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Ben Roberts
Mobile Marketing & Growth (Performance Marketing) - App Growth Consultant
Bio
With media getting more expensive, consumers becoming more discerning than ever and funding getting harder to secure, I help developers and founders grow their apps while in those first few years before getting funded. I'm an experienced app marketing specialist who has carried out award-nominated work driving growth for brands such as Hinge, Audible, Chip, Zipcar and more but what I really love is working with early stage startups. I help founders minimise their reliance on paid media, achieve product-market fit and unlock a growth strategy for their app. I also up-skill founders and marketers on attribution, mobile privacy and diversifying their channel mix.
Expertise
Growth marketing
I help my clients tirelessly experiment to unlock a sustainable, repeatable growth engine while being frugal when it comes to budget in those crucial early years. While I'm a huge advocate for performance marketing when it comes to mobile growth, I believe it's not always the right tool for the job and remain agnostic when it comes to testing what works for each individual app.
PPC strategies
In the last six years I've managed over $20 million in spend across Meta Ads, Google Ads, Apple Search Ads and TikTok for brands ranging between household names and brand new startups. There's no one-size-fits-all approach to paid media but I'd love to share some successful strategies with you and help you experiment in order to work out what works for your brand with as little wasted spend as possible.
Remote work
I've worked totally remotely since the pandemic and now run a high-performing, fully remote team while being location independent myself. I'd love to compare notes on managing a remote team and share how we get the most out of our team, build a supportive and rewarding culture across borders and use remote work one of our core values to build a stronger business.
Toolkit
Apple Search
8 years of experienceI'm a huge believer in the power of ASA for down-funnel activity and have individual strategies I'd love to share for each placement here. I've had some significant success from Search Tab as well as Search Results and believe once you get under the hood, this is an extremely powerful platform.
TikTok
6 years of experienceWe're a long way from TikTok just being a place to buy cheap media. There are huge branding and performance opportunities to be unlocked with TikTok and with a wealth of experience using UGC creators to build effective creative here, I'd be very happy to share some ideas on how to get the most out of this channel.
Facebook
8 years of experienceI've managed Meta Ads for some of the biggest mobile advertisers around with over $12 million in spend on Facebook and Instagram Ads alone. I'm obsessed with creative on Meta and using it as a tool for both growth and building your brand and would love to share some strategies I've had success with.
Industries
Mobile Apps
I'm fascinated with all things mobile: acquisition, attribution, creative, product, onboarding and retention. I now run a boutique mobile marketing consultancy helping high-potential startups bring these disciplines together to accelerate their growth and push the mobile industry forward.
FinTech
I spent two years in-house at the leading UK fintech Chip managing all performance marketing. I stay up to date on all issues in fintech from compliance, retention and creative best practices and really believe in pushing the finance industry forwards to empower people with their finances.
Marketplace
Marketplaces and acquiring both sellers and buyers are some of the biggest challenges in mobile marketing today. I've worked with apps that lead the pack here as well as helping new apps get their very first users on either side of a marketplace.
Mobile Advertising
I'm totally obsessed with Search & Social when it comes to mobile marketing and the synergy between channels to slowly nurture users down the funnel in a sustainable, repeatable way. I'm pretty agnostic when it comes to channels and believe in using the best tool for the job each time. I'm experienced (and certified in) Meta Ads, TikTok Ads, Google Ads, Apple Search Ads, Reddit Ads and Snapchat Ads.
Android
Changes are on the horizon in the Android ecosystem with Google's privacy sandbox fast approaching. I'm helping my clients navigate these changes using the lessons learned from the introduction of SKAN.
iOS
In 2021, I helped one of the biggest spenders in mobile marketing navigate the introduction of iOS 14 and the privacy changes that came with it. Since then, I've only become more experienced with SKAN and am a huge advocate for education in this field, making sure founders still get the most they can out of advertising on iOS.