David has carved a niche in the high-growth tech startup scene through his lifecycle marketing consultancy, Grohaus, which boasts strengths in cross-channel marketing strategy, lifecycle program operations, AI, and partnerships with industry-leading CRM platforms.
With a remarkable tenure as a product growth marketer at Spotify, David played a pivotal role in leveraging AI to expand the MAU base and fortifying the Spotify Premium subscription segment. His collaborative leadership led to the development of a cutting-edge, machine learning-driven notifications program, accomplished with an interdisciplinary team of engineers, product designers, UX writers, and user researchers.
In your own words, what’s your role in the app business right now?
I help apps grow efficiently by using effective lifecycle marketing strategies to reduce acquisition costs and nurturing user engagement that makes the product stickier.
How did you end up working in apps? / get started?
I taught myself how to code emails and joined my first app startup as an email marketer.
What are you most excited about in apps right now?
I’m most excited about apps figuring out innovative ways to drive sustainable growth.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
The Reforge team inspired me to go deeper into product-led growth marketing for apps.
What’s in your app tech stack?
Webflow, Hubspot, Braze, Iterable, Customer.io, and Klaviyo.
What do you like most about working in apps?
I like working in apps because of how personal, accessible, and easy to use they are. They can really change users’ lives.
What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?
I would love less spammy apps in the ecosystem that don’t drive real utility for their users.
If you weren’t working in apps what would you be doing?
Running a brick-and-mortar business.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Waking Up.
What’s on your Spotify / Music party playlist?
Fred Again.
Any Netflix/ TV show recommendations?
Tokyo Vice.
Is there anything else we should know about you?
I love playing beach volleyball in the summer.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
