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2026 Agenda

Appsforum San Francisco

8:00am

Registration Opens

8:55am

Welcome Address

Sophie Isbell, Conference Producer, Appsforum

9:00am

Blueprint for Global Expansion​

A practical, insight-driven session on what it takes to scale internationally.

Julie Hansen will cover three pillars: how to build brand relevance in new markets, how to structure monetization across different audiences, and how AI can accelerate the entire process.

Julie Hansen, Chief Revenue Officer & US CRO, Babbel

KEYNOTE

9:25am

Appsforum Unfiltered: San Francisco Edition

Uncensored and off-the-record join Steve Young as he leads our panellists through a discussion on the state of the mobile app ecosystem. Expect hot takes, challenges and opportunities to kick start your Appsforum San Francisco.

Steve Young, Founder, App Masters

Eric Rosenberg, VP Sales, Commercial North America, SpinX

Grant Zaccero, Director of Global Growth Marketing, Audible

Jacob Bockelmann , CEO & Founder, MenuFit

10:10am

Mind the Gap: The 4 Levels of Personalizing Your Funnel

​

"Hi Daniel, I noticed Life360 isn't winning enough auctions on its own brand terms. I'd love to connect and show you the missed opportunity."


Performance marketing leaders receive versions of this message constantly. It is also the fastest way into my trash bin.
 

More impression share and more attributed conversions do not necessarily mean more growth. Drawing on examples from Google App Campaigns and Apple Search Ads, this session explores when branded search is truly incremental, when brand defense makes sense, and why selective conquesting may be a better use of budget. 

Daniel Mori, Director of Performance Marketing, Life360

10:35am

Growth Is Dead. Long Live Engagement.

​Chasing installs got you users. It won't keep them. This session makes the case for engagement as the real growth metric — and what it actually takes to build for it.

Dan Kessler, COO, The Mind Company

11:00am

Morning Networking & Coffee Break

11:30am

The Lag: Why LTV Never Shows Up on Time 

CPI arrives instantly. LTV takes months. This session unpacks how to make confident spend decisions on ad performance long before the revenue data catches up.​

Ryan Clarke, Senior Growth and Measurement Manager, JD Sports

Juliette Chapiro, Marketing Manager, Textme​

Saniya Vardak, Fractional Head of Growth

12:15pm

Creative Under Pressure

Creative decays faster than any other growth lever, sometimes in days. AI can produce it faster than ever, but it's also flooding every feed with the same look and sound. This panel is about producing faster, localising smarter, and staying distinct when everyone has access to the same tools.​

Moderator: John Parides, Independent Consultant

Rachel Luo, Growth (AI, Creative Systems), Cash App

​Gustavo Murillo, Global Director of Creative & Community, Booksy

Ameri Amin, Product and Growth Lead, Eleven Labs

1:00pm

Networking Lunch Break

2:00pm

The Black Box Bid: What Marketers Still Control

Bidding used to be gut feel and channel-by-channel tweaks. Now AI automates it in real time, optimizing for predicted value but automation isn't understanding. What are these models really optimizing for? How much visibility do you actually have? This session unpacks what marketers still control, and where to trust the algorithm versus question it.​

Moderator: Mahip Vyas, Growth Consultant

Royal Giles, Senior Manager, Growth Marketing, Houzz

3:00pm

Influence Is a Growth Lever: Leading Change Without Owning the Roadmap

The biggest growth opportunities rarely sit with a single team. A retention problem may turn out to be a product problem, and a conversion problem often starts with an unclear value proposition. The rub is that the person who spots it usually doesn't own the roadmap, the funnel, or the revenue number.

Jennifer Dewey has spent 15+ years closing that gap across product marketing, growth, and product at Zillow, Remitly, and Thumbtack. At Zillow, she paired customer research with funnel data to show that app users were 5x stickier. That business case helped shift engineering investment from 1:20 to 1:4 app-to-web developers and moved the company toward an app-first strategy, all without owning the roadmap.

In this session, you'll leave with a practical framework to:

  • Find the problem behind the problem before you pitch a solution

  • Build a business case that gets other teams to change their priorities

  • Earn trust and alignment with teams you don't manage

  • Turn insight into shipped work and measurable growth

Jennifer Dewey, Marketing Consultant

3:30pm

Afternoon Networking & Coffee Break

4pm

App Growth Mindset: The Psychology Behind Every Install

Everyone talks about channels, campaigns, and conversion rates. But behind every install is a human decision—and behind every decision is a desire for transformation.


Customers don't download apps because of features. They download them because they want to solve a problem, build a habit, achieve a goal, or become a better version of themselves. The most successful app experiences understand that they're not just selling products—they're becoming part of a customer's story.

Mackenzie Quinn, Founder, Quinn Consulting

4:25pm

The Appsforum Measurement Panel

Everyone runs incrementality tests now, few trust the results enough to actually act on them. This session gets into the real friction: test design flaws that quietly bias results, how to read lift when the number is smaller than you hoped, and why some teams run these tests and still can't convince finance to shift budget.

5:30pm

Networking Drinks

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Register Now

for 2026

Don't miss out connecting with marketing, UA and Monetization leaders from across the consumer app ecosystem!​

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