We help apps grow

About us

Phiture was founded in 2016 by former Soundcloud growth experts Moritz Daan and Andy Carvell. Our industry-leading Mobile Growth Stack and ASO Stack frameworks form the foundation of all of the cutting-edge work our team of experts delivers in our client engagements. Through working transparently with our clients, we empower them and build new capabilities within their team to level-up their approach to growth. Phiture is a company where everyone from data scientists to designers works closely under the same roof and towards a common goal. We are constantly innovating and like to build our own specialist in-house tools. The entire Phiture team is based in the heart of Neukölln, Berlin and collaborates with clients around the globe.

Phiture leads the way in mobile growth

We strive toward excellence and want to become the number 1 go-to consultancy/agency for businesses wanting to grow their mobile apps.

We aim to:

– Work with tier one companies and well-known international brands
– Lead in terms of cutting-edge and innovative solutions for mobile growth
– Be considered knowledge leaders in the industry and growth community
– Be one of the top destinations for talent in the industry
– We position ourselves at the premium end of the market – quality and price-wise.

Our Mission: We help apps grow by building systematic processes to solve key growth challenges.

  • We help apps grow. We help growing the apps’ user base. We do so through our ASO/ASA, Retention and Growth Consulting Services.
  • Building systematic processes. We build frameworks and processes that provide solutions which our clients can also apply and which can be replicated/adapted for future growth challenges. Sustainable processes over time, not quick fixes.
  • Key growth challenges. We solve key growth challenges. Not just any.

Meet the experts behind Phiture

Andy Carvell

Equipped with a degree in Computer Science, an MBA, an entrepreneurial spirit and diverse interests in technology, business strategy and frameworks, Andy has seen it all in his 18 years of mobile industry experience. A former mobile game developer (Andy developed the Nokia classic ‘Space Impact’) and former SoundCloud growth lead, Andy created and published the Mobile Growth Stack framework, (now an industry standard for mobile marketers). Since co-founding Phiture with Moritz, Andy works on growth, CRM and Retention with our clients, in addition to industry thought leadership and public speaking.


Moritz built and successfully exited two games companies in his early years, publishing several well-known online games in Europe before completing his Master’s degree in Law. Moritz – together with Phiture co-founder Andy – led the growth team at SoundCloud. As a founding partner Moritz has helped Phiture’s clients with countless ASO efforts and growth consulting – while also authoring the industry-acclaimed Advanced ASO book, establishing our ASO Slack community with thousands of members, and organizing our Advanced ASO Conferences. Next to strategy & operations he is building out our Apple Search Ads offering at Phiture.

Pablo Penny

Prior to becoming Managing Director at Phiture, Pablo led App Store Optimization, driving ASO projects forward to help our clients grow. With a PhD in Innovation Management, experience in teaching entrepreneurship in London, Pablo’s remit now extends beyond ASO; he oversees and defines the direction and delivery of the Phiture Team’s work, together with our Partners Andy and Moritz.


Craig joins Phiture as our ASO & Performance Marketing Director with over ten years’ experience in brand management, digital marketing, and account direction. Originally from Luton in the UK, Craig is a self-professed man of the outdoors and loves all things eco-friendly. He also enjoys literature, cooking, and occasionally moonlights as a bedroom vinyl spinner.


Originally from the north of France, Alex has over 10 years experience in mobile. As well as establishing the growth and data teams at Onefootball, he also co-founded an app enabling users to create photobooks. He now leads growth consulting at Phiture, focusing on building growth strategy, processes and infrastructures and loves to turn complex data into simple and actionable insights.


Andrea joins us from Bologna, Italy as Phiture’s dedicated ASA Lead. After completing an MSc in International Marketing and Management at Copenhagen Business School he worked on projects for big international companies and gained experience in UA and managing substantial budgets on channels like Google UAC/Facebook and Apple Search Ads.


