Jon Genovard

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

Since 2021, I have been planning and executing the CRM strategy for the United Nations World Food Programme’s acclaimed app, ShareTheMeal. My primary focus is enhancing user retention by driving engagement and activation and reducing churn. I accomplish this through highly personalized lifecycle journeys, leveraging data, behavioral science, and machine learning. I also prioritize fostering seamless collaboration with key stakeholders — including content, design, product, data, and tech teams — to deliver impactful results.

How did you end up working in apps?

After exploring various fields  — agency copywriting, public relations in gaming, customer support for eCommerce, and developing websites and branding for my own client portfolio — I found my true calling in 2016. That year, I began as a CRM and Product Marketing Lead, managing a team of 10 during a time when app CRM was still in its infancy. The role was for an app marketplace focused on spiritual advice, and it marked a turning point in my career. I never looked back — I found my place.

What are you most excited about in apps right now?

You can achieve more with less. CRM tools are continuously evolving, especially with advancements in machine learning, and new solutions are emerging that seamlessly integrate with existing tech stacks. This evolution not only automates many tasks, freeing up teams to focus more on strategy but also enables better personalization of the user experience with the brand. By effortlessly fostering stronger relationships, these tools create meaningful interactions that benefit everyone.

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

I’ve been fortunate to have many mentors in areas like public speaking, sales, strategy, and team/project management. However, when it comes to App CRM, I’ve never had the opportunity to have a mentor. I had to pave my own path, learning from industry leaders like Andy Carvell from Phiture, Brian Balfour, Andrew Chen, and Lenny Rachitsky from Reforge. I’ve also gained invaluable insights from events like App Promotion Summit.

What’s in your app tech stack?

Braze, Amplitude, Tableau, Metabase, B-layer, Stripo, Jira, Airtable, and Miro/Murall.

What do you like most about working in apps?

What I love most about working in apps is the endless possibilities to solve problems. For example, I once faced the challenge of improving user engagement after donations. To address this, I combined a push notification with an in-app message hack that showcased a video of field heroes delivering food.

This approach not only boosted retention but also informed the product roadmap and created a meaningful connection with users. It even earned me the App Growth Awards 2023 Innovation Award and the Social Impact Torchie Award 2024.

What one thing would you change about the app industry?

Since 2020, I’ve been working fully remotely — spending around 8 hours daily on video calls, analyzing dashboards, typing, and using digital tools. While this setup is productive, it also means many hours in front of a screen.

I’d love to see more apps that bridge the gap between physical and digital workspaces, supporting creative offline workflows. For instance:

Physical to digital workflow integration: Imagine starting a task with Post-its, markers, and a whiteboard. After brainstorming, you could scan your user journey map, and the app would automatically translate it into a Miro/Mural digital board.

Voice-driven content creation: While on a routine walk, I could talk into my phone, giving instructions or ideas. The app would then generate a polished PowerPoint presentation, typing my speech, searching for relevant information, or even using AI to create visuals for my slides.

This kind of hybrid functionality would reduce screen fatigue and foster creativity while enabling flexibility in how we approach remote work. It’s a step forward in making technology work with us, not just for us.

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

If  I weren’t working in apps, I’d be facilitating immersive off-site/retreats in Mallorca (my home). I’d help companies level up their team productivity through design thinking, agile methods, and team dynamics workshops, all combined with fun team-building activities like treasure hunts, role-playing, hiking, and sunset boat parties. And the best part? You can already start booking these retreats at www.retiro.cc.

iOS or Android?

iOS.

What apps have been most useful to you over the last year?

Any Netflix/ TV show recommendations?

Love Death + Robots: Season 1, Episode 14: Zima Blue

Is there anything else we should know about you?

I’m a seasoned game master, running Dungeons & Dragons and other roleplaying games in my free time. It’s more than just a hobby — it’s a source of inspiration for my professional work, especially in lifecycle marketing and CRM.

Running adventures has taught me strategies like keeping players (or customers) engaged, crafting compelling hooks, using rewards effectively, leveraging storytelling, flowchart design and adapting experiences to meet individual needs.

These principles translate seamlessly into creating engaging customer journeys and are rooted in roleplaying games, the pioneers of what we now call gamification. The key difference is that CRM allows you to apply these techniques at scale, reaching and engaging vast audiences with precision.

I’m a strong advocate for looking beyond your industry for inspiration. Exploring hobbies, activities, and other fields often leads to fresh, innovative ideas that can elevate your work.

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