THE BEST APP RARELY WINS.
THE CLEAREST ONE DOES.
I've watched thousands of merchants decide whether to install an app. Most made the call in a few seconds.
They don't read your feature list. They glance at your listing, decide whether they get what you do, and move on. Win that glance and they install. Lose it and they never come back, no matter how good the product is underneath.
The distance between how good your app is and how fast someone understands it is the whole problem I work on.
How I Got Here
I didn't come from marketing. I'm a marine environmental scientist. For five years I ran the environmental monitoring for the construction of Haifa's new seaport, working with divers, robots, sensors, and satellites to track what was happening underwater.
Then I built a Shopify store. It failed. But I was hooked on the ecosystem, so I joined ReConvert and spent close to three years as Head of Growth and Partnerships, scaling it from a small startup to 40,000+ users.
That put me in the middle of thousands of install decisions. Since 2023 I've run my own practice and audited 100+ app listings. The lesson never changes. Merchants reward the app they understand fastest, not the one with the longest feature list.
What I Do Now
I help Shopify app founders get clear on what they built, who it's for, and why it matters. Then I make that obvious to the merchant doing the glancing. Three ways to work with me, depending on where you are:
App Audit
A written, data-driven read on your listing. What's broken in the positioning, the keywords, the way you describe what you do, and what to fix first.
30-Day Positioning Sprint
We pin down what actually makes your app different and rewrite your listing to show it. You walk away with positioning you can publish the same week.
Growth Retainer
A senior strategist working alongside you, week after week. I do the work, not hand you homework. Most founders aren't bad at marketing. They're just doing it alone.
How I Work
I don't tweak keywords or polish copy at the edges. That's surface work, and it rarely changes anything.
I also don't run a rigid process where week one is always research and week three is always messaging. Every app is in a different spot, so I shape the work around what yours actually needs. It's harder to sell that way. The results are better.
Merchants don't pick the best app. They pick the one that feels like the obvious choice. My job is to make that you.
App Store insights from the trenches
I share what I learn from audits, positioning projects, and building in the Shopify ecosystem. What's working, what's not.