With over 20 years of experience in devising and spearheading digital marketing and media campaigns, Todd has honed his strategic development expertise in both pure play and omnichannel retail environments. Throughout his career, he has adeptly managed and incorporated emerging technologies to inaugurate, revitalize, and broaden conventional and unconventional retail brands, consistently achieving remarkable digital sales growth.
Before joining BEGIN, Todd served in many senior marketing positions at Barkbox, Kangaroo, Karmaloop, Wu Wear, and Footlocker. At Karmaloop, he orchestrated and executed the digital marketing strategy, planning, and implementation for all nine Karmaloop-owned entities. While at Wu Wear, Todd launched and devised strategic online and mobile initiatives that fostered a sustainable e-commerce business for the heritage brand. As part of his role at Footlocker, he introduced the organization’s inaugural omnichannel digital strategy, ensuring an optimal customer experience both online and in-store.
In your own words, what’s your role in the app business right now?
In essence, my role is a blend of strategy, collaboration, and innovation, all aimed at driving success in the dynamic and fast-paced world of the app business. I function as a key operator, devising and implementing strategies that are directly aligned with our business’s Key Performance Indicators (KPIs) and growth objectives. I am constantly analyzing data, evaluating the effectiveness of our strategies, and making necessary adjustments to ensure we’re on the right track toward achieving our goals. However, my role extends beyond the operational side of things. I am also a significant collaborator within our industry. I seek to understand the pain points and challenges we face, identify untapped opportunities, and continuously push boundaries.
How did you end up working in apps? / get started?
My journey into the world of mobile apps was a result of my curiosity and a perfect opportunity that came along. I spent the initial part of my career working in traditional e-commerce, focusing primarily on web-based commerce. However, I was always fascinated by the mobile app world, which was rapidly evolving and transforming the way we live and do business.
My interest was drawn to the dynamic pace of change in the app industry, the immense potential for innovation it offered, and the direct impact it had on users’ lives. I was intrigued by how apps could offer an incredibly personalized user experience and how they were reshaping industries, right from retail and entertainment to healthcare and education.
In 2021, the perfect opportunity presented itself when I joined BEGIN. This role allowed me to dive headfirst into the world of mobile apps, and I’ve been passionately involved ever since. Here, I got the chance to leverage my e-commerce experience while exploring the exciting realm of apps, pushing boundaries, and contributing to the digital revolution.
What are you most excited about in apps right now? (tech, trends, people, verticals)
What truly excites me in the realm of apps at the moment is the integration of Artificial Intelligence (AI). The speed and scale at which AI has permeated the mobile app industry is simply unprecedented, and I believe we are only at the beginning of this transformative journey.
AI is reshaping the way we interact with and experience mobile apps. Its potential to drive immense personalization is something that particularly fascinates me. With AI, apps can analyze user behavior and preferences at a granular level, and then deliver highly personalized content and recommendations. This level of personalization enhances user engagement and makes the app experience more intuitive and satisfying.
In addition, the integration of AI-powered chatbots into mobile apps is also an exciting development. These chatbots can handle a multitude of customer queries in real-time, providing instant support and improving the overall user experience.
Moreover, the use of AI for task automation within apps is another aspect that I find intriguing. By automating routine tasks, apps can become more efficient, allowing users to focus on more valuable or enjoyable aspects of the app.
In essence, the fusion of AI and mobile apps is creating a new paradigm in the digital world, one that offers exciting opportunities for innovation and growth. I am thrilled to witness and be a part of this transformation.
What other companies in the app space do you rate/ inspire you and why?
There are several disruptive companies in the app space that truly inspire me. Uber, with its industry-altering approach, has revolutionized transportation, making ride-hailing a matter of a few screen taps. Headspace has made strides in the health and wellness sector by making meditation and mindfulness exercises widely accessible, positively impacting daily mental health practices. Spotify has redefined the music industry by personalizing the listening experience, changing the way we discover and interact with music. Lastly, Chatbot CPT, a new addition to my frequently used apps, exemplifies innovative use of AI, pushing the boundaries of customer interaction and service. Each of these apps significantly improves our day-to-day experiences in their respective sectors.
What do you like most about working in apps?
What I most enjoy about working in the mobile app space as a marketer is the dynamic, fast-paced environment that constantly presents new challenges and opportunities. The rapid evolution of technology keeps the industry exciting and innovative, pushing me to stay ahead of trends and consumer behaviors. I find immense satisfaction in developing strategies that enhance user experiences, drive engagement, and ultimately contribute to an app’s success. The opportunity to influence the way people interact with technology in their everyday lives is incredibly rewarding. Plus, the constant evolution of data analytics tools in this field enables a data-driven approach to decision-making, which I find truly compelling. In essence, the blend of creativity, strategic thinking, and data analysis in mobile app marketing makes it an incredibly fulfilling field to be in.
What one thing would you change about the app industry / market?
If I could change one thing about the app industry as a marketer, it would be the current state of data privacy regulations. While I wholeheartedly agree with the need for strong user data protection, the regulations can sometimes limit our ability to provide the most personalized and effective user experiences
Where do you think there’s an opportunity for apps / or unmet needs?
As a marketer, I believe the biggest opportunity in the app space lies in the continuous evolution of the value proposition that mobile apps offer to users. As AI and automation become more embedded in the app industry, we’re presented with unprecedented potential to enhance the value we deliver to our users. This encompasses everything from more personalized experiences and sophisticated recommendation algorithms, to streamlined functionality and increased automation. These advances will not only raise the bar for user expectations but also redefine what apps can achieve, paving the way for an exciting future in the app industry.
If you weren’t working in apps what would you be doing?
iOS or Android?
What app(s) have been most useful to you over the last year?
What’s on your Spotify / Music party playlist?
Wutang, Tribe Called Quest, Massive Attack
Any Netflix/ TV show recommendations?
The Bear on Hulu!
Is there anything else we should know about you?
I sneeze when I’m full!
Do you know someone driving change and growth in the app industry? Nominate an app leader here.