With over 10 years of experience in marketing, Crystal has led initiatives in animation film, football media, and the app and tech industries. For the past five years, she has served as the Marketing Director at SocialPeta, overseeing global marketing efforts and integrating AI-driven features into their products to enhance advertising efficiency and precision. She specializes in project management, strategic planning, and market expansion to drive business growth. Outside of work, she enjoys music, movies, and handicrafts, though recently, much of her time has been dedicated to her daughter.
In your own words, what’s your role in the app business right now?
In the app industry, I help developers and publishers navigate the competitive landscape with confidence and precision. At SocialPeta, I lead the marketing team to generate content and campaigns based on product data, enabling businesses to discover market trends, optimize advertising strategies, and uncover growth opportunities.
My core responsibility is to bridge the gap between data analysis and practical application. Through reports, campaigns, and partnerships, I ensure that our clients understand market dynamics and gain more opportunities to succeed in the market.
How did you end up working in apps?
I originally worked in the animation and sports marketing industries, and during that time, I had the chance to collaborate with a lot of apps and internet companies. Throughout those collaborations, I became fascinated by the products, the industry itself, and the different marketing strategies. When SocialPeta presented the opportunity to dive into this space, I felt it was the perfect fit. I am lucky to have joined the app industry and am excited to continue learning and growing in this dynamic field.
What are you most excited about in apps right now?
What excites me the most about the app industry right now is how rapidly it’s evolving, particularly with the advancements in AI. AI is revolutionizing how apps are built and used, and it’s creating incredible opportunities for innovation.
The current trend of personalization and user-centric design is shaping how apps evolve. From tailored recommendations to in-app experiences that adapt based on user behavior, there’s a strong shift towards providing value through customized content and functionality. Apps like TikTok and Instagram are excellent examples, with their algorithms constantly improving to offer users content that feels personal and engaging.
Is there anyone you’d like to give a shout-out to who has influenced your journey in the app industry?
Gary Vaynerchuk has greatly influenced my approach to digital marketing in the app industry. His focus on social media and authentic content has shaped how we use data to engage users effectively at SocialPeta.
Also, many professionals in this industry have also impacted me, particularly developers who bring immense passion to their work. Their enthusiasm is contagious, and their openness to sharing ideas and collaborating has inspired my approach. Overall, people in the industry are not only creative and driven but also highly collaborative and open-minded.
What’s in your app tech stack?
Our proprietary tool provides in-depth competitive analysis, market insights, and advertising intelligence. We leverage a cutting-edge tech stack to ensure scalability, performance, and reliability.
For the front end, we use React and Vue, while our back end is powered by FastAPI and Python for fast, efficient processing. We rely on Kubernetes for seamless service orchestration, and our storage is handled with MySQL, Elasticsearch, and Redis. This combination allows us to deliver high-performance, scalable solutions that meet the demands of the rapidly evolving app industry.
What do you like most about working in apps?
What I love most about working in apps is the constant innovation and the opportunity to be at the forefront of technological advancements. The app industry is incredibly dynamic, and the pace at which it evolves, especially with the integration of AI and data-driven solutions, is both exciting and challenging. It allows me to work on projects that not only shape user experiences but also influence how businesses approach marketing, user engagement, and growth strategies.
What one thing would you change about the app industry?
I think AI will revolutionize content creation, analysis, and ad deployment. With AI tools, we can automate the generation of high-quality materials and optimize campaigns in real time, making processes more efficient and precise. This is a great opportunity for brands to respond quickly and optimize resources.
AI also presents an opportunity to enhance user behavior prediction and analysis. By leveraging AI to offer more personalized content and ads, we can increase engagement and conversion rates, creating a powerful competitive advantage in the app market.
If you weren’t working in apps, what would you be doing?
I would like to do something related to art or exhibitions. I think that I will have many opportunities to bring ideas to life in innovative ways, especially when collaborating with experts from various fields. It’s fascinating to not only curate the experience but also learn about the behind-the-scenes creative processes and the inspiring stories that shape each exhibition.
iOS or Android?
Both.
What apps have been most useful to you over the last year?
The app I used the most last year was definitely ChatGPT. It was incredibly convenient for both work and daily life. In addition, I also frequently used apps like CapCut.
What’s on your Spotify playlist?
Recently, Birds of a Feather, Shivers, Lose Control, and What are Words.
Is there anything else we should know about you?
Outside of work, I enjoy spending time with my family. Whether it’s taking my daughter to exhibitions or going camping together, these activities are always a lot of fun. In the new year, I plan to learn some new skills, such as skiing, and I hope to achieve even more next year.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
