Alejandro is passionate about languages and technology, which have driven his career path so far. Originally from Colombia, he has been living in Berlin, Germany for the past six years.
He studied Marketing and Business Sciences at Jorge Tadeo Lozano University. Alejandro’s journey in marketing and the app world began with a student job at Sony PlayStation, where he helped manage social media channels during his master’s studies in Berlin.
After that, he started a career as a CRM Specialist focused on user retention and engagement at Babbel, a language learning platform. He has now been in the app industry for five years.
In your own words, what’s your role in the app business right now?
My primary role is to help users achieve their language learning goals through personalized communication outside the product. I analyze user behavior to create the most relevant communications, ensuring our learners use the app effectively and truly learn the language.
Additionally, I work closely with data scientists to develop machine learning models that send personalized communications through push notifications and email.
How did you end up working in apps? / get started?
I’ve always been interested in apps and how they make our lives easier. This passion led me to apply for an internship at Babbel, where I have grown in the app world day by day.
What are you most excited about in apps right now?
I’m most excited about advancements in machine learning, AI, and user behavior analysis. These technologies help tailor experiences to meet users’ needs through various communication channels, ultimately helping them achieve their goals, whether they are learning English or Spanish for their career, Italian for their family, or Indonesian for a trip to Asia.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
Yes, our CRM Notification Team Lead and Head of Engagement have been incredibly supportive and have taught me everything about eLearning apps and new trends. They have given me the freedom to experiment and create more resources and knowledge about our learners.
What’s in your app tech stack?
We work with Emarsys, a tool developed by SAP, along with ClickUp, Miro, and Jira. These are the usual tools for developing projects and working cross-functionally in a large corporation like Babbel.
What do you like most about working in apps?
I love how apps make life easier for people, the freedom to experiment, and the knowledge gained from testing. There are no limits to what we can test to help users create habits that meet their needs.
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 believe there should be more knowledge sharing. Even though we are competitors, as an industry, we can learn a lot from each other to make better experiences for our customers.
There are always opportunities for apps to address unmet needs, especially in areas like personalized learning, mental health, and wellness.
If you weren’t working in apps what would you be doing?
I think I would be working as a turtle savior in the Caribbean Ocean. I love swimming and marine life.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
LinkedIn has been amazing for connecting with people who share the same interests and for knowledge sharing. It’s a great platform for networking, business, and work.
What’s on your Spotify / Music party playlist?
Latin Music, Indie, and Acoustic.
Any Netflix/ TV show recommendations?
WeCrashed on Apple TV.
Is there anything else we should know about you?
I love hiking in the mountains of Latin America. I have a deep interest in languages, travel and cultures, and I speak four languages: Spanish, English, German, and improving my French.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
