Marketing Management Tips for Large Portfolios of Apps

Episode #20 of the Mass Appeal podcast

In this episode, we sit down with Ekaterina Samohovets, the Head of User Acquisition at AIBY, a powerhouse in mobile app development with over 50 apps and 2 billion+ downloads under its belt. Based in Dubai, Ekaterina shares her insights on managing a team of 25 UA professionals, each dedicated to crafting growth strategies tailored to the lifecycle of individual app products.

AIBY’s approach is rooted in collaboration and personalization. Each UA manager takes full ownership of 1–3 apps, handling strategy across multiple channels and integrating closely with product teams to achieve seamless results. This structure eliminates silos, allowing for knowledge sharing and adaptability. With their apps frequently topping category charts, Ekaterina reveals the meticulous planning and teamwork that drive success.

What’s the Topic?

Here’s what Ekaterina covers in this episode:

• What makes AIBY’s app portfolio stand out?
• How does the UA team structure foster collaboration and innovation?
• What are the benefits of UA managers being full-stack across multiple channels?
• How does the team balance personalization and scalability in UA?
• Tips for sharing expertise and upskilling within a growing team.

What to Listen Out for

• 2:45 Ekaterina’s performance marketing background
• 6:30 What is AIBY?
• 9:47 A look inside AIBY’s UA team structure
• 13:00 Internal sharing system
• 18:00 Tips for success

Quote

“We explore how insights from one app can enhance another. It’s about leveraging our wide portfolio to improve results across the board.”

– Ekaterina Samohovets, Head of User Acquisition at AIBY