Melanya Laz

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

As Head of Growth at Elevatix, I focus on innovating monetization strategies to help mobile games reach their full potential. Elevatix is a cutting-edge AI engine designed for mobile game IAP monetization, enabling developers to monetize smarter, analyze deeper, and optimize faster.

How did you end up working in apps?

I got started in apps by focusing on growth strategies, leveraging data insights, and exploring AI tools. I became fascinated by how data-driven approaches can map user journeys, reduce churn, and optimize app performance, while AI-powered predictive analytics and personalization continue to transform user engagement.

What are you most excited about in apps right now?

I’m most excited about how AI and personalization are transforming apps, making them smarter and more intuitive. AI-driven recommendations, predictive analytics, and real-time data insights are redefining user engagement across industries like healthcare, e-commerce, and entertainment.

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

Kseniia Maiboroda has had a huge influence on my journey. Her innovative work with AI and data-driven strategies, particularly in mobile game monetization, has inspired me to think more creatively about growth and user engagement. Beyond that, I’ve been shaped by incredible mentors, team leaders, and colleagues who have shared their expertise and challenged me to keep learning and evolving.

What’s in your app tech stack?

Jira, Confluence, Trello, Apollo, Surfe, Pipedrive, Canva, Perplexity, Calendly, and Read.ai.

What do you like most about working in apps?

What I love most about working in apps is the incredible community — collaborating with talented teams, learning from industry leaders, and connecting with others who share the same passion for innovation. Conferences and events are especially exciting because they offer opportunities to exchange ideas, explore new trends, and even share my own experiences as a speaker. It’s inspiring to be part of such a dynamic space where creativity and technology come together to shape the future.

What one thing would you change about the app industry?

One thing I would change about the app industry is the heavy reliance on centralized app stores like Apple and Google, which restrict developer autonomy and limit revenue potential. There’s a significant opportunity in alternative app distribution platforms and regulatory changes that could foster a more competitive, decentralized ecosystem — giving developers more control and users access to a broader range of apps.

Additionally, there are unmet needs in hyper-personalized user experiences powered by AI, particularly in industries like healthcare and education. Apps in these fields could do a better job of anticipating user needs while maintaining a careful balance between personalization and privacy.

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

I’d probably be a veterinarian or a surgeon. Both careers appeal to me because they require precision, problem-solving, and the opportunity to make a real difference in the lives of people or animals.

iOS or Android?

iOS.

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

Any TV show recommendations?

Prison Break.

Is there anything else we should know about you?

I’m a candidate for a Master of Sports in figure skating. I also have a creative side — I play the cymbals and piano, I’m a good singer, and I hold a college degree in classical arts.

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