Katie Jansen: The CMO Who Leads AppLovin’s Global Marketing Strategy

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Katie Jansen is the Chief Marketing Officer of AppLovin, a leading mobile games and app discovery platform that reaches more than 2 billion devices monthly. She manages the marketing and creative services teams and develops and executes the company’s global marketing strategy. Business Insider has named her one of the most powerful women in mobile advertising.

A Passion for Technology and Gaming

Katie Jansen, born and raised in California, developed a passion for technology and gaming from a young age. She grew up playing video games with her brother and friends and was fascinated by their creativity and innovation. She also enjoyed reading, writing, and drawing and had a natural talent for storytelling and communication.

Katie graduated from the University of California, Berkeley, with a degree in mass communications and a minor in business administration. She also studied abroad in Spain, where she learned Spanish and immersed herself in a different culture. She credits her education for giving her a broad perspective and a strong foundation in marketing and communication skills.

A Diverse and Successful Career in the Gaming Industry

Katie began her career as a marketing coordinator at Electronic Arts, one of the world’s largest video game publishers. She worked on various titles, such as The Sims, Harry Potter, and Need for Speed, and learned the ins and outs of the gaming industry. Katie then moved to PlayFirst, a mobile gaming publisher that Glu acquired in 2014. She rose from marketing manager to vice president of marketing and oversaw the launch and growth of some of the company’s most successful games, such as Diner Dash, Cooking Dash, and Hotel Dash.

In 2012, she joined AppLovin as the first marketing hire and became the Chief Marketing Officer in 2016. She built the marketing and creative services teams from scratch and established the company’s brand identity and voice. She also developed and executed the global marketing strategy, which includes media relations, events, content, social media, and partnerships. In addition, Katie has been instrumental in driving AppLovin’s growth and awareness. The company went public in 2021 and has a market capitalization of more than $30 billion.

AppLovin: A Comprehensive Suite of Solutions

AppLovin is a leading mobile game and app discovery platform that helps developers of all sizes grow their businesses. The company’s founders, Adam Foroughi, Andrew Karam, and John Krystynak, launched it in 2012 to create a better way for mobile app developers to market their apps. The company’s name combines “app” and “lovin,” reflecting its mission to help people discover and enjoy great apps.

AppLovin offers a comprehensive suite of solutions that help developers create, publish, market, and monetize their apps. Its products and services include:

  • AppDiscovery: A growth engine that helps developers acquires and retains high-value users through personalized and engaging ad experiences.
  • MAX: A monetization platform that helps developers optimizes their ad revenue through real-time bidding and dynamic pricing.
  • AppLovin Exchange: A programmatic marketplace that helps developers reaches their target audience across premium publishers and networks.
  • Array: A game development platform that helps developers creates and launches high-quality games faster and easier.
  • SparkLabs: A creative studio that helps developers produces and test effective and engaging ad creative.
  • Adjust: A mobile measurement and fraud prevention platform that helps developers track and analyze their marketing performance and user behavior.
  • Wurl: A streaming platform that helps developers distributes and monetizes their content on connected TV devices.

Vision and Mission to Empower Anyone to Express Themselves

AppLovin’s vision is to be the ultimate destination for mobile games and apps. It provides developers with the best tools and services to grow their businesses and users with the best experiences to discover and enjoy great apps. The company’s mission is to empower anyone to express their creativity through mobile apps and to make the app economy more accessible and inclusive for everyone.

A Strategic, Operational, and Remarkable Leader and Mentor

As the Chief Marketing Officer of AppLovin, Katie Jansen has a strategic and operational role that covers several areas:

  • Branding: She defines and communicates the brand identity and voice of AppLovin, both internally and externally. She ensures that the brand is consistent and coherent across all touchpoints, such as the website, social media, events, and content.
  • Marketing: She develops and executes the global marketing strategy and initiatives for AppLovin, which include media relations, events, content, social media, and partnerships. She also oversees the marketing budget and performance and measures the impact and ROI of the marketing activities.
  • Creative Services: She manages the creative services team, which consists of designers, writers, and producers, who create and deliver high-quality and engaging ad creative for AppLovin and its clients. She also oversees the creative testing and optimization process and ensures that the creative are aligned with the brand and its objectives.
  • Leadership: She leads and mentors the marketing and creative services teams, and fosters a culture of collaboration, innovation, and excellence. She also works closely with the executive team and other departments, such as product, engineering, sales, and business development, to align the marketing goals and vision with the company’s goals and vision.

Katie Jansen has achieved many milestones and accolades throughout her career, such as:

  • being named by Business Insider as one of the most powerful women in mobile advertising in 2016, 2017, and 2018
  • being named by Forbes as a member of the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies
  • being named by Masthead Media as a Marketing Leader of the Year in 2021, for her outstanding leadership and innovation in the marketing field
  • being featured by WeAreTechWomen as an inspirational woman in tech in 2021, for her achievements and contributions to the tech industry
  • being instrumental in driving AppLovin’s growth and awareness, which went public in 2021 and has a market capitalization of more than $30 billion

A Passionate and Dedicated Leader Who Loves What She Does

Katie Jansen is a remarkable leader and marketer who has played a pivotal role in shaping AppLovin’s success and reputation. She is passionate about technology and gaming and is dedicated to helping developers and users connect and enjoy great apps. She is also an advocate for workplace equality and diversity and provides mentorship and guidance to other women in tech. She is an example of how creativity, innovation, and hard work can lead to extraordinary results.


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Also Read: The 10 Most Strategic CMOs of 2023.

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