Phiture’s British-German Data Scientist, Merlin, completed his Doctorate in Economics. Coming from a research background he complements our teams with his impressive statistical evaluation skills. He supports ASO work at Phiture with organic uplift causal analysis. A man of multiple talents, we recently discovered that he plays the accordion!


Hailing from South Africa, Stuart has a Master’s degree in Integrated Design and a design award or two under his belt. After racking up several years of experience in advertising agencies, he now helps Phiture’s clients in crafting their visual storytelling in the App Stores. His knowledge in typography and videography brings flair and panache to everything he touches.


Originally from Auckland, Tessa now works in the Retention team as a Senior Growth Consultant, managing several key accounts. Before joining the Phiture team, she earned an MSc in Mathematics and worked as a senior analyst in a major New Zealand bank. When she's not identifying data-driven growth opportunities for our clients, you'll find her desperately trying to earn the love and respect of the office dog.


Maggie comes equipped with a Master’s degree in Marketing from Hong Kong, a strong international focus and boundless enthusiasm. Her experience and highly organized work style make her a valuable asset to the team, not least with her Epic Spreadsheet Genius.


Abdulmajeed, or Abdul for short, is a software engineer equipped with a Master’s degree in Computer Science and specializing in intelligent systems, with a background in mobile and web development, DevOps and system administration. Abdul helps Phiture collect and process data, including insights from the Apple App Store and Google Play Store, and has been the backbone of our data-driven approach to ASO, CRM and mobile growth.


As a Senior Growth Consultant, Eric manages and provides strategic planning for key accounts. Hailing from the Californian countryside, he has a BS in Environmental Economics from UC Berkeley and has built up over 3 years of CRM experience in Berlin.Outside of work hours Eric is a huge music fan and admits to spending way too much of his salary on vinyl.

Skylar Grabecz ASO Consultant

ASO Consultant, Skylar, comes to us from the sunny climes of LA. Having studied Marketing in the US, he gained a wealth of work experience from roles in Taiwan and Berlin. An avid language learner in his spare time (he speaks Chinese and Spanish), you can also find him enjoying a game of Yahtzee out of office hours.


Originally from Cape Town, William moved to Berlin to study software engineering at CODE university. He joined Phiture as a Full Stack Developer with the innovation team. Always a fan of experimenting with different operating systems he focuses on team agility empowerment and helps us leverage our tech to improve processes.


First climate finance analyst for top worldwide financial institutions and the French Prime Minister Economy Planning Staff, Alexandre is also the founder of both a Parisian TEDx initiative and a European crowdsourced newspaper. His creative and entrepreneurial mindset, along with valuable technological and analytical insights, brings additional depth and craft to all of our projects in the Retention team. In addition, Alex is leading the development of new in-app message technology, pushing the envelope of this powerful channel by bringing ever more impactful capabilities to our in-app message framework.


Coming from Nagoya, Japan, our ASO Specialist Azusa brings an impressive work ethic and an infectious attitude to the Phiture team. Having completed her Master’s Degree in Political and International Economics in Berlin - she provides invaluable support to the team across such diverse topics as graphic design, translation and ASO reporting.


Polish-born Michal has lived in Berlin since childhood, breaking the norm for Phiture's international team. When not studying Media Informatics at Beuth University of Applied Science, he likes to watch live football and saxophone playing - although not at the same time.

Alice Muir

Glaswegian Growth Consultant Alice completed a Bachelor of Laws (LLB) degree while teaching herself Swift and Objective-C to build her own open-source mobile app project. She now works with the Phiture Retention team supporting on campaign ideation and built our in-house iOS demo app for testing and consulting on SDK integrations. A keen music enthusiast, she can be found at any spontaneous späti rave with a bottle of Club-Mate in hand.


