Apptivate: App Marketing Explained · 2026-06-10 · 33 min
Ekaterina Gamsriegler, former Head of Growth and Marketing at MyGroove and longtime advisor across music, education, and health apps, joins Apptivate to discuss why sustainable growth depends on systems rather than isolated wins. The conversation explores the nature of modern growth funnels, how creative strategy impacts retention and churn downstream, and why many teams optimize acquisition while misunderstanding activation and long-term value. Ekaterina and Taylor also discuss localization as a full-funnel growth lever, pricing strategy during high-intent seasonal periods, the realities of founder-led and offline growth channels, and how mapping the complete user journey can uncover hidden bottlenecks that data alone often misses. Questions addressed in this episode Why does Ekaterina compare growth systems to a house of cards? How do creative strategies affect retention and subscriber churn? What mistakes do apps make during seasonal growth periods like Q5? How should marketers evaluate long-term value instead of short-term ROAS? Why can localization improve the entire growth funnel? How did MyGroove grow paying subscribers 10x in one year?
AI governance, trust, and app growth - Adeel Shaikh Muhammad (Adeel Solutions)54 / 100
Remerge and the evolution of app retargeting - Pan Katsukis (Remerge)
What mobile gaming learned from AI-driven creatives - Michal Bubernik (Pixel Federation)
Remerge’s take on mobile marketing in 2026 - Patrick Eichmann & Taylor Lobdell (Remerge)
How motion data from phones can inform your growth strategy - Dieter Rappold (Context SDK)