Solange Baki

Associate Director of Growth

Solange Baki is a Associate Director of Growth at Bumble, where she oversees global paid user acquisition campaigns. Solange’s passion for the ad-tech industry began when she joined the popular demand-side platform, LoopMe, managing programmatic campaigns for key international accounts. With years of digital marketing knowledge under her belt, Solange holds a deep holistic understanding of the programmatic ecosystem. Currently, Solange manages third-party networks and paid search for Badoo and Bumble.

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

Bumble is an app that connects people across dating (Bumble Date), friendship (Bumble BFF), and business networking (Bumble Bizz).

The platform is built around kindness, respect, and equality—we are always true to our brand and not afraid to stand for our values.

Badoo is the dating app that encourages its users to date honestly. We’re also the world’s most widely-used dating network with millions of users across the globe.

How did you get started in mobile marketing?

My mobile marketing career took off when I joined LoopMe, an ad-tech company that uses Artificial Intelligence to deliver impactful digital marketing. After a few years, I later had the opportunity to join the UA team at Bumble. Now that I’m here, I have the opportunity to test creatives, all sorts of third party networks, and a chance to work with passionate colleagues.

What do you like most about mobile marketing?

You never stop learning. It is an always-evolving industry, challenging marketers to be on top of the latest trends. And I do appreciate a good challenge.

What does it take to succeed in mobile marketing?

Test and learn. There are many great books and resources about mobile marketing, but with industry trends and tech changing so rapidly, the best way of really learning what works best for your app is by always testing; testing new sources, creatives, optimization, content.

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

There’s nothing better than a good creative to get the users’ interest beyond installing the app. The creative should appeal to users’ desires or end goals when using the app. A creative that shows what they can achieve with your app will encourage them to follow the steps to unlock what you are promoting.

In dating, people seek human connections. So it’s no surprise that a creative with a happy couple or a successful date performs better than a UI-focused creative.

In the past year, what is one tip you can share which made the biggest performance difference for your UA strategy?

Diversification is key! My tip would be to never rely entirely on one good performing source. The most reliable paid acquisition channel may implement a specific policy or tech change from one day to another, affecting your user acquisition (UA) strategy and performance. Having different sources to complement your portfolio mix will help you reduce any unforeseen consequences.

What’s your top tip when it comes to mobile ad creative?

The simpler, the better. It can be surprising to see that the best performing creatives are not always the ones with the most artistic or elaborate design.

You have less than 1 second to grab a user’s attention, so it is key that your creative is easy to understand along with a brief copy, uncluttered image, and a clear CTA.

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

Question yourself and review the reasons behind performance metrics with your media sources. All ad-tech platforms need to go through a learning process, and it is reasonable to see some fluctuations in performance. But, if you notice a channel hitting your performance targets immediately, my rule of thumb is: if it seems too good to be true, it is probably because it is. Also, never underestimate the value of an anti-fraud solution tool!

What is your go-to resource for keeping up with the mobile ad tech industry?

I stay updated by reading through articles and reports like The Business of Apps and Appsflyer Performance Index. And, of course – Mobile Heroes.