Luisa Ronchi

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

As Head of Marketing Services at Applica, I’m responsible for app innovation and strategic growth. I work with a team of user acquisition, ASO, and creative experts, motivating them to test and learn every day.

I’m very passionate about what I do, so I stay on top of industry trends and share insights with my team and clients to ensure we’re ahead of the curve. We’re deeply involved with our clients, and I enjoy presenting new trends and interesting strategies where we see potential. It’s very fulfilling to be part of their growth, and we’re lucky at Applica to work with amazing apps—many of which I use daily.

My main responsibility is to ensure we deliver top-notch managed ASO and UA services, providing our clients with tangible value and consistently exceeding their expectations.

How did you end up working in apps?

It all started in my hometown, Rio, during my last year at university. I joined the Apple Academy and learned app development, UI/UX, and app marketing from Apple executives who brought new technologies and frameworks from abroad for us to build world-class apps.

During that experience, I fell in love with how apps can positively impact people’s lives — and the opportunity to be part of that was thrilling.

Over the years, I’ve lived and breathed the industry: I attended WWDC (Apple’s Developer Conference) twice, developed my own app, and lived and worked in Italy at Apple’s first Academy in Europe. I was 100% convinced my career would grow within the app sphere — and 10 years later, I’m still here.

What are you most excited about in apps right now?

I’m excited about the growing focus on sustainability-related apps. It’s not just a trend — it’s an important shift in how we build and use technology. We’re seeing more apps emerge that not only provide value to users but also encourage reducing environmental and social impact.

Apps like Vinted, which promotes the circular economy, Too Good To Go, which tackles food waste, and Treeapp are great examples. These apps are role models for how our industry can address global challenges.

I’m also always excited about Apple’s and Google’s announcements — like iOS 18.4 — and how they’ll impact apps and performance marketing.

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

Long story short: it was a Monday morning, my dad dragged me out of bed and drove me to the Apple test center, then waited for me to finish the exam. Without his belief in me, I wouldn’t be where I am today.

I was fortunate to have met great mentors during my time at Apple — people who saw potential in my non-technical skills and took a chance on me.

Meeting Lisa P. Jackson (Apple’s VP of Environment, Policy, and Social Initiatives) was also a defining moment. She’s an inspiring female leader who, during a one-on-one conversation, encouraged me to become a leader myself.

Today, I learn from my team every day. They’re constantly experimenting with new approaches, testing hundreds of creative ads, and pushing the boundaries of what’s possible.

What’s in your app tech stack?

SplitMetrics, Notion, Slack, AppTweak—and recently, I discovered Arc (life-changing!).

What do you like most about working in apps?

What I like most is the immediate and tangible impact of our work. Every strategy we implement, every ad we launch, is instantly seen by a global audience, giving us immediate feedback to learn from and continue experimenting.

Apps are embedded in everyone’s daily life — providing convenience, information, and well-being (at least the ones I work with!). It’s extremely rewarding to know that my work directly contributes to that.

What one thing would you change about the app industry?

Only one? Impossible…

Competition is tough out there, so testing a massive volume of creative ads is essential, but scaling them efficiently is tricky, and current tracking tools don’t help much. A solution to that would be very welcome.

I’d also love to see a more transparent attribution model for app campaigns (similar to what we have on the web), cheaper CPMs from platforms like Meta and Google, and, last but not least, fully functioning and reliable native A/B testing tools from Apple and Google.

As for opportunities: I’d love to see the development of super-apps for Western countries (like WeChat and Grab in Asia), and more powerful AI assistants that can actually do things for us — not just provide answers. Imagine them navigating apps, sending messages on our behalf, making purchases, handling payments, and integrating more deeply with home devices. That would be a real leap forward.

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

I love the entertainment and travel industries, so I could see myself working in concerts, festivals, or tourism — but always within the marketing sphere.

iOS or Android?

iOS, no doubt.

What apps have been most useful to you over the last year?

Any TV show recommendations?

Recently: The Day of the Jackal, Severance, White Lotus.

Old but gold: Ted Lasso, This Is Us.

Is there anything else we should know about you?

Spending quality time with family and friends is what recharges me. I love skiing, and I’m currently learning snowboarding — really enjoying it so far!

I also enjoy meeting people and sharing life and professional experiences—so if you’re up for a coffee or a beer, count me in!

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