Hannah Walker is the Head of Mid-Market UK at Reddit, where she leads a team of 26 sales professionals across 150 clients, spanning industries from retail to gaming.
Before Reddit, Hannah spent 7 years at Snapchat, where she built and led the UK’s first mid-market team, specialising in digital challenger brands and playing a key role in the company’s IPO journey.
In your own words, what’s your role in the app business right now?
I oversee 150 clients who are looking for new ways to communicate with their customers. App is a key strategy to do this, so our team is working with product to improve our offering and help clients grow their business using their apps.
How did you end up working in apps? / get started?
My first role in digital was at the MailOnline where the app was a key part of the growth strategy. Users spent far more time on the content in app. Sticky banners were the format of choice! Then I moved to Snapchat where they created vertical video, changing the way brands speak to consumers on mobile.
What are you most excited about in apps right now?
AI’s power to personalise user experiences and predict behavior is the most exciting aspect of app marketing right now, helping to achieve performance in a privacy conscious world.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
When I moved into Mid Market at Snapchat, Sam Bevan who lead the team, was key in driving a sales team that was technically savvy and ready for changes on iOS.
What’s in your app tech stack?
Using community & keyword targeting for powering app campaigns has proven to drive high LTV, targeting users on their passions and interests ensure Redditors who download the app, spend more money and come back more. You can read more about it here.
What do you like most about working in apps?
The fast pace environment, always so much innovation and new ways to drive performance for advertisers.
What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?
There are still too many clients who rely on “last click” attribution and don’t take the full multi touch story into account when measuring performance. MMM and incrementally is a far more accurate picture of the impact of campaigns, and I wish this would be more widely adopted.
If you weren’t working in apps what would you be doing?
Stay at home with my 2 kids!
iOS or Android?
iOS
What app(s) have been most useful to you over the last year?
ChatGPT
What’s on your Spotify / Music party playlist?
Run & Bass
Any Netflix/ TV show recommendations?
Black Doves
Is there anything else we should know about you?
My favourite subreddit is r/30plusskincare & r/parentinguk. IYKYK…
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
