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.


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.


Originally from Auckland, Tessa now works in the Retention team as a Team Lead, managing several key accounts and a team. 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.


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.


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.


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.


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!


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.


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.


Hailing from busy Sao Paulo, Erica Saraval joined the Phiture team as a Senior ASO Consultant. With an MBA in digital marketing in hand, she acts as a leader in the ASO team and provides knowledge on brand strategy with a marketing perspective. As a self-proclaimed people person, Erica says that conversations with her friends and colleagues give her fresh ideas and inspire her day-to-day work. She appreciates the countless parks and green spaces Berlin has to offer and never hesitates to pet a passing dog.

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.


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


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. 


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.


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. 


Jorge has collected a wealth of experience in brand marketing, digital advertising, and account management over the years. Originally from Guayaquil, Ecuador, he earned a degree in business administration from the University of Buffalo and returned to South America to ply his trade, taking on roles at ad agencies in Colombia and Argentina. A confessed gaming nerd -- Legend of Zelda is his favorite -- Jorge likes music concerts, musical theatre, and dining at international restaurants. 


Coming from Wroclaw in Poland, Mateusz is an ambitious, talented marketer with experience well beyond his years. His rich knowledge of paid acquisition and conversion optimization is a great asset for the ASO team, and having launched his own app-based startup, he knows all about the importance of organic mobile growth. When he’s not on the hunt scoping the next business opportunity, he fills his time swimming, kitesurfing, and learning about car detailing.


Julia brings an abundance of knowledge to our ASO team, channeling years of experience in mobile marketing business development, programmatic media, and sales. Born in Canada and raised in Hong Kong, she holds a degree in advertising from the University of Illinois and an international resume that has finally landed her in Berlin after relocating from Düsseldorf. In her free time, she enjoys baking and sipping flat whites at cafes around the city. 


Originally from Santos, a historic coastal city close to São Paulo, Brazil, Barbara brings significant experience working in tech-related start-ups as an ASO consultant. Her background in journalism means she’s equipped with excellent reporting and communication skills — she admits to being a real chatterbox –– and great interpersonal qualities. In addition to nonogram and meditation apps, she enjoys singing and dancing, Brazilian-inspired funk, Zumba classes, and eating out at new restaurants. 


With a background in translation, digital marketing, and HR, junior ASO consultant Francesca is an asset to the Phiture team. She enjoys using data to bolster creativity and cites the constantly changing environment at Phiture as one of her favorite things about the company. Passionate about languages, travel, and gaming, she’s always investigating new spaces and ideas, and her office must-haves are a big monitor, hot tea, music, and a ton of post-it notes.


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.

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.

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.


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.


Born in Mexico with cultural roots on both sides of the Atlantic in Brazil and Portugal, Gabriel joins the Phitue team as a junior growth consultant. He has strong experience in product management, CRM, and e-commerce and most enjoys managing different clients while combining analytics and creativity. He appreciates the diversity and freedom of Berlin and enjoys going on YouTube deep dives, learning about space travel, UFOs, and astrophysics.


After completing his master’s degree in digital cultures in the sleepy student town of Maastricht in the Netherlands, Paulo, a São Paulo native, “missed hating the big city” and decided to exchange the quiet of the Maas river for the charisma and chaos of Germany’s capital. As a growth consultant in the retention team, he brings strong experience in data-driven campaign management and strategic planning. When asked what he likes best about the job, Paulo highlights Phiture’s commitment to investing in employee development and the diversity of the team.


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.


Coming from Nagoya, Japan, our Data Analyst 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 reporting.


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...


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.


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.


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.


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.


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.


Born in the majestic, ancient city of Athens, Dimitra is a UX and UI designer who keeps a close eye on the latest design trends in social media. Additionally, her interest in digital Japanese design means she brings perceptive insights to our creative team. She holds an integrated master’s degree in product design engineering and has notable experience in print, graphics, and packaging. Despite being a food lover and sampling dishes from all over the world, she’s yet to find a cuisine to rival her beloved Greek. 


