Freya is a creative growth marketer obsessed with the internet, social media, and the power of apps to change lives. Through her agency, &Fine, she and her team help impact-driven apps grow their user base, build vibrant communities, and retain engaged users. They do this through creator-led strategies across social media, blending cultural relevance with smart growth tactics that drive meaningful results.
In your own words, what’s your role in the app business right now?
As retention and monetization become more critical and good acquisition gets harder every year, I see my role as helping apps grow in a smarter, more sustainable way. Rather than relying solely on traditional channels like Meta or Google, I focus on strategies that outperform on cost while also driving deeper engagement through community and word of mouth. My work is about connecting apps that matter with the people who need them most, through culturally resonant content that cuts through and delivers real results.
How did you end up working in apps?
It all started by being in the right place at the right time — 100% by chance. I quickly fell in love with how creative and strategic the app space could be, while also being technically challenging in the best way. I became obsessed early on with figuring out how to reduce CPI without sacrificing quality, and that curiosity still leads me to all sorts of strange and unexpected places in pursuit of the best ways to acquire users.
What are you most excited about in apps right now?
I’m really excited by the rise of community-driven growth and founder-led marketing. Some of the most exciting apps right now are the ones where the founders are front and center, building in public, showing up on TikTok, and creating a real emotional connection with their users. GenZ in particular craves authenticity, and when that’s paired with creator-led content and a strong product, the results can be incredible.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I’ve been incredibly lucky to work with some amazing apps and founders through &Fine. Ignacio Alonso, the CEO of Koru – Your Acne Coach, has been a big supporter and influence. I’ve learned so much from his mindset; he’s always encouraged bold ideas, taking smart risks, and staying close to the user. I also massively look up to Amy Thomson and Ciara Ferguson from Moody Month, two absolutely inspirational women who have co-founded a hormone health app that’s making a powerful impact in the women’s health space.
What’s in your app tech stack?
A good attribution partner is essential. I like to use AppsFlyer. Since we do a lot of video editing and content creation, CapCut, Figma, and Canva are core tools in our stack. From an AI perspective, Synthetic Users is something everyone should demo, it’s a powerful tool for rapid testing and decision-making. And for boosting content virality, Shroomi.ai has been incredibly helpful in fine-tuning creatives for social performance.
What do you like most about working in apps?
What I love most about working in apps is the incredibly smart, passionate people behind them. It feels like a real community. People are generous with ideas, support, and sharing what works. I also love that it keeps both sides of my brain busy. As annoying as they can be, I don’t think I could live without the technical problem-solving side of the job. It’s the mix of creativity and complexity that makes it so addictive.
What one thing would you change about the app industry?
One area I’d love to see more focus on is the over-70s market. It’s incredibly underserved, yet full of potential for meaningful impact. There’s such an opportunity for apps that support connection, wellbeing, and independence. So much of the app world is focused on GenZ and millennials, but building with empathy for older users could open up a whole new chapter of innovation.
If you weren’t working in apps what would you be doing?
Very hard to say, it really feels like the perfect fit for me. But if I weren’t working in apps, it would definitely be something in the women’s health space.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Moody Month, TikTok, Uber, Gmail, Water Llama.
What’s on your Spotify party playlist?
I am a BIG Taylor Swift fan.
Any TV show recommendations?
White Lotus (Push through the first season if you don’t like it, the second one is so worth it.)
Is there anything else we should know about you?
I wish I had a party trick to talk about here, but if you pop round to my office in Madrid, you will find my lovely cat, Charlie.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
