Hannah Parvaz

Aperture

The Most Innovative Growth Agency of the Year. 

Award-winning ads, creative, & product.

Aperture is the growth agency specialising in full funnel optimisation, from creative advertising to product optimisation. Some of the companies we've worked with are Memrise, TomTom, The Smurfs, OPH, and PhotoSi.

🏆 Most Innovative Business Growth Agency 2024
🏆 Business Strategy Consultant of the Year 2024
🏆 Business Strategy Consultant of the Year 2023
🏆 Finalist for The Drum's Agency of the Year 2023

Hosted: 
❤️‍🔥 App Promotion Summit - San Francisco 2024
❤️‍🔥 MAD//FEST London - 2024
❤️‍🔥 App Promotion Summit - London 2024
❤️‍🔥 App Promotion Summit - Berlin 2023

Spoken at: 
🎤 App Growth Connects - How to nail your creative everywhere 💅🏽 
🎤 App Growth Summit Austin - Gaining Growth: Acquisition Channels Which Work Best in the New Privacy Landscape
🎤 App Growth Summit Berlin - Mastering App Store Optimization and Apple Search Ads
🎤 App Growth Summit Berlin - Crafting Immersive Experiences: Long-Term Engagement and Retention
🎤 App Growth Summit London - Embracing Innovation: Merging Strategy with Sustainable Success
🎤 App Growth Summit Los Angeles - How to grow by understanding your customers
🎤 App Growth Summit San Francisco - Onboarding & Engagement Strategies to Limit Churn
🎤 App Masters Podcast - The ULTIMATE Mobile App Sales Funnel
🎤 App Promotion Summit - Supercharging your app engagement and retention
🎤 Branch - Mobile Industry Leaders Summit
🎤 Growth Masterminds - How to do your most impactful work
🎤 In Growth We Trust - A Mobile App Marketing Masterclass, App Tracking and ATT insights
🎤 Indie Heroes - Virtual Bootcamp and teardown
🎤 The Mobile User Acquisition Show - How to talk to your customers in order to make winning ads
🎤 SubClub - App Optimization Through Experimentation
🎤 Subscription League - Tips for creating the right mindset for business growth
https://www.hannahparvaz.com/speaking

Founder

SYSTM (Formerly Startup Core Strengths)

B2C and Mobile App Coach

Regular talks:
Creative best practices
5 steps to grow your app
Advertising post IDFA
Mobile app marketing masterclass

Coach

GrowthMentor

Member Of The Board Of Advisors

Chat with me here: https://www.growthmentor.com/?ref=hannahparvaz

Maintained perfect 5-star rating across sessions with 200+ companies. 

Mentored founders and C-Suite from companies: 
Nude https://www.getnude.com/
Mindfulness https://mindfulness.com/
Strong https://www.strong.app/
Circa5000 https://circa5000.com/
ProductLed Institute http://productled.com/
Huddol https://www.huddol.com/
Pluto https://pluto.travel/

Growth Mentor

Aphael

Getting my hands in lots of pies.

Need more info? Property. Investing. Advising.

Owner & Director

Your Juno

We want to give women and non-binary people the financial knowledge and confidence to build their wealth.

As seen in
✨ Financial Times
✨ Business Insider
✨ Glamour
✨ Stylist

Advisor

Uptime

Thousands of 5-minute Knowledge Hacks from the world's best books, courses and documentaries.

🏆 Subscription App Campaign of the Year 2021
🏆 Google Play’s Best Apps of 2021
🏆 FastCompany’s Best Apps of 2021

Led viral campaigns, drove insane growth, and built an incredible, high performing team which drove 1M downloads in 1 year after launch.

Talks:
App Growth Summit - How we 5xd our organic traffic in 2 months
Bango - UA masterclass for app marketers
CHS - Getting started with app marketing
Remerge - Optimizing your website to drive downloads
SpeakHer - How we 5xd our organic traffic in 2 months

Head Of Marketing

Thriva Health

Heights

Curio

Delivering incredible audio to your ears.

Second hire. Led growth through $9M Series A fundraise.

