Heather Robinette, MBA

Up until 2021, my career was centered on Marketing. I went to school for marketing, the first part of my career was in marketing, and everything seemed to be on track.

Then, in 2021, I was laid off as a Director of Marketing for a tech startup after roughly 60 days. Everything happens for a reason, right?  

I had the unique opportunity to spend time reflecting on my career and figure out what I really wanted to do next. And looking back, it all makes sense now.

In my previous role, the projects and tasks I enjoyed working on the most were centered around operations. 

After 2 short months, I was hired into a Marketing Operations role, and by day 3 (seriously), it became a Revenue Operations role as I started working with the sales, marketing, and customer success teams. 

Needless to say, Revenue Operations found me! 

A few highlights have been:
• Creating a Revenue Handbook to document and operationalize the global sales process 
• Building email automation and lead routing to help increase efficiency for the marketing team and decrease speed to lead time for the sales team
• Developing a First Touch/Last Touch Attribution model to reduce human error, improve reporting accuracy, and better illustrate pipeline contributions

Senior Revenue Operations Manager

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

Gwen Murray

I help mobile app founders go from "great idea" to "breakthrough launch." 

With 90% of apps failing in their first year, you need more than just a "marketing person" - you need someone who's been there, and launched apps across every category imaginable.

From Amazon Kindle to mental health apps to e-commerce platforms, I've mastered the unique challenges of mobile:
• App Store Optimization that actually works
• Pre-launch beta communities that create buzz
• Push notification strategies that don't annoy
• GTM playbooks built specifically for mobile

📱 Recent launches include:
→ Crawler: Gen Z social app (influencer-driven launch)
→ Cocoon: Mental health matching (personalized onboarding)
→ X Shack: Cannabis lifestyle (community + events)
→ Renolution: AI platform connecting contractors with homeowners
→ Staples: e-commerce app (ASO + push strategy)

🎯 I work with pre-launch founders to build:
✓ Complete GTM strategy (not just tactics)
✓ Brand positioning that stands out among 2M+ apps
✓ ICP frameworks for mobile user acquisition
✓ Execution teams that can actually deliver

Let's talk if you're building a mobile app and want to be in the 10%.

📱 Grab my free 30-60-90 Day Mobile App GTM Plan below
💬 DM me "APP" to chat about your launch

Fractional CMO & Marketing Strategist

Creating and implementing a holistic marketing strategy when things are moving at a fast and furious pace can be a challenge for organizations both large and small.

With executive level marketing experience from Fortune 500's (Amazon, Staples, L'Oreal) to smaller, scrappy startups, I help my clients develop multi-channel marketing strategies that result in increased revenue, drive brand awareness, and generate full-funnel engagement. 
 
Using proven frameworks, I help by motivating your target audience to take action. My collaborative approach results in productivity and my extensive experience in both B2B and B2C industries will be an asset to your team.

My strong focus on marketing strategy and project management, combined with outstanding communication and leadership skills, enables me to provide oversight and guidance around marketing strategy and campaign optimization to my clients.

Let's chat to see how I can help you crush your 2023 revenue goals!

Schedule a call and we can determine if there is a mutual fit: https://calendly.com/murray-gwen/consultation

Adaptability is actually the key to thriving... not just surviving.

And that's what mobile app growth demands now: real adaptability.

The old framework - launch, run ads, optimize funnels... still works if you have infinite budget and zero competition. 

But most founders don't. 

They're fighting for attention in a saturated app store, competing with companies that have 10x their resources.

The ones who thrive? 

They get creative.

One of my favorite examples: we needed authentic content and campus traction for an NYC nightlife app, but had almost no budget for influencers. 

So we flipped the script. 

We built a brand ambassador program with NYU students. 

We gave them early access, made them feel like insiders, and let them create content in their own voice.

The result? 

→ Organic reach we couldn't have bought. 
→ UGC that brought our app store page to life. 
→ Real community that drove retention, not just downloads. 

And momentum that compounded because it felt genuine, not manufactured.

That's what adaptability looks like in practice. 

Not abandoning strategy, but being willing to question assumptions, test unconventional paths, and move fast when something works.

Thriving means being flexible enough to see what others miss, and bold enough to act on it.

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Mobile App GTM | Fractional CMO | 12+ Apps Launched | Kindle, Staples, Crawler, and more...

adaptability means thriving, not just surviving

My career looks nothing like it's supposed to.

I don’t have a fancy title.

I don’t have direct reports.

I don't have a seat in the C-suite.

I don’t manage million dollar budgets.

The traditional path would've landed me in a CMO seat at a Fortune 500.

That's not what happened. I went out on my own as a fractional instead.

And I wouldn't trade it.

Because now I:
→ Go on every field trip with my daughter.
→ Don't check Slack on Sunday evenings.
→ I have the freedom to take Fridays off.

I went off the traditional career path.

And I would not have it any other way.

Build what works for you - not what the playbook says you're supposed to build.

"Because you're expensive, you'll have less time to prove yourself." That's what a mobile app founder said to me on a discovery call last month.

I was explaining the need to give channels time to perform before making rash decisions... 

...And why learning velocity matters more than instant results... 

"Fail fast" doesn't mean panic every 48 hours.

He rolled his eyes.

I had two choices: 

1. Fight for what could have been a lucrative contract, or 

2. See the red flags for what they were.

I've spent enough years working with leaders who treat marketing like a slot machine.

Pull the lever, expect instant payout, blame the strategy when it doesn't hit. 

Was the problem they were solving interesting? 

Yes. 

Would my experience scaling dual-sided marketplaces apps have helped them? 

Absolutely.

But would they view marketing (and me) as a strategic investment instead of a cost center they could pressure into shortcuts? 

No.

