Talha Mumtaz

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

Currently, I help brands accelerate their growth on the App Stores by devising strategies that resonate with their ideal users. This involves understanding each client’s market fit, and positioning and crafting marketing approaches that close the gap between user expectations and product appeal on the App Stores.

How did you end up working in apps? / get started?

In 2018, I graduated as an architect, but my interests always leaned toward understanding human psychology and working to improve lives. In 2019, I discovered the rapidly growing world of mobile apps, and from that point, I took on the mission of making people’s smartphone experiences more engaging, useful, and enjoyable. I pursued an MBA in marketing to deepen my understanding while working on mobile apps in a private company. Later, I joined Phiture, where I’ve had the chance to work with major brands making a positive impact on users every day. It’s been an incredible journey since.

What are you most excited about in apps right now?

The app industry is evolving rapidly with many exciting developments on the horizon. Artificial Intelligence is leading the charge, and at Phiture, we’re exploring several AI use cases in our daily work. Other significant advancements include the upcoming improved Huawei OS, Meta’s AR glasses, the recently launched Apple Vision Pro, and the rise of alternative app stores. These innovations are set to transform the app industry in the coming years, and that’s what keeps me most excited about my work.

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

There are so many! Almost all of my mentors and the people I’ve looked up to and learned from are here with me at Phiture, so it feels like I hit the jackpot. If I were to name a few, I’d mention Thomas Petit, Moritz Daan, Andy Carvell, Gabe Kwakyi, Anton Tatarynovich, Alice Muir, and Maggie Ngai—the true OGs of the industry.

What’s in your app tech stack?

I use a variety of tools daily, with my tech stack changing depending on the brand I’m working with. My most common tools include AppTweak, MobileAction, AppsFlyer, and various ad consoles. Phiture also has exclusive tools, like ASAi+ and keyword optimization tool, which we use internally to enhance our work.

What do you like most about working in apps?

Everything, really. But if I had to choose one thing, it’s the vast scale of learning in app marketing. It’s an industry where you constantly have to learn, unlearn, and relearn. Sometimes, results completely break norms and surprise you, like seeing incredible impact from a small change in app positioning—or, on the flip side, not getting the expected results from a well-researched adjustment. Things evolve quickly, as do users’ expectations, and that’s what I love most because you get to evolve very quickly.

What one thing would you change about the app industry/market? Where do you think there’s an opportunity for apps / or unmet needs?

I still see many marketing teams operating in silos, resulting in significant communication gaps between areas like app store optimization, retention and performance marketing. To grow apps effectively and consistently, wider collaboration is essential, as the impact one team has on another is often underestimated. By working more closely together, teams can accelerate app growth and gain valuable insights quickly which can then be incorporated to further fuel the app growth.

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

I would have been an architect, designing buildings for the people who create apps.

iOS or Android?

iOS forever.

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

Any Netflix/ TV show recommendations?

Jujutsu Kaisen

Is there anything else we should know about you?

I love reading, and whenever I find the time, I pick up a good book. Feel free to reach out if you ever need recommendations!

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