We’re excited to announce the promotion of Igor Blinov to the newly created position of AI Innovation & ASO Director.
The move comes as app marketers face the growing challenge of distilling actionable insights from surging data volumes. With ASO (App Store Optimisation) evolving rapidly through AI-driven search and new store capabilities, the appointment ensures our clients stay ahead of the curve in an increasingly complex ecosystem. While brands currently have access to more data and tools than ever before, the role recognises the challenges caused by fragmented information and the high cost of platforms that surface data without delivering clear, actionable insight.
Igor will focus on providing greater clarity for clients, acting as the bridge between technical data and strategic action. Working with a holistic view across all agency functions and fully immersed in the market, he will track emerging developments across Apple and Google stores, evaluate their impact, and ensure Yodel Mobile adapts its strategies to market shifts, ahead of typical industry timelines.
Igor has a deep expertise in ASO and app growth, with more than 10 years’ experience, including nearly six years at Yodel Mobile, where he has helped global brands navigate complex, fast-changing app ecosystems.
The new role focuses on three core pillars:
- Market Synthesis: Condensing high volumes of industry research and platform updates into clear strategic direction.
- AI Tooling: Developing frameworks and internal tools to enhance insight speed and delivery across the agency’s services.
- Strategic Storytelling: Moving ASO beyond technical adjustments towards a narrative-driven approach that considers positioning and user perception.
Beyond these pillars, the role also focuses on identifying repeatable operational patterns across the business and transforming them into scalable internal systems. By integrating advanced AI frameworks and collaborative automation workflows, we are evolving towards a more intelligent operational infrastructure – allowing teams to spend less time navigating fragmented data and more time focused on strategic decision-making, creative innovation, and future-facing app growth opportunities.
Igor Blinov commented: “The way users discover apps is evolving rapidly through AI-driven experiences, shifting platform behaviours, and increasingly fragmented signals. Collecting data isn’t the hard part anymore. The goal now, is building the intelligence and systems that cut through the noise and turn that complexity into meaningful action. I’m focused on how Yodel Mobile interprets and applies those insights to ensure we stay ahead of where app growth is going.”
Ijah Miller, Managing Director, Yodel Mobile added: “Too much of the industry is still approaching ASO the way they have always done it, despite the pace of change across AI, search and app ecosystems. That gap between change and execution is where performance is being lost.
“With nearly two decades of experience in app growth, we know that staying ahead requires more than access to data, it requires the ability to interpret it faster than the market. This role is about formalising that capability, so we’re not waiting for best practice to emerge, we’re defining it and ensuring our clients are already executing against what comes next.”
