2026 Agenda
Appsforum London
8:00am
Registration Opens
8:55am
Welcome Address
Sophie Isbell, Conference Producer, Appsforum
9:00am
Jobs to be Done, Supercharged with AI​
The last two years have seen an explosion of new apps. Everyone can build one now with AI. But app usage hasn't gone up. The tidal wave of new apps isn't really solving user problems, so they aren't getting used or growing.
Jobs to be Done - the product development framework developed by Bob Moesta and Clay Christensen at Harvard Business School, and since adopted by organisations from Apple to Amazon - is the best framework for understanding what users actually need and how to unlock product-led growth.
At Memrise we've worked directly with Bob Moesta to extend and refine the Jobs to be Done process for the age of AI, using our 80M users as a testing ground. Together 2e've redefined how product discovery can be done.
In this talk I'll share how we do it, and show how any company can benefit not just from the increased speed of building that AI enables, but from better product discovery - using AI to unlock product-led growth.​​​​​​​​​​​
Ben Whately, CEO & Founder, Memrise
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KEYNOTE
9:25am
Is the App Dead?
The rise of LLM-powered assistants is dismantling the discovery model that made apps dominant. Why open an app when an AI can book your flight, order your food, and summarise your emails without you ever touching a home screen? This panel weighs the case for reinvention and consolidation against a starker question: can apps maintain the trust of users in a world where AI is doing the choosing for them? And for those that can't — is the clock already running out?
Peggy Anne Salz, Lead Analyst & Founder, Mobile Groove
Güner Bayram, Founder & CEO, Moovbuddy
Lisa Kennelly, Global Product Marketing Specialist, Klarna
Veronica Lee, Global Cross Channel Paid Media - Martech, H&M
Lucrezia Leon, CBDO, SpinX
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10:30am
Mind the Gap: The 4 Levels of Personalizing Your Funnel
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Most app teams test dozens of creatives and audience segments, then send everyone through the same onboarding and paywall — losing message continuity, and with it, conversion and revenue.
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This session introduces a four-level maturity model for personalizing monetization — from a single paywall for everyone, to a funnel where source, onboarding, and paywall all compound. You'll identify your current level and leave with concrete next steps.
What we’ll cover:
— Why relying on one paywall limits an app's revenue potential
— A practical maturity model for personalizing the full flow — not just the paywall
— How to carry a message from ad to onboarding to purchase without losing the thread
— From "how do I personalize" to "what should I personalize" — what changes at scale
Max Borisik, Product Lead, Adapty
11:00am
Morning Networking & Coffee Break
11:30am
The End of One-Size-Fits-All Creative: Scaling Global Campaigns with Local Relevance
From Europe to Japan and Southeast Asia, localisation goes far beyond translation. This panel explores how brands adapt messaging, creative and storytelling for different cultures while using AI to scale production without losing authenticity​
Moderator: Matthew Balch, Freelance App Marketing Consultant
Bamiyo Awonusi, Senior Product Marketing Manager, Transfergo
Hitesh Poojary, Senior Growth Manager, Truecaller
Saniya Vardak, Fractional Head of Growth, Freelance
Kseniia Chervonenko, Senior Demand Partnership Manager, Adjoe
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12.10pm
The Real Opportunity of AI-Native Creative
Marketers are using AI to speed up existing creative workflows, or replace real-life content creators. This talk looks at a more exciting shift: how AI frees marketing teams to create entirely new formats. Yasin Kheradmand will share practical examples of new creative formats such as mini-apps, that you can use to engage your users today.
Yasin Kheradmand, Head of Growth, Stakemate
12.35pm
From Views to Revenue: how we built an Organic Growth Engine with brand-owned creators
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From zero to 600K+ followers and millions of weekly views in a few months - with no ad spend. I'll share how we built brand-owned creator accounts in-house that drive installs, revenue, and press, and how the team replicated the playbook on a second creator.
Marjolaine Chirpaz, Marketing Director, Opal
1:00pm
Networking Lunch Break
2:00pm
The Web2App Blueprint
A practical playbook for converting web traffic into app installs, engaged users, and recurring subscription revenue — without losing your audience along the way.
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3:30pm
Afternoon Networking & Coffee Break
Cristian Rotari, Growth Consultant
4.00pm
Depop Case Study Presentation
More information coming soon..
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Sophie Isbell, Conference Producer, Appsforum
Georgia Wade, Marketing Manager, Wowcher
Kateryna Medushyvska, Head of UA, Skylum
Tzahi Schruber, Head of Digital Marketing, Zopa
Cansu Agaoglu, Director, Europe, Adjust
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2:30pm
Paying Smarter: Media Buying, Attribution & The Measurement Stack
As ad platforms automate more of the buying process and privacy changes fragment the measurement landscape, UA teams are being asked to do more with less signal. This panel brings together performance marketers and measurement specialists to tackle the full loop - from structuring campaigns on Meta, TikTok and Google UAC, to attributing outcomes across channels in a post-IDFA world. Expect a frank discussion on incrementality testing, budget allocation frameworks, and what a modern measurement stack actually looks like in 2026.​​
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Lauren Maxwell-Scott, Head of Product Marketing, Depop
4:30pm
The Appsforum Pub Quiz
Think you know mobile app marketing? Prove it. Grab a team, grab a pint, and put your knowledge to the test in an afternoon of trivia covering everything from App Store algorithm quirks to the ad platforms that broke your targeting (again). Expect questions on industry history, viral campaigns, acronym soup (SKAN, IDFA, ROAS - we're looking at you), and a few curveballs that'll have even the sharpest Heads of Growth second-guessing themselves. No slides. No pitches. Just good company, sharp competition, and bragging rights on the line.
5:30pm
Networking Drinks
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