With over a decade of experience as a translator and interpreter specializing in German, Evelina has always had a deep passion for UX and marketing. In 2016, she transitioned into the world of UX at Vinted, and by 2020, she made a bold pivot to app marketing. Today, she is excited to be part of NordVPN (NordSecurity), where she focuses on A/B testing, subscription monetization and campaign strategy, in-app flow, and other app-growth initiatives. She is passionate about experimentation because it offers continuous learning while driving app growth. A/B testing isn’t just about understanding user expectations – it’s a key driver for revenue growth, and she is thrilled to contribute to that process. Her best test? Billings increased by more than 25%, and she’s not stopping there!
In your own words, what’s your role in the app business right now?
I’m focused on driving app growth at NordVPN (NordSecurity), where I lead initiatives around A/B testing, subscription management, in-app flow, campaign strategy, and other app-growth initiatives. My role is all about experimenting, learning, and optimizing to create better user experiences and drive revenue growth. I’m passionate about using data and experimentation to help app progress, and I’m always looking for ways to push boundaries and improve performance. Additionally, my current goal is to share my knowledge with others, which I do whenever I get the chance.
How did you end up working in apps? / get started?
I got started in the app world back in 2016 when I transitioned into UX at Vinted, after spending over a decade as a German translator and interpreter. That role gave me the chance to dive into the app ecosystem, and by 2020, I made a bold move into app marketing. Now, I’m part of the NordVPN (NordSecurity) team, where I focus on A/B testing, subscription monetization, and app growth strategies. I’ve always been passionate about experimentation, as it not only helps me grow professionally but also drives meaningful app growth.
What are you most excited about in apps right now?
What excites me most right now is being part of the app growth community. The people are incredibly ambitious, fast learners, and always eager to share their knowledge and experiences. I absolutely love the energy and collaboration within the community – it’s inspiring to be surrounded by so many like-minded individuals who are all passionate about pushing the boundaries of what’s possible in the app world!
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
There isn’t just one person who’s influenced my journey in the app industry – it’s been a mix of many inspiring individuals. The app growth community has been a huge source of motivation, with so many experts sharing their knowledge and pushing the boundaries of what’s possible. I also found great inspiration from the amazing people at NordVPN (NordSecurity). It’s the collective support and shared passion that keeps me moving forward!
What’s in your app tech stack?
Right now, I’m working with in-house experimentation, but personally, I’m really impressed with platforms that focus on paywall experimentation and other key features for app growth, like Adapty, RevenueCat, and Purchasely. These tools offer valuable insights and capabilities that can seriously boost your app’s performance. If you’re focused on growing your app, I’d highly recommend checking them out – they’re true game changers!
What do you like most about working in apps?
What I love most about working in the app world is how fast-paced and dynamic it is. There’s always something new to learn, and the constant changes in the industry bring not only fresh opportunities but also personal challenges that push me to grow. I thrive in this environment where every day offers the chance to experiment, innovate, and make a real impact.
What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?
I believe there’s a real opportunity for more conferences, knowledge-sharing sessions, or even platforms dedicated to A/B testing case studies. It would be amazing if successful apps could share their insights and strategies to help smaller apps grow. It would also give experts the chance to learn from one another, exchange ideas, and spark new innovations. This could help encourage an experimentation mindset and further grow the community!
If you weren’t working in apps what would you be doing?
I’d probably be immersed in the arts – photography, painting, and writing. These are my creative passions, and I love exploring them as a hobby. There’s something truly fulfilling about expressing yourself through art, and I’ve always had a dream of writing a book one day.
iOS or Android?
iOS. Love the Apple UX.
What app(s) have been most useful to you over the last year?
YouTube: for meditation; Flo: for health tracking; Waze: for trip planning; LinkedIn: for connecting with the app community.
What’s on your Spotify / Music party playlist?
My playlist ranges from the timeless elegance of classical music to the smooth vibes of jazz, and then drops into the energy of house music. I love mixing it up and playing whatever reflects how I’m feeling at that moment.
Any Netflix/ TV show recommendations?
I’m definitely more of a book person, but when it comes to TV shows, my all-time favorite is Friends. Why? Because it beautifully highlights the importance of being open-minded and accepting others, with all their quirks, flaws, and unique qualities.
Is there anything else we should know about you?
I’m all about experimenting, not just in my professional life but in my personal one too. I love setting challenges for myself and testing different approaches to see what works best. My latest experiment? Trying to decode my cat’s many meows (he has a lot of them!) to figure out what makes him happiest. Still learning, but it’s been a fun journey.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