Marrisa’s design education started at the University of Washington and ended at Budapest Metropolitan, where she took part in a work-study program and earned a degree in graphic design. Her early career focused on print, but her affinity for user-centric digital design has seen her branch out and collect over 3 years’ experience in UX & UI. Originally from Seattle and endowed with many artistic talents (she plays the guitar as well as the piano), Marissa likes indie music, dogs, and acrylic painting evenings mixed with wine. 


With five years of experience in design working with a variety of mediums, Hungarian Csilla has further developed her skills as a junior graphic designer at Phiture. Claiming she (and many other creatives) have a messy mind, she welcomes the structure and organization the job offers. After graduating from Budapest Metropolitan University, she began working for the largest television station in Hungary. Csilla has experience in print production, having designed for billboards, public transportation, and magazines, while she also dabbles in motion design. She likes that Berlin already feels like home and her coworkers are already her friends after just a few short months.


After a backpacking trip that took him across the globe, David decided to permanently leave his comfort zone and move to Berlin from Scotland. When he joined the design team, he brought a life-long passion for illustration and newly fostered skills in UX and UI design. He uses drawing as a tool to allow his impulsive creativity to flow, while in his work as a designer, he stresses the importance of making well-informed, methodical decisions. After five years in Berlin, David says his B1 certificate is his greatest achievement, which he earned with a near-perfect score. 


Ini joins Phiture’s design team all the way from Uruguay as a junior graphic designer. She studied visual communication in Hamburg and previously worked as a freelance illustrator. Her organization and illustration skills make her an asset to the design team, and Ini mentions politics and emotions as her main creative inspirations.


Lisbon native Gonçalo joined Phiture as a junior graphic designer. With a bachelor’s degree from ETIC University in communication design and a background in print, detail-oriented Gonçalo puts his talents to the test on the design team. As a bit of an introvert, he values his alone time to generate ideas and stimulate his own creativity. You can always find his desk littered with books on human psychology and speakers reverberating ambient music. He applauds the safe space Phiture fosters and appreciates the trust he can put in his coworkers.  


Joining Phiture all the way from sunny Sydney, Bella was sold on Berlin after a few stints traveling back and forth to Europe while on break from the University of Technology Sydney, where she earned a degree in interior architecture. A strong project manager with experience leading design teams, Bella’s specialties include mobile marketing, branding, UX/UI, and print design. She has an obsession with mid-century interior design styles and one day hopes to live in an impeccably designed house, furnished with a fine collection of Vitra chairs. 


After living in Aarhus in Denmark for seven years, Polish Tomasz missed the big city spirit and decided to move to Berlin. As a graphic and motion designer at Phiture, he makes sure our client’s visuals are both aesthetically pleasing to the eye and in line with their brand guidelines. Having previously lived in Denmark, he praises Berlin’s weather and the diversity you find in different neighborhoods around town. He finds inspiration from bookstores, magazines, the internet, and posters around Berlin.


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.


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.

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.


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.


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.  


Jakob’s journey into HR is the result of an innate desire to connect with different people from around the world and an exchange semester at the State University in sunny San Diego. Raised in the small island city of Odense in Denmark, Jakob holds a B.A in international business and got his first taste of HR in the U.S and hasn’t looked back since. He most enjoys watching live football matches –– he’s an avid Liverpool FC fan –– and listening to an eclectic mix of musicgenres.


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.


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. 


Adriana was born in Prague, raised in New York, went to high school in Berlin, and studied in Amsterdam, making her a self-proclaimed nomad. Armed with a degree in media and cultural analysis from Amsterdam University College and experience in journalism and subtitling, Adriana works as the junior copywriter at Phiture. She ensures that all of Phiture’s content is clean, concise, and just a little bit spicy. In her spare time, she enjoys preparing elaborate dinners for friends and family, writing poetry, and the occasional dance party. 


Joining us from Zagreb, Croatia, with considerable work experience and a Master’s Degree in Financial Management, Antonio’s fervent passion for finance and business makes him well poised to ensure the company’s numbers remain healthy. A confessed spreadsheet nerd and fitness warrior, he possesses an infectious optimism and loves learning about new cultures — qualities he hopes will one day allow him to generate new business opportunities and stimulate economic growth in developing nations. 

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How can we help?

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