Awards for work at Curio:
App Marketer of the Year 2019
Paid User Acquisition Campaign of the Year 2019
One of the 13 most persuasive ads ever seen on Wordstream


Talks:
Adjust's Mobile Afternoon Tea Talks - UA, retention, and the rise of audio
App Promotion Summit Berlin - The future of app growth
App Promotion Summit London - Five Lessons Learned Advertising on Social Platforms
App Promotion Summit New York WFH - The story behind the no. 1 paid app campaign of the year
AppFollow webinar - How one ad became the user acquisition campaign of the year
Business of Apps webinar - The end of IDFA and new opportunities for app monetisation
Creative Entrepreneurs webinar - How to nail advertising
Mobile Growth Summit - Creatve Best Practices
MoEngage #Growth - Leveraging data analytics for Growth Marketing

Podcasts:
Business of Apps - Paid social campaigns
GrowthMentor - Growth, experiments, and startups
Implement - Leading Growth to Series A
Mobile Growth and Pancakes - Ad Automation & Creative Strategies

Head of Growth

Google

Mentor

Award-winning growth expert, international keynote speaker, and founder of Aperture - the Most Innovative Growth Agency of the Year.

I've spent over a decade in house building and scaling. I create products people want to use and grow brands that people want to engage with. 

Led growth through many successful fundraises and taken companies from pre-launch to millions of users.

🏆 App Marketer of the Year
🏆 2x Business Strategy Consultant of the Year
🏆 Acquisition Campaign of the Year (Quit social media)
🏆 Advertising Campaign of the Year (Become the most interesting person in the room)
🏆 Most Innovative Growth Agency 2024

❤️‍🔥 Launched and scaled 3 products to 1M+ users
❤️‍🔥 Increased conversion rate for an app by 250%
❤️‍🔥 Increased YoY KPIs of conversions, installs, and registrations by over 500% for an app
❤️‍🔥 Coached for Google
❤️‍🔥 4x Head of Growth
❤️‍🔥 Advisor to top startups

I can help you:
🌞 Run ads across all main channels, inc Meta, Google, TikTok
👀 Find your big growth levers
❤️‍🔥 Product-led growth
🤝 Analyse behaviour and performance
💼 Founder & C-suite coaching 
📈 Prioritisation and experimentation
🧪 Build in-house growth systems
👩🏽‍🔬 Turn advertising into a science
💰 Optimise pricing and monetisation
🤓 Understand your customers 
🔎 Test messaging
💪 Teach you to do it all yourself with workshops and coaching

Working with purpose-driven companies to help them grow. 

Spoken at: 

App Growth Summit Austin - Gaining Growth: Acquisition Channels Which Work Best in the New Privacy Landscape
App Growth Summit Los Angeles - How to grow by understanding your customers
App Growth Summit San Francisco - Keep 'em Coming Back! Onboarding & Engagement Strategies to Limit Churn
App Masters Podcast - The ULTIMATE Mobile App Sales Funnel
Branch - Mobile Industry Leaders Summit
Indie Heroes - Virtual Bootcamp and teardown
The Mobile User Acquisition Show - How to talk to your customers in order to make winning ads
Subscription League - Tips for creating the right mindset for business growth

Mob just hit #1 in the App Store Food & Drink 🔥 

Well done team Aperture and the Mob team 🔥

No alternative text description for this image

SEPTEMBER. We're here. 🔥✨💥

It’s the last of summer, and August was a big one.
I thought it might be a slower month… but no chance.

🇬🇧 Stayed grounded in the UK (again)
🚲 Cycled around endlessly (ILY Lime)
🍴 Got Mob to #1 in Food & Drink charts
✅ Wrapped a 6-month consulting project
👋 Welcomed 3 new people into Aperture
🌿 Escaped to the countryside for fresh air
🍷 Had a wonderful dinner with Cien S.
💰 Reduced CAC by 80% with one of our creatives
🎤 Announced I’ll host the RevenueCat Shippies at AGA
🥂 Announced Aperture Sessions London in 2 weeks https://luma.com/iqoglyhv
☄️ Got together with the team to cowork and play petanque (Abigail and John won)

https://lnkd.in/ewpQ_-SC

Sarah Perez 

“The conclusion that screenshots are informing app discoverability is accurate, based on what Apple announced at its Worldwide Developers Conference (WWDC 25), but the way Apple is extracting that data involves AI, not OCR (optical character recognition) techniques, as Appfigures had guessed.

