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.

Leads

Andy Carvell

Andy Carvell

Partner

Andy is a former game developer with an MBA and combined interests in technology, business strategy and frameworks. Between 2012 and 2016 he led several data-driven growth teams at SoundCloud. He now helps Phiture clients with growth strategy.

Moritz Daan

Moritz Daan

Partner

Moritz founded and sold two game companies before getting a Master’s in Law and leading a growth team at SoundCloud. Now he works with Phiture clients on ASO and growth consulting and is the author of the Advanced ASO book.

Pablo Penny

Dr. Pablo Penny

ASO Lead

Pablo has a PhD in Innovation Management and taught entrepreneurship in London before joining Phiture to lead the ASO efforts. He conducts mobile growth and optimization research for clients, as well as publications like the ASO Stack.

Experts

Tessa Miskell

Tessa Miskell

Data Scientist

Tessa has an MSc in Mathematics and worked as a Senior Analyst at a major New Zealand bank. She joined Phiture in 2017 and now applies her analytical and logical thinking skills to identifying data-driven growth opportunities.

Oksana Iarosevych

Oksana Iarosevych

ASO Expert

Oksana has been conducting ASO for apps of various niches and scales. At Phiture she applies her accumulated experience to helping customers succeed with A/B testing and keyword optimization.

Abdulmajeed Alkatten

Abdulmajeed Alkattan

Engineer

Abdulmajeed is a software engineer specializing in intelligent systems, with a background in mobile and web development, DevOps and system administration. He helps Phiture collect and process data, including insights from the App and Play Stores.

Regina Leuwer

Regina Leuwer

Content Strategy

Regina is a B2B content strategist with a journalism background. She joined the mobile industry in 2008 at app startup dailymeTV before working at Fyber and app search engine Xyologic. At Phiture, she’s responsible for content strategy and helping clients develop clear and effective messaging.

Richard Maier

Richard Maier

Admin

Richard is Phiture’s business economics generalist with a knack for problem-solving. He loves optimizing processes so that we can work with our clients more effectively. His many responsibilities at Phiture include finances, contracts and team happiness.

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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