Lorenzo is a mobile marketing veteran and the co-founder of REPLUG – App Marketing Experts. His work in leading companies such as Zalando, LOVOO, and Free2Move has allowed him to develop a unique experience in scaling mobile app marketing activities and retention strategies.

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

I help mobile companies navigate the app marketing mess. ๐Ÿ™‚ I like to “educate” our partners in full transparency – their performances are my performances, after all – to make them understand the importance of specific activities. I like to get involved, when possible, in conferences and webinars, and I try to write an article per month.

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

I started working in app marketing “by accident”. When I came to Berlin in 2012, I was looking for a job – any kind of job – in the marketing field, and I started working for a small startup that was producing lifestyle apps for iOS. There, I had my first steps with app install ads on Facebook, but I also started looking at numbers and… Excel.

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

Well, many things happened in the past couple of years in the mobile marketing world – and to be honest, that’s something already exciting for me. I like the change, I like the challenges, and I like to see that due to these changes we’re removing a bit of the “crap” from the industry, and people focus more on important activities and KPIs. One above all, engagement and retention.

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

Being the co-founder of an app marketing agency, there are for sure some other agencies I look up to. We always look around us to take inspiration, new ideas, and trends, but at the end of the day, we always like to be ourselves.

What do you like most about working in apps?

That you never stop learning. Especially since the launch of REPLUG, I have had the opportunity to see so many different products, so many different verticals, with different learnings of course, and this is crucial for me – as a person in general. Another thing that I like about working with apps, is that everything is connected in terms of activities. There is no paid UA and ASO, and retention… there is just app growth.

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

Shady companies – this is something that has always bothered me. Both when I was on the advertiser side, and especially now that I am on the vendor side. I would like transparency to be at the base of every mobile marketing activity/relationship.

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

Difficult question. There is an app for everything – actually, multiple apps for everything. ๐Ÿ™‚ In general, I am seeing right now an increasing attention toward sustainability and carbon footprint in the world… and at the same time, I don’t see too many mobile apps tackling this topic. This might be an opportunity.

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

I would own my own chiringuito in Barcelona.

iOS or Android?


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

Audible, Headspace, Adidas Running

What’s on your Spotify / Music party playlist?

Daft Punk.. but it depends on the party. ๐Ÿ™‚

Any Netflix/ TV show recommendations?

How I Met Your Mother and SUITS

Is there anything else we should know about you?

I like to run, and cycle around Berlin and Brandenburg. I try to read at least one book per month. I don’t eat pasta every day, but I could eat pizza for breakfast, lunch, and dinner. Most importantly, I am an advocate of the “No more drinking cappuccino after 11 AM” movement, so much so that to help people, I even launched a website: https://canihaveacappuccino.com/i

Do you know someone driving change and growth in the app industry? Nominate an app leader here.

Connect with Lorenzo