Igor is an experienced professional in the field of app development and growth marketing. He is currently ASO Director at Yodel Mobile, an App Growth Marketing Agency and ASO Agency of the Year. He has been working in the industry for over 5 years and has a wide perspective on the field. His background in app development has shaped his approach towards app growth and ASO. He has worked in various roles such as ASO Lead, ASO Manager, Head of Organic Growth, and Founder of In-web. Igor is a well-rounded professional with a strong set of skills in team leadership, analytics, and project management.

In your own words, what’s your role in the app business right now?

As an ASO Director, my role is to lead the development and implementation of new frameworks for ASO. My main focus is on utilizing deep performance analytics and key performance indicators (KPIs) to measure the success of our efforts as well as incorporating the use of AI and other cutting-edge tools to improve our strategies. My goal is to find ways to improve the visibility and performance of our clients’ apps in the app stores through effective ASO tactics and strategies. I work closely with a team of experts to drive the growth of our clients’ apps and achieve their business objectives.

How did you end up working in apps? / get started?

I started my journey in the app industry as a developer. However, I quickly discovered that my true passion lies in promoting and growing these apps through effective ASO strategies. I was given the opportunity to learn about app growth and ASO and I dove into it wholeheartedly. Through my extensive learning, I’ve found that my background in development gives me a unique perspective and understanding of how apps work and how to optimize them for better visibility and performance in the app stores.

What are you most excited about in apps right now? (tech, trends, people, verticals)

As an ASO Director, I am excited about new technologies and features such as Custom Product Pages and in-app events both of which add new depth to growth strategies. With the rise of AI technologies, I am keen to find the best ways to work with AI to achieve the best ASO results. This can include utilizing AI-based tools to analyze data and identify trends and patterns, automating keyword research and optimization, creating personalized marketing campaigns, and predicting consumer behavior to optimize the App Store listing. AI technology is constantly evolving, and new possibilities for utilizing AI in ASO will soon emerge. I am passionate to keep updated and adapt my strategies to these new possibilities to make the most of them.

What other companies in the app space do you rate/ inspire you and why?

There are some companies in the app industry that inspire me due to their innovative approach, expertise, and results in the field of app growth and ASO. Companies like Phiture, AppAgent, SplitMetrics, and Apptweak are among the companies that inspire me. They are well-known for their expertise in ASO and app growth, providing a variety of services such as ASO optimization, growth marketing, and analytics. These companies have a deep understanding of the latest trends and technologies in the industry, and they use cutting-edge techniques and data-driven strategies to help their clients achieve their business objectives and drive growth for their apps.

What specifically inspires me is the way they approach ASO by combining deep performance analytics, AI, and other tools; they also focus on user acquisition, retention, and re-engagement, which creates a more holistic approach to growth. These companies have consistently delivered results for their clients, and their success stories are a source of inspiration for me. It keeps me motivated to keep learning and improving my own skills and strategies in the field of ASO and app growth.

What do you like most about working in apps?

I love the ever-changing landscape of the field. The fast pace of innovation and new technologies means that there is always something new to learn, discover, and incorporate into my workflows. The continuous change in the industry makes it exciting, challenging, and dynamic. Additionally, it’s very rewarding to see the results of my work in the success of our clients’ apps and how it helps them grow their businesses. Being able to continuously learn, improve, and adapt is what makes my work in this field so fulfilling and motivating.

What one thing would you change about the app industry / market?

One area that I would like to see improvements in is the technology maturity of the app market. The field of ASO is relatively new, but the current tools and techniques used in this field are not as advanced as the ones used in web marketing. This can make it difficult to gain a clear picture of an app’s performance and implement effective optimization strategies. Additionally, the App Store and Play Store consoles can be slow, buggy, and do not always provide the full spectrum of metrics needed for gaining better understanding of app performance. These challenges make it difficult for ASO professionals like me to access the data we need to make informed decisions about app optimization. To address these issues, the industry would benefit from the development of more advanced, reliable, and user-friendly tools and technologies to aid in ASO and app growth.

Where do you think there’s an opportunity for apps / or unmet needs?

Healthcare, finance, eCommerce and delivery services, virtual and augmented reality. These areas have high potential as the need for these services is increasing. For example, in healthcare, there is an opportunity for more apps that can help people to manage their health remotely or connect with healthcare professionals. In finance, more personalized finance apps can be developed to offer budgeting, investment advice, and financial literacy. eCommerce and delivery services also have great potential, and specialized apps could be developed to offer more niche delivery services, such as same-day delivery, pre-order delivery, etc.

If you weren’t working in apps what would you be doing?

If I weren’t working in apps, I’d probably be a professional emoji designer. After all, a picture is worth a thousand words, but an emoji is worth a million downloads.

iOS or Android?


What app(s) have been most useful to you over the last year?


What’s on your Spotify / Music party playlist?


Any Netflix/ TV show recommendations?

Nature documentaries

Is there anything else we should know about you?

I am currently following my passion for traveling and exploring new cultures while working as an ASO director. I have become a digital nomad, which allows me to travel and visit new places every two to three months. While on the road, I am able to work remotely as an ASO director and stay connected to my clients and industry. I find this to be a unique and exciting opportunity as it allows me to bring new perspectives and insights to my work and bring new ideas to my clients as I explore the app ecosystem and new trends in different parts of the world. The combination of my love for travelling and learning and my profession as an ASO director is the perfect blend – I’m really enjoying my journey and my current lifestyle.

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