Sergio is a curious and passionate expert based in Germany who nowadays works for Flixbus as Mobile Marketing Manager. His love for dynamism makes him prefer User Acquisition over other mobile advertising areas. Get to know him!
Where are you at in the world these days?
I was born in Madrid but raised in Lima. And I’ve been living in Germany for the last couple of years.
How did you get into mobile advertising?
I got into mobile advertising at Flaregames in 2016. I started at Flaregames as a working student while I was writing my thesis – I went to Germany to study. Then, I had the chance to stay and I did! I loved the team, the games. Eventually, I got into User Acquisition and fell for it. It’s a dynamic and challenging career path.
What is your favorite area of mobile marketing?
While I have done a bit here and there on topics of retargeting/retention/ASO I prefer User Acquisition by far. User acquisition allows me to try different channels, platforms, tools. I love that you always have to be updated because of its dynamism.
What would you consider to be your marketing specialty?
I’ve switched around between several aspects, managing campaigns on FB/UAC/ASA and other partners and I find that while I’m still willing to do any one of those if the need arises I prefer dealing with the more fragmented landscape of the “other” partners. There I personally have a preference for programmatic ones. Transparency is definitely what I appreciate the most.
What are the biggest challenges you currently face?
Covid19 for sure since it has put a stop to activities in the travel sector, but before that it was the process of marrying mobile data and non-mobile data inside the company to try and get a comparable picture for our entire marketing efforts.
What are your essential tools and resources?
I would definitely say MMPs, analytics tools and personally depending on the acquisition size, an FMP.P
What do you think are the key future trends in the mobile industry?
A shift towards more programmatic advertising because of transparency. No doubt about it.