Belarussian Katsiaryna has a specialist degree in Hospitality Management as well as a BA in Graphic Design. Now working as an ASO Consultant, she brings a wealth of SEO, CRO and design experience from her background in digital marketing. She works on competitor analysis, experimentation and keyword optimization processes for our ASO clients


South African Gawie brings a creative background to the Phiture team, with a BA (Hons) Degree in Graphic Design with a focus on Illustration. His biggest pleasure in a working day is finding solutions that work and seeing positive results from them. Gawie has worked in advertising agencies both big and small, and his favourite project to date was designing a park for autistic children.

Karan Tibdewal

Growth Consultant, Karan is originally from Bharuch, India. Before joining us at Phiture he completed a degree in Management at ESMT in Berlin and worked as both a Product Analyst and CRM Manager. He says that he thrives working at the intersection between psychology, business and tech which makes him perfectly placed to support the Retention team.


ASO Consultant, Baptiste, joins us from Strasbourg and brings a wealth of product development lifecycle experience with him. Baptiste covered all subjects from design, development and testing, when working as a B2B business developer for different digital companies as well as spending some time as a manual software tester. As a student in Marseille, he was the project manager of a fishing association. In a year and a half on the job, he caught one solitary fish...


Designer Graeme comes from Australia and has a Diploma in Graphic Design. He also worked in print and illustration before arriving at Phiture with a suitcase full of talent and ideas. He makes sure that our clients’ work is beautifully crafted and considered. When he’s not weilding a Photoshop brush, he can be found drooling over high-end Japanese Stationery – or geeking out over music, history and art.


After fifteen years of touring the world as an electronic musician and building international brands in the music industry, Andrew brings his expertise in marketing and brand strategy to the ASO Team here at Phiture. Hailing from Melbourne with a Bachelor of Business, he is fascinated by the ways in which brands and psychology can influence consumer behavior.


Senior Growth Analyst, Mohammed, holds a Bachelor of Science degree in Electronics and Communication Engineering from the American University in Cairo. He has a wealth of experience in data analysis from working at major banks both in Australia and Egypt, and helps to provide the Retention team with valuable insights and automated solutions for making data-driven decisions. 


Coming to us from Poland, Senior Designer Justyna has many diverse strings to her bow. She impressively holds diplomas in Graphic Design, Art History and French Philology and previously worked as a Graphic Designer for a sustainable polymer specialist. A self-confessed linguaphile in her spare time, she also takes a keen interest in motion design and illustration.


Otas was born in Lithuania, but has worked in multiple European countries during his career. He previously worked as a Front-end developer and Web designer, yet found it too slow-paced – and we think he has a point, considering his exceptional conceptual skill and creative energy, on top of a BBA in International Marketing. Otas now leads marketing efforts at Phiture, tasked with promoting the company, team and our services and building the global Phiture brand.


Born and raised in Buenos Aires, multitalented Belen qualified as an architect before opening a restaurant in Cologne and then completing a coding bootcamp to move into the tech industry. She joins Phiture as a Growth Consultant and supports the Retention team in campaign ideation, instrumentation and copy. Outside of the office she reads books about science and enjoys cinema.


Ioana has an M.A. in Fine Arts and after freelancing for several years working with numerous worldwide clients, joined Phiture as a designer. She approaches graphic design in a minimalist way that is inspired by nature. In her spare time, she works on video art projects and travels to see the most eccentric places the world has to offer.


Katja is Head of HR at Phiture and is our rare native Berliner. Having gained a degree in Business Administration, she comes with 4 years experience in recruiting, general HR Management and people happiness. She is partial to a card game or two and admits to playing almost every night.

thomas petit

Mobile growth veteran Thomas Petit is an external full-stack marketer with more than a decade of experience in over 20 web and app startups. Dubbed the ‘.csv Master’, Thomas’ mastery comes with enormous strategic UA knowledge and valuable tactics to compliment what we can offer our clients. Thomas is a true industry powerhouse and we are honored to count him as a freelance member of the Phiture team.


Senior ASO Consultant Anton hails from Minsk. With a BA in Linguistics and Translation, he started out working as a sales manager, before transitioning into marketing and ultimately working as Head of Marketing at Splitmetrics. In his spare time he writes on topics ranging from self-care to marketing, and explores Berlin with his dogs.


