Welcome back to ‘Meet the Growthmakers’, our content series spotlighting the people shaping the future of app marketing.
This time, we’re speaking to Sophie Douglas, Senior ASO Executive at Yodel Mobile, to explore her approach to app optimisation, client growth, and the evolving dynamics of the app stores.
Sophie plays a key role in driving organic visibility and growth for Yodel Mobile’s clients, blending data-driven analysis with creative strategy to deliver measurable results across multiple verticals.
We caught up with Sophie Douglas to find out more about her role, her path back to Yodel Mobile, and her thoughts on the ever-changing world of app marketing.
Can you tell us a little bit about your role at Yodel Mobile?
As a Senior ASO Executive, I work with a variety of clients and industries, helping them grow their app stores. My role involves leading app store optimisation strategies for clients, including implementing metadata optimisations and advanced ASO tactics, analysing performance data, and building narratives from those insights to give clients a clear picture of how their app is performing organically and how that aligns with their wider marketing strategy.
My work also covers developing strategies and running tests for in-app events and custom store listings, as well as building strong, long-term client relationships. Ultimately, it’s about driving sustained growth and helping our clients reach their full potential in the app stores.
You left Yodel Mobile back in 2024 to move to Dubai. What made you come back to Yodel Mobile?
When I moved back from Dubai to the UK in 2025, one of the first things I thought was how much I’d love to rejoin Yodel Mobile. There is a special work culture here that really supports personal and professional growth – the team genuinely care and wants to see each other thrive.
App Store Optimisation and mobile marketing are such exciting areas to be part of, there’s so much happening in the space, and lots of developments on the horizon – I am looking forward to what’s coming up in 2026!
What’s the most exciting part of your role?
For me, it’s definitely the variety. I get to work with a wide range of clients and industries, so there’s never a dull day and always something new to learn. Each app comes with its own challenges and opportunities, so I’m constantly researching, testing, and exploring different approaches depending on the sector, whether it’s e-commerce, entertainment, automotive, or something completely different.
Our clients are also based all over the world, which means I’m always meeting new people and collaborating across different time zones and cultures. That global scope keeps things fresh and exciting, and I love that no two days ever feel the same.
What’s the best piece of advice you’ve ever received, or your favourite quote?
One quote that’s really stuck with me is:
“What are you so afraid of losing in a world where nothing belongs to you?”
It might sound a bit philosophical, but I think it applies to so many areas of life. We often get caught up in trying to control everything in our jobs, where we live, and the people around us, because it gives us a sense of stability. But the truth is, control is mostly an illusion. Learning to embrace change rather than resisting it and releasing the expectations of how things ‘should’ be, will make life a lot more enjoyable!’
What are the biggest challenges mobile apps face in growth today?
One of the biggest challenges for apps today is simply standing out. With millions of apps on both the App Store and Google Play, competition for visibility is more intense than ever. The digital landscape is evolving rapidly, especially as AI changes how users search, engage, and make decisions, making it increasingly difficult to cut through the noise.
App store algorithms are also constantly shifting, which means strategies that worked a few months ago might not be as effective now. At the same time, user expectations are higher than ever – people want seamless, engaging, and regularly updated experiences, which puts even more pressure on apps to deliver.
There’s also the challenge of rising paid acquisition costs, making organic growth harder to achieve without the right strategy in place. That’s where agencies like Yodel Mobile play such a key role, helping apps navigate all these moving parts, build sustainable strategies, and scale effectively in a highly competitive space.
What are your hobbies outside of Yodel Mobile?
I’ve always been a massive bookworm. I love self-development and psychology books; my degree was actually in psychology because I’ve always been fascinated by the mind and human behaviour. It ties into marketing in a lot of ways, too, understanding how people think and make decisions.
As an ex-ballet dancer, dance and fitness are still big passions of mine. Pilates and yoga really help ground me back into my body and take time for myself after a busy week!
How do you approach building a successful mobile growth strategy for clients?
There are a lot of factors that go into a strong mobile growth strategy, but I think the most important starting point is understanding the audience. You need to know exactly who the users are, how they search on the app stores, and even how their behaviour changes depending on the season or platform. Search trends can vary massively between Apple and Google, so recognising those nuances is key to connecting with the right users.
At the end of the day, even though we’re working with data, there are real people behind those numbers. My approach is all about connecting the dots between data, creativity, and experimentation. While we can make predictions based on past performance, the app landscape evolves so quickly that real-time testing is essential, whether that’s experimenting with creative assets or refining the app store listing itself.
If you weren’t in app marketing, what would you be doing instead?
My degree was in psychology, and during my placement year, I worked as an assistant psychologist on a neurorehabilitation ward, which I really enjoyed. So, if I wasn’t working in app marketing, I’d probably be doing something psychology related. I’ve always been fascinated by human behaviour and the science behind how we think, and I also love helping people, so I think I would’ve followed the path towards becoming a clinical psychologist.
That said, I’m really glad I found marketing and ASO, because I get to apply that same curiosity about human behaviour in a different way. I think that’s also why I’m drawn to reading about psychology and self-development in my own time; it keeps that passion alive.
Are there any common misconceptions about mobile growth strategies that you’d like to debunk?
A common misconception, especially among those less familiar with organic growth, is that scaling an app is all about paid advertising. Paid acquisition can be incredibly powerful, but it’s only one part of the puzzle. Without a strong organic foundation, even the best ad campaigns won’t perform as well as they could.
ASO, retention strategies, and paid activity work best when they’re fully aligned. Your app store listing, metadata, and creative assets all play a major role in how users respond once they arrive from paid channels. The strongest results come from a holistic approach, ensuring every channel supports the others and everything is optimised to create a consistent, sustainable growth loop.
We’re always looking for passionate, driven people who want to make an impact in the world of app marketing. Explore our current opportunities and take the next step in your career with a team that’s dedicated to driving growth and innovation.
