Evelin Herrera

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

I focus on building community. I enjoy hosting various events—workshops, dinners, and even runs—for mobile founders and industry professionals. It’s a great way to bring people together and foster connections within the mobile space.

I also help others by running a talent-company matchmaking platform for professionals in the app industry who are looking for opportunities. In addition, I offer free mentorship to new app founders to support them as they ramp up their businesses.

Another key part of my role is sharing knowledge. By working with different apps each month, we gain valuable insights into the latest trends, hacks, ad network products, and best practices for different app categories and monetization models. I love sharing this knowledge whenever I can.

How did you end up working in apps? / get started?

I started by running growth for a small mobile startup from Argentina, which secured investment from $GLOB. Those were very exciting times.

Then, Appvertiser invited me to join their team, and that’s where I truly fell in love with the mobile industry. I owe my discovery of this field to Appvertiser. Now, I also collaborate with GleamGames and launched MobileHub.

What are you most excited about in apps right now?

Life optimization. I’m a huge fan of apps that genuinely make life easier and better. Whether they use AI is secondary; what matters most is their impact on the end user.

Take Opal, for example—since I installed it, I’ve drastically reduced my screen time. Another great example is Superhuman. They’ve transformed email into a chat-like experience, and I now reply at least 10 times faster since using it.

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

There are so many people, I could go on forever.

• Hagop Hagopian taught me the true meaning of UA and gave me the opportunity to dive 100% into the industry.
• Carolina Ocampo taught me everything from leadership to growth, and even the “corporate lingo” to sound more senior.
• Eric Seufert is like the untouchable marketer who always seems to get it right.
• Kevin Weatherman—although I’ve met him many times and even run together, I still feel a bit intimidated whenever we talk because I admire him so much.
• Susan Kuo is an inspiration as a female founder and leader, someone I definitely look up to.
• Taha Karsli showed me all the ins and outs when I was still new in the industry.
• Adam Lovallo is a great example of staying humble despite huge success.

I’d also like to mention Chris James, Massimo Caroli, Baron Falleta, John Speakman, Simon Vishnevskiy, Scott Kepnach, and many more. All of them made me feel welcomed in the industry, even in my early days.

What’s in your app tech stack?

AppMagic, which I’m really passionate about. MobileAction has been my go-to ASO tool for the past three years. I also use AppsFlyer, Singular, and Adjust, depending on the app.

What do you like most about working in apps?

I enjoy getting to try all the products firsthand. This helps me better understand the target audience, how to reach them, and the overall problem the app is solving or the value it adds to their lives by installing it.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

The adoption of top-tier UX/UI. There are many apps with great concepts, but they fall short due to friction, unresponsiveness, or a lack of simplicity. This friction can override the user’s desire to solve a problem, leading to app uninstalls. There’s definitely an opportunity to integrate more AI into app development and optimization, creating smoother, more modern experiences, particularly for a Gen Z audience. This would also help give products a fair chance to determine if they have product-market fit.

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

I’d be a ski instructor! I’m originally from a small town in Patagonia, Argentina, and grew up skiing every winter. After two really fun winter seasons, I decided to hop on the rollercoaster of the mobile industry.

iOS or Android?

Team iOS.

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

Any Netflix/ TV show recommendations?

Billions!

Is there anything else we should know about you?

When I close my laptop, I’m a runner! I enjoy organizing runs for fellow mobile runners in different cities. The most recent one was in Cologne during Gamescom.

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