Alexa is a digital and growth marketing specialist with over eight years of experience in the app space. With a degree in marketing and Spanish, she has built her career across a variety of app verticals — from health and fitness to lifestyle and from productivity to FinTech — developing a deep understanding of what drives growth and engagement in the mobile ecosystem. Her background includes roles in digital marketing, account management, and social media strategy, and she is passionate about creating user-first campaigns that deliver real results.
In your own words, what’s your role in the app business right now?
Right now, I’m in a relatively new-ish role in product marketing at Xero, helping to launch new features for the Xero Accounting app. I work closely with product and marketing teams to shape the app’s UI, guide product strategy, and build effective go-to-market plans.
What’s especially rewarding is being able to draw on the knowledge I’ve gained from working across FinTech apps over the past four years. That experience (understanding user behaviour, navigating complex financial services, and driving adoption) gives me a strong foundation to influence how we position and grow the Xero app in a competitive space.
How did you end up working in apps?
I got my start in apps right after university, joining Yodel Mobile, one of the world’s leading app-marketing agencies. The team was only 11 people at the time, and I had the chance to grow with the company as it became a well-established, highly successful agency. Having enjoyed marketing modules at university, I was already drawn to the strategic side of digital and mobile, so working in apps felt like a natural fit. I’ve always been the unofficial ‘tech support’ in my family, so combining that interest with my degree made app marketing a great next step.
What are you most excited about in apps right now?
Right now, I’m really excited about how the app space is evolving on multiple fronts. Channels such as RCS messaging are creating new opportunities to engage users outside the app in much richer, more interactive ways. Within apps, gamification is becoming more sophisticated, moving beyond basic rewards to drive real, sustained behavior. I’m also fascinated by how AI is enabling next-level personalization, tailoring the user journey in real time based on behaviour rather than predefined funnels.
At Xero, where we have a prominent web product, I’m especially focused on the web-to-app journey and on creating seamless transitions between platforms, ensuring the mobile experience complements and enhances what users do on desktop. Finally, as distribution expands beyond traditional app stores, I’m watching how ASO evolves to cover new discovery channels such as PWAs, alternative stores, and even social media.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
Yes, Megan Dean from Yodel Mobile has had a huge influence on my journey in the app industry. She was an incredible mentor during my time at Yodel, and even since I moved on, she has continued to support me and act as a sounding board. Her knowledge of app marketing is truly incomparable, and I’ve learned so much from her both professionally and personally. She is someone I really look up to when it comes to leadership, industry insight, and navigating the evolving world of mobile.
What’s in your app tech stack?
I rely on a combination of tools. I use AppsFlyer for attribution and for measuring the effectiveness of campaigns across multiple channels. For App Store Optimisation, AppTweak is my go-to tool for keyword research and competitive analysis, while Mixpanel allows me to dive deep into user behavior and track engagement metrics.
What do you like most about working in apps?
Probably the constant innovation and the ability to create impactful, user-centric experiences. Apps play a huge role in making people’s lives easier by solving problems and putting convenience at their fingertips.
The industry moves fast, and there’s always something new to learn, whether it’s cutting-edge technology, a shift in user behaviour, or a fresh marketing strategy. I also appreciate the app-marketing community. It’s full of passionate, innovative people who are always willing to share knowledge and support one another.
What one thing would you change about the app industry?
One thing I’d change about the app industry is the way apps are discovered. Despite the huge number of apps in the marketplace, there’s still a gap in truly personalized app discovery. Although app stores have algorithms that recommend apps, they don’t always surface the right ones based on real-time user behavior or preferences.
There’s a real opportunity for apps to tap into deeper personalization, not just in the user experience but also in the discovery phase, ensuring the right app reaches the right user at the right time.
If you weren’t working in apps what would you be doing?
Probably something to do with travel — I’m passionate about seeing the world and experiencing different cultures, maybe working in travel marketing or discovering hidden gems around the globe.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Citymapper; I would be lost without it when visiting new places.
What’s on your Spotify / Music party playlist?
A real mix, from Barry Can’t Swim to The Killers.
Any TV show recommendations?
I’m loving Slow Horses at the moment.
Is there anything else we should know about you?
I’m a big fan of tennis and padel; if anyone’s up for a game, feel free to hit me up. I’m always ready for a friendly match.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
