Anastasiia, originally from Ukraine and with a strong academic background in economics, has been passionate about marketing since her university days. She sees marketing as the perfect intersection between companies and clients, analytics and creativity, and knowledge and intuition.
With five years of experience in app marketing, Anastasiia began her career in a small app studio, where she launched five apps in a single year, gaining valuable insights into development, analytics, and user acquisition.
She then joined PlantIn, part of Genesis—the largest IT product ecosystem in Ukraine. Starting as a performance marketer, she quickly advanced to User Acquisition Lead and eventually became Head of Marketing. A self-taught professional, Anastasiia thrives on learning from the app community and her teammates and enjoys sharing her knowledge and experience with others.
In your own words, what’s your role in the app business right now?
As the Head of Marketing at PlantIn, I’m responsible for aligning our marketing strategies with key business priorities. This includes overseeing performance marketing, communications, influencer partnerships, and more. I stay on top of industry trends to ensure we remain competitive, while also hiring and mentoring new talent to build a strong, dynamic team.
How did you end up working in apps? / get started?
I began my career with an internship in brand marketing at Nestlé. During my Master’s program, I had the opportunity to work with an app startup as part of a marketing course, and I was instantly drawn to the dynamic environment. This experience led me to pursue a career in the app industry, and five years later, I’m still energized by the same sense of innovation, growth, and fast pace that first captivated me.
What are you most excited about in apps right now?
Definitely, AI. It is undeniably becoming integral to every niche within the app ecosystem. On the marketing front, a key trend to emphasize is the shift in user acquisition strategies, particularly the move from traditional ‘ad -> download’ flows to more sophisticated ‘ad -> quiz funnel -> download’ processes. Major players are increasingly adopting this approach to maximize profits, fundamentally transforming the user experience and onboarding process.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I believe PlantIn deserves recognition as a company where every initiative is possible, and every idea is given a chance. For a marketer, the product and company often determine the paths you can explore, the skills you can develop, and how far you can grow professionally. PlantIn has been that place for me, allowing me to grow both as a professional and as a person.
What’s in your app tech stack?
I work with multiple advertising platforms like Meta, TikTok, Snapchat, and Pinterest.
What do you like most about working in apps?
I’m passionate about working on products that truly impact people’s everyday lives. With apps now available for nearly everything—whether it’s staying connected, managing finances, or exploring new hobbies—I find it incredibly rewarding to help create solutions that simplify and enhance the lives of millions.
What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?
Apps today are a double-edged sword. While they can foster excessive screen time, create unnecessary needs, and even contribute to anxiety, they also offer tools for focus, help build healthy routines, and democratize access to essential services. I hope to see more companies develop apps that genuinely help people without causing harm or exploiting their emotions.
If you weren’t working in apps what would you be doing?
I would definitely still be in marketing, but likely in a different industry. I envision myself working in brand marketing for global giants like Coca-Cola or Red Bull.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
The Breakfast app is fantastic for networking and meeting new people. PlantIn has also been a game-changer. After just three months of working there, I’ve filled my space with plants and, to my surprise, managed to keep them all thriving.
What’s on your Spotify / music party playlist?
A mix of Rufus du Sol, Avicii, and other EDM favorites, blended with the comfort pop vibes of Taylor Swift and Harry Styles. It’s such a diverse selection that playing my playlist on a long car trip is bound to keep you on your toes.
Any Netflix/ TV show recommendations?
Ted Lasso is my favorite—it’s a brilliant mix of management and mentoring insights wrapped in the world of English football. I also find series that focus on women’s power and leadership incredibly inspiring.
Is there anything else we should know about you?
I’m passionate about the great outdoors and extreme sports, especially snowboarding and other boarding activities. It’s how I recharge and meditate. I often draw parallels between extreme sports and marketing—you need to take risks, keep your adrenaline in check, and just go for it. When you fall, it’s tough to get back up, but it’s always worth it to keep going and learn from the experience.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
