Sara is the Head of Product Marketing for InMobi’s app performance solutions in North America. Prior to joining InMobi, she led product marketing for Publicis Groupe’s CORE ID as part of Epsilon. With more than 15 years in digital media as both a buyer and a marketer, Sara has broad ecosystem experience, having worked for global consumer brands as well as agencies, publishers, and adtech providers. She is a recognized expert on identity, privacy, and third-party data deprecation, frequently writing and speaking on topics such as SKAdNetwork and the cookieless future.
In your own words, what’s your role in the app business right now?
I help app marketers demystify the endless complexities in the new era of mobile growth. I also serve as connective tissue between product management and our customers to ensure we continually elevate our app performance offerings in lockstep with market needs.
How did you end up working in apps? / get started?
Being in the app ecosystem at this juncture is a bit of a homecoming for me. My journey in mobile marketing began at an adtech company called ChaCha (RIP) way back in the early aughts when the overwhelming majority of consumers used feature phones and Blackberry was all the rage from a smartphone perspective.
After that, I spent 7 years at Equifax in a variety of roles, with most of my time spent leading omnichannel digital strategy and performance. I then shifted over to the agency world to serve as Head of Product Marketing for Publicis Groupe’s CORE ID as part of Epsilon. A former manager then persuaded me to join InMobi, and I couldn’t be happier that I did!
What are you most excited about in apps right now? (tech, trends, people, verticals)
What excites me is the massive disruption in our midst at this juncture. Having professionally lived through the full evolution of mobile devices, adtech, performance marketing, and the app economy as a whole, my instincts are finely tuned to see what’s ahead over the horizon, and turning obstacles into opportunities inspires me.
What other companies in the app space do you rate/ inspire you and why?
Omnichannel brands in the commerce and quick-serve restaurant spaces who have successfully extended their customer journeys to include apps inspire me. It can be hard to step out of your comfort zone and convince senior leadership to embrace a new vision, especially as a publicly traded company. It’s been impressive to see how some storied brands in these spaces have done this with great success. Starbucks, Nike, Walmart, Kroger, Mcdonald’s, and Wendy’s are a handful that come to mind.
What do you like most about working in apps?
To steal a quote from my boss, today’s mall is right in our phones. There’s no more powerful channel for building lifelong relationships with modern consumers than apps, and the prolific innovation and disruption bring new excitement every day.
What one thing would you change about the app industry / market?
I’d love to see new opportunities for networking across all corners of the app ecosystem emerge, including with the major mobile operating systems!
Where do you think there’s an opportunity for apps / or unmet needs?
There’s still a big gap in consumer understanding of ‘privacy’ in the digital world and the value exchange advertising provides.
If you weren’t working in apps what would you be doing?
Running a restaurant, a big cat sanctuary, or theme park marketing.
iOS or Android?
What app(s) have been most useful to you over the last year?
Slack, Reddit, NYT Cooking
What’s on your Spotify / Music party playlist?
Any Netflix/ TV show recommendations?
Somebody Feed Phil
Is there anything else we should know about you?
I grew up on a 3600-acre tomato farm in Indiana, a bit of an unconventional path to adtech. I have 4 cats and 2 dogs; I am the oldest of 6 kids, and have been on Oprah!
Do you know someone driving change and growth in the app industry? Nominate an app leader here.