Katerina is an expert in organic search engine optimization across web and app. She is currently the Head of Optimizations at the Economist, in New York City, focusing on SEO, ASO, CRO, and AIO initiatives. Prior to that she served as Director of Growth Marketing at Fetch pet insurance.
In your own words, what’s your role in the app business right now?
My current role is focused on driving revenue for a subscription based app across both iOS and Android, through both organic and paid app initiatives, 0ptimizing paywalls and A/B testing what drives higher CVR, product mix, and CLTV. At the same time, I work to grow brand awareness and brand visibility for our core keywords worldwide by going to market with the right creatives, copy, etc.
How did you end up working in apps?
When I first started my career, I was not focused on app marketing; my specialty has always been SEO, in fact. However, with time I started to help clients with headline, description, and tag optimizations as the best practices were pretty similar to SEO. With time I became more involved and also app marketing became more popular and an important channel that needed its own dedicated team.
What are you most excited about in apps right now?
App marketing is at its peak. Since COVID-19 more and more people started to consume content on apps vs web. Everyone started to create apps and now with AI, the next generation is only going to become more app savvy and more creative in terms of what apps are being developed. I am very excited to monitor how AI disrupts the app marketing industry and whether app fatigue becomes the new trend.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
My biggest influencers are obviously my parents, but in terms of mentors, the first shout out goes to my marketing professor Kristin Comeforo and my boss at Mindshare, when I used to work on the agency side, Tim Eschenauer. I have learned the most from them, which has led me to where I am now in my career.
What’s in your app tech stack?
For ASO, I rely heavily on AppTweak and Appfigures keyword data to track ranking and fluctuations, especially when we make changes or when there is an algorithm update. I also love both tools when I need to do a competitive audit. To monitor user feedback and reviews, I love using our OpenAI enterprise plan to create prompts based on our research and surveys to understand what new enhancements we should make or what needs improving.
What do you like most about working in apps?
It is very competitive, but also very rewarding. The App Store is nothing like the traditional Google search engine, it forces you to be creative and the size of the company does not matter. Even if you are a small startup you can become the #1 app overnight with the right strategy in place.
What one thing would you change about the app industry?
Better collaboration and relationship between Apple and Google reps with app developers. Currently only big apps get the chance to work with a dedicated rep and be featured editorially, which does not help small indie apps. There is also huge untapped opportunity in app partnerships and growing app referral traffic from one app to another.
If you weren’t working in apps what would you be doing?
I wanted to be a journalist growing up, but deep inside I know I could have been a famous coffee fortune reader.
iOS or Android?
iOS.
What apps have been most useful to you over the last year?
Amazon, Seamless, LinkedIn.
What’s on your Spotify playlist?
Dua Lipa.
Any TV show recommendations?
Only Murders in the Building.
Is there anything else we should know about you?
I am a proud mom of 3 and a dog.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