I still submitted a proposal. 

But I made my working style very clear: balanced, strategic, long-term. I let them decide.

They passed. 

And honestly? So did I.

Because here's what I've learned: 

→ The best work happens when both sides are aligned on how growth actually works. 

→ When there's trust that strategy takes time, and patience to let learning compound.

→ When that alignment isn't there, no amount of hustle will fix it.

Sometimes knowing what you don't want is just as powerful.

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Most founders I work with aren’t missing ideas.

They’re missing decisions...

Not because they’re careless - but because they’re thoughtful. 

They want more data, more validation, one more signal before committing.
The problem is that clarity rarely shows up first.

The future doesn’t come from perfect forecasts or airtight plans. 

It comes from choosing a direction, committing to it, and building momentum before certainty shows up.

Progress comes from decisions, not predictions.

Everything else follows.

Mobile App GTM Specialist | Fractional CMO | 12+ Apps Launched | Kindle, Staples, Crawler, and more...

Some days my job is strategy.

Some days it's reminding people not to panic.

I was on a call last week with a founder staring at two weeks of flat installs. 

The instinct?
 
- Change the creative. 
- Shift the budget. 
- Try a new channel. 

Do something!

But here's what I've learned after years of watching apps scale (and stall):

→ Growth isn't linear. 

→ Early data is noisy. 

And the urge to change everything is usually a signal to slow down, not speed up.

The best moves I've seen weren't made in a panic. 

They were made after asking better questions: 

1\ What are we actually learning here? 

2\ What's working that we're not measuring yet? 

3\ What would we do if we had another month of data?

Sometimes the smartest thing you can do is protect focus long enough to see what's real.

Calm isn't passive. It's strategic.

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Most mobile app founders are optimizing the wrong thing.

They're arguing about TikTok versus Apple Search Ads before they've answered a harder question:

If you doubled your traffic tomorrow, would your app actually convert it into revenue and retained users?

High-ROI mobile marketing doesn't start with channels. It starts with three foundations most teams skip:

1. Product and onboarding that don't waste attention
No ad can fix a weak first-time experience—if new users don't hit an "aha" moment quickly, every dollar you spend leaks out.

2. Measurement beyond vanity metrics
If you only track installs, you can't tell which channels actually work—expensive channels often look bad at CPI but great at day 30.

3. A creative system, not random one-offs
Your messaging should be consistent across paid social, app store screenshots, and your website, so you're testing nuances instead of reinventing your story every time.

Once these are in place, channels compound. 

→ ASO works 24/7. 
→ Content drives organic installs. 
→ Referrals turn users into a growth engine.

But none of it matters if the foundation leaks.

This is what I mean when I tell my clients "clarity before scale."

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Duolingo didn't just add AI features because it's trendy. 

They used AI to turn language practice into something that feels like a game, not a lecture:

→ Roleplay Mode simulates real conversations and scores your vocabulary 
→ AI tutors break down mistakes in real time 
→ Video call lessons add social accountability

These aren't random features. 

They're designed to make practice feel less like repetition and more like progression. 

And they gate the best experiences behind Duolingo Max, turning engagement into a monetization lever.

Here's what most apps miss: 

Retention isn't about reminding people to come back. 

It's about making them want to come back.

The apps winning right now are the ones borrowing mechanics from gaming...

→ streaks
→ levels
→ social proof
→ immediate feedback

...and applying them outside of games. 

They're turning everyday tasks into moments people look forward to.

If your app feels like a chore, no amount of push notifications will fix that. 

But if you can make the core action genuinely rewarding? 

You've built something sticky.

Engagement isn't about frequency. 

It's about designing for habits that feel good to repeat.

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Spent months building systems I was proud of… Then had to let someone else tear it apart.

At Amazon, I was leading email marketing for all of North America. 

My team had built a manual process for campaign personalization - segmenting audiences, crafting messaging, timing sends based on user behavior...
 
It was meticulous and it worked. 

Then the engineers stepped in and said: "We can automate this."

My gut reaction? 

Resistance. 

→ This was our system. 
→ We understood the nuance. 
→ How could code replicate the care we'd put into every decision?

But here's what I learned: 

Resilience isn't just about pushing through hard things. 

Sometimes it's about letting go so something better can happen.

We handed it over. 

The engineers automated what we'd been doing manually. 

And the results? 

Performance didn't just stay steady - it improved. 

The channel grew faster and with better targeting than we could've done by hand.

The hardest part wasn't the work. 

It was admitting that my attachment to the process was holding us back.

I see this with founders all the time. 

They've built something that works, so they cling to it... even when the data says it's time to evolve. 

→ The best founders know when to let go. 
→ They trust other people's expertise. 
→ They build systems instead of continuing to grind away. 

Resilience isn't about holding on tighter. 

Sometimes it's about knowing when to release your grip.

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Mobile app founders - try this.

Pick a user who recently converted to paid and stuck around for 90+ days.

Ask them this:

"What almost made you delete the app in the first week?"

The first time I asked a retained user this question, they said, "I almost deleted it because I couldn't figure out how to turn off notifications."

Not the paywall. Not the feature set. Not the UI.

Notifications.

Instead of my carefully designed tutorial, what actually kept them was:

→ Useful defaults. They didn't have to configure anything to get value
→ Clear controls. Settings were easy to find and understand
→ Immediate payoff. The core feature solved their problem in under 60 seconds
→ Respectful communication. We didn't spam them into turning us off

Retention isn't about perfecting the experience you designed.

It's about removing the friction users didn't tell you they were hitting.

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The Battle

Heather Robinette, MBA

Gwen Murray

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The Battle

Heather Robinette, MBA

Gwen Murray

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gwen Murray's LinkedIn Performance

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