Ali is deeply passionate about digital marketing, particularly user behavior and creative strategy. He thrives on experimentation and relies heavily on data to inform decisions. His focus is on merging innovative thinking with analytical insights to ensure every campaign drives meaningful, scalable results. By leveraging cutting-edge marketing technologies, Ali continuously innovates to strengthen brand visibility, enhance customer engagement, and foster lasting growth in an ever-evolving digital landscape.
In your own words, what’s your role in the app business right now?
I oversee marketing automation strategy and execution to enhance digital marketing operations. By combining data-driven insights with creative experimentation, I optimize campaigns to resonate with users, streamline their journey, and ultimately maximize the app’s impact in the marketplace.
How did you end up working in apps?
My app marketing journey truly began at Vinted. Before that, I was entirely focused on web marketing with no prior experience in the app space. Transitioning from web to mobile was a steep learning curve, but it gave me the opportunity to apply my core marketing skills in a fast-paced, dynamic environment like Vinted.
What are you most excited about in apps right now?
I’m especially excited about the rapid evolution of personalization and AI-driven user journeys. The ability to leverage real-time data to create hyper-targeted app experiences is a game-changer for marketers. It’s also fascinating to see specialized verticals like fintech and healthtech expanding quickly, introducing innovative, user-centric solutions. All of this makes the app industry an incredibly dynamic and exciting space to be in right now.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I’ve been fortunate to learn from many mentors and colleagues who have shaped my approach to app marketing. Early on at Vinted, I had the opportunity to work with talented team leaders and peers who guided me through the nuances of user acquisition and retention in a mobile-first environment. Their expertise and collaborative mindset not only helped me develop my skill set but also deepened my passion for app marketing.
What’s in your app tech stack?
My current tech stack is built around data-driven insights and seamless customer engagement. I use platforms like Firebase, Adjust, Google Ads, Meta, TikTok, LinkedIn, and Snap, along with BI tools like Looker and SQL to analyze and optimize performance.
What do you like most about working in apps?
I love how dynamic app marketing is — from rapidly iterating on user feedback to experimenting with cutting-edge tools and strategies. The ability to see immediate results and adapt in real time keeps things exciting. Plus, there’s something uniquely rewarding about creating engaging, personalized experiences that live right in someone’s pocket.
What one thing would you change about the app industry?
I’d love to see the market diversify beyond the current duopoly, allowing emerging platforms and operating systems to gain more traction. A more competitive landscape would drive innovation, create new opportunities for developers, and ultimately provide users with more choices and value.
If you weren’t working in apps what would you be doing?
If I weren’t in the app space, I’d likely still be in digital marketing — either focusing on web-based projects or exploring a more creative brand strategy role. I’m especially fascinated by the intersection of data and creativity, so I’d continue pushing boundaries in areas like storytelling, user engagement, and brand-building initiatives.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
Blinkist.
What’s on your Spotify playlist?
My go-to party playlist is packed with Persian dance music — high-energy beats, vibrant rhythms, and the perfect vibe to get everyone moving!
Any TV show recommendations?
I’d recommend Emily in Paris — not just for the drama and aesthetics, but also for the clever marketing tactics showcased throughout the series.
Is there anything else we should know about you?
I’m always looking for ways to grow — whether it’s exploring new tools, learning from industry peers, or finding innovative solutions to user challenges. I thrive at the intersection of creativity and data and believe that staying curious is key to success in the ever-evolving app landscape.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
