Roma Rey

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

My role is to lead CRM strategies that enhance user engagement, retention, and monetization across multiple platforms. I focus on creating data-driven, personalized experiences that keep users active and invested. By optimizing key metrics such as retention, customer lifetime value, and conversion rates, I ensure that our CRM initiatives drive sustainable growth and build long-term relationships with users, all while staying at the forefront of industry trends and innovation.

How did you end up working in apps?

I got started in the app industry by combining my passion for technology with a deep interest in customer relationships. Early in my career, I recognized the power of data in shaping user experiences and decided to focus on CRM. Working with digital platforms allowed me to see the direct impact of personalized engagement on user satisfaction and retention. Over time, I honed my skills in leveraging CRM strategies to drive growth, and that journey eventually led me to my current role at ParshipMeet Group. It’s been exciting to be part of an ever-evolving industry where creativity and data intersect to create impactful user experiences.

What are you most excited about in apps right now?

I’m most excited about the increasing role of AI and machine learning in personalizing user experiences within apps. These technologies are allowing us to go beyond basic automation and really understand user behavior, providing highly tailored content and recommendations. Additionally, I’m enthusiastic about the growth of community-driven apps and how they are reshaping engagement, especially in social and dating spaces. It’s an exciting time as more apps leverage data not just for retention but for creating meaningful, long-lasting connections between users. The potential for innovation in this space feels endless, and it’s inspiring to be a part of it.

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

Throughout my journey in the app industry, I’ve been fortunate to have a number of influential mentors and team members who have shaped my growth. My team at ParshipMeet Group has been a constant source of inspiration, pushing me to think creatively and strategically while also keeping me grounded in the real-world impact of our work.

I’ve also been influenced by leaders in the CRM space who’ve emphasized the importance of blending data with empathy to create truly user-centric experiences. Additionally, I look up to individuals who champion innovation and teamwork, showing that collaboration is key to driving success in this fast-evolving industry. Their insights have motivated me to constantly evolve and stay curious.

What’s in your app tech stack?

Braze is our core CRM tool, allowing us to manage customer relationships and automate targeted messaging across channels. We also use Tableau for tracking user behavior and gaining insights. These tools work together to ensure a seamless and personalized experience for our users while driving continuous growth.

What do you like most about working in apps?

What I love most about working in apps is the opportunity to constantly innovate and evolve. The app industry is dynamic and fast-paced, and every day presents new challenges and opportunities to improve user experiences. I’m excited about leveraging data, technology, and creativity to directly impact how users interact with our products. The way apps can connect people, solve problems, and deliver value in such personal ways is incredibly rewarding. Plus, the collaborative nature of working in this space – with cross-functional teams – makes it an exciting and fulfilling environment to drive meaningful change.

What one thing would you change about the app industry?

If I could change one thing about the app industry, it would be the focus on more transparent data practices and greater user control over personal information. With privacy concerns growing, there’s a real opportunity for apps to lead in providing clear, easy-to-understand privacy settings and ensuring users have full control over their data.

As for unmet needs, I see a big opportunity in apps that foster deeper, more authentic connections, especially in the social and dating verticals. While many apps connect people, there’s still room for platforms that create more meaningful, context-rich experiences. Apps that integrate elements of mental health, well-being, and personalized coaching – beyond just entertainment or casual interaction – could provide real value, addressing growing user demand for more fulfilling online relationships.

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

If I weren’t working in apps, I’d likely be exploring the world through the lens of a camera, capturing the essence of new places, cultures, and culinary experiences. Traveling is a huge passion of mine, and I’d love to blend that with my love for food – maybe as a travel photographer or even curating unique food experiences in different corners of the globe. The idea of telling stories through images, flavors, and the connections between people and places is something that excites me just as much as working in the app industry!

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

One thing you should know about me is that I’m deeply driven by curiosity and a desire to make an impact. Whether it’s within the app industry or beyond, I’m always looking for ways to connect the dots, create meaningful experiences, and push boundaries. Outside of work, I enjoy exploring new cultures, foods, and photography, and I try to bring that creative energy into everything I do. I believe in the power of teamwork and collaboration, and I’m always open to new ideas and perspectives to continuously grow and evolve both personally and professionally.

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