Robert Vaternam

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

I see myself as someone who influences and shapes how users experience and engage with communication channels, seamlessly building relationships in the background. Whether it’s about engagement, retention, or monetization, I’m all in. Call it CRM, lifecycle marketing, or something else — the industry is evolving rapidly. What worked last year might not work today, and it won’t be the same next year.

How did you end up working in apps?

After completing my MBA in Customer Relationship Management, I realized I was too young for the direct sales universe back then. You can be the best, but a 50-year-old CEO is unlikely to take a guy in his mid-twenties seriously — especially when you’re not part of your own target group. That was my biggest learning! I switched to marketing to see the other side of the mirror, and suddenly, a CRM Manager role at the dating app where I met my wife popped up. It was the first time I’d seen a job offer explicitly referencing the three letters I studied.

That was it — in 2019, I started working at LOVOO. And trust me, not much of what I had learned or experienced before helped me at first. I’m benefiting now from my past experiences with people and sales, but the beginning was tough.

What are you most excited about in apps right now?

I am waiting like crazy for a business, a platform, or a manager to hit the next big thing. We are not stagnating but the pace slowed down a bit since I joined the space. Could be me, a colleague, or someone else — I can’t wait for the next big change, trend, or tech solution in mobile CRM!

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

Back in 2019, Saket Toshniwal hired me into the app industry as a CRM Manager for LOVOO’s live streaming vertical. He gave me the opportunity I needed to truly understand what CRM means in a mobile environment — how data, tech, and creativity come together to craft an unbeatable user experience while driving business success.

During my first interview with him, he asked about my long-term goals. I told him, “I want to become an expert in my field, always be up-to-date with trends—and most importantly, have fun doing it.” Five years later, I can’t say for sure if I’ve fully achieved that yet, but I feel like I’m getting close. Thanks, Saket!

What’s in your app tech stack?

I can’t tell you exactly what Freeletics is using, but I’ll share my ideal setup — the one I’d handshake on immediately: Braze or MoEngage, Tableau or Amplitude, ChatGPT, Jasper AI, Figma, MidJourney, Canva, Zapier, Google Workspace, Sublime, and Slack.

What do you like most about working in apps?

#1 Target group: It’s much easier to understand users and become part of your own target group when the product or service is on your phone — you just have to use it. If you don’t know the purpose or value, figure it out. Build your own persona, compare it with cohorts in your data, and talk to real users. Listen to their feedback. If you can’t see yourself as your own customer, it might be time to change companies. This is one of the major advantages of working in apps.

#2 Better data: Mobile CRM is far more dynamic, challenging, and rich in data compared to eCommerce, offline services, or key account management funnels. Every engagement provides an opportunity for personalization, journey optimization, and enhancing the user experience.

On top of that, combining subscriptions, single purchases, and external app services is a unique challenge. The competitive landscape is intense, but we all have access to the same tools — it’s all about how you use them.

What one thing would you change about the app industry?

The online marketing world has undergone a significant shift in recent years. Marketers have realized that the first step is understanding what customers need and how to sell it. Once that’s clear, you can focus on building and “perfecting” the product.

If I had the chance, I’d aim to lead an app business driven by a go-to-market team with highly KPI-focused online marketers, alongside a senior-level CRM team testing features, communication strategies, and lifecycle approaches. I believe products won’t survive in the future if they remain product-led; they need to be market- and customer-led.

Take social media as an example: compared to five years ago, we consume far more video content than written text. Because this approach works so well, platforms like Instagram, TikTok, and YouTube have become integral parts of our daily lives. Yet many mobile apps haven’t adapted to this shift. They still force users to read, focus, and make decisions the hard way.

Maybe it’s time to bring more motion into our apps — more videos and more community-driven features that create stickiness. Of course, I could be wrong, but this is what I would go for. But until platforms and tools enable marketers to test this approach properly, we’ll have to wait and see if I’m right.

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

Good question! I’d probably try to create an online business — something that generates enough income to let me travel and focus on things that haven’t received enough attention in recent years, like skateboarding.

If money weren’t a concern, I’d combine everything: working part-time each year for different leading app businesses, learning from top experts shaping the industry, and spending my days off skateboarding in amazing cities around the globe.

iOS or Android?

iOS.

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

Any Netflix/ TV show recommendations?

I grew up watching Dragon Ball Z and King of Queens — honestly, it’s hard to top that with anything that came after.

Is there anything else we should know about you?

If you’re looking to grow together — both physically and professionally — let’s connect on LinkedIn and the Freeletics app.

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