Meet the experts
behind Phiture

Hi, we’re the Phiture team! We live and breathe mobile marketing. We’re experienced in our fields and passionate about what we do. Hobbies include keeping ourselves up-to-date with mobile marketing trends and sharing all we learn in conferences, books, podcasts and blogs.

Partners

Andy Carvell

Andy Carvell

Partner

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 Daan

Moritz Daan

Partner

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 and a thought leader, Moritz has helped Phiture’s clients with countless ASO efforts and growth consulting - while also authoring the industry-acclaimed Advanced ASO book.

Managing Director

Pablo Penny

Dr. Pablo Penny

Managing Director

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.

Lead

Ed Burrows

Ed Burrows

Retention Lead

Prior to joining Phiture, Ed grew a marketplace startup from zero to $2M in revenue as its first employee and then left to run SoundCloud’s global lifecycle marketing program for 2 years. With a proven track record for driving retention + conversion through marketing automation and lifecycle marketing initiatives, Ed now heads up the Retention team at Phiture, as well as being the resident expert on GDPR and data privacy.

Aude Boscher

Aude Boscher

ASO Lead

From the wild, forested region of Bretagne comes Aude, brimming with ASO experience and a hands-on approach. After a Master’s in Management and a mobile marketing-focussed thesis, she managed ASO projects at Bonial for French, American and German apps. Aude’s deep expertise in ASO is evident in the work she delivers within the team and also in her thought leadership, as an expert speaker and writer.

Kevin Bravo

Kevin Bravo

Innovation Lead

Kevin has honed his technical and strategic skills in various startups and environments all over Europe. A regular speaker at conferences involving Growth hacking, mobile app development, analytics and marketing, Kevin now brings in his broad range of expertise to work both as a Growth Consultant and an innovation catalyst at Phiture. Kevin is also a keen Magic student and is seriously handy with a pack of cards.

Experts

Tessa Miskell

Tessa Miskell

Growth Consultant

Tessa has an MSc in Mathematics, and a stint as a Senior Business Performance Analyst for a major New Zealand bank, Tessa applies invaluable logical and analytical thinking to identify data-driven growth opportunities for Phiture’s clients. One of the early members of the Phiture team, Tessa manages several key client accounts and develops case studies based on the great results we drive for our clients.

Maggie Ngai

Maggie Ngai

ASO Consultant

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.

Alexandre Gorius

Alexandre Gorius

Growth Consultant

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.

Mathew Parry

Mathew Parry

ASO Consultant

Hailing from the UK, Mathew has worked in numerous media, advertising and start-up companies. Matt brings that valuable mix of experience, on top of a Degree in Film & Media studies, to his role as ASO consultant at Phiture. His account management proficiency has helped us level-up our approach across the team and Matt personally manages our accounts with many internationally recognized apps and mobile games.

Natalie Fitch

Natalie Fitch

Growth Consultant

Natalie is a born-and-bred Midwesterner from Detroit, the birthplace of Techno. With a degree in Economics and American History from the University of Michigan and experience in Marketing and Communications, she now works at Phiture as a Growth Consultant. Natalie works on many aspects of our client projects, including campaign QA, copywriting and KPI instrumentation + reporting across all of our engagements.

Binh Dang

Bihn Dang

ASO Consultant

After cutting his teeth in the games industry and with an MA in management, Binh joins Phiture as an ASO consultant to help with A/B testing and keyword optimization processes for our clients. In addition to a flair for concept and content generation, he also contributes in our efforts to discover new ASO insights through curiosity and experimentation.

Stuart Miller

Stuart Miller

Design Lead

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.

Azusa Hatano

Azusa Hatano

Working Student (Assistant ASO Consultant)

Coming from Nagoya, Japan, our working student Azusa brings an impressive work ethic and an infectious attitude to the Phiture team. Having previously worked as a pastry assistant, a student tutor and an assistant e-commerce operator, she is currently studying for her Master’s Degree in Political and International Economics - while providing support to the team across such diverse topics as graphic design, translation and ASO reporting.

Graeme Voigt

Graeme Voigt

Designer

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.

Richard Maier

Richard Maier

Admin

Richard, — aka Richie, aka “Happiness Manager”, aka “Ultimate Problem Solver” — is a business-economics generalist who deploys his expertise in process-optimization and operations management along with a knack for problem-solving to to ensure the team comfortably and successfully carries out their work in a harmonious environment.

Otas Temelis

Otas Temelis

Marketing Manager

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.

Thomas Petit

Thomas Petit

UA Consultant

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 honoured to count him as a freelance member of the Phiture team.

Abdulmajeed Alkattan

Abdulmajeed Alkattan

Engineer

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.

Join the team.

We’re looking for people who are as passionate as we are about mobile growth. App Store Optimization or Mobile Marketing expert? Give us a shout!

Words from the team

Words from the team

Moble growth stack

Andy on the Mobile Growth Stack

We share all we’ve learned in the Mobile Growth Stack, which we named after our industry-acclaimed framework. The blog has been read and cited by the likes of Greylock Partners and Google.

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ASO stack

Moritz on the ASO Stack

Our ASO Stack blog is home to frameworks and articles on strategic and practical ASO. It’s also where you’ll find our monthly digest, an overview of algorithm changes, trends and more.

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Keyword optimization cycle

Pablo on Keyword Optimization Cycle

The KWO Cycle is a framework we developed for systematic and iterative keyword optimization. It’s followed by ASO experts around the world.

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Black hat ASO

Regina on Black Hat ASO

Read about aggressive Black Hat ASO, how it works and how so many misuse ASO to gain an unfair advantage.

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