Welcome back to ‘Meet the Growthmakers’, our content series spotlighting the people shaping the future of app marketing.
This time, we’re speaking to Jessica Spivey, Account Manager at Yodel Mobile, to discuss her approach to app growth, the challenges facing mobile apps today, and the underrated tactics that can make a big impact.
Jess has been with Yodel Mobile for two years, during which she’s developed strong, trusted relationships with clients and driven innovative approaches that have significantly engance the AWO performance across countless apps.
Can you tell us a little bit about your role at Yodel Mobile?
I always say it’s all about helping apps get the attention they deserve. As an Account Manager, I focus on building our clients’ presence on the app stores, whether that’s helping them climb the search rankings, improving their discoverability, or increasing installs through strong, well-aligned metadata. For me, it’s not just about visibility, but making sure they’re reaching the right audience.
Alongside the optimisation work, I also manage client relationships, making sure projects stay on track and that our clients feel confident their app is moving in the right direction. And of course, with ASO evolving so quickly, I spend a lot of time keeping up with the latest trends. There’s always something new on the horizon.
What’s the most exciting part of your role?
The most exciting part of my role is the variety of verticals and markets I get to work across. One day I might be supporting a finance app, the next it’s something completely different, like a shopping or lifestyle app. I also get to work across different countries, which means I’m constantly learning about how user behaviours differ between regions. I also get to use my ability to speak Spanish when working in Spanish-speaking regions.
That variety keeps things interesting, not just in terms of the types of apps, but also the challenges and opportunities that come with each one. Whether it’s a niche product or a large-scale platform, every app responds differently to ASO trends, and I love being able to adapt my approach based on those insights.
What are the biggest challenges mobile apps face in growth today?
In my view, one of the biggest challenges mobile apps face today is the sheer level of competition. With millions of apps available across the stores, standing out, especially as a smaller or less-established app, can be incredibly difficult. Apps with strong brand recognition or a solid web presence often have a head start, as they can transfer that existing visibility into the app stores more easily. But for newer or niche apps, it’s a real battle to gain traction against so many alternatives.
On top of that, the app store algorithms are becoming more complex and volatile. It’s no longer enough to just rank well once; you have to work consistently to maintain and improve your position. That means ongoing optimisation across multiple areas to stay visible and relevant. The landscape is shifting all the time, so staying ahead requires both strategic thinking and adaptability.
How do you approach building a successful mobile growth strategy for clients?
When it comes to building a successful mobile growth strategy for clients, I always take a bespoke approach. Every app is different, so it’s important to first look at the specific vertical it sits in, dive into the data, and understand how it’s currently performing. I compare that performance to relevant benchmarks in the category to identify strengths, weaknesses, and areas of opportunity.
From there, it’s all about breaking things down into smaller, manageable pieces. Rather than focusing only on the end goal, I look at the different levers we can pull, from metadata optimisation to creative updates and localisation, and ensure they complement each other. By layering these elements strategically, we can drive sustainable growth that’s tailored to the app’s unique needs.
If you weren’t in app marketing, what would you be doing instead?
If I weren’t in the world of app marketing, I’d open my dream café, a warm, creative space that feels like an extension of home. I’d design everything myself, from the layout to the décor, with a real focus on the details.
One of the things I love is pottery, so all the cups, plates, and bowls would be handmade by me. It would be the kind of place where nothing matches perfectly, but everything has character. I imagine shelves filled with books, a quiet corner for journaling, and the smell of fresh banana loaf (my signature bake!) wafting from the kitchen. For me, it would be the perfect blend of creativity, community and comfort, and probably the best excuse to spend all day surrounded by coffee and cake.
Are there any common misconceptions about mobile growth strategy that you’d like to debunk?
One misconception I often come across is the idea that app vitals, like crash rates and performance issues, are purely a development concern and have no bearing on mobile marketing or App Store performance. That couldn’t be further from the truth.
In reality, factors like high crash rates or poor app stability can directly impact how your app is ranked and perceived in the stores. The algorithms take user experience into account, and if your app is regularly crashing or underperforming, it’s unlikely to be surfaced prominently in search results or featured placements. It’s not just about having a great app store listing; the product itself needs to support that growth. Mobile growth is a cross-functional effort, and development and marketing teams need to work hand in hand to ensure long-term success.
What’s one underrated tactic that can have a big impact on mobile growth?
One underrated tactic that I think often gets overlooked is consistency. A lot of people assume that making a few big changes here and there will be enough to drive growth, but in reality, it’s the small, regular actions that have the biggest impact over time. Sustainable app growth comes from having an “always-on” approach to optimisation.
That means regularly updating metadata, consistently applying for featuring opportunities (not just once, but as part of an ongoing strategy), and making use of the additional features Apple and Google offer, like in-app events or promotional content. These smaller, continuous efforts might not feel groundbreaking in the moment, but when combined, they create momentum and long-term success. It’s really about thinking holistically and making sure every element of your app’s presence is working to support growth.
Final thoughts
Jessica Spivey’s approach to ASO and mobile growth is rooted in strategy, creativity, and consistency. Whether she’s tailoring metadata for a niche app or helping a global brand break into a new market, her work is a clear reminder that successful app growth isn’t about shortcuts it’s about understanding your audience, adapting to ever-evolving trends, and making small, smart decisions that build momentum over time.
Her blend of data-driven thinking and genuine passion for helping clients succeed has made her a key player in the Yodel Mobile team.
Want to learn more about how our team can drive meaningful growth for your app? Get in touch with us today and let’s start building your success story.
