Aazar is a performance and creative strategist who has managed more than €50M in Meta spend across five industries, helping apps and brands scale with clarity and ruthless efficiency.
He blends product thinking, psychology-driven creative, and technical media buying to grow mobile apps fast. Aazar works directly with product, engineering, and creative teams to turn insights into acquisition frameworks that actually move numbers, not just dashboards.
Known for sharp execution and a message-first approach, he helps teams cut the noise, build ads people notice, and turn paid social into a predictable growth engine.
In your own words, what’s your role in the app business right now?
I help apps scale by turning psychology into performance. Strong messaging, psychology-driven ads, and a creative testing framework that never stops learning: that’s how user acquisition becomes predictable.
How did you end up working in apps?
I started in SaaS, but I kept getting pulled toward consumer apps because they create real, measurable change in people’s lives. My turning point came when I began working with apps like Kinedu, Inflow, and ControlPlus. I saw how the right product plus the right growth system could reduce anxiety for a parent, help someone manage ADHD, or protect a family’s online identity. That impact hooked me.
From there, I doubled down on performance, creative strategy, and psychology-driven acquisition, specifically for apps, and that’s how I ended up fully in the app world.
What are you most excited about in apps right now?
I’m most excited about three things in apps right now: web-to-app funnels, which finally connect high-intent web journeys to efficient app acquisition; Meta’s new creative testing and automation tools, which speed up iteration and sharpen decision making; and the surge of health apps that materially improve people’s lives, with companies like Function App or Noom leading the way . As a health fanatic, this category feels both high-impact and full of untapped potential.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
Marcus Burke changed the way I think about media and funnels, and his approach opened up an entirely new level of performance for me.
Hannah Parvaz pushed my perspective even further by showing how powerful onboarding and full-journey app growth can be, and she taught me to look well beyond Meta when building a scalable growth system.
What’s in your app tech stack?
Kochava, Adjust, Funnel.io, Looker, Mixpanel, Atria AI, Admanage, and Claude/ChatGPT.
What do you like most about working in apps?
What I like most about working in apps is that they force you to become a true marketer. With attribution never being perfect, you have to lean into storytelling, psychology, and the bigger picture of why someone should care.
App teams are also far more open to testing, which creates space for creative exploration without rigid boundaries. And above all, app founders are some of the most resilient operators I’ve ever worked with, which makes building alongside them energizing.
What one thing would you change about the app industry?
One thing I’d change about the app industry is the lack of structured web or quiz funnels. Too many apps rely only on paid installs, when a strong pre-app journey can dramatically improve intent, onboarding, and ROAS.
The biggest unmet opportunity right now is TikTok organic. Apps that build a real content engine there can compound trust, reduce dependency on paid, and create a defensible growth loop that most competitors aren’t investing in.
If you weren’t working in apps what would you be doing?
I will be working on my own SaaS.
What apps have been most useful to you over the last year?
Calm, Spotify, Riverside, Kinedu, Capcut, and Nordpass.
Any Netflix recommendations?
Don’t Die.
Is there anything else we should know about you?
I only partner with founders who already have real traction and some level of product–market fit, because that’s where I can drive the most meaningful lift. My focus is helping teams scale from roughly 30K to 500K in monthly ad spend with psychology-driven creative, structured testing, and disciplined performance execution.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
