Arturo is a passionate self-educating, chronically curious, growth marketer. He’s currently Sales Engineer LATAM at Adjust among other many things. Get to know him!
So Arturo, to get started, where are you from, where do you live now, and do you like it?
I am from Mexico City, I live there now, and I absolutely love it. The city is busy, crazy, and there is always something happening. It is one of three major startup and tech hubs in Latin America so, everybody that is anybody has some kind of connection to the city. It’s a very open collaborative feeling, and if you know what you are doing, you can get in touch with anyone you might want to, in the LATAM ecosystem.
How did you first get into the digital marketing industry?
I first started digital marketing at 14, when my father’s friend asked me to build his hardware store e-commerce. After building the site I realized it wasn’t increasing sales, so I began to look for ways to make it profitable. I started learning Google Ads and building campaigns. After a year and a half, the e-commerce efforts were contributing around 40% of the company revenue and I had developed a deep interest in the industry.
How did you get into mobile apps specifically?
I worked for a digital agency and got a lot of good experience and exposure to different digital strategies. Later, I took a position with InstaFit, which is a fitness platform for the Spanish speaking market. I joined when they were pivoting from web to mobile app, so I built my first tight-knit mobile growth team to launch, optimize, and grow the app. We were literally just a UX and UI developer, a data analyst, a product manager, and myself. I loved the way we worked together. We were very agile, running 5 to 10 tests a week on everything from design to user workflows and pricing. Apps are such an exciting space, there is so much potential to create products, improve them, and connect with users, and the industry moves fast.
As I wanted to get a deeper perspective on how the whole ecosystem worked I then moved to the publisher side where I was able to work with the top mobile advertisers in the region like Rappi, Cabify, and Etermax. This gave me a wider perspective of the trends, goals, and challenges they were facing and we worked together to find solutions that helped their businesses scale.
What is your favorite aspect of app marketing?
I am into growth. I am not specialized in one specific thing, because there is no SINGLE solution that solves every problem. You have to be able to work with a wide range of strategies to take advantage of every growth opportunity. Growth for one company might come from focusing on retention+engagement, acquisition or monetization, it all has to do with their stage and available resources. To be successful I have to be able to make intelligent and data-driven hypotheses, test them, and implement the strategies that make sense.
What is a big mistake a lot of apps make when it comes to growth?
Retention + engagement is the silent killer of apps and they can make or break them. retention separates category leaders from their competition and it should be at the core of every growth model. Still, there are a lot of people overseeing these metrics to focus on short term and vanity KPIs that eventually hurt the business but as mobile marketers get more sophisticated they are shifting towards quality over quantity, getting deeper interest in metrics like lifetime value instead of just focusing on acquiring cheap users.
Having access to reliable data that provides you with actionable insights is key for building a proper retention + engagement strategy.
And where have you been recently in the digital advertising world?
I currently work at Adjust. Our platform includes measurement, fraud prevention, cybersecurity, and marketing automation products. Together, they make marketing simpler, smarter, and more secure for the 35,000 apps working with us. I really enjoy being part of a company that is leading and innovating all the time in the mobile industry.
In my spare time, I work as an advisor for some startups, a professor of the Master Internet Business at ISDI, and I’m involved in other projects that let me stay updated and try new things.
Let’s talk about it. What are the biggest challenges you currently face with each of them?
There is no one-size-fits-all solution to reach sustainable growth and every time it gets harder and harder to get the most valuable and scarce resource in digital: the user’s attention.
Being relevant and bringing true value to the user is maybe the biggest challenge I constantly face with the companies I work with. The good news is that we also live in the era of data, and if you get the right answers to the right questions based on that data, you’re going to be able to build something that really sticks to your users’ habits.
What experiences prepared you to be the professional you are today?
I’ve been on both sides of the table when talking about our ecosystem: the developer and the platform side, the advertiser and the publisher; this really helped me to have a holistic view of the parts that together fit into this industry.
The unique opportunity of working with smart people with different roles solving hard problems across verticals and countries is something I’m really thankful for and played a big role to get me where I’m currently at.
What do you think are the key future trends in the mobile industry?
I think marketing automation is going to play a big role in the coming months as it will enhance the ability of marketers to be more creative and effective while empowering every team regardless of their size or resources to compete in the pro leagues. Delivering the right ad, to the right audience at the right time has been the cliché of marketing for a long time, but still, it has been something the industry has struggled to get right, but not for long.
Where do you see yourself in the future?
Everything in digital moves so fast that it’s very difficult to predict what will come next, but you can expect me to be doing my bit to move this industry forward.