantly, we are true to our brand and are not afraid to stand for what we believe in.

How did you get started in mobile marketing?

Bumble was actually my first experience with a mobile app. I had a lot of experience with non-mobile marketing, but there are a lot of nuances unique to mobile. The second I got this job I read up on as much as I could and had a lot of great conversations with people in the industry.

What do you like most about mobile marketing?

Everything happens so quickly! It’s by far the fastest paced work environment I’ve been a part of, but also by far the most exciting.

What does it take to succeed in mobile marketing?

Don’t get too swallowed in your own work and forget about the world around you. Other people in mobile marketing are doing really cool things, so stay on top of that. Never stop learning. You also need to be able to properly communicate everything you do to people that aren’t in the weeds everyday like you are.

What does a quality mobile user look like to you?

Our most quality user is one who stays engaged in a way that maintains the safe and empowering environment we’ve created.

What strategies work best to convert installs into engaged app users?

It might sound cliché, but every situation, platform, audience, or market is unique, so testing everything is our number one priority. We never stick to just one strategy and apply to all. It’s important to remember that once you’ve convinced a user to install, your job is only half done. Use the tools you used for acquisition to re-engage those users and remind them why they should come back.

In the past year, what is one tip you can share which made the biggest performance difference with UA or re-engagement of your app?

When expanding into new markets, work with people on the ground who actually understand the target market. It makes a world of difference.

How do you stay ahead of changes in technology?

I try to make it a habit to spend time every day reading up on the industry. I also try to and go to as many conferences as possible, not as much for the presentations but rather to have in-person conversations with other marketers.

What do you see as the next big thing in mobile marketing?

There are some cool acquisition channels making their way into the mainstream. I’ve always been a fan of diversifying my channels, so these are very exciting times! Never put all your eggs in one basket.

What advice can you offer to help marketers combat mobile ad fraud?

Stay in close contact with your data insights team. They can give you so much more insight into the users you’re obtaining, so if you find something fishy you’ll be able to quickly make adjustments and change strategy accordingly.