Iain is a results‑driven marketing leader with extensive experience in direct and digital marketing, specializing in mobile‑app growth, user acquisition, engagement, and retention. He has a proven track record of scaling user bases and subscriptions. Recognised as a Liftoff Mobile Hero, he is passionate about innovative marketing strategies and serves as a judge for paid media and app growth awards.
In your own words, what’s your role in the app business right now?
Right now, I am leading the global launch and growth of a brand‑new fintech app, Know Your Dosh, which provides secure family financial management that puts everyone on the same page without compromising privacy.
How did you end up working in apps?
In 2010, I was working at Future PLC when the iPad arrived. I was in subscription marketing and jumped at the chance to take the marketing lead in pushing our digital editions across the Apple, Google, Amazon, and Microsoft stores.
Early on, Apple told me not to use push notifications for marketing of any kind — well, we know how that turned out!
I was also part of a coalition of publishers that pressured the big tech companies to handle subscription payments differently. The initial “all purchases are final” policy didn’t work for cancelled magazine subscriptions: we had to refund the customer, but Apple kept its entire 30 % cut from the full annual subscription instead of refunding its share.
What are you most excited about in apps right now?
It has to be the speed at which things can be tested, developed, and deployed, thanks to AI. At an early‑stage startup, the pace at which we can move is almost scary, and it is only going to get faster, there is no way to stand still now.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I am part of various Slack communities that have built up over the years, and I really admire some of those in the early weeds of mobile marketing, such as Eric Seufert and Thomas Petit.
What’s in your app tech stack?
Right now, we are built on Flutter and have Adjust, Amplitude, and OneSignal in the MarTech stack.
What do you like most about working in apps?
Things are always changing whether you want them to or not, it keeps the mind sharp and I always feel there is a new channel to explore or a new technique to master in app growth.
What one thing would you change about the app industry?
I think the analytics on the host platforms could always improve to give us a real source of truth. As app marketers, we are always trying to find the best route for tracking and attribution but have a myriad of factors to deal with when assessing the quality of data from a variety of sources.
If you weren’t working in apps what would you be doing?
I think I would likely still be in subscription marketing somewhere, perhaps in website eCommerce, driving quality and performance and value for the consumer.
iOS or Android?
iOS.
What apps have been most useful to you over the last year?
Slack and Claude.
What’s on your Spotify playlist?
Beastie Boys.
Any TV show recommendations?
If you haven’t seen ‘Dark’ on Netflix, you are missing out.
Is there anything else we should know about you?
I coach youth football at my local club in Chippenham.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