At WWDC 25, Apple explained that screenshots and other metadata would be used to help improve an app’s discoverability. The company said it’s using AI techniques to extract information that would otherwise be buried in an app’s description, its category information, its screenshots, or other metadata, for example. That also means that developers shouldn’t need to add keywords to the screenshots or take other steps to influence the tags.”

It implies we “shouldn’t need” to add keywords to screenshots, but that they will be being crawled with AI. 

——————
Originally posted the below on September 4th 2025:

Apple just changed the App Store algorithm in a massive way 🤯
Your screenshots now decide if you rank.

Apple started reading the text in screenshot captions and treating it as keyword metadata.

That means:
→ If you use real, active keywords in captions, you’ll fly up the charts
→ If you use fluff or nothing at all, you’ll sink

I first saw this through Ariel Michaeli at Appfigures - he analysed thousands of keywords and confirmed the shift. His post is a must-read if you want the deep dive.

The headline is simple though:
Your screenshots are no longer just for conversion.
They’re now one of the most important ASO levers.

♻️ Share to help your network grow
💕 Follow Hannah Parvaz for daily growth tips

The biggest App Store algorithm change in years

Most teams only run app campaigns.
And they end up hitting the same people again and again.

That’s why I use web-to-app funnels.
Because they unlock audiences you’ll never reach in the App Store alone.

There are two main ways to do it 👇
1️⃣ Ad → Web page → App Store → Trial
2️⃣ Ad → Web onboarding/paywall → App Store download

Web audiences are different.
Often older.
Often higher-converting.
And invisible if you only run app campaigns.

The bonus?
→ Better tracking
→ Cheaper CPMs in some cases
→ A way to test pricing and avoid App Store fees if you take payment on web

I put together a carousel on why web-to-app funnels are one of the most powerful levers for growth in 2025.

♻️ Share to help your network grow
💕 Follow Hannah Parvaz for daily growth tipsMost teams only run app campaigns.
And they end up hitting the same people again and again.

That’s why I use web-to-app funnels.
Because they unlock audiences you’ll never reach in the App Store alone.

There are two main ways to do it 👇
1️⃣ Ad → Web page → App Store → Trial
2️⃣ Ad → Web onboarding/paywall → App Store download

Web audiences are different.
Often older.
Often higher-converting.
And invisible if you only run app campaigns.

The bonus?
→ Better tracking
→ Cheaper CPMs in some cases
→ A way to test pricing and avoid App Store fees if you take payment on web

I put together a carousel on why web-to-app funnels are one of the most powerful levers for growth in 2025.

♻️ Share to help your network grow
💕 Follow Hannah Parvaz for daily growth tips

Why web-to-app funnels unlock audiences

Most ads flop for the same reason.
They sell features instead of benefits.

Nobody clicks because your headphones have “noise-cancelling tech.”
They click because they’ll “focus anywhere, no distractions.”

Nobody buys shoes for “lightweight design.”
They buy them to “run further without heavy feet.”

In ads, features are proof.
Benefits are what sell.

I put together a cheatsheet with 7 ways to flip features into benefits people actually care about — plus a simple 3-step framework you can use on any product.

♻️ Share to help your network grow
💕 Follow Hannah Parvaz for daily growth tips

Most people think ASO is “set it and forget it.”
But your App Store listing is probably full of mistakes.

🚨 6 red flags that kill your installs:
→ No subtitle
→ Bad keywords
→ Copy-free screenshots
→ Repeated keywords
→ No localisation
→ Boring first screenshots

The good news?
Fixing these costs nothing.
And it can boost installs before you spend a single £ on ads.

♻️ Share to help your network grow
💕 Follow Hannah Parvaz for daily growth tips

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