Exciting news coming from Yodel Mobile as Nat Abell, Senior ASO Manager at Yodel Mobile, has been named in Performance Marketing World’s (PMW) 30 Under 30 Awards 2026.
Recognising the most outstanding young talent across the performance marketing industry, the awards celebrate the next generation of leaders shaping its future. With entries spanning leading agencies, global brands and fast-growth specialists, this year’s cohort reflects the depth and ambition of emerging talent across the sector.
Nat’s inclusion reflects both her individual excellence and the growing strategic importance of app store optimisation and app marketing within the wider performance marketing landscape.
About the PMW 30 Under 30 Awards
Now a benchmark accolade within performance marketing, PMW’s 30 Under 30 Awards celebrate professionals who have gone above and beyond early in their careers.
This year’s winners were selected from a highly competitive pool of entries and evaluated by an expert judging panel that included previous award recipients from such as The Financial Times, The Digital Lighthouse and Liverpool FC. As the Deputy Editor noted, the calibre of submissions surpassed expectations, highlighting the depth of talent driving performance marketing forward.
About Nat Abell
As Senior ASO Manager at Yodel Mobile, Nat Abell has built her career at the intersection of technical optimisation and commercial growth. With over six years of experience in performance app marketing, she has progressed from Growth Executive to a senior leadership role, helping shape both client strategy and internal capability.
Nat played a central role in building Yodel Mobile’s App Store Optimisation function from the ground up, and today she helps lead a nine-person specialist team, setting performance standards, shaping structured testing frameworks and embedding ASO as a core part of a broader app marketing strategy.
Her work is firmly rooted in measurable performance. While widely recognised for her ASO expertise, Nat’s impact comes from integrating organic optimisation with paid user acquisition, creative strategy and lifecycle thinking. This ensures optimisation decisions directly support acquisition efficiency, storefront conversion and long-term revenue growth, rather than operating as a siloed channel.
“Nat’s strength lies in her breadth of knowledge across the full app growth discipline, combined with a rare ability to step back, see the bigger picture, and then re-engage with the detail that drives results.”
“She is confident in every setting, whether advising senior clients or presenting to a room full of marketers. That confidence is grounded in deep, hands-on expertise in App Store Optimisation. In meetings, it’s rare for an ASO question to come up that Nat can’t answer.”
Congratulations to Nat on a thoroughly deserved recognition of the impact she continues to make across clients, our team and the wider performance marketing industry.
