Lavanya is a passionate performance marketing professional with over six years of experience working across diverse industries and international markets. In her current role at Babbel, she manages SEM campaigns on Google Ads and Apple Search Ads (ASA), focusing on driving user growth and engagement while optimising for ROAS.
Lavanya enjoys working at the intersection of people, creativity, and technology, collaborating with cross-functional teams to develop data-driven strategies and improve campaign performance. With a keen interest in innovation and adaptability, she continues to navigate the ever-changing app ecosystem with curiosity and dedication.
In your own words, what’s your role in the app business right now?
My role is central to navigating the complexities of app marketing, especially in a privacy-first ecosystem. I focus on creating and optimizing campaigns across multiple markets while adapting to the unique behaviours of diverse audiences. With changing algorithms, limited attention spans, and fierce competition, I aim to maximise ROAS and user growth. It’s about balancing revenue generation with delivering meaningful app experiences to users globally.
How did you end up working in apps?
My interest in apps and marketing began during my university days when I co-founded an app with my batchmates. As the marketing head, I learned to promote our app through paid SEM channels, social media, and offline collaborations. This experience sparked my passion for app campaigns and performance marketing. Over the years, I’ve refined my skills, transitioning into roles that allowed me to specialize in app-focused strategies, eventually leading me to my current role.
What are you most excited about in apps right now?
Working across different markets and seeing how technology is evolving has been incredibly exciting. One of the biggest trends I’m enthusiastic about is the growing use of AI in all walks of life. It’s changing the way we approach user acquisition and retention with tools predicting analysis and creative suggestions.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
I’ve been fortunate to work with wonderful professionals throughout my career. Mentors like Aman Nagdev, Prashant Kothari, and Elena Kameneva have influenced my journey a lot. At Babbel, I get to work and collaborate with many talented people with their inspiring work, like Agata Jajszczyk.
What’s in your app tech stack?
Over the years, my app tech stack has included tools from SplitMetrics, Sensor Tower, and Adjust to Airtable, Asana, Figma, SEMRush, and Ahrefs. I also keep exploring AI-based tools for creative testing with some evergreen reporting tools.
What do you like most about working in apps?
Apps offer a direct and dynamic way to engage with users, providing opportunities for personalised and impactful experiences. While challenges like privacy regulations and market saturation exist, they inspire innovative solutions. I love how the app ecosystem is always evolving — it pushes me to think creatively and find new ways to balance user satisfaction with business growth.
What one thing would you change about the app industry?
One thing I would change about the app industry is the overwhelming demand for immediate engagement, which prioritizes capturing attention in seconds over fostering deeper, long-term connections. As a user, I also struggle with a short attention span—it’s draining and leaves little room for thoughtful interactions. This dynamic drives many apps to compete for attention rather than create meaningful experiences with lasting value. There’s a compelling opportunity to leverage technology for more immersive and intentional app experiences that encourage users to slow down and engage more meaningfully.
If you weren’t working in apps what would you be doing?
I’d likely own a bookstore or be a comics artist. Characters who have gone through hardship and yet use their struggles to help society have always inspired me. It’s a space that seamlessly blends creativity, storytelling, and futuristic technology.
iOS or Android?
Android.
What apps have been most useful to you over the last year?
As an expat, WhatsApp has been essential for staying connected. Recently, I started to learn a new language with Babbel. It has been invaluable not just for learning but also for gaining insights into how users interact with our app.
What’s on your Spotify playlist?
Mostly progressive, alternative, and pop rock.
Any Netflix/ TV show recommendations?
I love The Queen’s Gambit and Kota Factory for their compelling storytelling. I’ve just started watching Mad Men. I’d definitely recommend The Witcher, Peaky Blinders, and Fleabag.
Is there anything else we should know about you?
Outside of work, I love reading, traveling, and immersing myself in nature. Painting is my creative outlet — it allows me to both unwind and express myself.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
