Paul‘s marketing journey started in 1991, just weeks after he was born when his dad brought home Philip Kotler’s Principles of Marketing from a conference. Growing up in a household buzzing with marketing strategies, communications, and ads, it was almost inevitable Paul would follow this path.

Now, Paul leads the marketing strategy for Documents, a mobile app that has made its way onto over 100 million iPhones and iPads globally. He unshakably believes that marketing is about problem-solving. His ‘why’ is to help businesses understand and meet their users’ needs, building products and services people admire.

He’s also spent the last five years teaching marketing, crafting courses for founders, product managers, and senior marketers on how to strategize, communicate, and grow effectively.

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

I lead the marketing strategy for Documents, a mobile app that has made its way onto over 100 million iPhones and iPads globally.

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

Looking back, it’s easy to connect the dots and say that I’ve always been into apps. I think apps-related things sparked in me in 2008 when Apple launched the App Store. Fast forward to 2014, a friend nudged me into the professional sphere, and by 2016, I was diving into my adventure with Readdle.

What are you most excited about in apps right now?

Tech and user experience.

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

My team and our founders.

What’s in your app tech stack?

  • BI: SensorTower, AppAnnie, Amplitude
  • Management: AirTable, Jira
  • Comms: Slack, Spark
  • Design: Figma
  • Other: Google Suite, Chat GPT, etc

What do you like most about working in apps?

How small applications on a mobile device can dramatically improve people’s lives.

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

One major challenge in the app world is the overwhelming number of apps, with only a few standing a chance of becoming viable businesses.

Users often struggle to find trustworthy solutions amid this glut, especially since most apps suffer from infrequent updates and lack significant releases.

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

I love the fitness industry, alternative energy, and education.

iOS or Android?


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

Documents, Spark, Classpass, Substack, Bear, Audible, Duolingo.

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