Yogeeta co-founded Swaarm, a performance-based marketing platform, in September 2020. With a background in product development and engineering, Yogeeta currently serves as the Chief Executive Officer at Swaarm. Before this, she held the position of Chief Product Officer at WeQ Global, a mobile advertising company, starting in 2019. Prior to that, she gained extensive experience in Product Leadership roles at Ocono and Crobo GmbH. In 2013, she joined HERE, a Nokia company as a Quality Assurance Engineer after completing her dual Master’s in Business Administration and Engineering from Hochschule für Technik und Wirtschaft Berlin.
In your own words, what’s your role in the app business right now?
As the CEO and Co-founder of Swaarm, I support our customers in ensuring their future growth through dynamic user acquisition strategies and cutting-edge attribution technology. At Swaarm, it is our mission to streamline our clients’ diverse data resources into a unified platform for evaluating marketing performance, enabling data-informed decisions and expanded reach. Together with the Swaarm team, I am developing the tools and solutions that empower our clients on their journey to success in the app industry.
How did you end up working in apps? / get started?
Given my background in computer engineering, I was always fascinated by the new developments happening in the industry, and that’s what got me into working in apps. Apps have been growing over the past 15-20 years and after finishing my MBA, I worked closely with Nokia (here maps). The usage of data in utility apps fascinated me, and that’s how I ended up working for an app performance marketing company.
What are you most excited about in apps right now? (tech, trends, people, verticals)
I am very excited to see how AI technology will change the future of app development by streamlining processes, enhancing user experiences, and enabling the creation of innovative features, ultimately leading to more efficient and user-centric applications. I’m genuinely thrilled to witness its future advancements in AI and where it will lead.
Also, as someone deeply immersed in technology and product development, I find the continuous advancements and the impact of seemingly simple apps truly captivating. Even something as basic as a calendar app has become essential for many.
What other companies in the app space do you rate/ inspire you and why?
In general, I’m inspired by the vast amount of entrepreneurs who start new apps and successfully navigate the ever-changing digital ecosystem while developing amazing new features and technology for the consumer.
What do you like most about working in apps?
The constant change and learning opportunities in the app industry are what I like the most. Every day, there’s something new to learn about this dynamic landscape. It sure never gets boring.
What one thing would you change about the app industry / market?
I think it could be advantageous to establish more structured regulations and frameworks around the impact of AI for this relatively new and rapidly evolving market, similar to recent digitization laws in Europe.
Where do you think there’s an opportunity for apps / or unmet needs?
Opportunities in apps are closely tied to the evolving landscape, with challenges and opportunities related to measuring and optimizing marketing efforts, privacy concerns, and building advanced models. The changing landscape brings both challenges and opportunities for app development.
If you weren’t working in apps what would you be doing?
If I weren’t working in apps, I’d likely be working in a product-related role, possibly in traditional products like banking or financial services.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Whatsapp, Spotify, Slack.
What’s on your Spotify / Music party playlist?
Summer hits.
Any Netflix/ TV show recommendations?
Suits.
Is there anything else we should know about you?
I have a deep fascination for the aviation world and have had the exhilarating experience of piloting a small aircraft.
I strongly believe in the power of collaboration and am always eager to connect with like-minded individuals who share our enthusiasm for the app industry. Feel free to reach out, to discuss trends in the world of apps.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
