George is the co-founder of We Up and a growth consultant at different companies such as Storytel, Impala Studios, Zalando, Gamehive, Freeletics, Glovo, Lingokids, Bending Spoon, and Popcore.
If you want to develop an iOS app and you don’t know who to turn to for help, feel free to contact George or anyone else in the We Up team. They will all be happy to assist you.
George also has his own hustling show “3 Minutes Bullshit with George”, where he invites one expert, asks one question, and gets one answer. There’s also dancing. 😃
George is passionate about growth and believes that it is the present and future of mobile growth.
In your own words, what’s your role in the app business right now?
Right now, I work as an organic growth consultant, helping apps maximize their visibility, user acquisition, and engagement through non-paid strategies. My focus is on optimizing app store presence and developing sustainable growth strategies tailored to each app’s unique needs and market. It’s incredibly rewarding to collaborate with app teams to drive long-term success without relying solely on paid channels.
How did you end up working in apps?
During my time at Microsoft in 2008, I played a key role in optimizing marketing activities, achieving significant cost savings while also gaining exposure to app-related initiatives. Later in 2014, at Zalando, I contributed to various growth projects for the company’s portfolio of apps. My work focused on driving substantial improvements in visibility, conversion rates, and installs on platforms like the Google Play Store and Apple App Store, which solidified my expertise in app growth strategies.
What are you most excited about in apps right now?
First of all, I’m most excited about the folks in the app industry, who continue to amaze me – their creativity, adaptability, and commitment to innovation are what drive this dynamic ecosystem forward.
I’m also fascinated by the rapid evolution of AI and personalization technologies in the mobile space. These advancements are enabling hyper-tailored user experiences that significantly enhance engagement and retention.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
Yes, several folks have played a significant role in shaping my journey in the app industry. One of them is Thomas Petit, who helped me to find two jobs in the past. Since then I have called him my HR director, because of the pivotal role he played in connecting me with those opportunities. His expertise and insights have been incredibly valuable to my growth in this space.
What’s in your app tech stack?
My app tech stack comprises a diverse range of tools and platforms that I use regularly to support various aspects of the app industry. For analytics and performance tracking, I rely on App Store Connect, Google Play Console, Adjust, and AppsFlyer. For subscription management and monetization insights, I use Adapty and RevenueCat.
For market research and competitive analysis, tools like SensorTower, AppTweak, and Mobile Action are invaluable. Additionally, I leverage AI-driven platforms such as MidJourney, DALL-E, Runway, HetGen, Synthesia, and ChatGPT to enhance creative workflows and improve productivity. Tools like AppFollow also help streamline user feedback and App Store Optimization.
This comprehensive stack allows me to address various challenges and opportunities within the app ecosystem effectively.
What do you like most about working in apps?
What I enjoy most about working in the app industry is its constantly evolving nature. There’s always something new to discover, whether it’s staying ahead of platform innovations, leveraging emerging technologies, or crafting creative strategies to drive growth.
I also appreciate the tangible impact apps have on people’s everyday lives — enhancing convenience, providing entertainment, and even creating meaningful solutions for global challenges.
Additionally, collaborating with skilled and passionate professionals across various fields, from technology to marketing and design, makes the work both inspiring and highly rewarding.
What one thing would you change about the app industry?
One aspect of the app industry I would like to see improved is the disparity in visibility in the app stores between indie developers and established brands. Often, exceptional apps created by smaller teams struggle to gain traction, while well-known brands dominate the rankings despite offering less innovative or user-friendly solutions.
There’s a clear opportunity to refine app store algorithms or introduce new discovery tools that better spotlight high-quality, lesser-known apps. Empowering indie developers with more visibility would drive innovation and create a more competitive and diverse marketplace.
If you weren’t working in apps what would you be doing?
If I weren’t working in apps, I would likely focus on building a content platform centered around travel and tourism, specifically highlighting my home country, Georgia. There are countless untapped stories and hidden gems that many people around the world are unaware of, and I see a unique opportunity to share those insights through a YouTube channel or another digital media platform. This could also expand into partnerships with travel brands and local tourism initiatives, creating both informative content and business opportunities.
iOS or Android?
iOS.
What app(s) have been most useful to you over the last year?
YouTube and Storytel to listen to different audiobooks in different languages, including Georgian.
What’s on your Spotify playlist?
Jazz, Michael Jackson, 2 Pac.
Is there anything else we should know about you?
I love life and my family. Over the years, I’ve had the privilege of living in various cities around the world, including Tbilisi, Moscow, New York City, Berlin, Vienna, and Barcelona, which has given me a broad perspective and appreciation for different cultures.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
