Shalini is a passionate marketer and has spent over ten years working for a number of leading SaaS companies. Her expertise spans demand generation, PR, content strategy, field and digital marketing. Currently, she oversees the UK and European marketing division at MoEngage.

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

My role at MoEngage enables me to speak to a range of app-based businesses, which are looking to grow and retain their customer base. With the support of my team, we are always looking to provide insights, best practices, and guides – whether as content, events, or webinars – to app owners in order for them to engage and retain their customers by helping them get insights into customer behaviour.

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

It happened quite naturally once I entered the SaaS space. During the rise of the app market, I wanted to join a company which is focused on helping brands build deep relationships with customers across all channels, including apps. And that’s why I’m so excited about what I do at MoEngage, a Customer Engagement Platform.

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

There is so much to be excited about!

  • Brands using AR & VR – the opportunities are endless here for apps.
  • Mobile Commerce – COVID showed how important this is for businesses to survive.
  • The rise of foldable screens and how brands can use this to enhance customer experience.
  • Use of data – brands cannot be complacent when it comes to the customer journey on their apps. They have to ensure the onboarding and overall experience are personalised. I’m hearing more and more about how brands are now investing in this area.

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

If I had to pick a specific app, it would be the likes of Revolut. I’m generally drawn to apps which make my life easier.

What do you like most about working in apps?

How dynamic and fast-paced it is. Things are always evolving and changing and it’s exciting to be a part of this.

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

More accurate use of data and customer insights by apps in relation to the customer experience and interaction. There is so much data available which can be used for better onboarding and understanding the customer and their preferences. Having that deeper understanding would mean less churn and uninstalls and increased ROI for sure.

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

Apps which meet society’s needs around issues such as climate change, zero-waste, etc. are yet to gain mainstream popularity and there’s a huge opportunity for an app to break through.

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

I’d probably be in movie production, events or would have gone on to become a teacher.

iOS or Android?


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

Gmail, NEST, Slack, Revolut and Atom Learning (more for my daughter than me)

What’s on your Spotify / Music party playlist?

A lot of Hip-Hop and Bollywood

Any Netflix/ TV show recommendations?

Chef’s Table for the foodies, along with This is Us and Stranger Things

Is there anything else we should know about you?

I’m a big believer in passing down learnings to those who are looking to break into the tech space and always happy to provide mentorship.

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