Dutch-born Jorieke studied Communication before making her way to the big smoke of Berlin. Her versatile skill set and experience of working in SEO and Google Adwords makes her perfectly equipped to support the team as a Performance Marketing Consultant. A dedicated good vibes ambassador, she also collects disco balls.


Relocating from the Pink City of India to the Graffiti Streets of Berlin, Parv is joining our ASO team with a Bachelor’s in Electronics Engineering and a passion for excellent client communication. This is also his favorite part of his job, because “the best part has to be the one you enjoy and you’re good at”. He brings with him experience in digital marketing that he is keen to apply to the world of ASO.


Joining our growing Performance Marketing Team, Chandricka brings experience in SEA & ASA from Audibene and Hocaboo and a Master’s degree in Marketing and Digital Media with her. A love of cooking and music means her weekends are always full of food and tunes.


Coming to us from Dublin, Ireland with a background from Bosnia, Ajla moved to Berlin to complete her Master's degree in Strategic Marketing and holds a Bachelor's degree in International Business and German. In her spare time, she enjoys exploring the city and reading books about business.


Back in 2016, Julia decided to swap the hustle and bustle of sunny Sao Paulo for the much quieter, historic city of Münster, where she earned a Joint Honours Degree in Business Administration. Having not looked back since, Julia joins the Phiture ASO team with solid experience in performance marketing and programmatic advertising. When she’s away from the office, you’ll probably find her on a nature bike tour or jet setting across Europe in search of sea and sunshine. 


In search of new experiences and further artistic inspiration, Jaka decided to take a leap and leave his hometown of Ljubljana behind in favor of Berlin. To add to his already impressive background in UX and UI, Jaka has recently branched out and gained experience in more varied forms of visual and digital design, making him a perfect complement to the team. An avid weekend gallery hopper and keen collector of ceramic antique vases, his major influences include experimental techno, creative co-workers, and all kinds of abstract art.


Peiyi’s winning demeanor and unparalleled passion for mobile app marketing make her ideally suited to her ASO Consultancy role here at Phiture. She earned a Bachelor’s Degree in Business Administration at Tamkang University in Taiwan, her home country, before transferring to Cologne in Germany and completing a Master’s in International Business. Since moving to Berlin, she’s gained impressive experience in social media and performance mobile marketing and become infatuated by the city’s capacity for individual, creative expression. Her favorite hobbies include learning languages, exploring new neighborhoods, and mobile gaming. 


Nadja is in charge of the day-to-day running of the Phiture office and making sure the overall atmosphere is just right. Born and raised in East Berlin, she brings positive energy, meticulous attention to detail, and a lifetime’s worth of experience working with Berlin-based companies, so she knows a thing or two about creating the optimal environment for our team. Outside of work, Nadja enjoys discovering new cooking recipes, multi-day cycle tours out in nature, and the occasional round of golf.  


As our company copywriter, Nicholas ensures all of our published content is in line with the Phiture tone of voice and helps our clients grow their businesses with inspired copy. Originally from London, UK, he first started producing digital writing in 2013 while on an exchange semester at Freie University. He has strong experience in SEO, brand engagement, crafting UX copy, and most enjoys interview-style blog writing. His favorite things in life include beach towns, mountains, rugby, great books, and great food. 


Originally from Lille in Northern France, Thomas steers our international content machine, keeping a close eye on cultural nuances and managing our vast network of freelancers. He started off in video game translation in 2014 and has since evolved into a highly skilled professional, having nailed team lead and senior management roles in Warsaw and Montreal. In his spare time, he likes listening to music –– it doesn’t matter which genre –– finding hidden gems in flea markets, video gaming, and reading collectors’ edition novels.

Get in touch

How can we help?

Reach out for a consultation for ASO, ASA, Retention or Mobile Growth Strategy