Rosie is a product growth expert specialising in subscription apps and monetisation. She has 6 years across consulting and early-stage startups funded by Index Ventures, EQT Capital, Alumni Ventures, and Intel Capital. She was previously Product Growth Lead at Peanut and Growth Manager at what3words. She’s also a Growth Specialist at Women in Tech UK, a Mentor at Growth Mentor, and a writer for the UX Collective on Medium @rosie.hoggmascall.

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

I help early-stage subscription apps and products monetise better, improve activation, and map out where they need to focus to drive growth. That could be acquisition, onboarding, CRM and retention, building growth models, running performance channels, or designing UX and pricing experiments.

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

I saw a job listing for what3words and applied, I had no idea what the role was in truth. If you’d asked me 6 years ago what jobs were available, I wouldn’t have been able to list more than a few. It has been bumpy but I’m happy I made the leap into tech and growth specifically.

But others don’t, because they don’t know what’s out there. That’s why organisations like Women in Tech UK are so crucial for helping more women and underrepresented groups get into tech by demystifying the roles, hosting mentoring and helping connect like-minded women.

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

Product-led growth is gaining a lot of traction, particularly in B2B but also B2C. In truth, we’ve been doing product-led growth in B2C subscription apps for years, it is just about uncovering the tools, tactics and strategies that work best.

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

Blinkist and Bloom & Wild, mainly for their epic CRM strategies. Too many apps snooze on CRM, or just throw something out there and never test it. Or worse, send too many emails and push, leading to people unsubscribing altogether. I think Bloom & Wild and Blinkist do really well at retaining users through CRM.

What do you like most about working in apps?

The diversity – I love working across the whole funnel and with a multi-channel marketing mix. Being able to have an impact from acquisition through to activation and retention really gives me energy.

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

More app growth people – we’re few and far between. I’m in a lot of groups dominated by D2C and B2B growth folks. Would love to see more app growth communities, just like App Promotion Summit does with its events and content online.

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

If I knew this I’d be a founder! (Maybe one day!) For me, it’s around where people are struggling most at the moment. Looking at the market, it’s prices, cost of living, health and nutrition in 2023. That’s where I’d look to unlock an opportunity for a new app.

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

I’d be a sea kayak or open-water swimming coach – I love the sea and want to spend more time there. Maybe one day!

iOS or Android?


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


What’s on your Spotify / Music party playlist?

Fever 105 Extended

Any Netflix/ TV show recommendations?


Is there anything else we should know about you?

I love wild swimming and hiking – when not working you’ll find me in the Lake District with my working cocker spaniel Stanley.

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