Megan has worked at Yodel Mobile for around 9 years to support apps of all sizes with their growth. This included building strategies to support and execute in areas of business, marketing, acquisition, product, and the tech stack. She has been in the space since graduating and was honoured to receive the App Marketer of the Year award from App Promotion Summit in late 2023. The industry has changed significantly in the past 10 years and it’s been Megan’s mission to stay ahead of the curve!

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

I work across all areas of the business but my primary role is to support our clients and maximise impact across all of our services. This means driving clients’ business strategies and identifying opportunities in line with their goals. I also support our amazing client teams internally, across ASO, UA, Mobile Strategy, and Creative, providing training and creating new service pillars around industry developments.

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

I originally planned to be a product designer, but made the last-minute decision to do Advertising and Marketing at university. I applied to a lot of broader jobs upon graduating but clicked with the Managing Director and CEO at Yodel immediately—and I’ve never looked back!

What are you most excited about in apps right now?

I’m excited about the major disruption to the industry that we’re seeing from SKAN and the Privacy Sandbox, which changes the app landscape massively. With this though comes the opportunity to innovate and build new strategies, challenging everyone to think in a completely different way.

Is there anyone you’d like to shout out to who has influenced your journey in the app industry?

There are a lot of people at Yodel who have been instrumental to my journey, including Mick Rigby, Rish Weerakoon, and Arazoo Kadir (and so many others in the team!)—but Ijah Miller is the person who has always supported and challenged me in equal measure, and I couldn’t have got where I am today without him.

What’s in your app tech stack?

As an agency, we work with a really broad range of tools across attribution, in-app analytics, CRM, and A/B testing. We’ve spent years building our partner ecosystem and it’s been great to work closely with them tackling some of the big industry issues in recent years.

What do you like most about working in apps?

If you haven’t guessed yet, I love the fast-paced nature of the space, which introduces new challenges and opportunities all the time. As a relatively new industry, it’s hard to know where we might be in the next 10 years, but I’m looking forward to finding out.

What one thing would you change about the app industry / market? Where do you think there’s an opportunity for apps / or unmet needs?

There are a lot of apps out there that invest hugely into testing and optimising their acquisition work, but we largely still see the product experience itself being limited by huge development backlogs. Investment in product A/B testing tools is still low but could open up new avenues for optimisation and better alignment between marketing and product teams.

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

I’ve always felt that if you have one very specific goal, you’re likely to have tunnel vision to the point that you miss opportunities along the way. Because of that, I’ve never really planned my life in advance and so it’s hard for me to say where I could have ended up! Whatever I would have done would have had to involve a lot of logic and problem-solving, which are core facets of my role now and keep me challenged every day.

iOS or Android?

iOS all the way!

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

CityMapper, ZipCar, Tiktok, and ClassPass.

What’s on your Spotify / Music party playlist?

Spice Girls, Boyzone, and Five amongst other cheese.

Any Netflix/ TV show recommendations?

The Dog House on Channel 4 for anyone looking for some wholesome TV.

Is there anything else we should know about you?

In the past 6 months, I’ve been to Barcelona, Berlin, Sweden, Mexico, and South Africa. I love what I do but I also love a holiday!

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