Originally from Spain, Jessica began her Decathlon journey at the Madrid headquarters. She has always been captivated by the transformative power of the digital world on businesses and user behaviour. Six years ago, she moved to Decathlon UK, initially leading digital projects centered around the website before taking on the leadership of the mobile shopping app two years ago. Being part of this digital evolution is what truly excites her. Moreover, as a sports enthusiast, working for a company that champions the accessibility of sport adds a deep sense of purpose to her role.
In your own words, what’s your role in the app business right now?
As the Mobile Shopping App Leader for Decathlon in the UK, my primary responsibility is driving growth and engagement through our mobile app. For the past two and a half years, I’ve been working to establish the app as a central part of our customer experience in the UK. This involves collaborating with global teams and leading the implementation of innovative marketing strategies here, many of which have influenced Decathlon’s broader mobile strategy.
How did you end up working in apps?
After three years focused on our website, the opportunity arose to launch and take ownership of the new mobile app channel in the UK, and I immediately put myself forward. As someone who thrives on curiosity, challenges, and cross-functional collaboration, and who values building strong networks, I felt this project was the perfect next step to drive my career forward and achieve new successes.
What are you most excited about in apps right now?
Right now, I’m most excited by the advancements in AI for deeper personalization and predictive capabilities within apps, alongside the immersive potential of AR/VR to blend the physical and digital worlds, particularly in enhancing shopping and learning experiences. The rise of integrated “super apps” that streamline user journeys and the increasing focus on seamless experiences across various devices, including wearables and foldables, also hold significant promise.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
While I haven’t had a formal mentor, my journey in the app industry has been significantly shaped by the collaborative spirit and expertise within our global product team in France. They’ve been instrumental in sharing best practices and supporting leaders like me in implementing successful strategies. Additionally, I’ve gained invaluable insights and stayed at the forefront of industry trends by actively engaging with events like the App Promotion Summit. In fact, the opportunity to speak at these events has been a powerful motivator for me to continuously learn and share knowledge, further enriching my understanding of the app landscape.
What’s in your app tech stack?
Adjust, Salesforce, Batch, Amplitude, Clickup, and Tableau.
What do you like most about working in apps?
What I love most about working in apps is the tangible impact we can have on people’s daily lives. Apps are no longer just nice-to-haves; they’re often essential tools for communication, commerce, learning, entertainment, and so much more. I also thrive on the constant innovation and problem-solving inherent in the app world. The technology is always advancing, user expectations are evolving, and there’s a continuous need to find creative solutions to enhance user experience, drive engagement, and achieve business goals. This keeps things exciting and ensures there’s never a dull moment.
What one thing would you change about the app industry?
If I could change one thing about the app industry, it would be to reduce the friction and improve the discoverability of high-quality, niche apps. The volume of apps available in app stores can make it incredibly challenging for smaller developers or apps serving specific needs to stand out and reach their target audience. While the big players often dominate the top charts, many innovative and valuable apps struggle to gain visibility.
I see a significant opportunity in curated and contextually relevant app discovery experiences such as:
- Contextual app suggestions based on user activity, where we can suggest relevant apps based on the user’s current activity, location, or time of day.
- Community-driven discovery, allowing users with shared interests to recommend and discuss apps they find valuable within their specific communities.
If you weren’t working in apps what would you be doing?
I love this question! If I weren’t immersed in the world of apps, my dream job would definitely be something centered around empowering others through communication and personal growth. Essentially, my core desire is to connect with people, share knowledge and insights that can make a positive difference, and contribute to a world where individuals feel empowered to thrive. While I find aspects of this in my current role within the app industry — such as influencing user behavior for positive outcomes and communicating the value of our app — a more direct focus on well-being and personal development would be a true passion project.
iOS or Android?
Both.
What app(s) have been most useful to you over the last year?
ChatGPT has become my go-to app for solving all sorts of problems over the last year. Whether I need to brainstorm ideas, write something quickly, or understand a complex topic, it’s been a huge help in both my work and personal life.
What’s on your Spotify playlist?
My current music rotation includes a diverse mix of singers like Dua Lipa, Prince Royce, ADMT, David Guetta, Sia, and Rihanna.
Any TV show recommendations?
I recently watched Adolescence and I loved it.
Is there anything else we should know about you?
Beyond my work in the app industry, there are a couple of things that really define me. I absolutely love public speaking and the energy I get from connecting with new people. Every interaction leaves me feeling inspired by their unique perspectives and stories. On a more personal note, running is a huge part of my life. It’s my way to escape, clear my head, and completely recharge. I’m incredibly proud to have completed a marathon last year, and I’m definitely looking forward to tackling more in the future.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
