Sue is the eCommerce Industry Lead at AppsFlyer, the largest mobile measurement partner. Sue advises and consults with eCommerce businesses on their app growth strategies. Sue spent ten years working in eCommerce, is a regular speaker at eCom industry events and was selected as one of LinkedIn’s Top Voices in Retail in 2023.

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

I consult with eCommerce businesses and help them grow their apps. I advise on mobile market trends and provide best practice app growth and retention strategies, also offering thought leadership for the industry via LinkedIn and events.

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

I started working in eCommerce businesses in marketing and CRM roles and started to pick up responsibilities for app marketing and completely fell in love with the mobile ecosystem. I then made the jump from eCom to SAAS, working in-house at an MMP advising eCom businesses on how to grow their apps.

What are you most excited about in apps right now?

I’m excited about the growth of apps within the eCommerce vertical,’s 2023 report showed that eCommerce apps were the top downloaded subcategory in most countries last year. It’s also exciting to see more and more beauty brands launching apps, such as Charlotte Tilbury who last year launched a fantastic app.

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

Hannah Parvaz! She is a total badass in the industry and someone I look up to. Hannah has so much fantastic knowledge and is great at taking complex subject matters and breaking them down in an easy-to-understand manner. She’s also great at building community and bringing people together in the industry.

What’s in your app tech stack?

As I work for an MMP, I will have to say a mobile measurement partner 😃.

What do you like most about working in apps?

I love the community within the app industry, people are so passionate about the space and are open to sharing problems and solutions. It’s also an industry that’s constantly evolving and changing so there is always the opportunity to learn and grow, it never gets boring.

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

I think the app industry has been dominated in the past by gaming, I would love to see more verticals catered to in terms of content and specific events.

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

I would probably be working in eCommerce in a marketing function.

iOS or Android?


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

Rightmove as I’m currently looking for a new place to live and the notifications for new properties have been a lifesaver.

What’s on your Spotify / Music party playlist?

Barry Can’t Swim—Kimbara is my song for the summer.

Any Netflix/ TV show recommendations?

The Responder—Martin Freeman is brilliant in it, and the Scouse accents remind me of home.

Is there anything else we should know about you?

I travel a lot for work and have spoken at 20 events globally in the last 18 months – including presenting eCommerce app strategies to over 200 eCommerce professionals at VibeTech in Dubai. I am passionate about diversity and inclusion and last year I was a Chairperson at Women of Silicon Roundabout and was also named as one of the ‘female leaders shaping the tech industry’ by Edge in 2022.

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